This guide will:
- Help you navigate the various technologies used to optimize for conversions and turn visitors into buyers
- Tell you what to look for when choosing CRO software
- Identify trends and new practices that are helping companies increase conversions
TrustRadius is excited to launch a new buyer's guide on conversion rate optimization software, the first of three guides to help digital marketers navigate the various technologies that support a conversion optimization program. Conversion rate optimization (CRO) is the process of continuously improving a website's effectiveness at turning visitors into buyers. By focusing on optimizing conversions, companies can increase online revenue without spending more on traffic acquisition.
Because conversion rate optimization covers so many different use cases and products, we are releasing three guides that cover the space; this one, which is an overview of conversion rate optimization, and two in-depth buyer's guides, one on digital analytics software and a second on A/B testing tools. The buyer's guides to analytics and A/B testing software profile each vendor, present aggregate ratings from reviews on TrustRadius, and discuss strengths and areas for improvement. We are releasing these guides because:
Three out of every five companies say conversion rate optimization is crucial to their digital marketing strategy. CRO is becoming more and more important as companies look for ways to increase profits independently of the fluctuating costs of traffic acquisition efforts such as paid search. Businesses face tough competition in attracting web traffic and want to avoid sending that valuable audience to a website that does not convert well.
Each step of a typical CRO workflow requires a particular type of software. Therefore, companies often use tools from these categories in conjunction with each other. Integration among the tools is usually helpful in performing effective CRO and maintaining a complete picture of a website's performance.
The content in these three Digital Marketing guides is based upon a distillation of nearly 400 ratings and in-depth reviews of conversion rate optimization software; interviews with consultants and thought leaders; interviews with executives from the majority of vendors discussed; and analysis of publicly available data about system adoption.
The software products featured in each guide are representative of the category but do not represent an exhaustive list. We have omitted products for which we have fewer than five user reviews on TrustRadius.
Because of the nature of how these software tools are used, i.e., in conjunction with each other, by the same teams, and within an optimization workflow, there is significant overlap among vendor capabilities in these categories. For example, some testing tools also offer heat mapping or visitor feedback features. Some analytics tools also offer A/B testing.
- Adobe Analytics
- AT Internet
- comScore Digital Analytics
- Crazy Egg
- Flurry Analytics
- Google Analytics
- Google Analytics Premium
- IBM Digital Analytics
- IBM Tealeaf
- Webtrends Analytics
- AB Tasty
- Adobe Target
- Google Content Experiments
- Visual Website Optimizer
- Webtrends Optimize
There are other online marketing software categories that work in conjunction with these two. For example, since many of these tools require tags to be placed in a website's code, a tag management system can be useful to organize the various tags from software vendors and facilitate the addition, deletion or reconfiguration of tags by marketing professionals.
"Tag management is changing the speed at which organizations can plug and play different analytics and testing solutions. Tag management will bridge the gap between testing and targeting by making data available to testing solutions upon implementation."Analytics and Testing Consultant
Additionally, traffic acquisition software, such as search engine optimization (SEO) and search engine marketing (SEM), is ancillary but closely related to the CRO picture, as there are essentially two ways to increase the total number of online conversions: attract more traffic or increase the conversion rate.
Finally, web analytics and targeting tools often integrate with other sources of customer data, such as customer relationship management, business intelligence, marketing automation or third-party data systems, so that businesses can analyze and act on all types of customer data available.
"If you're an enterprise and really want to create the most value from analytics, you need to use analytics to understand the metrics that drive behavior across the full customer lifecycle--which of course requires tools and technology for collecting data across your customer lifecycle. In that sense, it should be a goal to join behavioral analytics data with financial analytics data--often using business intelligence technologies--in order to understand the impact of customer behavior on revenue in the path to conversion."
Though all of these categories are related, we will cover them with separate, standalone buyer's guides in the future, as with our Buyer's Guide to Marketing Automation Software.