Optimization

The Importance of Optimization in Today's Cross-Channel Environment

For businesses across a wide range of industries, the online channel plays an increasingly important role in maximizing top-line revenues and bottom-line profit. With increased pressure to deliver a stellar cross-channel, personalized experience that encourages purchases and loyalty, many companies are upgrading their e-commerce and web platforms. While platform upgrades deliver substantial long-term return on investment, businesses are also realizing fast, measurable impact and value by optimizing their cross-channel experience with Software-as-a-Service (SaaS) solutions that extend their web or e-commerce platform to maximize top-line revenue and bottom-line profits.

Your service team will help prepare your business prior to the deployment, configure and customize your solution, ensure a smooth launch, test and measure initial results, and work with all stakeholders in your organization to accomplish your business goals.

Online Business Optimization is Now A Must-Have

Like most businesses, yours likely devotes considerable budget and resources to acquiring qualified traffic with proven tactics like search engine optimization and marketing, email marketing, loyalty campaigns, and re-targeting. After all, the more browsers on your site, the more opportunities to convert leads or sales and to up-sell and cross-sell to existing customers. However, despite your investments, you may be struggling to increase engagement and time on site, to convert browsers into leads or customers, or to improve customer satisfaction and lifetime value.

Why has it gotten harder to drive results online? Because today�s savvy consumer and business buyers are no longer content with an average, impersonal online experience. They expect a tailored, personalized experience that revolves around being treated as an individual. They�ve become accustomed to home pages or landing pages that dynamically re-arrange based on their tastes. They expect online customer service agents to greet them by name and know why they�re calling or chatting. They respond well to email marketing messages that are dynamically personalized for them. They want to be engaged — personally and directly — in social channels like Facebook and Twitter.

Each time you or one of your competitors delivers one of these "wow" moments to a customer, his benchmark and expectations for personalized treatment is reset. As a result, you need to ensure your cross-channel customer experience is continually optimized to make the most of every customer interaction.

Fortunately, a new generation of optimization solutions are available to help you react intelligently and proactively to each customer�s interests and intent. With flexible delivery models and affordable, monthly subscription plans, these solutions can help you quickly grow revenue, improve customer satisfaction and retention, and unlock profits and insight quickly, easily, and measurably.

Grow Revenue By Optimizing Conversion Rates

Conversion is the new click. While optimization was once the business of increasing click-through rates on search or banner ads, online businesses today care just as much — or more — about optimizing site conversions, whether these conversions produce leads, transactions, or customer acquisition opportunities.

Businesses today employ a host of post-click site optimization techniques to convert more qualified traffic into leads or customers. Savvy direct marketers and local media companies are optimizing their marketing and ad campaigns by using tools like Call Tracking, Click to Call, and Form to Call to optimize the number of quality leads driven from each campaign. Retailers and consumer goods companies selling direct on their websites are optimizing conversion rates with personalized promotions and recommendations, which automatically display the right content to each customer based on their behavior and intent. Telecom, financial services, and travel companies are optimizing online customer acquisition by using proactive, contextual live help to engage consumers in the moment, and provide the information they need to apply or buy online. With all these approaches, the key is having rich, detailed analytics — integrated with the solutions — to measure success and test different approaches.

Drive Loyalty By Optimizing the Customer Experience

With online traffic growth approaching a plateau in some regions, keeping customers is as important as acquiring new ones. More and more companies, as a result, are hiring dedicated Customer Experience executives whose charge is to evaluate the cross-channel customer experience on a daily basis to look for ways to improve and optimize customer satisfaction and retention. These executives realize that every customer interaction is an opportunity to strengthen the relationship, up-sell and cross-sell, and create referral revenue opportunities.

Experiences that speak to each customer — personally — at every touch point are key to optimizing customer loyalty. Live help solutions, integrated with a company�s existing CRM and contact center systems, can wow customers by enabling agents to greet callers or chatters by name and shorten interactions with intelligent responses. Dynamic site survey and experience management solutions can help qualify trends across the customer base and drill into interactions to investigate causes of dissatisfaction. And emerging "voice of the customer" solutions are enabling experience managers to view customers' real-time feedback and conversations within different channel, situational, and social contexts to identify and fix trouble spots.

Unlock Profits and Insight By Optimizing Cross-Channel Operations with ATG

While the economic environment is improving, online businesses are still operating under tight budgets. Marketing, e-commerce, and service departments are all looking at ways to do more for less and to analyze key learnings on a daily basis to get smarter and improve the way they do business across channels. The key to reducing costs and improving profits is to harness optimization technologies that employ a balance of automation and business control to make smarter, more efficient decisions.

ATG provides automated lead tracking and performance solutions that help marketers quickly weed out underperforming campaigns and learn more about their customers and their needs. With our predictive merchandising solution and next-generation recommendation engine merchants can extend predictive targeting beyond basic cross-sells to automate more of their cross-channel merchandising strategies and gain valuable insights from hidden shopping and buying patterns. And our next-generation proactive live help solutions — powered by a dynamic targeting platform and integrated with smart response engines — enable contact centers to maximize agent productivity by handling online customer interactions as fast as possible in the most profitable channel. And all these solutions — delivered via a flexible, affordable Software-as-a-Service platform that leverages the benefits of cloud computing — improve bottom-line impact by eliminating the need for costly capital expenditures.