Conversion rate optimization holds the key to success for any online business. So, you should be interested in knowing about the latest trends vis-a-vis CRO that are likely to emerge in 2017. It will help you stay ahead in the cut-throat game. You may be eager to know whether CRO will reach the popularity of web analytics in mainstream. These things are difficult to predict, but CRO is certainly evolving fast to become a mainstream digital marketing phenomenon.
Here are the top four CRO trends that we can foresee in 2017:
- Increase in use of sticky website elements
The use of sticky website page elements increased in 2016 and the trend is expected to continue in the coming year as well. Sticky elements help improve user experience and directly impact conversion-related items. This is a positive trend since they cut clutter, shift the focus to content, and help maximize conversions. Examples of sticky elements are navigation menus, CTA buttons, and sticky sidebars that you find on all smart websites.
- A/B testing tools to be used more
The popularity of A/B testing tools increased in 2016 and the trend is expected to continue in 2017 as well. We will see a proliferation of low-cost A/B testing tools in the market. Google is also planning to come with a new and improved tool to carry out content-related experiments. Another big change in this space can be the integration of CMS systems with A/B testing tools. More products like Sitecore can come in the market by next year.
- Increasing usage of video as a persuasion tool
Videos are the latest craze among digital marketers since they help them earn more views and clicks compared to other ad formats. For the last few years, marketers have been using homepage videos to convert visitors; so we saw a greater emphasis on the use of explainer videos, product demos, and customer testimonials. The trend will shift towards low-cost video creation services such as Demoduck. You can see demand for more video creation in future. So videos are here to stay and consolidate their position.
- Thrust on in-house CRO resources
Businesses are now trying to upgrade their CRO-related resources. More than two-third respondents, in 2015, showed their clear preference towards having a dedicated internal CRO resource. However, many online businesses find it hard to hire talents for the same due to the paucity of suitable candidates. So using a full-service CRO agency remains the only option and digital marketing agencies may witness more demand from this side.
The emphasis on conversion rate optimization will increase in future and it is going to become even more mainstream. We have already seen some of these trends discussed above in 2016 and newer trends could be more a continuation of the existing trends.