Weeks ago I had the opportunity to attend 3XE Digital Marketing. This time, the event was focused on conversion marketing and creating strategies about what kind of actions we should take in orden to enable the success of marketing and generate more conversions.
The day started with Shalini Sukumar, Product Owner Data Science at Booking.com, showing the results of implementing data-driven experimentation on the travel website.
Sukumar explained how Booking.com constantly runs A/B Testing as part of their conversions strategy. “But why should we do A/B testing?” Sukumar stated: “We want customer’s emotions to drive product development. We want decisions to be based on fact. For this reason, Data is power.”
Digital marketing is continuously evolving as Internet giants keep upgrading their technological devices and changing algorithms to redefine user experience. If companies want to keep up with returns on investment, it’s important to know how the digital world is evolving and keep track of trends for maximum user satisfaction.
Valerie Lyons, COO at BH Consulting, stressed the importance of user privacy and how systems should be upgraded to ensure security of personal data. General Data Protection Regulation aims to protect individual privacy, harmonize data protection across all EU member states, impose obligations and fines on people and organizations that are accountable for personal data processing, and finally to regulate how data controllers process data.
The regulations are also applicable to non-EU companies that are in charge of data procession. Companies are accountable for obtaining consent for processing personal data and specifying terms of agreement in a clear manner, providing the right for users to eradicate data from records, data copy upon request and obtaining parental consent for data processing for people under 16. Companies would be required to submit risk impact assessments for projects where privacy is critical. Data breach needs to be reported within three days.
Anu Adegbola, Founder and Director at MindSwan talked about the importance of automating data and Pay Per Click (PPC) to stay on track with Google trends and beat competitors. Back in 2002, paid search was all about text ads, zero competition, easy frameworks and bidding for higher traffic. Today, paid search now includes: numerous competitors, complex framework, bidding for higher profits and diversified ads with multiple links and extensions.
Adegbola proposed that the automating data solution are testing ads, competitive analysis, managing campaigns, bidding and reporting. That requires a huge data, which is precisely why we have MS Excel for effective organization. Putting data on excel is time-consuming but the end result is worth it. Moreover, Excel formulas make it easier to manage data.
Emiliano De Matteis from Google talked about improving mobile applications to improve user experience on mobile devices. 50% of users are discouraged from purchasing products from a company if they are dissatisfied with the mobile site.
Small changes can have a huge impact
Data should be analyzed for improvements and backing up decisions. It’s important for companies to offer a checkout option. Google Pay makes it easier to make payments online, for example.
Thus, instead of 120 taps, it just takes 2 clicks to navigate to checkout. The auto fill option drive up form submissions by 25% and can store emails, numbers, addresses, and credit cards.
What’s next for Google
Bastian Grimm, Director Organic Sear at Peak Ace AG spoke about the evolution of Google in sync with user behavior. In order to stay successful, businesses need to take care of three things:
1. Instant responses:
Users should wait merely 3 seconds for the site to load. If it takes more time than that, you´ll lose your customer. Companies now need to ensure readability and accurate interpretation of sites without interruptions. To avoid user frustration, optimize loading and reaction times. Google pushes faster sites to the top.
2. Personalize your website:
Use relevant images. Address users directly without sounding creepy. First impression is always the last. Engage users in the first few seconds. Let the conversation flow as it would in face-to-face conversation.
3. Ensure usability:
Follow principles of usability to ensure that users stay on the page. Let your content does the talking. Don’t leave it to the user to figure out how to use your website. Provide easy navigation. Use a clear font for easy reading. Provide hyperlinks where they are easily clickable. Try to find a common ground with the audience. Communicate clearly. Your success depends on how well others can understand you. Don’t blindly follow trends.