At Blue Mango Interactive we are constantly focusing on optimizing the campaign of our clients, in particular Conversion Rate Optimization (CRO) department is working on content and UX optimization. The CRO department is focusing on increasing the conversion rate of brand's media, their website and several touch points through the whole customer journey. Conversion rate optimization is focused on increasing the percentage of visitors that "convert" into buyers for a marketing campaign.
Based on qualitative and quantitative pre-research (analytics, heatmaps, surveys, interviews, usability researach, insights from neuroscience and social psychology) we conduct experiments providing marking insight and optimized performance to our clients.
As conversion optimization is in the DNA of Bluemango, in particular we are focusing on the following trends:
Trend 1: Cross-device testing
Due to the increase of the devices used mobile traffic has increase. However we measured that desktop conversion is increased, which suggests that orientation phase is shifted to mobile and conversion increase on desktop devices. That's why is necessary to consider different devices to increase online performance in advertising and onsite. Nowadays there are tools which made it possible to test across devices.
Trend 2: Personalization
Dynamic advertising: Research showed that personalized ads convert 10 time better than general ads, that's why at Blue Mango we developed LemonPI, a dynamic advertising solution which allow us to adapt advertising to customer preference.
Trend 3: CRO Moves to Being an Essential Ongoing Practice
In 2014, there’s was a tipping point that moved CRO to being a mandatory practice for all high-traffic websites and this trend will only be magnified in 2015. Most brands now understand that optimizing their website and user experiences are just as important as optimizing their advertising.
Of course there is a lot more going on in the world of CRO this year and there will be in years yet to come, so start following us and we will keep you updated.