Conversion Rate Optimization Space Heating Up

CRO Space Heating Up

There can be no doubt that interest is high in driving results, especially in this prolonged economic downturn. Yet, precious little has been done to change things. Most online marketers really haven’t even come to grips with how to address this issue, never mind actually do something about it.

According to Forrester Research, “eCommerce conversion rates continue to hover at 3%, and retailers know that enormous business can be gained by improving that single metric.” (Trends 2009: U.S. Online Retail, Forrester Research, April 29, 2009).

It’s clear that this is the area where a small investment can produce exponential returns – a pretty rare opportunity to find more revenue, leads, subscriptions, or whatever your business calls “conversions” in today’s economy.

Market Status Today

Unfortunately, many of the offerings that exist in the market don’t address the needs of those websites struggling with low conversion rates. They tend to fall into a few types of service offering:

• the consulting-led offer: players who want to create engagements with customers, and will use a methodology or a tool-kit as the entry point to lots of billable hours
• the enterprise-class player: Google’s Website Optimizer sitting at one end of the scale, where the full-factorial method of conducting a multi-variate test (MVT) inhibits its ability to serve any but the biggest traffic hogs on the Internet, and Omniture’s Test&Target (well, really Offermatica’s … or was that Adobe’s?) at the other end, with a big price tag and hefty traffic requirements around MVT to match
• the dabbler: many small product and/or service offerings that talk about MVT, A/B/n testing, and split testing wrapped in deep market knowledge of “best practices”

Market Need

But what about innovation that changes the game? Innovation can make this market more accessible to a wider group of websites. Just imagine a technology that:

• has a low traffic requirement (say, about 1,000 page visitors per day or less)
• can offer a full MVT at that level of traffic and still deliver statistically viable results within weeks
• won’t force your conversion rate down as the test happens … who can afford that?
•  that is as easy to use as point-and-click … no more messy scripting, deployment, project coordination …
•  is priced for small-to-medium enterprises (SMEs)

That’s what Hiconversion’s conversion rate optimization (CRO) is all about. And it delivers. You can ask any of the numerous satisfied clients that the company currently boasts. With risk-free trials and a free analysis of web pages offered, there’s no better time to start taking advantage of some more of that traffic that you’ve worked so hard to drive!

Don’t walk past a $20 bill on the sidewalk just because you’re skeptical why no-one has picked it up before you! (Come to think of it, I’ve got another blog topic…)

Comments welcome.