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Combining content optimisation with web analytics allows online marketers to take optimisation to the next level by creating solutions that will improve online performance.

Content optimisation delivers real results by finding the content most likely to convert your visitors.

These visitors, their tastes, habits and preferences never stop changing and they respond to an infinite number of variables.

With content optimisation techniques such as multivariate testing, multiple approaches can be tested all at once while the technology learns which content is working best then serves it to more visitors in future.

Combining content optimisation with web analytics allows online marketers to take optimisation to the next level by creating solutions that will improve online performance.

You have identified a pinch point in your conversion funnel, what do you do next?Using content optimisation alongside an analytics platform, it is possible to close the loop on analytics findings and take action to improve performance.

This approach takes the guesswork out of making alterations to site content, form and structure in order to resolve issues highlighted by analytics data.

A virtuous circle of continuous improvement in website performance is established.

The results we delivered our client National Express earlier this year provide a demonstration of just how powerful this approach can be.

The client’s coach ticket booking website was an effective site based upon conversion performance benchmarking within its industry. However, funnel analysis revealed that the third page of the checkout process had a high abandon rate compared to other pages.

This issue in the ticket purchase funnel resulted in visitors who had already indicated some intent to buy leaving the site, pushing up acquisition costs.

Our technology enabled the marketing team to test variants of key calls to action and messaging through the ticket booking process and identify the winning performer with a 14% uplift in those proceeding to the final page of the checkout.

They successfully reduced checkout abandon rate by discovering the content elements that most effectively engage visitors and persuade them to convert.

Automated visitor segmentation and onsite behavioural targeting (personalisation) deliver further uplift by discovering the content best suited to driving a conversion from visitors dependant on the data you already hold about them.

The rich segmentation data built up in analytics can be made actionable by automatically discovering the content most suited each visitor type.

Good web analytics is the cornerstone of onsite marketing, content optimisation provides the means of harnessing this extensive data set to establish what the best performing content is towards driving more visitors to your conversion goals.

To read more, download the National Express multivariate testing case study.

Mark Simpson is the MD of Maxymiser.

Mark Simpson

Published 17 June, 2008 by Mark Simpson

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