Digital Smiles
Digital marketers are increasingly focused on delivering a customer experience (CX) that sets them apart from their competition. Conversion optimization platforms (COPs) enable them to do this by allowing them to systematically test and personalise websites, mobile apps and other touch points to provide each user with a satisfying experience. COPs are also referred to as conversion rate optimization (CRO) tools, personalisation engines, or experience optimization platforms (EOPs).
79% of consumers and 85% of business buyers now say their experience with a business is as important as the products or services it provides. Businesses must, therefore, strive to emulate companies like Amazon and Instacart in order to meet customer expectations. Implementing a COP helps to achieve this.
A COP not only helps businesses to drive revenue, but also to maximise the ROI from investments in driving traffic to websites or mobile apps. Moreover, COPs fit with agile approaches that many marketers are now adopting, which use “sprints” and “backlogs” to create a continuous workflow of experimentation, reflection and action.
The functionality of COPs varies depending on the vendor’s philosophy and use of artificial intelligence. Typical capabilities include the ability to design experiments for websites and mobile apps, conduct and evaluate A/B and multivariate tests, manage testing programs and deploy successful experiments, build audience segments, personalise customer interactions in real time, and conduct server-side experiments. Testing capabilities typically include the ability to adjust and manage traffic volume to experiment variations, and tools that deliver insights about user actions.
Overall, COPs are essential for businesses wanting to deliver a great customer experience, and can help them to maximise their ROI. To learn more, download our free report, “Enterprise Conversion Optimization Platforms: A Marketer’s Guide”.
Originally reported by Martech: https://martech.org/what-is-a-conversion-optimization-platform/
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