AWA digital’s Marketing Coordinator, Nicole Major, explores the latest conversion optimisation tools and industry news with insights provided by Chief Operating Officer, Johann Van Tonder.
This month I review the powerful new feature in Google Optimize that allows rapid personalization and deployment; take a look at AB Tasty’s new Pulsar interface; introduce Magento Groups and improved reporting from Omniconvert; and explain how the new Usabilla-Tealium integration allows marketers to collect super-targeted customer feedback data at any time.
Google Optimize gets personal
Google Optimize has always let its users quickly roll out split tests with comparative ease, though it has also lacked some of the power of its main competitors.
However, the new personalizations feature has upped the Optimize game, allowing users to rapidly improve targeting and deploy changes without the need for developers.
To Google, a personalization is a set of changes made to your website for a specific group of visitors, e.g new visitors. But, the big difference to experiments is that personalizations can run forever - and don't have multiple variants to test. They're a single set of changes served to anyone and everyone who meets the targeting conditions you’ve defined.
There are lots of new features on the cards from Google using this tech, but there are two that you’ll find already running in your Optimize account:
Deploy Leader – You’ll now notice that when you have a completed test in your Optimize account that there is a ‘Deploy Leader’ button. Hit that and Optimize will re-create the winning variant as a new personalization that can be launched to any (or every) segment of your audience.
This allows businesses to start reaping the rewards from the winning variant without the inevitable delay in waiting for development teams to hardcode it on to the site. It’s not an obvious use of the new tech, but boy is it a useful one.
Personalised Experiences – This is the obvious application of personalization and, again, it doesn’t disappoint. Experiences allow you to create personalizations without running a test first by using the Optimize Visual Editor.
You can quickly create new hyper-targeted content, such as headlines, special offers, CTA’s or imagery and roll it out to any specific segment of your visitors. So, for example, if you were to decide that you want a weekend flash promo of free shipping just to your new site visitors from San Francisco… You can set it up in 2 minutes without needing your dev team.
Just as they have with their analytics suite, Google are slowly and steadily adding rich, useful features to Optimize - and I’m looking forward to seeing how it evolves.
These two personalization features are now available to all Google Optimize users, with more personalization promised soon.
Johann Van Tonder, Chief Operating Officer for AWA digital
“Testing at pace is important, but it's equally important to get those wins locked in so that the business can reap the benefits straight away. Inevitably, development teams have backlogs to deal with, so this is great as you can put the winner live while it waits in the development queue.”
The new AB Tasty PULSAR platform looks pretty but has bite under the bonnet
Never ones to rest on their laurels, the AB Tasty team have been busy completely redesigning their platform. Cue the new PULSAR platform.
Like all good optimisers, they started by asking their customers what they wanted and the answers came back – smarter, more powerful and very user friendly. So that is what they set out to do with PULSAR… but what has actually changed?
That last point is important, the new found scalability is allowing a host of new features to come out over the next few months, such as Audience Builder, better Reporting and the brand new Labs. Watch this space for updates on these as soon as they are released…
As well as the technical improvements, there are also lots of nice design changes – making the experience more intuitive with a better menu, slicker navigation and less clicks to get to some key features such as insights and statistics.
Importantly though, you can still build your campaigns in the exact same way as you could before, so there is no re-learning of the tool.
Johann Van Tonder, Chief Operating Officer for AWA digital
“AB Tasty has split-tested its way to an even better user interface. This testing platform is gaining popularity fast - and for all the right reasons.”
Omniconvert gets targeted with Magento
Omniconvert are another team that have been busy, with the launch of four new features.
The biggest and best one is the creation of Magento Groups, which enables you to create targeted campaigns focusing only on specific customers with specific buying behaviours. Using the standard RFM (Recency - Frequency - Money) segmentation model you can target messaging just by your most important (read: profitable) user groups. You can then give them a customised experience that should help you to convert more of these people. As the name suggests, it’s only available for Magento users at the moment but will be rolled out to others in the future.
There is also improved goal filtering, which is a welcome addition, integration with the analytics system Woopra and an additional reporting method for whether you need to track by linear or assisted conversions.
Usabilla-Tealium integration – a great combination (once it’s set up)
Usabilla, the voice-of-the-customer solution have announced an integration with Tealium – developers of an advanced iQ Tag Management system and their flagship customer data platform AudienceStream.
The combination of all of these things on your web page allows you to do some quite powerful, hyper-targeted user feedback surveys – and to better analyse the data (in real time if you want to).
The theory is brilliant for the serious conversion optimiser: collect user feedback anywhere at any time using advanced rules to allow you to get very specific about where you ask for feedback, who you ask it of and what you ask.
Allowing you to get lots of micro-surveys in place about specific things, rather than larger, more general ones. And that’s always a good thing. Especially when you’re then able to then manage and analyse this data in Usabilla, which makes understanding – and therefore implementing - opportunities much easier.
One word of caution though, you’ll likely need the help of your techies to get this going, as it’s not a simple plug’n’play combination. But even if it’s not the easiest thing to implement, powerful data capture and analysis is an excellent addition to your conversion toolkit.
If you want to learn more about conversion rate optimisation, read our Advanced Guide to CRO. This guide shares nearly a decade's worth of experience of increasing online sales and revenue for multichannel businesses to empower you with the skills and knowledge to transform your business.