Conversion rate optimization: Difference between revisions

Revision as of 04:38, 26 August 2024

Revision as of 21:17, 26 August 2024

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In 2004, new tools enabled internet marketers to experiment with [[Web design|website design]] and content variations to determine which layouts, copy text, offers, and images perform best. Testing started to be more accessible and known. This form of optimization accelerated in 2007 with the introduction of the free tool [[Google Website Optimizer]].<ref name="auto">{{Cite book|last=Page|first=Rich|url=|title=Website Optimization: An Hour a Day|date=2012|publisher=[[Wiley (publisher)|Wiley]]|isbn=9781118196519|language=English|oclc=940552907}}</ref> Today, optimization and conversion are key aspects of many [[digital marketing]] campaigns. A research study conducted among internet marketers in 2017, for example, showed that 50% of respondents thought that CRO was "crucial to their overall digital marketing strategy".<ref>{{cite web|last=Davis|first=Ben|date=October 11, 2017|title=Research shows fewer marketers see CRO as 'crucial' in 2017, but is the discipline misunderstood?|url=https://econsultancy.com/research-shows-fewer-marketers-see-cro-as-crucial-in-2017-but-is-the-discipline-misunderstood/|url-status=live|access-date=May 7, 2021|website=[[Econsultancy]]|publisher=[[Centaur Media]]|archive-date=July 28, 2020|archive-url=https://web.archive.org/web/20200728153240/https://econsultancy.com/research-shows-fewer-marketers-see-cro-as-crucial-in-2017-but-is-the-discipline-misunderstood/}}</ref>

Conversion rate optimization shares many principles with [[Direct marketing#Direct response marketing|direct response marketing]] – a marketing approach that emphasizes tracking, testing, and on-going improvement. [[Direct marketing]] was popularized in the early twentieth century and supported by the formation of industry groups such as the Direct Marketing Association, which was formed in 1917 and later named the [[Data & Marketing Association]] and acquired by the [[Association of National Advertisers]] following the announcement on May 31, 2018.<ref>{{cite press release|author=<!--Not stated-->|title=ANA to Acquire DMA|url=https://www.ana.net/content/show/id/49074|___location=[[New York City]]|publisher=[[Association of National Advertisers]]|agency=|date=May 31, 2018|access-date=May 7, 2021|archive-date=January 28, 2021|archive-url=https://web.archive.org/web/20210128125937/https://www.ana.net/content/show/id/49074|url-status=live}}</ref>

Like modern day conversion rate optimization, direct response marketers also practice A/B split-testing, response tracking, and audience testing to optimize mail, radio, and print campaigns.<ref>{{Cite book|last1=Caples|first1=John|url=https://books.google.com/books?id=0cBfQgAACAAJ|title=Tested Advertising Methods|last2=Hahn|first2=Fred E.|date=1997|publisher=[[Prentice Hall]]|isbn=9780132446099|editor-last=Hahn|editor-first=Fred E.|edition=5th, revised|___location=[[New Jersey]]|oclc=924986866}}</ref>