Elevating the Digital Customer Experience
Our latest ebook features insights from CX experts on everything from how to lay the groundwork for experimentation to best practices for incorporating AI into your strategy.
Foundations
Chapter one brings us back to basics, in case you need a refresher on where to start when it comes to conversion optimization. Contributions from David Mannheim, Founder and Optimization Consultant, User Conversion and Anthony De Silva, Digital Consultant, REO.
Building a CRO Team
Chapter two walks the reader through how to structure – or restructure – their Conversion Rate Optimization team, with insights from Manual Da Costa, founder of Effective Experiments, and other CRO experts.
Personalization
Website personalization and experimentation go hand in hand. Chapter three will take a look at how to integrate personalization into your CRO strategy, including how to build segments based on the psychology of your website visitors.
Firms that are good at coordinating and structuring their CRO programs achieve greater success using their CRO initiatives. Firms with a center of excellence see greater improvements, experiencing an increase of more than 10% across several metrics:
- Average visitor value: 50% of forward-thinking firms, compared to 34% of other firms.
- Site-based search conversion: 56% of leading firms, compared to 39% of others.
- Registration: 53% of leading firms, compared to 34% of others.
Firms with a highly structured CRO process saw an improvement of more than 10% in:
- Time in app: 50% of forward-thinking firms, compared to 38% of other firms.
- Average order value: 47% of leading firms, compared to 36% of others.”
CRO and Psychology
Behavioral science experts from Online Dialogue walk the reader through how to ethically ‘nudge’ website visitors to convert in chapter four. For any CX professional, understanding the role psychology plays in visitors’ behavior is key.
Experimentation for Product Teams
The customer experience spans digital assets that belong in the scope of marketing and product teams alike. Chapter five introduces the reader to the issues involved in continuous optimization from a product team’s perspective, with insights from AB Tasty’s VP Product, Jean-Yves Simon.
AI and Experimentation
In chapter 6, Jessica Crowter-Jones from Havas Media Group explains how to integrate artificial intelligence into your conversion optimization strategy. Alix de Sagazan, AB Tasty’s CEO, provides a contribution about how AB Tasty integrates AI into the AB Tasty platform, all while keeping it ‘human-centric’.
Meet our authors
David Mannheim
User Conversion
Anthony De Silva
REO
Alix de Sagazan
AB Tasty
Kevin Becker
Dotaki
Hamish Bones
AB Tasty
Bart Schutz
Online Dialogue
Jean-Yves Simon
AB Tasty
Jessica Crowter-Jones
Havas Media Group London