So much has changed since then. We have device proliferation, big data, IoT, marketing automation and advancements in web delivery, including a whole lot more literature on customer experience, engagement and conversions.
However, a lot of organizations seem to be struggling with the basics of conversion, that were highlighted in the post. A key question still lingers!
"Is my page designed to cater to my target audience, or am I being generous to all web browsers?"
It needs to be reinforced that an analytics rigor is essential to a sustained web strategy, be it campaign management, online shopping experience, other. Here is a set of key questions to answer:
- Who is our target audience?
- Do we have a clearly defined goal for the website/page(s)?
- Are 1 and 2 based on solid data analysis and modeling?
- Do we have a clear "call for action" on our pages?
I have come across a few organizations that are either not diligent on this front or have not invested in the resources to be analytically-savvy.
It is only getting more complex with above mentioned industry changes, and proactive investments towards basic advancements in addressing customer experience and conversions will only be a prudent strategy - food for thought!
No comments:
Post a Comment