Are you done with CRO?
Rasmus Houlind ??
Keynote Speaker and Author within Personalization and Omnichannel Marketing, CXO at Agillic, Board Member and Angel Investor
Audiobook Chapter 17: 'Conversion Rate Optimization and Personalization' from the book 'Hello $FirstName' is out now! It's the third and last chapter in Part 3: The Prerequisites for Personalization. Listen to it on Spotify, Apple Podcasts or Podimo! It's a 9 min marketing snack for your ears!
If your generic website experience for the average customer still has obvious flaws...
...then you're not ready for personalization, yet. And this is probably true for many website owners. Even though the design phase was good and it was a user centred design process with personas and everything, there's no way that every micro decision could have fallen out in the best possible way.
If you're not 'done' optimizing the generic experience for the average customer, then it's not the time to start optimizing the personal customer experience for the specific customer. Or is it? It brings up the question:
Is a 1% conversion rate increase for 100% of your customers just as good as a 10% increase for 10% of your customers?
We'd argue, that there is more to personalization than 'just' getting the conversion here and now. It's definitely not always about the conversion ('money now') but more about the customer lifetime value ('money later') in the long run. Why else are we talking customer loyalty, retention and 'Next Best Experience' all the time?
Die-hard CRO fans will argue that increasing conversions by 1% for 100% of visitors using CRO is as good as increasing conversions by 10% for 10% of visitors using personalization. Based on a firm belief in the long-term effect of personalization on customer loyalty and emotional commitment, we would argue that customers who have a seriously personalized experience will also have had a much more memorable experience that stands out, stays in their memory, and is worth telling their friends about. Personalization runs deeper than just chasing conversions.
I'd choose 10% for 10% - any day!
Moving from CRO into Personalization depends on the marketing discipline
But if we're not talking about your website - how fast do you move from optimizing the generic experience into creating a more personalized one? Is there actually a way of promoting your message on paid media without at least considering which audience to target and which not to? And isn't that also an act of personalization? (Albeit a light form...) We'd argue that moving from CRO into Personalization depends very much on the marketing discipline. There's a reason for CRO being a child of the Website Customer Experience (who said 'Page Experience'? David Mannheim ?) - that's where CRO often starts. But really there's no reason for CRO not to take on cross-platform customer lifecycle stages as the target of optimization!
Listen to this snack-sized 9 minute audiobook chapter here:
The full chapter outline is as follows:
领英推荐
CHAPTER 17: CONVERSION RATE OPTIMIZATION AND PERSONALIZATION
Next week will be a discussion of this chapter with...
Next week, we'll be discussing this chapter (17) with Marianne Stjernvall who goes under the name 'The Queen of CRO' - and for good reasons. Marianne has a track record of succesful CRO implementation at Coop Sverige , she's acting CDO at Tele2 and she has her own consultancy + she's doing speaking gigs on the topic on a regular basis. Who better to take this discussion with?
Don't miss that episode either - subscribe and stay tuned!
Happy listening!
P.S.
The full book is available in print and kindle and can be bought here .
(or your local amazon...)
An abstract of the book can be downloaded here .
All models and illustrations from the book can be downloaded here .
Book me for a presentation, meeting or talk here!
Performance & Digital Marketer - User Acquisition | Retention | Revenue | eCommerce & App Marketing
6 个月Increasing conversion rates by 1% for 100% of visitors using CRO may have a broader impact. Personalization, on the other hand, can create deep connections with a smaller audience. Both strategies have their pros and cons. What's your take on this marketing dilemma?