Why Your Tech Company Needs AI Conversion Rate Optimization

Being an intuitive marketer means knowing when to work harder and when to work smarter. Conversion rate optimization is one area where working smarter yields greater rewards.

We all have human limitations. When we work within our limited capabilities, we also restrict our business’s growth.

AI conversion rate optimization pushes conversion rates beyond your human limitations, allowing you to accomplish more with what you already have. You not only don’t need to work harder, but you free up more time for high-value tasks while increasing your conversion rates.

Explore what AI conversion rate optimization is and why it’s the crucial piece you’re missing from your innovative marketing strategy.

What Is Conversion Rate Optimization?

Conversion rate optimization (CRO) is the process and strategy for creating digital content built for conversion. Conversion is when your traffic takes a desired action.

You calculate your conversion rate by dividing your total conversions by total traffic. You express the number as a percentage.

For example, if 100 visitors landed on your page and 10 out of the 100 signed up for your webinar, your landing page has a 10% conversion rate.

Tech companies use CRO to evaluate how successful their online strategies are.

What Is AI for Conversion Rate Optimization, and How Can It Benefit You?

Conversion rate optimization relies heavily on understanding how your audience will respond to your marketing.

Will they fill in a form? Does the content entice the reader? Does the CTA button stand out enough?

You must answer these questions to optimize your content for conversions.

But, there seems to be a missing piece of the puzzle since only 22% of companies are satisfied with their rates. Is there a way to increase your conversion rates?

Conversion rate optimization AI adds that extra level of understanding to your strategies. Instead of learning through trial and error or observation, AI uses machine learning and automation to dive into the minds of your audience.

It gleans crucial information you need to craft strategies around customers and their needs. It then helps you carry out those CRO strategies. Tech businesses that use account-based marketing will benefit most from AI as it provides the invaluable insights ABM needs for you to be successful as your hyper-personalization strategies.

Here are just a few snapshots of how AI fuels CRO:

  • Personalize at Scale: Use AI to analyze large datasets, allowing you to create highly personalized user experiences.
  • Use Predictive Analytics for Decision-Making: AI will enable you to analyze behaviors to predict future outcomes and behaviors, helping you make more informed decisions.
  • Incorporate Dynamic Content Delivery: Deliver the content your users want to see by using AI to adjust content delivery based on user interactions.
  • Analyze Behaviors: Analyze user behaviors to understand how users interact with content so you can optimize user journeys.
  • Automate Testing: AI algorithms quickly analyze test variations to determine the most effective elements for conversion.
  • Implement Real-Time Engagement: Engage with users in real time using human-like chatbots and in-content assistance.
  • Improve Lead Scoring: Improve the accuracy of your lead scoring by incorporating dozens of new data points AI could uncover and analyze.

How to Use AI for CRO in Tech Marketing

While all those benefits of AI CRO sound inviting, they don’t occur overnight. They require a careful step-by-step process to set up your AI to work for you.

How do you optimize conversion rate using AI?

Start with these five steps:

Step 1: Identify Key Conversion Metrics

What does a conversion mean to you?

Before optimizing for conversions, you need to define what conversions you want to accomplish. Then, establish key performance indicators for measuring conversion rates.

For example, if you aim to increase the number of people who sign up for your product demo, you might use the number of sign-ups as your performance metric.

Once you choose a metric, establish a benchmark. This is your conversion goal. You might base it on past performance, competitors’ accomplishments, or industry standards.

Use this benchmark to define whether you have successful conversion rate optimization. It will guide you on where to use your CRO AI tool to help you hit your marketing goals.

Step 2: Integrate Data

AI thrives when there’s plenty of data to work with. The more data you feed AI, the more accurate it will be.

For your CRO AI tools to be most effective, you must also identify data sources to collect information that your AI tool can use.

For example, Hushly’s customization option uses data from user behavior. When users download content or view blog posts, AI analyzes that data to suggest similar content.

The data isn’t just for AI. Your entire marketing team can tap into those insights to aid in further conversion rate optimization.

Step 3: Personalize Your Strategies

One of AI’s greatest strengths is its ability to endlessly customize options.

For example, a graphic designer can create one image and then ask AI to adjust the colors to limitless possibilities, allowing the graphic designer to develop countless photos with the click of a button.

CRO can also customize content experiences with a simple click.

Each person is unique, and offering a unique experience ensures visitors see what will resonate most with them, increasing their chances of converting. To use this feature, go into your AI tool’s settings to establish filters and customization rules so you can target your audience.

Step 4: Continuously Optimize Your Strategies

Trends change regularly, and customer activity shifts along with that change.

While AI does allow you to automate your CRO tools, it does require regular audits.

You want to check its performance and the tasks you have it performing.

For instance, you may set up an email automation campaign, but is it still hitting your conversion benchmarks?

If your CRO tool isn’t performing how you’d like it to, it’s time to refresh the strategy.

You should also regularly perform tests to ensure your chosen strategies are the best. For example, you might test several email subject line variations before settling on the one you will use in your email automation campaign.

By simply testing your landing pages, you can increase your conversion rates by up to 12%.

Step 5: Map the User’s Journey

A customer journey map, or user journey map, outlines the process and steps someone goes through in a sales cycle.

In this case, it’s the steps a lead takes before converting.

Having a map benefits you and helps you make the best use of your AI tools.

A map should list each touchpoint, the user’s actions, feelings, and the outcomes. It should also outline the user’s demographics.

Looking at the map should tell you what motivated the user to take the next step, but it can also help you identify what might have discouraged them along the way and caused them to lose interest.

Use your map to create an automated flow since you understand the natural next steps of users. Also, use the map to decide what processes to include, what to skip, and what needs more attention.

For instance, if you add a one-on-one phone call too early in the sales process, it might not yield the results you wanted because the lead wasn’t ready to buy. Seeing where the phone call lands on the map helps you realize that you might need to push the phone call further down the buyer’s path and add a few more automated nurturing campaigns in between.

Image from Nielson Norman Group

Your All-in-One AI Conversion Rate Optimization Tool

AI conversion rate optimization tools can transform how you perform marketing if you know how to use their full potential.

Hushly makes AI conversion rate optimization a breeze. You don’t need to know complex coding or have insights into AI to understand how to create automated workflows, gather data, and endlessly customize your users’ experience.

We offer an all-in-one cloud built for anyone ready to see their conversion rate surpass their goals.

Schedule a demo to learn more about our conversion rate optimization tools.

8 Factors Every B2B Tech Marketing Strategy Needs in 2020

B2B tech marketing

The coronavirus has changed how everyone conducts business. As everyone shifts towards a world of working remotely – with many never looking back – certain pieces of technology have become critical for daily work.

Business technology is certainly having a moment and it’s more important than ever to keep your B2B tech marketing strong.

8 Things Your B2B Tech Marketing Strategy Absolutely Needs in 2020

Although 81% of B2Bs admitted in November that they were concerned about a recession, most are still investing in essential pieces of technology.

Your B2B tech marketing strategy should aim to set you apart from all the other choices. It’s not what you say, it’s what you do. Show why you’re the best choice through your user-centric digital experience.

Use your digital technology marketing to educate and offer value.

B2B tech marketing

1. A Relevant and Valuable Blog

Too many marketers concern themselves with the marketing portion of content marketing without putting enough thought into the actual content.

Research shows that 90% of top-performing B2B blogs have one thing in common: They focus on audience needs and problems instead of writing promotional content.

No one wants to read a giant advertisement. Instead, research your audience and find ways to help them. Everyone is struggling right now in the wake of the pandemic so it’s always smart to offer a helping hand where you can. Put their needs first.

2. Personalized Content Assets

Beyond blog posts, you’ll also want to develop personalized content assets to help your audience. Research is important here because everyone likes to consume different types of content.

Research has found that during the buying process:

  • 49% of B2Bs consume video
  • 64% listen to podcasts
  • 76% enjoy infographics

If you’re unsure what your audience likes, shoot for a well-rounded content strategy. Don’t forget downloadable assets too like eBooks and case studies to help empower your audience.

3. A Strong Social Selling Strategy

Some industries – particularly tech sectors – see some 50% of their revenue coming from social selling strategies. That’s huge!

Now more than ever, no one likes an opportunist out to make a quick buck. Instead of using your personal social media accounts to broadcast blogs and company news, use them to build connections with followers, and have conversations.

Branch away from your own profile to leave comments, questions, encouragement, and even jokes on other folks’ statuses.

Social media usage has surged by 20% since the lockdown started. At the end of the day, people will remember who was hanging out on LinkedIn to offer encouragement and laughs versus who was constantly peddling promotional material.

social selling

LinkedIn

4. Informative Email Marketing Campaigns

Email marketing is one of the best off-site tools at your disposal for nurturing leads. Email service providers offer many advanced automation and personalization tools.

It’s easy to set up automated lead nurturing journeys ahead of time so that when someone converts into a lead, you can send out personalized campaigns.

Consider forming unique lead nurturing campaigns for different companies, job roles, or industries.

As you design your email campaigns, remember to blend a nice mix of problem-solving information with details about your company to build authority. However, skip the promotional material until the end of your lead nurturing campaign.

5. An Account-Based Marketing Strategy or Some Tactics

With everyone away from their corporate IP addresses, now might not seem like the best time to launch an account-based marketing strategy. However, artificial intelligence makes it easy to track accounts and offer personalized content without an IP address.

Create unique content for your best customers to prevent churn. Look for potential accounts to target based on market research and trends.

If you don’t want to invest in an entire strategy, at least give some account-based marketing tactics a shot. For example, you could pepper in company names throughout your blog, chat with key decision-makers on social media, or create new LinkedIn groups to network.

6. Effective Social Media Retargeting Campaigns

Social media – especially LinkedIn and Facebook – is filled with extensive audience insights and retargeting tools to boost your B2B tech marketing strategy.

Again, you don’t want to necessarily focus on converting sales right now. Sure, include a strong CTA in your material but focus on retargeting potential leads with useful blog posts and other content assets.

LinkedIn makes it easy to personalize your messages. Simply plug the URL of a personalized blog post into LinkedIn’s advertising tool to reach everyone on the platform who viewed that blog post.

7. Create a Mobile-First Experience

Last year, Think with Google estimated that 70% of B2B searches would happen on mobile devices in 2020. Well, they didn’t plan for a pandemic and folks working from home either. B2B mobile searches have surely surpassed that 70% statistic by now – at least for the time being.

B2B tech marketing – possibly more than any other sector – needs a mobile-first experience.

The best thing you can do to improve your mobile experience is to remove lead magnet forms. Forms are clunky and intrusive. Once you lift the blockade on your content, visitors will stay longer and consume more content.

8. Focus on Building Partnerships – Not Winning Sales

There’s a reason 80% of B2B customers churn within the first 24 months: Vendors don’t live up to expectations. Instead of focusing on short-term sales, shoot to build long-term partnerships.

Mutually beneficial relationships are always healthier and have better communication than co-dependent ones.

Build a Strong B2B Tech Marketing Strategy with Artificial Intelligence

Artificial intelligence can help you create a personalized experience on your website for every visitor. Whether someone is a known lead or anonymous visitor, everyone gets a completely unique content experience.

Just like Netflix, AI tracks each visitor’s browsing behavior and offers personalized content recommendations that gently guide them down the sales funnel. In other words, you can empower your B2B tech marketing leads by helping them educate themselves.

Plus, more effective on-site analytics can also power your content marketing strategy and retargeting campaigns.

Adding an AI engine to your site can skyrocket your B2B tech lead conversions by 51%! Check out how it works.

B2B tech marketing