If optimization isn't currently one of your top priorities, it is time to make a few changes to your digital marketing strategy if you want to stay competitive.
Seventy-nine percent of online users will leave your website if your content is not properly optimized, so for online companies and ecommerce sites, an optimized site is paramount to attract and retain customers, strength your brand, decrease your bounce rates, increase conversions, encourage engagement, and support overall growth in sales and revenue.
But, exactly how do you make optimization a strategic priority? First, you should familiarize yourself with answers to the most common questions about digital optimization so that you can understand exactly what an optimized website looks like and how to use your own internal resources and work with outside agencies to make it happen.
What is digital optimization?
Websites rely on different elements to convey brand messaging, create a delightful user experience, and generate leads through a frictionless conversion path. Content, banners, CTAs, design choices, images or multimedia, ads, and more all help to accomplish this.
Optimization is the process of making sure these elements are functioning as well as they can and meeting or anticipating the needs, desires and behaviors of your users and potential customers.
Optimization, which includes testing your site to see how your users respond to your content, provides you with the tools needed to implement as many small changes as you need and roll out these updates immediately. Website optimization makes your site more responsive and relies on data to figure out which versions of your webpages are resulting in more conversions.
Instead of just guessing what your audience would like to see on your site, testing allows you to compare multiple versions of key elements to see what works best. This approach to optimization allows you to take fewer risks since you can roll out each small change independently and get feedback in real time regarding how a specific content page or design element is impacting the user experience and conversion rates on your website.
How do you choose the right optimization platform?
The best optimization solution depends on what your goals are, what kind of elements you need to test, and what your budget is. If you want to get started with a free option, Google Optimize would be a good choice, especially if you are already using Google Analytics. Paid options include Adobe Target, Monetate and Optimizely, just to mention a few.
Here are a few things to consider when comparing digital marketing optimization platforms:
- Can you conduct only A/B testing, or can you conduct multivariate tests?
- Does it support desktop and mobile testing?
- What kind of KPIs will the optimization tool track?
- Can the tool deliver personalized content as well?
- Will the new optimization tool integrate with other existing systems?
- Can you implement and track changes to your website via the optimization tool, and is this process aligned with the way your IT and marketing teams work?
When should you hire an agency to help you optimize your site?
Getting an in-house optimization team up and running is laborious and time-consuming. A digital marketing agency might make more sense since they’re able to evaluate your goals, recommend the appropriate tools, run the tests, provide you with recommendations, and help you to implement the optimizations to your site.
Compare costs and ask yourself if you would be able to achieve optimal results with the talents and resources you currently have available before making a decision.
Regardless of what you decide to do, you will need to set some clear business goals for your optimization and personalization strategies. Decide which KPIs you will need to track (an agency can help you establish these as well), and don't skip the user research stage since it is crucial to understand what users want before working on how to optimize your site.
If you feel that outsourcing website optimization would make sense for your company, Multiplica has an established track record of helping brands optimize their website and improve their UX to deliver the best results! Email us at firstname.lastname@example.org today!