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Your CRO strategy is likely no stranger to the all-important privacy changes that the internet has been experiencing in recent years.
We predict that in the next 1-3 years, your CRO capability will face major challenges to delivering impactful A/B tests and personalization across your Websites and Apps. But at the same time, a more private web will introduce new and attractive opportunities that your Optimization team can start preparing for now.
From a CRO perspective, your user consent implementation should be transparent about what data you are asking to collect to personalise their experience on your site. But more importantly, it should be respectful of user choices (no means no) and make it simple to opt-out with effect to analytics and A/B testing tools.
Of course, it will be normal to see visitors opt-out but your CRO team should worry less about the loss of visitors that they can target accurately, and instead they should focus more on creating remarkable experiences for those users who give you permission to serve them when they opted-in.
Empower your team to:
Google and Adobe are currently investing heavily in next-gen capabilities that leverage Machine Learning, seamless integrations with cloud data processing services and cross-platform data integrations features that give these Analytics suites an unprecedented ability to make informed predictions based on a limited amount of session data.
This unlocks new audience targeting potentials for your CRO activities, for example:
Motivate your CRO team to start planning for the benefits that GA4 and predictive analytics will unlock as part of your CRO strategy. This might involve activities such as updating your audience prioritisation plan to reflect new possibilities or updating your testing tool implementation so that it can tap onto these new Analytics features.
Customers journeys are complex and span many devices and touchpoints. Gone are the days of expecting that every single visit should lead to a transaction on your site; now media strategies acknowledge that customers want to go through their journey in their own way and at their pace.
So why is it that some businesses still judge CRO activity just by the last click conversions? And why do we still see many websites delivering the same standard experience for visitors regardless of what previous interactions they had with your digital properties?
We believe that CRO activity should be designed to enhance your media strategy:
The world of digital moves incredibly fast. It’s important for your CRO team to start upskilling in certain areas that will be key to their success.
These 3 important metrics that measure speed performance on websites (reference) are now more important than ever because as of May 2021, they will become ranking signals impacting your SEO strategy (reference).
Your CRO team can support your efforts to improve site speed performance and now SEO rankings by learning how certain aspects of the User Experience can be tested to impact core web vitals measurements, for example the time that it takes for a user to interact with a page (First Input Delay).
As Google Analytics 4 is becoming the new standard, it’s important that your CRO team starts to study and get some hands-on experience with the platform. Google has recently released a demo account to start learning with, and you can check out Google’s official documentation for further guidance.
Ultimately, as your team becomes proficient with the platform, they’ll be able to mine richer insights and locate better optimization opportunities in your data. And if they get involved early on in your migration process, they can flag needs so that your new GA4 implementation is also designed to power your CRO machine.
Your CRO practitioners don’t need to know how to write Machine Learning models, but they should be aware of what is needed to make that work and what use cases they would like to champion.
It’s important to establish a workflow with data science and analytics teams to enable the data and the testing tools to make the most of machine learning as part of A/B tests and Personalisation campaigns.
Just like any other digital marketing capability, future-proofing your CRO strategy to thrive on a private web is absolutely essential. If you’re not preparing your team, tech, and strategy yet – now is the time to start!
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