In-house and agency marketers alike say conducting A/B testing is the best way to improve online conversion rates, according to recent research from RedEye and eConsultancy.
The report was based on data from a survey conducted in August and September 2017 among 800 digital marketers and e-commerce professionals.
two-thirds (67%) of survey respondents work for in-house for organizations that are trying to improve their conversion rates, and 33% work for agencies, vendors, or specialist consultancies.
Some 72% of in-house marketers say A/B testing is a highly valuable approach for improving online conversion rates.
In-house marketers rank customer journey analysis as the second-most effective method for improving online conversion rates; usability testing ranks third.
Some 60% of in-house marketers say A/B testing is a highly valuable approach for improving online conversion rates.
Agency marketers rank segmentation as the second most effective method for improving online conversion rates; customer journey analysis ranks third.
In-house and agency marketers alike rank website personalization as the most difficult conversion rate optimization approach to implement.
In-house marketers rank segmentation as the second-hardest conversion rate optimization approach to implement, whereas agency marketers rank multivariate testing as the second-hardest approach to implement.
About the research: The report was based on data from a survey conducted in August and September 2017 among 800 digital marketers and e-commerce professionals.
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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji
Twitter: @ayaznanji