{"id":1909,"date":"2017-05-02T09:11:02","date_gmt":"2017-05-02T13:11:02","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=1909"},"modified":"2023-10-29T15:54:03","modified_gmt":"2023-10-29T19:54:03","slug":"the-pulse-of-the-conversion-rate-optimization-industry-in-2017","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/the-pulse-of-the-conversion-rate-optimization-industry-in-2017\/","title":{"rendered":"The Pulse Of The Conversion Rate Optimization Industry In 2017"},"content":{"rendered":"

As a Conversion Optimization Agency owner, I\u2019ve been watching the CRO space very closely ever since around 2006. One way I keep my pulse on the industry is to attend conferences and over the last several years, I\u2019ve been attending the Conversion XL Live Conference, I\u2019ve actually been to all of them since they started.<\/p>\n

Looking back on all the CXL events, I\u2019ve seen it grow from a 200 or so group of attendees with just 2 vendors to out growing the initial conference space with over 400 people attending and about 6 vendors in total this year. Not huge compared to some other conferences but for such a small targeted space this growth is massive.<\/p>\n

Over the years I\u2019ve seen two distinct trends\u2026<\/strong><\/h2>\n

1.) \u00a0A change in the mix of attendees. \u00a0<\/em><\/strong><\/p>\n

At the very first CXL Live, it was just us CRO geeks, lots of in-house and solo practitioners. Over the years I\u2019ve seen an increase in the number of agencies attending, this year the split between agency and non-agency was 50\/50.<\/p>\n

2.) A shift in the conversation.\u00a0<\/strong><\/em><\/p>\n

At first the direction of conversation was centered more around the actual name of what we do, conversion rate optimization, towards discussions centered around User Experience (UX) and Frameworks for doing CRO.<\/p>\n

Where Is CRO Going And What\u2019s Next?<\/strong><\/h2>\n

Based on the 2017 CXL Live event and the foresight into all the CXL conferences and other conversion conferences I\u2019ve attended, I\u2019m seeing yet another shift in the maturity of the CRO industry with 4 distinct trends emerging.<\/p>\n

Summed up in one sentence, it would be\u2026<\/p>\n

\n

Rounded expansion of the whole enchilada.<\/p>\n<\/blockquote>\n

I wrote about this on the Olark blog<\/a> \u00a0but I\u2019ll expand on it here.<\/p>\n

Let me explain\u2026<\/p>\n

Trend #1 – Balance<\/b><\/p>\n

Conversion Rate Optimization is moving toward a more balanced approach, not just quantitative data but also qualitative data, getting the voice of customer and tapping into the emotions of your prospects and visitors as been one trend that I\u2019ve seen increase in awareness since the first Conversion XL Live event. This is what I\u2019m calling a roundedness in the skill-sets used to do CRO.<\/p>\n

In the past copywriting had always taken a back seat for many CRO practitioners focusing more on usability. This makes sense is you look at the industry as a growth curve, starting with the low hanging fruit tests first. Which only works in certain markets.<\/p>\n

Direct response marketers have always know the impact of copy and long form copy and I\u2019m happy to see other CRO practitioners finally catching on in a space Creative Thirst has been building on for the last 4 years.<\/p>\n

Trend #2 – Expansion<\/b><\/p>\n

As an industry, CRO is expanding and moving toward growing testing programs vs. one-off testing or small one – three person testing teams.<\/p>\n

This speaks to the growth of the industry as a whole and is evidence to support my hypothesis that CRO is becoming divided between big agencies and in-house CRO. I think we\u2019re only going to see more in-house teams pop up out of no where as the industry matures, which will cut out the middle, smaller agencies and freelancers, just like wee saw happen in the SEO industry.<\/p>\n

Trend #3 – The Whole Enchilada\u00a0<\/b><\/p>\n

The idea of being the \u201cArchitect\u201d vs. on page tweaks. Page tweaks, or one element testing was the focus of the past several years. At most we saw radical redesigns of treatments, but that\u2019s still focusing on one page vs. the entire experience of the visitor.<\/p>\n

This trend to architect the entire visitor flow and experience across a funnel aligns with my thinking before I saw this trend emerge. This is the \u201cwhole enchilada\u201d approach of looking across the entire customer journey and actively crafting the entire flow of revenue.\u00a0 This is the next logical progression from the two year old debate of the naming of our industry. Conversion rate optimization vs. Revenue optimization, which is a silly meaningless debate, but these are the silly things we do at the start of a new category.<\/p>\n

Trend #4 – The Future of Conversion Rate Optimization
\n<\/b><\/p>\n

I would be remiss without mentioning, the trend of Personalization. It\u2019s been a buzz word in the CRO industry for a long time, it was brought up in a few talks at the conference, and it feels like we\u2019re getting closer, but we\u2019re not quite there yet.<\/p>\n

This reminds me of Virtual Reality. It\u2019s interesting but not quite ready for prime time. The CRO industry is just starting to grow up, most of us are not quite ready to run that fast yet but it\u2019s certainly fun to think about the impact on everything that touches personalization from simple customized copy on web pages and emails all the way to the Internet of things and wearable devices.<\/p>\n

We\u2019ve certainly come a long way and I\u2019m looking forward to where we\u2019re all going. See you next year at CXL 2018.<\/p>\n","protected":false},"excerpt":{"rendered":"

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