In the hunt for better performing online solutions marketers are continuously in search of smarter tools to help them optimize goal conversions and reduce wasted opportunities. Whether it's driving more clicks, purchasing products or getting signups to test drive a new car, marketers are looking for digital marketing tools that can help them.
People are spending more time online, but the time they will spend on your site does not get more of their focus, unless you are really good. Most of their time is spent on Facebook and Google, so when you do get traffic to your site you have to make the most out of it.
Here are a few ways you can improve your website to garner more attention.
A/B Testing and Landing pages
A/B testing was one of the first popular mechanisms where you connected KPI goals to analytics with the aim to actually get information on what works better. When used consistently, A/B testing -- or multivariate testing -- can be very efficient in optimizing specific landing pages that, for example, get hits from an inbound ad-campaign.
When using A/B testing there is still a lot of work for the editorial team; and perhaps one can argue even more than before. The editor has to create multiple variations of different landing pages and then look at the analytics feedback to choose the best performing version. After this they may try to create yet another variation to try to get even better results.
Editor's Note: Check out this prime: A Look At Multivariate and A/B Split Web Testing
Self Learning Web
The main point of automation must be that one can spend less time and get better results. Every marketer’s time is stretched over an ever-growing number of channels and tools and they really have to focus on what tasks are the most important. It is time to make their online solutions work for them.
Enter the Self Learning Web. The idea behind a self learning online solution is that it takes into account the KPIs (goals) defined by the marketer and optimizes the solution based on the actual conversion of the KPIs. Continuously trailing, failing in some areas, winning in others, learning and getting better.
Personalized Content Delivery
Another thing to take into account is that visitors are not all the same. They come with different backgrounds, look for different content or products in different price ranges, etc.. It is therefore important to be able to analyze the behavior of users and identify their needs. One way of doing this is to have a system that automatically identifies general types of users and group those with similar behavior. This technique means that you can quickly deliver content of interest and need to specific groups. The user types must be calculated in real time and be constantly evolved based on the recorded behavior of the user and the wider user groups.
When you are able to automatically analyze the behavior of the individual user and deliver content that matches what other people in their peer group looked at, searched for, bought, shared on Facebook, etc... you have a level of automation you can really use effectively in marketing. You then configure the system to automatically suggest personalized content that over time will increase the KPI conversion. For example, serving more relevant news articles based on what the visitor has been looking at already will increase engagement programmatically.
The Next Content Management Paradigm
These tools we see available now are just the start of the next content management paradigm. Being able to optimize and personalize the content delivered in all channels will be increasingly more important. Opportunities to automatically create A/B testing campaigns where the system automatically selects the best performing personalized landing page, not just in general to the whole audience, will simply become more and more common in the months to come. Marketers need to be aware of this and look for tools that enable them to build the best possible online experience for their visitors.