Feedback and insights from surveys and usability testing are also popular methods of improving conversions.
Over the years there have been two distinct ways of improving conversions, the testing approach of trying different methods (like AB testing) and the insight approach (getting feedback from surveys and doing user testing). Now the two are coming together more than ever, UX practitioners and CRO specialists are slowly becoming one, as they realise AB testing isn't enough. But it still is the most popular technique. Copy Optimization is also a very popular technique - but marketers realise that copy is so incredibility important. Marketers have really bought into the value of copywriting and content marketing, so ultimately copy optimization being a popular method, does make sense.
At Smart Insights' we talk quite a bit about website and email personalization, on our blog, in our reports and in our guides. However website personalization is unfortunately right at the bottom of this chart, as expected many are planning to use it, but disappointingly not many are when compared to other methods. There are a wealth of personalization platforms out there but they seem to be failing to cut through, perhaps it's the cost or it could be the lack of skills to manage personalization.
It is however great to see marketers are embracing feedback from customers and user testing.
By Robert Jones
Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.
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