How to keep your experimentation program and CRO projects running

Learn how to experiment, optimize conversion rates and personalize experiences, with examples to show how it works.

• Get help to choose the right experimentation tool
• Learn how you can make more confident decisions, faster and with a higher impact
• Discover which level of experimentation gives the best results

As digitalization accelerates, customers of today demand and expect more, which of course also puts higher pressure on offering tailored digital services. There is an ever increasing need of serving customers in more channels, in a more personalized way. To stay competitive, you need to answer to questions:

1. What are the customers behaviors and how do they change?
2. How can we discover these changes?

The only way to know for sure is to analyse your customers’ behaviour and acting on it, with an adequate tool. Recently, Nordic Morning hosted a breakfast seminar where Optimizely presented their experimentation and personalization tools, and what they can do to increase business. We learned how to experiment, optimize conversion rates and personalize experiences, with a lot of examples to show how it works. Experimentation can bring more money, happier customers, and more engagement!

A close collaboration

Optimizely and Nordic Morning have been working closely together for many years, developing and refining CMS. Now that Google Optimizing is being phased out, it’s a natural step for Nordic Morning to offer Optimizely’s experimentation tool. We at Nordic Morning are working with the tool and have a thorough knowledge of it. Mårten Bokedal from Optimizely held an inspiring talk, explaining how experimentation can help businesses grow, especially when it comes to CRO (Conversion Rate Optimization) and personalization.

The importance of using a reliable experimentation

So let’s go for some of the key findings. We all agree that decisions should be based on facts, not on assumptions. One of the key takeaways is the importance of using a reliable tool to ensure accurate results. A tool such as Optimizely Experiment. It provides you with the ability to test and validate ideas quickly and efficiently, allowing you to make informed decisions based on real-world data. You can create unique digital experiences based on industry best practice, customer feedback, your own recent data and, last but not least, your own preference. The tool is designed to be user-friendly and easy to set up, even if you don't have any previous experience in experimentation.

The more you test, the better

But how much experimenting should you do – is there a minimum level? We learned that teams with the freedom to test more variations are far more successful. The more you can understand your customers’ behaviour and how it changes, the more your business will be the winner. Optimizely Experiment allows you to easily tailor your offering, from headlines to call-to-action, for first time visitors as well as returning customers. Go ahead and try out different images, buttons, messages and layouts for different audiences, without having to engage back-end developers.

Experimentation driving business growth

Mårten Bokedal showcased a number of use cases that demonstrated the power of experimentation in driving business growth. For example a leading online retailer that used experimentation to improve their checkout process. The result? A significant increase in conversion rates. Small adjustments can make huge differences.

Another example demonstrated how a leading hotel chain was able to use experimentation to personalize their website, resulting in higher customer satisfaction and increased revenue. By creating an inspiring digital experience, the customers were more likely to book. And to mention one more example, a fundraising-site in the US tested five different call-to-action buttons to identify which version was the most effective. The outcome showed clearly which alternative was the most profitable. Again, by monitoring and analyzing the outcome, you can gain a lot in income.

We offer vendor-agnostic solutions

At Nordic Morning, we understand that every business is unique and has its own specific needs when it comes to experimentation and CRO. That's why we offer a personalized approach to every client, helping you to identify your specific goals and develop a tailored experimentation program that meets your needs. Our team of experts has years of experience in experimentation and CRO, and we are proud to partner with Optimizely to offer our clients the best tools and expertise available.

It's worth noting that while Optimizely Experiment is an excellent tool for experimentation and personalization, there might be situations where other platforms are a better solution. Therefore, we also work with other great vendors out there, offering a range of tools and platforms to ensure that you will get the best possible solution.

We hope this presentation has given you some inspiration. Do you have experimentation and optimization needs you want to discuss? Don’t hesitate to contact us.