How To Use CRO in 2020

CRO is basically, testing, experimenting, and learning. The digital marketing landscape is evolving at a high pace. As marketing tools, platforms and behaviours change, brands continually need to test new combinations to sustain performance scores.

CRO is not just on-site optimization. Customer journeys need to be balanced with sophisticated digital marketing platforms. Conversion rate optimization and performance marketing make this possible.

Following are the five strategic content experiences marketers should aim at:

Effective content marketing is not just doing the same activities with more volume and efficiency.

1. Losing control over customer experience

As customers are increasingly engaging with brands on platforms outside of brand-platforms, marketers' control over customer experience is reducing.

CRO should be envisioned as a broader activity encompassing every digital marketing activity a brand engages with and validating insights across touch points. User research, data analysation, hypotheses making, and experiments must be done on every platform.

2. Immersive formats and immersive experiences

It is vital that marketers incorporate immersive formats in their CRO strategies in 2020. Marketers can use data-driven research, understanding of emotional mindset, and context of buyers as they engage with brands to create delightful experiences.

New technologies such as voice and mobile are mainstream, and marketers need to optimize experiences on those platforms. These platforms should be seen as another channel in the omnichannel experience.

3. Conversion rate optimization and user experience

A smooth brand experience directly impacts performance outcomes. CRO and user experience should be seen as integrated activities. A relevant UX across all channels move customers deep into your funnel.

UX and CRO combined bring loyalty and transactional conversion. They have to be optimized to improve a broader metric like customer lifetime value.

4. Make right mistakes

Testing and learning is the basis of CRO. Though, as you test and learn, you are bound to make mistakes. But you can always avoid some mistakes. Below is a short list of avoidable mistakes:

Too much focus on traffic
Running CRO exclusive of rest of the channels
Not testing enough variations
Ineffective targeting

CRO 2020

Digital marketing and customers are evolving continuously. CRO must not be seen as something just for websites. Marketers need to build experiences that delight customers at every touch point. Time and resources must be allotted on high-impact areas.

AR and VR will play an essential role in CRO and consumer marketing. Personalization will be a productive entity. The CRO solution will show marketers the best message on the best channel and will deliver it automatically to provide customers with a tailored experience.

Thus, CRO will evolve by leaps and bounds by 2020.