Conversion rate optimisation in 2019 has been largely dominated by the use of interactive quizzes to boost engagement levels, and by the slightly controversial return of the website pop up. But are these trends enough to take your CRO through to 2020?
Perhaps not. Speaking at the Utah Digital Marketing Conference 2019, marketing expert Neil Patel boldly announced that, next year, ‘conventional CRO techniques won’t work as well’, sparking a need for businesses to explore, embrace, and implement new trends that will encourage action amongst website visitors. So what will work in 2020?
Personalisation. ‘Personalisation is the new conversion rate optimisation’ says Patel.
In light of this, here are 3 personalisation-based tips for improving CRO in 2020:
1. Throw Equality Out the Window
In life, we’re taught about the importance of equality, and about treating people equally. But this isn’t something that should be carried over into business, especially if you want to boost your conversion rate in the era of personalisation.
In business, equality is out, and segmentation is in. Why? Because it enables us to direct individual users to the correct stage of the sales funnel depending on their own needs.
By matching needs with the correct part of the funnel, we’re able to guide and support leads through to conversion. This is more effective than banding all leads together and throwing them straight in at the bottom of the funnel, whether they’re ready or not.
2. Prioritise Quality and Quantity
It’s often said that the quality of a landing page is more important than the quantity of landing pages, but we disagree. If personalisation is expected to be as important in 2020 CRO as the experts are claiming, then quantity becomes equally as vital as quality.
We must be prepared to take a user-centric approach to conversion rates, and for many businesses this will likely mean creating more landing pages to engage with website visitors at all stages of the sales funnel.
Again, it’s all about segmentation, and directing visitors to pages containing information that they’re ready to absorb. By giving users what they want, when they want it, we create a seamless journey to conversion.
3. Embrace New Technologies
Many are already offering a personalised experience for their customers, but the problem is that this personalisation doesn’t begin until we begin communicating directly with leads.
And by this time, leads are likely to have already conducted their own initial brand research online. We need to find a way to start engaging on a personal level with leads much earlier in the process in a bid to keep them on the site for longer and start building that relationship at the very start.
And that’s where smart algorithms come into play. The benefits of chatbots in customer service are already well understood, but adding a chatbot to your website can also be a significant facilitator of conversions.
Get Ready for the Personalised Web
Move over semantic web, the personalised web is about to take over. Next year, personalisation looks set to key one of the key components — if not the key component — of conversion rate optimisation, and a willingness to embrace new technology can make it much easier to provide a personalised experience for your high quality leads.
If you’re interested in refining your CRO strategy by bringing in a chatbot for your website, get in touch with us at support@convertobot.com to learn more about how automation in businesses can impact conversion rate success.
ConvertoBot is a leading chatbot website and social media bots platform. Set up a free account today.
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