Earlier websites were often static and text heavy. They heavily rely on traditional marketing strategies. Conversion rate optimization was the need of ecommerce markets to improve their website performance during the dot com bubble.
Now the internet has taken a new hype. Ecommerce led businesses become more aware about their spending, investing more in website analytics and user experience . Website creation has also become accessible as competition grows in the internet market.
During the early 2000s, website analysis tools became available, and awareness of website usability grew, internet marketers were prompted to produce measurables for their tactics and improve their website's user experience. But a major turning point arrived with the emergence of AB testing. AB testing was based on powerful ideas such as test variation , gathering data and then iterating based on results.
And the earlier success of AB testing was when Performable a marketing automation company used AB testing. With the help of this data driven technique such as AB testing they changed their buy now button from green to red this resulted in significant increase in clicks.
Another major change was when Google launched its tool Google Analytics in 2005 this one act of google has revolutionised the CRO. Now businesses were able to track website data, identify popular pages and analyse user journey in detail. This revolution has changed marketing strategy from intuition-based tactics to data-driven strategies.
The rise of mobile devices and apps during the 2000s has resulted in the expansion of user testing. While data driven strategies gave quantitative data regarding User Experience with the website.
User testing has given qualitative data like how a user is interacting with the website and by observing and recording their behaviour researchers were able to get more insights about the overall user experience with the data.
For example Companies often struggled with low sign ups for their newsletters. User testing revealed that there was a confusing registration form with an unnecessary field that hinders users to take desired action and by streamlining the form and focusing on essential information, the company have witnessed a significant jump in sign-ups.
During the 1990s - Early 2000s content optimization has also become important for a company. Search Engine Optimisation (SEO) has gained importance with the increase in the digital appearance of the audience. High quality content has been seen as a powerful tool for nurturing leads , generating organic traffic and building trust with potential customers. Content optimization has accelerated in 2007 with the introduction of the free tool Google Website Optimizer. Today optimization and conversion are key aspects of marketing strategy.
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