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Conversion Rate Optimization: 4 Trends To Watch In 2020

Increase the ROI of your digital investments by leveraging these 4 trends that support conversion rate optimization

Following a few decades of patiently waiting for the right blend of technology, innovation is now ablaze in the conversion rate optimization (CRO) arena. Channels and end-user behaviors have shifted to not only drive traffic to websites, but focus on achieving conversions once there.

Consumer devices and technology, combined with a rise in personalization and value-based customer interactions, have been integral to this change. As we move into 2020, the core principals of conversion rate optimization still ring true:

  1. Test, test, test your landing pages for conversions.
  2. Ensure there is a plan for direct follow-up communications with leads.
  3. Personalize those responses.
  4. Make your Call-to-Actions (CTAs) clear and effective.

But for marketers planning out 2020 strategies, which trends will help accelerate the online customer journey and propel customers towards the actions and steps you want them to engage with and complete? Let’s explore…

1. Conversion rate optimization for voice

It’s more important now to recognize where customers are accessing your content. Before, the challenge was mobile, getting the user-experience right for varied devices. But now there’s more than touch-interface to contend with when looking to improve conversion rate optimization.

In more homes, devices with voice-interaction like Alexa and Siri are now orchestrating the customer’s journey to your content and your conversions. In this way, CRO has become more complex – but the challenge brings new opportunity.

black Amazon Echo on black covered book to show conversion rate optimization for voice technology
Photo by Andres Urena on Unsplash

Part of the reaction to this sees Gartner spearheading “UX research renaissance” as a key trend for CRO, with user-centric design principles to foster cross-discipline collaboration. The number of consumers using voice-driven assistants is significant enough to require this kind of fundamental strategic shift. Who knows – in 2020 we might start to see more companies replacing their lead forms with voice-enabled chatbots.  

2. Scale individual connections using personalization and AI

Personalization should create a connection that users feel is aimed directly at them. Engage them in the give and take of discussion, make it about their needs and how you can help them. Offer them a specific way to connect (time, day) to further address what you can do for them and use AI to help automate this personalization process. Make conversational replies smart and end-user specific.

person holding a phone reading an automated and personalized text message
Photo by ROBIN WORRALL on Unsplash

The New York Times’ Neil Patel has a simple but effective method to resuscitate unconverted leads. Text someone using their first name and it’s almost certain they’ll respond. After this, set into motion an automated reply that drives the next stage of the conversation and yields results.

3. The right narrative for the right audience

Keynote speaker and best-selling author Mari Smith advises rethinking how people are consuming information. Try and edit down long-form pieces into “bite-sized, tap-and-swipe-worthy content.”

An open story book with storyteller character to show how to increase conversion rate optimization
Image by Tumisu from Pixabay

Stories will always drive responses in the most compelling way because humans are born storytellers. We connect to everything in our lives through stories. But, consider the format, access and longevity. Make the content work through the vehicle of delivery. Repurpose content now that will never be permanent, but can still have a powerful impact in the moment.  

Stellar Media Marketing owner Kelly Mirabella adds that there’s no point building a large following just to say you have it. Instead, focus on targeting those who actually engage with your content using behavioral segmentation. Nearly all social media channels can help you manage that. You can really stretch tight budgets by focusing on smaller but hyper-relevant campaigns.

4. Privacy: regulation and legislation

GDPR, PECR, CCPA, ePrivacy Regulation and others are impacting conversion rate optimization, with marketers needing to align their brands with these guidelines to achieve full compliance.

monitor screengrab of website analytics showing conversion rate optimization metrics
Photo by Webaroo.com.au on Unsplash

Third-party analytics such as Google Analytics, Adobe Analytics and Leadfeeder will be impacted by this. With consent increasingly handled by the browser, this remains an issue if end-users elect to block cookies.  First-party consent will certainly help and ultimately foster more trust from your audience.

In conclusion

While conversion rate optimization is set to see some exciting developments in 2020, there are also challenges.

Voice-driven interfaces will become a key consideration, impacting the lives of even more consumers and the way they shop. Automation through AI and consumer interaction through Virtual Reality (VR) and Augmented Reality (AR) will enhance personalization and end-user experience, all key to building CRO. Recognition of the role that new privacy laws play on browser activity is also critical.

A strategic focus on engaged, user-centric content and design, alongside a combined CRO/SEO strategy, are the key avenues to take to ensure those customer experiences build to conversions. By adapting your marketing plan now to fully capitalize on these opportunities while addressing the challenges, you can maximize the CRO return on your digital investments in 2020.

Looking for more tips on getting a great return on your digital investments? Here are 5 Ways to Increase Conversion Rate that are a must-read for any marketer.

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