Why is my conversion low? (rewind)

It was exactly 7 years ago that I asked this question on this blog. 

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:

1. Who is our target audience?
2. Do we have a clearly defined goal for the website/page(s)?
3. Are 1 and 2 based on solid data analysis and modeling?
4. 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!

Where does conversion suffer?

Only 40% of companies are applying some kind of testing AND targeting to grow consumer engagement and enhance conversion. The technology is often in-house and to top it all, most companies are not sure about what to test, how to test, what metrics to test, what is the timely reporting and format needed and how to apply analytics to the data.

These findings from a survey by Omniture, reveals a lot about the problems we face in the real world. To maximize the return on the online presence, we need to define the testing and targeting strategy, and apply analytics rigor to better understand our consumers’ needs and create opportunities for business growth.

Behaviorally targeted pages with dynamic content result in a 12% lift in conversions, according to the same study – that will be quite a handsome reward for our 2010 online efforts!