Technological developments are progressing faster than we had expected just a few years back.

Many Scandinavian e-commerce companies have been improving automated logistics to where, among other things, picking and packaging happens without a single person being involved.

A lof of the sales and marketing online are also largely automated. Asia and the US in particular have stepped up their automated sales and marketing campaigns and are seeing good results. Is it a threat to us in Scandinavia?

How do you work today to increase conversions in your business? Do you have a system for A/B split testing, analysis tools or other systems in place, that influence the critical end phase of an order, where conversion is absolutely crucial?

We work with several major players online on exactly this critical point; conversion. Not just sales in classic e-commerce and online stores, but also in banking, finance, telecommunications and with travel business actors, who all have one common goal: Conversion.

Conversion is, according to what the textbook told us: “getting a visitor to a page to do what you want them to do.” This could be getting them to download a video, order a test drive, a dental appointment, plane tickets or even carpet cleaning. Or getting them to buy an electronic gadget, book or an awesome pair of shoes online.

We believe in sharing our knowledge and experience, and have created a list of 4 “must-have” systems for improving your control and conversions in 2019:

1. A system and tools for analytics.

Google Analytics (GA) is well-known, good and free. It does a good job at analyzing visitors to the website. It tracks where they come from, where they may be leaving to, what devices they use and some aspects of their behavior, conversion and time spent on the site. If GA is properly configured and showing the correct numbers for your goals and KPIs, you are already well on your way to success.

Although GA says something about conversion, this tool alone is not enough to do be able to work optimally on this critical aspect. You should also have a system for A/B split testing to see which solutions, products and designs are selling best, and a system that tailors reports to just that.

Planning and managing your A/B split test hypotheses is a system in and of itself, and it’s a good idea to set it up before you start testing these hypotheses.

2. A system and a continuous process for constantly improving functionality on the website.

Making loading times, search, information retrieval, ordering, payment and delivery as smooth as possible. A system for conversion optimization of the page’s content, message and design on both mobile and desktop is a must.

3. A system to be able to tailor messages to your desired audience.

Here, we are talking to the target audience of what it is you are delivering. The more relevant the message, the greater the chance of conversion. Make sure to use a unique landing page for all the campaigns you are runing. At Recheckit, for example, we have AI-controlled technology that triggers messages in the right place, at just the right time. The idea is simply to match online shoppers at the moment of purchase, with a relevant message or offer.

4. A system for measuring the impact of the campaigns.

Nothing beats a clear (and good) ROI when it comes to automated campaigns. Which campaigns and messages contribute the most, and how much better earnings do you get from running an automated campaign versus periods without running campaigns? Would the visitor end up buying either way, or is it the campaign, message and offer that has contributed to the increased ROI?

We believe we have retained several of our largest clients by using the systems mentioned above. Systems that both analyze users behavior on the pages, which campaigns, offers and messages actually work, and what directly contributes to conversion.

Having good systems and routines for A/B testing before launching campaigns, continuous behavior analysis related to campaigns and an automated reporting tool for conversion and ROI, are crucial in 2019.

It makes the processes transparent both internally and for our clients. Both we and them can see if the campaigns are performing well and where there is room to make adjustments.

Because we have a business model that, among other things, is based on “no-cure-no pay”, customers are able to test campaigns they might not otherwise have taken the chance on. This yields useful learning for both parties.

We are happy to share our experiences with what works in the field of automated marketing campaigns, no strings attached. Feel free to call any time. Or send us an email. Thank you for reading.

Per Andreassen

Author Per Andreassen

More posts by Per Andreassen

Leave a Reply