Getting started with conversion rate optimization (CRO)? A/B testing should probably be the first port of call, according to a survey of 177 marketing influencers by Ascend2 and its Research Partners. Not only did these respondents point to A/B testing as the most effective CRO tactic, but also as the easiest to execute.
A similar study carried out last year among predominantly European company marketers – by Econsultancy and RedEye – likewise found that A/B testing was the second-most valuable CRO method (behind customer journey analysis) and the second-easiest to execute.
Following A/B testing in the Ascend2 survey is content personalization, considered effective by roughly half (51%) of the respondents. But content personalization is perceived to be far more difficult than A/B testing, with almost three times as many respondents (57% vs. 20%) indicating it to be among their most difficult tactics. Personalization – a hot topic – also emerged as the most difficult tactic to execute in the aforementioned Econsultancy and RedEye research, though in this case the research asked about website personalization. Read the rest at MarketingCharts.com.