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1、MARTECH INTELLIGENCE REPORTF I R S T E D I T I O NENTERPRISEOPTIMIZATIONCONVERSIONPLATFORMS:A MARKETERS GUIDEStart maximizing conversions today.Turn Traffic into Revenue with Programmatic CROMarketers spend billions each year driving prospects to their website with paid ads.And yet,only 2%of visitor
2、s convert.Sound familiar?With programmatic CRO,run unlimited website variations simultaneously to dynamically show unique website variations to every visitor.Learn More 2023 Third Door Media,Inc.2 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers
3、GuideMarket overview.4Its the customer experience,stupid.4Figure 1:The importance of personalization is on the rise.4The price of failing to personalize .5Figure 2:When asked about the value of digital experience and conversion to the success of the organization,upward of 90%of businesses ranked the
4、m as“critical,”“important”or“quite important.”.5A growing market.6Figure 3:The global conversion rate optimization market is expected to reach$1.9 billion by 2026.6Agile marketing meets agile development.6Figure 4:Conversion optimization is suited to agile marketing approaches.7The vendor marketplac
5、e.7Conversion optimization platform capabilities.8Testing and insights.8Test management .9Segmentation.9Personalization.9Server-side experiments.9Figure 5:The differences between client-side and server-side experiments.10Artificial intelligence and machine learning.11Table 1:How conversion optimizat
6、ion platform vendors use AI and ML.11Extended platforms.11Table 2:The capabilities of,and platforms served by,conversion optimization platform vendors.11Choosing a conversion optimization platform.12The benefits .12A caution.12Conversion optimization platform pricing.12Recommended steps to making an
7、 informed adoption decision.13Step One:Do you need a COP?.13Step Two:Identify and contact appropriate vendors.13Step Three:Scheduling the demo.14Step Four:Check references,negotiate a contract.15Conclusion.16Vendor profiles.17Dynamic Yield.17Intellimize.20Kameleoon.22Optimizely.25UserTesting.28VWO.3
8、1Table of Contents 2023 Third Door Media,Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideScope and methodologyThis report examines todays market for conversion optimization platforms(COPs)and the considerations involved in implementin
9、g this technology.This report answers the following questions:What trends are driving the adoption of COPs?Does my company really need a COP?What capabilities do COPs provide?Who are the leading players in COPs?How much do COPs cost?For the purposes of this report,the term“conversion optimization pl
10、atforms”is defined as software suites that help marketers maximize conversions on their websites and mobile apps,though they may address additional platforms.COPs are also sometimes called conversion rate optimization(CRO)tools,personalization engines,or experience optimization platforms(EOPs).Conve
11、rsion optimization platform functionality typically includes:A/B and multivariate testing,Tools to manage testing programs and“roll out”successful experiments,Personalization,often enhanced with AI and machine learning,Server-side experimentation.If you are considering implementing a COP,this report
12、 will help you decide which one,if any,best suits your businesss needs.The report is all new and includes the latest industry statistics,developing market trends and new vendor profiles and product information.This report is not a recommendation of any individual conversion optimization platform pro
13、-vider,and is not meant to be an endorsement of any particular product,service or vendor.None of the vendors profiled paid to be included in this report.The vendors profiled in this report are some of the choices available,but the list of vendors is not exhaustive.Third Door Media conducted in-depth
14、 interviews with leading vendors and industry experts in the third and fourth quarters of 2022.These,in addition to third-party research,form the basis for this report.Editorial Adviser:Kim Davis,Editorial Director,MarTech,Third Door MediaResearch/Writing/Editing:Pamela Parker,Research Director,Cont
15、ent Studio,Third Door MediaKaren Burka,Senior Research Consultant,Third Door Media 2023 Third Door Media,Inc.4 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideOver the last several years,digital marketers focused on delivering a customer ex
16、perience(CX)that differentiates them from the competition.Market overviewIts the customer experience,stupidOver the last several years,digital marketers focused on delivering a customer experience(CX)that differentiates them from the competition.This makes sense at a time when 80%of customers(79%of
17、consumers and 85%of business buyers)say their experience with a business is as important as the products or services it provides,according to the most recent“State of the Connected Customer”report(See Figure 1).Figure 1:The importance of personalization is on the riseCustomers Who Agree with the Fol
18、lowingThe experience a company provides is as important as its product or services88%80%I expect companies to understand my unique needs and expectations73%66%I expect companies to anticipate my needs62%56%I feel an emotional connection to the brands I buy from the most62%53%I expect offers to alway
19、s be personalized56%52%Most companies treat me as a number56%65%20202022Source:“State of the Connected Customer,”5th Edition,by Salesforce,Inc.What constitutes a great customer experience is set by industry leaders.Businesses fall short of customers expectations when they fail to deliver an Amazon-l
20、ike checkout experience or an Instacart-like delivery experience even in B2B.2023 Third Door Media,Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideFailing to meet expectations can have significant business consequences.Seventy-one per
21、cent of consumers expect companies to personalize their interactions,and 76%get frustrated when they dont.The price of failing to personalize Failing to meet expectations can have significant business consequences.Seventy-one percent of consumers expect companies to personalize their interactions,an
22、d 76%get frustrated when they dont,McKinsey research finds.In addition,analysts noted that its easier than ever for frustrated customers to go elsewhere.Three-quarters of consumers adopted new stores,products or buying methods during the pandemic.Businesses recognize the importance of customer exper
23、ience to their overall organizational health.The digital experience is ranked as“critical”by nearly half(47%)of companies,while only a third(33%)said maximizing conversion on their websites was critical,a Decibel/Econsultancy survey found.(See Figure 2)Figure 2:When asked about the value of digital
24、experience and conversion to the success of the organization,upward of 90%of businesses ranked them as“critical,”“important”or“quite important.”Maximizing conversions on appsQuality of the app experienceOverall digital customer experience2%2%Critical Important Quite important Not very importantMaxim
25、izing conversions on websitesRespondents:3386%6%14%14%9%13%42%46%47%39%43%47%37%33%Source:“The State of Digital Experience and Conversion in 2020”by Decibel and Econsultancy.COPs address these business needs by enabling marketers to systematically test and personalize their websites,mobile apps and
26、other touch points to provide each user with a satisfying experience.2023 Third Door Media,Inc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideCOPs also help businesses maximize ROI from investments they make in driving traffic to website
27、s or mobile apps.These platforms,which can be deployed as part of a digital experience platform(DXP)or independently,may utilize differing approaches but ultimately have the same goal of delivering experiences that meet users needs and maximize conversions.A growing marketThe imperative of meeting c
28、ustomer expectations will drive the conversion optimization software market size to$1.9 billion by 2026,growing at a compound annual growth rate of 9.6%between 2019 and 2026,according to a Verified Market Research forecast(See Figure 3).Figure 3:The global conversion rate optimization market is expe
29、cted to reach$1.9 billion by 2026$771.2million$1.9billion20192026CAGR9.6%Source:Verified Market Research Many conversion events drive revenue.And since COPS optimize conversion events,its fairly easy to determine whether such a platform is paying for itself or not.But the benefits of conversions are
30、nt limited to driving revenue.COPs also help businesses maximize ROI from investments they make in driving traffic to websites or mobile apps.Few companies believe they are proficient practitioners of conversion optimization.Only one in ten said their approach was fully automated,powered by machine
31、learning(ML),and delivering personalized experiences that tie back to measurable commercial benefits,a Decibel and Econsultancy report published in 2020 concluded.Agile marketing meets agile development Conversion optimization tools fit with agile approaches many marketers are adopting.Rather than a
32、“project”or“campaign”mindset,where initiatives are discrete sets of tasks that start and are completed,agile marketing adopts the“sprints”and“backlogs”mentality popularized by developers.COPs mesh perfectly with this way of working,because they are designed for a continuous workflow consisting of it
33、erative periods of experimentation,followed by reflection on those experiments,and actions taken as a result of the insights gained.2023 Third Door Media,Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideSince developers are often part
34、of the experimentation and roll-out,working alongside marketers,this agile approach also harmonizes the teams into a similar work methodology (See Figure 4).Figure 4:Conversion optimization is suited to agile marketing approachesThe ConversionOptimization CycleExperimentationRollout to ProductionEva
35、luation and IdeationSource:Conversion Optimization Platforms:A Marketers Guide,Third Door Media Inc.The vendor marketplaceWhile vendors addressing conversion optimization have been around for quite some time,this category of martech is heating up as a result of innovations in artificial intelligence
36、 and machine learning.Both well-established companies and upstarts are making a play for this market.Adobe(Adobe Target Premium),Salesforce(Interaction Studio),Oracle(Maxymiser)and SAP(Customer Intelligence 360)are among the established players.Upstarts include Evolv AI and Konnecto.Interestingly,on
37、e established player,Google,announced plans to sunset both its free and paid versions of Google Optimize in September of 2023.This may provide other companies with an opportunity to win customers that have been using the Google platform,though the search giant implied similar functionality will even
38、tually be included in Google Analytics.UserTesting went private in 2022 in a$1.3 billion acquisition by private equity companies Thoma Bravo and Sunstone Partners.Prior to this,UserTesting raised$140 million by going public in November 2021 following a$100 million venture capital raise in 2020.Some
39、of the capital raised went toward two acquisitions:Teston,a European company providing multilingual testing,and usibiliTEST,which offers information architecture testing.Since developers are often part of the experimentation and roll-out,working alongside marketers,this agile approach also harmonize
40、s the teams into a similar work methodology.2023 Third Door Media,Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideThe functionality of conversion optimization platforms differs depending on the vendors philosophy around optimization a
41、nd its use of artificial intelligence.Dynamic Yield,which made big headlines when it was acquired by McDonalds in 2019 for a reported$300 million plus,has more recently found a new corporate home at Mastercard.The company was purchased in April 2022 by Mastercard,which intends to leverage technology
42、 on behalf of third-party clients.Episerver acquired Optimizely in 2020 and rebranded its whole company as Optimizely in 2021.Since then,it acquired customer data platform Zaius(now called Optimizely Data Platform)and Welcome(now known as Optimizely Content Marketing Platform).Other transactions of
43、interest include:FullStory raised$103 million in May of 2022;Konnectos$21 million raise in June of 2022;Contentsquares$600 million financing round in July of 2022,following its acquisition of Hotjar(September 2021)and a$500 million Series E funding at a$2.8 billion valuation (May 2021).Intellimize r
44、aised$30 million in July of 2021,and Evolv Technologies took in$10 million and purchased Sentient Ascend from Sentient Technologies Holdings in March of 2019.Vendors we interviewed didnt expect a significant increase in merger and acquisition activity in the near term,but combinations that add conve
45、rsion optimization to a digital experience platform or other related technology would make sense.Conversion optimization platform capabilitiesThe functionality of conversion optimization platforms differs depending on the vendors philosophy around optimization and its use of artificial intelligence.
46、Typical capabilities facilitate:Conceiving and designing experiments for websites and mobile apps.Conducting and evaluating the results of A/B and multivariate tests.Managing testing programs and deploying experiments that are successful.Building audience segments based on a variety of data types.Pe
47、rsonalizing customer interactions in real time.Conducting server-side experiments.Using artificial intelligence and machine learning for analyzing user behavior and suggesting or delivering personalized content.Optimization of platforms beyond web and mobile.Testing and insightsThe primary function
48、of COPs is to enable marketers to test changes to their websites and apps that improve customer experiences and conversions/results.This could involve traditional A/B testing or multivariate testing,or artificial intelligence-derived conclusions.COPs user interfaces typically include browser-based t
49、ools with graphic drag-and-drop editors.These interfaces allow users to create new features to test.Others allow users to edit code.Some enable users to toggle between these modes.2023 Third Door Media,Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A
50、 Marketers GuidePlatforms vary in terms of their ability to proactively suggest experiments most likely to have a significant impact(see Artificial intelligence and machine learning below).Testing capabilities typically include the ability to adjust and manage traffic volume to experiment variations
51、.Some platforms feature tools that deliver insights about user actions on websites,such as heatmaps and the ability to recruit users for more formal testing sessions.Test management Some COPs include a planning module that helps marketers organize and prioritize their experiments,as well as document
52、 results and actions taken.Additionally,platforms may allow teams to collaborate on tests and share results with other stakeholders.Segmentation Integral to the testing function is the ability to segment audiences.Accessing audience segments enables marketers to tailor experiments for people with sh
53、ared characteristics.Platforms may allow users to create segments based on certain criteria e.g.demographic,behavioral,intent,etc.or may use artificial intelligence or machine learning to identify patterns among audience members that may be suitable for segmentation.Personalization All of the platfo
54、rms we looked at enable marketers to personalize experiences from fonts to copy to colors and other interface elements.But how those personalizations work vary greatly from vendor to vendor.Some feature a rules-based system whereby marketers must specify the audiences and experiences to be delivered
55、 to each.In other cases,the software leverages AI to automatically put content that performs well in front of people in segments that have demonstrated they are receptive.Server-side experiments The majority of COP vendors offer easy-to-implement client-side experiments.In this implementation,web pa
56、ges are modified in the end-users browser,with a script controlling the version of the modified element to show on-the-fly.Some types of experiments,however,cant be conducted in this way and require a server-side approach,which typically involves a sites development team.With server-side testing,use
57、rs can test the architecture of their websites,such as the best algorithms for sorting products or what difference an added(or subtracted)step in the path-to-purchase makes on conversion rates.Some COPs include a planning module that helps marketers organize and prioritize their experiments,as well
58、as document results and actions taken.2023 Third Door Media,Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideOther examples of experiments that must be conducted server-side include testing new internal search functionality or experim
59、enting with different ways to recommend products(see Figure 5).Figure 5:The differences between client-side and server-side experimentsBusiness UserDeveloperFront-End Visual ElementsDeep Site FunctionalityWeb or Mobile AppWeb+Mobile AppFront-EndBack-EndCan Slow PerformanceSpeedyClient-SideServer-Sid
60、eTypicalUserUseCasesSimultaneousChannels?TechImplementationSite speed/performanceSource:Conversion Optimization Platforms:A Marketers Guide,Third Door Media Inc.2023 Third Door Media,Inc.11 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideAr
61、tificial intelligence and machine learningAI and ML technologies have great potential for improving and accelerating conversion optimization,because their strengths quick pattern recognition and automated testing fit perfectly for the purpose of these tools.Some vendors,such as Evolv Technologies,de
62、pend entirely on AI and ML to conceive tests,run them and deliver personalization.Others employ some combination of rules-based and AI/ML functionality.Table 1:How conversion optimization platform vendors use AI and MLCompany NameReal-time personalization of navigation and search resultsReal-time pe
63、rsonalization of product offers and contentReal-time personalization of messaging content,such as for email,SMS or chatbotsDynamic Yield444Intellimize444Kameleoon848Optimizely444UserTesting888VWO448Source:Conversion Optimization Platforms:A Marketers Guide,Third Door Media,Inc.Extended platformsThou
64、gh the tools weve looked at in this report are primarily focused on optimizing websites and mobile apps,some vendors also allow users to apply the same techniques to optimize their email and SMS marketing programs.Vendors may eventually expand into additional platforms as they develop.AI and ML tech
65、nologies have great potential for improving and accelerating conversion optimization,because their strengths quick pattern recognition and automated testing fit perfectly for the purpose of these tools.Table 2:The capabilities of,and platforms served by,conversion optimization platform vendorsVendor
66、A/B testingAutomated machine-learning features to identify areas for potential improvementMulti-armed banditMultivariate testingContextual banditPredictive analyticsServer-side testingWebsite optimizationMobile site optimizationMobile app optimizationAdvertising optimizationHeatmapsSession recording
67、Dynamic Yield4444444444888Kameleoon4444844444488Optimizely4844444444888UserTesting4484888444444VWO4844484444844Source:Conversion Optimization Platforms:A Marketers Guide,Third Door Media,Inc.2023 Third Door Media,Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization
68、 Platforms:A Marketers GuideDelivering high-quality,satisfying,and friction-free experiences on websites and mobile apps is a key benefit of adopting a conversion optimization platform.Choosing a conversion optimization platformThe benefits Improved user experience.Delivering high-quality,satisfying
69、,and friction-free experiences on websites and mobile apps is a key benefit of adopting a conversion optimization platform.If your organization views optimization as an ongoing process(rather than an event),a COP could be integral to your efforts.Higher conversion rates.Improved user experience and
70、higher conversion rates go hand in hand.Besides the top-line benefits,achieving higher conversion rates maximizes investments in advertising spend and organic traffic acquisition activities,e.g.SEO and organic social media marketing.Improved coordination between marketing and web development.Those t
71、hat choose to implement server-side testing,in addition to client-side,are likely to experience the most significant impact here,as these tests will involve marketers and developers working together to test and implement potential changes.A better understanding of customers.Though its difficult to m
72、easure,adopting and sticking to a testing program using a COP is likely to give marketers greater insight into their customers preferences,allowing them to leverage these learnings in other marketing activities.A cautionThough all of the vendors weve looked at for this report share the goal of optim
73、izing conversions,their methodologies are quite different.Its difficult to make apples-to-apples comparisons.Instead,focus on your proposed use cases in discussions with vendors to see how theyd recommend bringing their capabilities to bear.Conversion optimization platform pricing Each vendor handle
74、s pricing differently,but they typically use some type of formula that includes:a flat-fee for access to the platform(with some offering different levels of access)the number of user“seats”required and a fee based on the number of visitors to the customers digital channels,typically a per-pageview n
75、umber or an average number of monthly unique visitors.Costs can range from as little as$5,000 annually to more than six figures.2023 Third Door Media,Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideUnderstanding your current testing
76、processes and identifying where you are looking for improvements are critical pieces of the COP adoption decision making process.Recommended steps to making an informed adoption decisionUnderstanding your current testing processes and identifying where you are looking for improvements are critical p
77、ieces of the COP adoption decision making process.The following section outlines four steps to help your organization begin that process and choose the platform that is the right fit for your business goals.Step One:Do you need a COP?Deciding whether your company needs to adopt a COP calls for a com
78、prehensive self-assessment of your organizations business needs,staff capabilities,management support and financial resources.Use the following questions as a guideline to determine the answer.Do we have needs that arent being met by our current testing program?If youre using a COP,are there gaps in
79、 what it can accomplish?If youre not using one,what are the use cases to which youd like to apply the technology?Do we have the staff that can manage the agile marketing workflows involved in conversion optimization?Conversion optimization isnt a“one and done”project;it requires marketers to continu
80、ally look for ways to improve their customer experience and perform tests to see if their instincts are correct.Does the martech were currently using to manage our website and mobile apps work with a COP?Conversion optimization platforms are typically very open and integrate with a wide variety of s
81、ystems,but it may be more difficult to use them with a homegrown or infrequently used CMS.Do we have support from web development leadership?If youre planning to implement larger tests involving the infrastructure of your site or app,youll need to work with developers.Getting them to back the adopti
82、on of this technology will be integral to its success.Does our C-suite support this type of initiative?Executive buy-in is essential to the success of any martech adoption.The likelihood of a successful adoption is increased if your management:Is convinced that achieving better conversion rates and
83、improving customer experience are essential to the success of the business Agrees that conversion optimization is an never-ending pursuit,and not a one-time event Is willing to fund the investment in software and staff necessary to implement a conversion optimization initiative.Step Two:Identify and
84、 contact appropriate vendorsOnce you have determined that a COP makes sense for your business,spend time researching vendors and their capabilities by doing the following:If youre considering a COP adoption,youre bound to have challenges youre trying to overcome.Create use cases that describe them.A
85、nd develop the questions youll need to answer when researching solutions and talking to vendors.Document the capabilities of your current conversion optimization software,the new capabilities that you would like to have,and those that you cant live without.This last category is critical,and will hel
86、p you avoid making a costly mistake.2023 Third Door Media,Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideWhen written properly,an RFP will facilitate the sales process and ensure that everyone involved on both sides comes to a share
87、d understanding of the purpose,requirements,scope and structure of the intended purchase.Begin your research by reading the vendor profiles in this report,Then visit the vendor sites for the blogs,e-books and interactive tools that they offer.Narrow your list of prospective vendors by evaluating the
88、ir platforms based on your use cases.Submit a list of the requirements youve identified to each potential partner and set a time-frame for them to reply.Decide whether or not you need to engage in a formal RFI/RFP process.This is an individual preference.However,be sure to give the same list of capa
89、bilities/use cases to each vendor to facilitate comparison.The most effective RFPs only request relevant information and provide ample information about your brand and its needs.It should reflect high-level strategic goals and KPIs.For example,mention your companys most important KPIs and how you wi
90、ll evaluate the success of your efforts.Include details about timelines and the existing digital technology you have deployed.When written properly,an RFP will facilitate the sales process and ensure that everyone involved on both sides comes to a shared understanding of the purpose,requirements,sco
91、pe and structure of the intended purchase.From the RFP responses,you should be able to narrow your list down to three or four platforms that youll want to demo.Step Three:Scheduling the demoSet up demos within a relatively short time frame of each other to help make relevant comparisons.Make sure th
92、at all the stakeholders in your organization are on the demo call and pay attention to the following:How easy is the platform to use for the day-to-day tasks handled by each department that will be using it?Does the vendor seem to understand our business and marketing needs?Are they showing us our“m
93、ust-have”features based on the use cases we shared?Questions to ask each vendor include:4 What kind of conversion rate improvements do you typically see with your clients?4 What kind of workflow do you recommend and why have you decided on that approach?4 Does the COP work natively with our current
94、CMS or will we need to perform an integration?4 What is involved in the set-up?Do I just need to add a line or two of code to my site or is it more complex?4 How does the platform integrate with other martech platforms(i.e.,CDPs,marketing automation platforms,CRMs,DSPs,DAMs)?4 What reporting do you
95、provide that demonstrates the ROI from our efforts?4 What kind of customer support is included?Can we pick up the phone to report problems?4 Will we have a dedicated account manager and technical support,especially with the initial migration?4 Do you have other clients in our vertical?4 What kind of
96、 professional services are available?And how much do they cost?4 How does the company handle requests for product modifications?4 What new features are the vendor considering?4 Whats the long-term product roadmap and launch dates?2023 Third Door Media,Inc.15 https:/martech.orgMARTECH INTELLIGENCE RE
97、PORT:Enterprise Conversion Optimization Platforms:A Marketers GuideStep Four:Check references,negotiate a contractBefore deciding on a vendor,take the time to speak with several customer references,preferably individuals in a business similar to yours.The vendor should be able to supply you with sev
98、eral references if you cannot identify them yourself.Use this opportunity to ask any additional questions and verify what you were told during the demo.Make sure that the person youve been referred to is a primary user of the platform.Consider also asking these questions:4 Why did you move to a COP?
99、4 Why did you select this platform over others?4 Has this platform lived up to your expectations?4 How long did the software take to implement?4 Who was involved in the implementation?4 Were existing staff retrained to use the COP,or did you have to hire new team members?4 Were there any surprises t
100、hat you wish youd known about beforehand?4 Where have you seen the most success?The biggest challenges?4 How are you measuring your own success?4 Has the overall implementation provided positive ROI,including all costs(i.e.,license,man-hours,etc.)?4 What is the most useful,actionable(favorite)report
101、 the platform generates?4 How easy was the set-up process and how long?Did the vendor help?4 How responsive is customer service?4 Has there been any downtime?4 What do you wish they did differently?4 Why would you recommend this platform?Although not all vendors require an annual contract,many do.On
102、ce youve selected a vendor,be sure to get in writing a list of what technology and support are covered in the contract.Ask about what kinds of additional fees might come up:4 Are there charges for custom integrations or additional API calls?If so,how much?4 What is the hourly charge for engineering
103、services,and is there a minimum?4 What partner organizations are available to install and integrate the platform?4 If we later need to put a new-hire through the training we will receive at onboarding,what will that cost?4 What performance levels do you guarantee(response time,availability,problem r
104、esolution,accuracy,etc.)and what happens if you dont meet them?4 What is the“out”clause?4 Will you agree to limits on annual license fee increases?Obtaining the answers to these types of questions upfront and having them in writing will ensure fewer surprises or additional costs down the road.Before
105、 deciding on a vendor,take the time to speak with several customer references,preferably individuals in a business similar to yours.2023 Third Door Media,Inc.16 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideConclusionOf all of the differe
106、nt types of marketing software,conversion optimization platforms are perhaps the easiest to justify.They are directly focused on delivering the business results you desire,whether youre seeking to optimize white paper downloads,newsletter subscriptions or ecommerce checkouts.This sector is benefitin
107、g from tremendous advances in artificial intelligence and machine learning,technologies that are especially suited to solving problems like those tackled by COPs.Additionally,if your organization has adopted agile marketing principles,conversion optimization platforms are ideally suited to help mana
108、ge these processes of continual improvement.n 2023 Third Door Media,Inc.17 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideTarget customer SMBs and enterprises with more than 50,000 unique web visitors per month,particularly
109、in the retail,financial services,grocery and CPG,travel and hospitality,and B2B commerce verticals.Company overview Founded in 2011.380 employees.Acquired by Mastercard in April 2022 to strengthen Mastercards suite of consumer engagement and loyalty services.Dynamic Yield helps businesses across ind
110、ustries deliver digital customer experiences that are personalized,optimized and synchronized.Enables marketers,product managers,developers and digital teams to algorithmically match content,products and offers to each individual customer for the acceleration of revenue and customer loyalty.Product
111、overview With Dynamic Yields Experience OS,companies can algorithmically match content,products,and offers to each individual customer.Companies can also:Deliver a wide array of personalized experiences,including product recommendations,personalized content,and customized messages.Ensure previously-
112、fragmented customer touchpoints deliver a seamless experience.Support current and future digital channels.Adjust the personalization program to optimize for specific industries and KPIs.Offers the native ability to test between Dynamic Yields out-of-the-box recommendation algorithms,as well as those
113、 developed in-house,against any given audience,channel or touchpoint.Use cases Audience management:Leverage Audience Manager to capture person-level data,regardless of source,for deep personalization and agile segmentation.Testing and optimization:Run experiments anywhere in the tech stack quickly a
114、nd with agility through Experience OSs testing and optimization tools.Web and personalization:Leverage the platforms Web Personalization app to showcase contextually relevant web content,products,messages and offers based on real-time signals from visitors or use the App Personalization app to perso
115、nalize and optimize mobile app experiences for iOS and Android.Key capabilities include personalization and targeting,dozens of recommendation strategies,including AI-based recommendations,social proof and real-time messaging.API personalization:Leverage the API Personalization app to run experiment
116、s,recommendations and content personalization campaigns through server-side APIs,rendered on any digital touchpoint.Email personalization:Elevate email marketing campaigns with predictive emails that adapt to each customer in real time through the Experience Email app.Triggered messages:Reach custom
117、ers at critical moments with triggered emails or push notifications that serve customers with reminders,content and product recommendations and tailored offers to drive engagement.Dynamic Yield by Mastercard150 Fifth Ave.New York,NY Key customersDeckers BrandsLands EndMcDonaldsPacSunSephoraSKIMSKey
118、executivesOri Bauer,Chief Executive OfficerYaniv Navot,Chief Marketing OfficerOded Leiba,Chief Customer OfficerEinat Haftel,Chief Product Officer 2023 Third Door Media,Inc.18 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideEx
119、perimentation interface Visual editor allows users to reorder,swap or remove elements,as well as change texts and colors without having to code.Users point,click and edit the sites components directly to test and measure the changes against a control group or any other variations(including for split
120、 URL A/B/n tests).Data collected in real time from past engagements as well as first-and third-party profile data allows segmenting users by behavior,offline purchase history,channel,geo-location,affinity,predictive intent and more.Experiment reports allow users to break down results by segment,chan
121、nel and touchpoint,and across multiple KPIs.Segmentation capabilities Customer lifecycle experiences can be targeted with real-time behavioral and contextual data from live user sessions and enriched with data from any other source,including apps,emails,retargeting ads,CRM,CDP and loyalty data.Audie
122、nce Explorer enables the analysis and comparison of user groups by size,performance and properties to create high-value segments based on traffic source,geo,intent level,spending power and more.Affinity profiles are generated through the platform interface,and scores a list of preferred product attr
123、ibutes from a users real time and historical data for use as a targeting rule and 1:1 algorithmic matching.Predictive targeting highlights the right variations per audience,while predictive audiences automatically identifies customers with a high probability to purchase.Out-of-the-box integrations w
124、ith platforms such as Emarsys and LiveRamp for further data enrichment.Collaboration and workflow Experience OS apps sit on top of shared infrastructure to enable customers to extend personalization to any touchpoint and unify different teams(i.e.,email,web,mobile,loyalty)within the same system and
125、workflow.Role-based permissions and account management settings to preview functionality,multi-language campaigns and user activity logs.Analytics and reporting Dashboard displays custom business performance metrics and a recent activity log of new or updated campaigns.Experience reports break down
126、each variations P2BB by audience,impact on primary and secondary metrics,and data with/without outliers.A“bubble”graph depicts the size and significance of key audiences based on conversion rate and AOV.Recommendations report evaluates direct and assisted revenue,total clicks,percentage of users and
127、 deployed pages.Predictive targeting displays personalization opportunities for automatic deployment within live A/B tests,and an exportable CSV provides visualization of A/B test history data.Email campaign snapshot shows send and open stats,plus purchase and revenue per email over an adjustable ti
128、me frame.Personalization Pulse quantifies the overall business impact of experimentation and personalization efforts.BI platform agnostic with built-in integrations with Google Analytics and Omniture.Testing methodologies supported A/B testing.Automated machine-learning features to identify areas fo
129、r potential improvement.Multi-armed bandit.Multivariate testing.Contextual bandit.Predictive analytics.Server-side testing.Dynamic Yield by Mastercard150 Fifth Ave.New York,NY 2023 Third Door Media,Inc.19 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization
130、 Platforms:A Marketers Guide Website optimization.Mobile site optimization.Mobile app optimization.Third-party software integration Out-of-the-box integrations with Salesforce Commerce Cloud,Shopify(and Shopify Plus),SAP Hybris,Magento,Amplience,SAP,Emarsys,Klayvio,Google Ads,Zenloop and more.Pricin
131、g and support Pricing is not disclosed.An annual contract is required.Free trials are available.Every client receives a dedicated onboarding manager to lead and manage experience optimization implementation.Ongoing support includes a dedicated customer success manager to ensure program progression,a
132、nd conduct training,analysis,use case ideation and more.Quarterly business reviews and regular consultations are also included to evaluate program performance and identify additional revenue opportunities.Bi-weekly tips and tricks emails showcase high-impact use cases and best practices.Strategic tr
133、aining sessions both on-site and remotely are optional for further development of knowledge and skills.Access to comprehensive educational resources,such as the Dynamic Yield knowledge base,academy and community.In-app chat,ticketing system and 24/7 phone service available for technical assistance.A
134、dd-on professional services include strategic consulting and opportunity discovery through a detailed business analysis.Dynamic Yield by Mastercard150 Fifth Ave.New York,NY 2023 Third Door Media,Inc.20 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Pl
135、atforms:A Marketers GuideTarget customer B2B,B2C and D2C enterprise and mid-market companies in SaaS,e-commerce and financial technology verticals.Company overview Founded in 2016.57 employees.Venture backed,raising a total of$52M in two rounds of Series B funding.Investors include Cobalt Capital,Ad
136、dition,Amplify Partners,Homebrew and Precursor Ventures.The Intellimize Continuous Conversion platform uses advanced machine learning and marketers creative ideas to optimize website experiences for each unique visitor.Product overview A no-code solution to help marketers optimize program spend by c
137、onverting more website traffic through dynamic personalization at scale.Continuous Conversion machine learning accelerates web page conversions by dynamically serving up unique,customized experiences to each visitor,known or unknown and without first-or third-party data,based on what is more likely
138、to get them to take action.The platform enables:Real-time personalization of navigation and search results.Real-time personalization of product offers and content.Real-time personalization of messaging content,such as for email,SMS or chatbots.An intelligent AI-driven copy suggestions feature helps
139、marketers beat writers block,while a visual editor enables brands to instantly customize headlines,CTAs,imagery or copy for every web visitor without needing a web developer or growth team.A custom audience builder enables 1:1 personalization at scale for account-based marketing(ABM)enthusiasts.Use
140、cases Lower cost per acquisition with ads and email by extending the message a prospect saw in their ad or email to their website or landing page.Scale ABM programs faster with programmatic workflows to book more meetings for Tier 1 accounts.Create rules based on UTM,demographic or firmographic data
141、,or first/third-party data for“if/then/change”page scenarios.Create more relevant experiences based on visitor demographic or interest,allowing the brand to meet the customer where they are in their buying journey.Experimentation interface WYSIWYG editor to quickly launch a variation on any part of
142、the website with the click of a few buttons.From the dashboard,users click a button to create an experiment,then select which page to optimize,name the experiment and create one or more variations within that experiment.Page elements for testing include:text,imagery,font sizes,font styles,line heigh
143、t,colors,backgrounds,borders,visibility of an object and more.Users can preview page variations and either launch or edit it accordingly.Intellimize548 Market St.PMB 99372San Francisco,CA 94104T:650-761-Key customersDermalogica Gong Mercari Okta TableauZenefitsKey executivesGuy Yalif,Chief Executive
144、 Officer and Co-founderJin Lim,Chief Technology Officer and Co-founderBrian Webb,Chief ArchitectTracy Sestili,Vice President of Marketing 2023 Third Door Media,Inc.21 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideSegmentati
145、on capabilities Visual no-code way to build audiences and segments based on customer data.Supports virtually unlimited inclusion,as well as exclusion,rules Audience Explorer tool helps to view every customer slice to understand audiences that are over-or underperforming.Users can build segments to l
146、aunch new audiences to improve performance for these populations to close the loop from machine-learning insight to new idea.Collaboration and workflow Service workflow management system to manage requests to Intellimize coding experts for assistance working out complex ideas.Analytics and reporting
147、 Detailed analytic read-out for every experiment set up to gauge performance,machine-learning allocation of traffic to maximize conversions and confidence metrics to provide insights to other parts of the business.Drill down to view the performance of any audience slice.Insights into site-wide goals
148、,in addition to on-page engagement,to ensure ideas drive real business outcomes.Single-click access to Google Analytics for impression-level experimentation event data.Turnkey Google Analytics(GA)integration with Google Universal Analytics(UA)and Google Analytics 4(GA4).All testing results,including
149、 dashboards,can be downloaded into a CSV file.Testing methodologies supported A/B testing.Automated machine-learning features to identify areas for potential improvement.Multi-armed bandit.Multivariate testing.Contextual bandit.Predictive analytics.Website optimization.Mobile site optimization.Third
150、-party software integration Native integrations with 6sense,RollWorks,Marketo,Clearbit,Mixpanel,Segment,Google Analytics and Shopify.REST API available using JavaScript for online conversions or any other integrations needed.If conversions occur outside the website(e.g.third-party system),customers
151、can implement offline conversions tracking to record those conversions in Intellimize.Pricing and support Annual platform fee plus per page view.An annual contract is required.Free trials are not available.Support includes a customer success manager to help with onboarding,the ability to submit gene
152、ral support requests through the Intellimize portal and access to online resources and content to maximize platform value.Add-on customer success package includes account manager and director support.Professional services(add on)include strategic engagement that are sold in points.Customers can pre-
153、purchase points at the time of contract or pay as needed.Intellimize548 Market St.PMB 99372San Francisco,CA 94104T:650-761- 2023 Third Door Media,Inc.22 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideTarget customer Enterpri
154、se B2B and B2C companies in e-commerce and retail,financial services,healthcare,SaaS,and media and gaming.Company overview Founded in 2012.135 employees.Kameleoon is an optimization market leader in Europe and growing rapidly in North America.The company has offices in the US,Canada,UK,Germany,Franc
155、e and Italy.Product overview Kameleoon offers three solutions:Web Experimentation,Full Stack Experimentation and AI-driven Personalization.Web Experimentation:Unlocks growth on any web channel while maintaining data accuracy,performance and privacy standards.Enables graphic and code editors to optim
156、ize and personalize web experiences.Full Stack Experimentation:Enables product teams to drive growth and create customer-led products.Users can manage features,test mobile apps and make server-side experiments easier with Kameleoon Hybrid.AI-driven Personalization:Helps users predict customer behavi
157、or and trigger 1:1 experiences in real-time with advanced AI.Use cases Web experimentation and AI-driven personalization:Users can launch,iterate and validate experiments faster,using graphic and/or code editors.Experiences can be personalized with messaging and/or products.Full stack experimentatio
158、n:Build better products by testing and rolling out new products and business drivers with confidence.Measure experimentation impact with product KPIs and robust in-app analytics.Engineering test and release:Use feature management capabilities to test and release safely to production.Work in a famili
159、ar,no-frills editor to configure code-based experiments and be able to debug at a regular,fast cadence.Experimentation interface Tests configured using Kameleoons smart graphic or code editors.Marketers can launch campaigns in four steps:traffic allocation;target segment selection;identify KPIs;and
160、quality assurance before going live.By checking a box during goal-setting,users can send campaign results into preferred tools for further analysis and activation.Full stack testing available through Kameleoon Hybrid,which enables teams to create robust experiences with easy-to-use features and laun
161、ch server-side tests in a way thats familiar from client-side testing.Hybrid saves developers time by allowing non-technical teams to run server-side experiments with minimal performance impact and use client-side capabilities,including advanced audience targeting,plug-and-play integrations and smar
162、t graphic and code editors.Kameleoon1251 Ave.of the Americas New York,NY 10020T:929-297-Key customersMonclerProvidenceToyotaUnityVictorinoxYves RocherKey executivesJean-Ren Boidron,President and Chief Executive OfficerJean-Nol Rivasseau,Chief Technology OfficerFrdric De Todaro,Chief Product OfficerC
163、ollin Crowell,Senior Director,North America 2023 Third Door Media,Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideSegmentation capabilities Drag-and-drop segment builder creates target audiences using 40+criteria to cr
164、eate precise,personalized experiences.With the option to use custom data for audience targeting,users can segment customer bases more precisely and granularly.Mutually exclusive targeting capability allows users to include or exclude visitors from tests who have been exposed to any other ones.Users
165、can also segment visitors based on Kameleoon Conversion Score,an AI-driven tool for measuring visitor likelihood to convert.Focusing on visitor intent,users can trigger personalized content on a website and boost marketing campaign ROI by retargeting visitors based on their affinities.Collaboration
166、and workflow After developers configure sophisticated server-side tests in the platforms code editor or remotely,non-technical users can manage and launch campaigns using the Kameleoon graphic editor.Scheduling and alerting features to schedule the start and end dates for an experiment and configure
167、 alerts on how experiments are performing(e.g.,whether they have reached a threshold for a KPI)or when experiments stop.Team members can preview experiments,even if they are not users of the application,sharing the simulation URL of a test.Anyone with the link will be able to see changes created in
168、an experiment.Unified dashboard can be customized to show different types of tests,personalization campaigns and flags per project,environment,KPI,status or any custom tag.This is especially useful for large teams working on multiple projects.Ability to set specific user permissions and rights per p
169、roject.Analytics and reporting Out-of-the-box breakdown filters applied to campaign results to further analyze campaigns through the lens of key customer attributes,including attributes created through custom data.Kameleoon data model allows users to analyze results per visit or visitor.Users can to
170、ggle between Bayesian and frequentist reporting methodologies.Users can drill down into campaign performance against each KPI associated with the experiment,apply breakdown filters to it(based on conversion,acquisition channel,page URL,custom data,etc.)and understand results with easy-to-read graphs
171、.Comparative view or“spider chart”illustrates the performance of experiment variations compared to the original/control version.Experimenters can configure Kameleoon to send emails when experiments reach specific,defined thresholds.Native,in-app Sample Ratio Mismatch(SRM)detection tool alerts users
172、on the campaign results page when experiments have tested positive for SRM to ensure data accuracy.Testing methodologies supported A/B testing.Advertising optimization.Automated machine-learning features to identify areas for potential improvement.Mobile app optimization.Mobile site optimization.Mul
173、ti-armed bandit.Multivariate testing.Predictive analytics.Server-side testing.Website optimization.Third-party software integration 30+plug-and-play integrations allow users to sync segments and attributes from external tools into Kameleoon for targeting purposes,and send campaign Kameleoon1251 Ave.
174、of the Americas New York,NY 10020T:929-297- 2023 Third Door Media,Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers Guideresults to analytics and activation tools without developer support.Three main groups of APIs available:
175、Activation API(JavaScript API),Automation API(REST API)and a Data API(REST API).Pricing and support Pricing based on the number of licenses required and the average number of monthly unique visitors(MUVs)to a clients digital channels,e.g.website and/or mobile app.The license fee for one solution,suc
176、h as Web Experimentation or Full Stack Experimentation for 250,000 MUVs starts at$35K/year.An annual contract is required;discounts available for multi-year terms.Free trials are not available.License agreements include dedicated customer and technical support team for the duration of the agreement.
177、Teams are connected via email,in-platform and with a dedicated Slack channel.Three-to-four week onboarding service includes technology implementation,user set up and permissions,custom KPI/goal library,third-party platform integrations,platform training,and assisting with the ideation and launch of
178、the clients first A/B/n campaigns.The one-time onboarding service lists for$8K.Kameleoon1251 Ave.of the Americas New York,NY 10020T:929-297- 2023 Third Door Media,Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideTarget
179、customer Enterprises in the financial services,manufacturing,wholesale distribution,specialty retail,healthcare and pharmaceutical,commercial services and technology vertical markets.Company overview Founded in 1994.1,500 employees.Acquired by Episerver in October 2020 and rebranded as Optimizely in
180、 January 2021.Subsequent acquisitions include Zaius(now Optimizely Data Platform)in March 2021,and Welcome(now Optimizely Content Marketing Platform)in December 2021.Optimizelys vision is to help brands unlock their digital potential with a cloud-first platform that delivers tangible ROI,data-driven
181、 creation and optimization,and the right content at the right time.23 offices throughout North America,EMEA and APAC.Product overview Through Optimizely Web Experimentation and Optimizely Feature Experimentation,Optimizely offers client-side,edge-based and server-side experimentation platforms that
182、support testing and optimization in any channel or device(e.g.,web,mobile web,mobile app,web apps,kiosk apps,set-top box and TV apps,IoT devices and wearables).Offers a no-code visual editor plus low-code extension templates or custom code.Has a server-side and decisioning service,as well as 10+SDKs
183、 that enable in-code experimentation and feature flagging.Additional features include A/B/N,multivariate,multi-page,multi-session,landing page optimization,multi-armed bandit,re-direct tests,funnel tests,PCI-compliant,targeted experiments and cross-channel testing supported via Optimizely Data Platf
184、orm.Use cases Conduct experiments to a target audience because segments from data management(Optimizely Data Platform)can deliver experiments to a cohort of users.Complete an analysis of experiment performance,drilling into engagement/conversion for cohorts based on exposure to experiments.Set up ex
185、periential sequences,such as showing a new experiment to visitors who saw a particular variant from a previous experiment.Experimentation interface Offers a no-code visual editor that is coupled with a low-code extension capability to test entire components based on templates or custom code for clie
186、nt-side and edge-based deployment.Dozens of SDKs available to enable in-code experimentation under a“flag first”approach for server-side and decisioning service deployments.Supports A/B/N,multivariate,multi-page,multi-session,landing page optimization,multi-armed bandits,re-direct tests,funnel testi
187、ng,PCI-compliant testing(specifically for retailers)and targeted experiments(based on audiences from Optimizely Data Platform).Cross-channel testing is also supported via identity stitching provided by Optimizely Data Platform.Optimizely119 5th Ave.7th fl.New York,NY 10003T:929-297-Key customersDow
188、Jones NikeSalesforce Sky Media United Airlines Visa Key executivesAlex Atzberger,Chief Executive OfficerShafqat Islam,Chief Marketing OfficerChad Wolf,Chief Customer OfficerJustin Anovick,Chief Product Officer 2023 Third Door Media,Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:
189、Enterprise Conversion Optimization Platforms:A Marketers GuideSegmentation capabilities Segmentation use cases based on:Rules:Differentiator-build audiences based on metadata of assets(e.g.,content,price,interaction).Algorithmic:Automated based on machine learning(e.g.,people who are interested in t
190、his vs.that).Behavioral:Historical events that occurred.Predictive:Machine learning-enriched against users profiles based on activity.Attributes:Facts about users,demographic,status,loyalty,etc.Users can mix use cases to create desired segments within the UI,without technical assistance or data join
191、s.Collaboration and workflow Enables collaboration within the platform through the following features:Native chat to share ideas,prioritization and discussion,with support for mentions,notifications and email updates for specific tasks.Voting mechanism with custom weights/criteria based on user inpu
192、t.Collaboration integration with engineering workflow tools such as Jira/Asana to move initiatives from ideation to execution.Chat integration with Slack for adding ideas via Slack or subscribing to updates via Slack.Results/dashboard sharing directly from the software for business users without nee
193、ding to login to the system.Analytics and reporting Offers advanced analytics,which are fully owned as part of the Optimizely Data Platform solution for data management and analytics.The web is treated as a channel within the Optimizely Data Platform.Web interactions may be stitched to events from o
194、ther channels against a common customer profile for“customer”and“channel”views.The default data schema out of the box(OOTB)can be extended by objects(breadth)and/or fields(depth)directly within the UI.Data covered across assets(objects),behaviors(events)and customers(identities).Provides session-bas
195、ed and event-based analytics as well as a sessionization mechanism that works across channels,so interactions are stitched(historically and progressively)under a unified profile.Standard reports include:company overview,campaign performance,prescriptive guidance,lifecycle reporting,predictive insigh
196、ts,churn prevention,customer profile analysis,funnel analytics and attribution analysis with flexible filtering available.Custom reports can be created within the UI with dynamic real-time calculations.Key reports and statistical analysis can be done via Optimizely Stats Engine(a proprietary stats m
197、odel purpose built for experimentation),with no need for calculation/computation by the user.Also offers custom dashboards for visualization.Testing methodologies supported A/B testing.Multi-armed bandit.Multivariate testing.Contextual bandit.Predictive analytics.Server-side testing.Website optimiza
198、tion.Mobile site optimization.Mobile app optimization.Optimizely119 5th Ave.7th fl.New York,NY 10003T:929-297- 2023 Third Door Media,Inc.27 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideThird-party software integration No-c
199、ode integrations at the API level include:Advertising:Digoh,Google Ads,LinkedIn,Facebook.Analytics:Adobe,Microsoft,Google,Segment.Audiences:Adobe,Oracle BlueKai,DemandBase,Google,Krux,Lotame,Lytics,Tealium,mParticle,6sense.Asset management:Aprimo,Bynder.Cloud platform:Azure,AWS,Google Cloud.Collabor
200、ation:Slack,Microsoft Teams.Commerce:Commercetools.Conversational marketing:LivePerson,Drift.CRM:Salesforce,Microsoft Dynamics365.Data warehousing:Snowflake,Fivetran.Experience analytics:Full Story,Contentsquare,Pendo,Amplitude,Mixpanel,Quantum Metric.Marketing automation:Marketo,HubSpot.Loyalty:Ann
201、ex Cloud,Loyalty Lion.Payments:Strip,Klarna,Molli,Avalara.PIM:inriver.Performance monitoring:New Relic.Search:Hawksearch.SEO,QA and accessibility:Siteimprove.Translation:Lionbridge,LanguageWire.Workflow:Jira,Atlassian.User research:UserTesting,Baymard Institute.All integrations are pre-built,tested
202、and certified.Developer/partner community may publish their own integrations via published APIs.Strategic alliances with Google,Microsoft and AWS on cloud infrastructure.Pricing and support Does not disclose detailed pricing information.An annual contract is required.Free trials are available.Custom
203、er success team available for day-to-day customer relationships.Customer support include an online knowledgebase,self-service online academy,user guides,online developer documentation,website blogs,customer advisory boards,community Slack channel,the Opticon conference and user group meet-ups.Add-on
204、 professional services for program and architecture design.Optimizely119 5th Ave.7th fl.New York,NY 10003T:929-297- 2023 Third Door Media,Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideTarget customer B2B and B2C comp
205、anies of all sizes and industries,including automotive,consumer technology,e-commerce,financial services,gaming and gambling,healthcare,media and entertainment,and travel and hospitality.Company overview Founded in 2007.860 employees.$100M raised in March 2020 from investors Insight Partners,Accel,O
206、penView and Greenspring.Initial public offering in November 2021(NYSE:USER).Acquisitions include Teston(March 2020)and usibiliTEST(October 2020).Offers a video-first,enterprise-grade SaaS platform that enables organizations to see and hear customer experiences as they engage with products,designs,ap
207、ps,messaging,brands,concepts and more.The platform uses machine learning to analyze customer perspectives and surfaces key insights to help organizations free up time and resources and make better customer experience decisions.Additional offices in Atlanta,Edinburgh and Singapore.Product overview Th
208、e Human Insight Platform captures and analyzes customer experience narratives(CxNs),which are digitally recorded video narratives from targeted,opt-in audiences from the UserTesting Contributor Network or an organizations own network/contacts.Video-based recordings capture the perspectives and exper
209、iences of audiences in narrative form.Contributors can record their screens or actions on camera as they consider and engage with products,creatives,designs,messaging or brands.The platform captures intonation and tone of voice,facial expressions,body language,visuals and actions(both digital and in
210、 person),all overlaid with a persons spoken thoughts as they go through an experience.Provides the opportunity to test and optimize messaging,creative,web flows,etc.,before they go live.Marketers can conduct testing without involving the development team,since the solutions dont require the placemen
211、t of code on the website.Use cases The platform is used to surface and manage human insight,collaborate with others and share insights among teams.Benchmark customer experiences against competitors to gain competitive insights.Marketing teams leverage the platform to better understand customers,defi
212、ne personas,optimize brand attributes and improve campaign,asset and channel performance.Improve A/B testing performance by using UserTesting to come up with and validate hypothesis to improve a site/app or campaign.Digital and e-commerce teams use the platform to improve customer browsing and purch
213、asing experiences.Product teams use the platform to vet new market opportunities and understand product-market-fit and customer needs throughout the product creation process,from concept to post-launch.Research and design teams run studies to understand changing customer behavior,test new designs an
214、d prototypes and find usability concerns.UserTesting144 Townsend St.San Francisco,CA 94107T:650-567-Key customersCanva Capital One HP Inc.MicrosoftPhilipsT.Rowe Price Key executivesAndy MacMillan,Chief Executive OfficerKaj van de Loo,Chief Technology OfficerMichelle Huff,Chief Marketing OfficerDavid
215、 Satterwhite,Chief Revenue Officer 2023 Third Door Media,Inc.29 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideExperimentation interface Target diverse perspectives by uploading a digital file,linking to an app or web page o
216、r providing instructions to take a real-world action.Templates help to structure a series of questions or tasks,and then finds contributors based on the targeting criteria(demographic,behavioral,etc.).CxNs are generated when matched contributors log into the platform to answer questions and perform
217、tasks,while they narrate their thoughts out loud.Each experience is fully recorded including screen activity,actions captured by(front and rear)camera,voice and facial expressions.Discover and share human insight when teams watch experience narratives using the embedded video player or review feedba
218、ck summaries.The platform offers tools,such as transcripts,tagging,video clips,visualizations and machine learning to help quickly understand the feedback and identify interesting moments.Those insights can then be shared by email,links and presentations.Segmentation capabilities Users can find a sp
219、ecific target audiences using any combination of demographic device type preferences,language requirements and flexible screening questions.Contributors in the UserTesting Contributor Network must first opt-in to provide feedback.Collaboration and workflow Teams can organize results in folders,invit
220、e others to workspaces and manage workload and reviews with approval flows.Permissions and approval flows control who can create and launch experience tests,who must use pre-created templates and which users need their work to be reviewed and approved first.From within the platform,users can share i
221、nsights with colleagues and stakeholders to inform critical business decisions.Video-based CxNs can be shared either directly to an email address or through pre-built integrations with other collaboration solutions.Analytics and reporting Visualization and advanced analytics tools help organizations
222、 identify potential areas of opportunity,by making it possible to process multiple videos in seconds.Embedded video player includes features to speed up or slow down the video,toggle between the contributors face and screen recordings and scroll through audio transcriptions,with machine learning-dri
223、ven sentiment analysis and customer intent visualized on both the video and the transcript.Other visualizations include interactive graphs that help organizations understand how multiple contributors navigate through a digital experience,heat maps to represent how they engage with the experience and
224、 machine learning-driven indicators that suggest user intent and sentiment.Keyword maps for open-ended verbal responses and bar chart summaries for multiple choice questions are linked to associated video clips allowing users to quickly investigate key moments.Testing methodologies supported A/B tes
225、ting.Automated machine-learning features to identify areas for potential improvement.Multivariate testing.Website optimization.Mobile site optimization.Mobile app optimization.Advertising optimization.Heatmaps.Session recording.UserTesting144 Townsend St.San Francisco,CA 94107T:650-567- 2023 Third D
226、oor Media,Inc.30 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers GuideThird-party software integration Pre-built integrations with other collaboration solutions such as Slack,Jira and Trello or analytics solutions like Quantum Met
227、ric.Ecosystem of partners and developers includes providers of quantitative studies,UX design and prototyping and analytics.APIs available to build specific integrations to partner and third-party business apps.Pricing and support The platform is available in three editions:Essentials:For companies
228、starting to collect customer feedback.Advanced:For teams building human insights into decisions.Ultimate:For enterprise customers with more sophisticated customer experience programs,needs and workflows.Pricing varies based on testing capacity commitments,number of seats and platform edition.An annu
229、al contract is required.Free trials are available.Customer success team available to help customers onboard the platform.Customer support team available to troubleshoot and address platform challenges between 8:30am-9pm EST.Add-on Premier Support includes extended support hours and consultation from
230、 research experts.UserTesting CommUnity enables customers to interact and engage with one another to share best practices,network and discuss industry trends.UserTesting University offers live remote,in-person and on-demand training courses as well as certification programs for users wishing to grow
231、 their skillset.15-minute“Quick Connect”sessions allow users to schedule a session through an online platform to chat with a member of the customer success team.Separate self-service support centers(knowledgebase)for both contributors and customers.Professional services team provides a broad range o
232、f add-on services,from hourly guidance projects to ongoing research and program management engagements.UserTesting144 Townsend St.San Francisco,CA 94107T:650-567- 2023 Third Door Media,Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A
233、Marketers GuideTarget customer Mid-market and enterprise B2B and B2C companies,particularly in the e-commerce,retail,SaaS/software,media and entertainment,education and healthcare industries.Company overview Founded in 2009.380 employees.Privately funded.The VWO platform is the flagship offering and
234、 the face of Wingify globally.VWO offers an array of capabilities like behavior analytics,web,mobile app and server-side experimentation,as well as a personalization engine,customer data platform,web and feature rollouts and program management.Product overview VWO is an experimentation platform that
235、 enables brands to improve their key business metrics by empowering teams to run conversion optimization programs more efficiently.The web experimentation suite is powered by a single line of code,designed to minimize impact on page performance.Intuitive UI allows teams to discover potential growth
236、opportunities to test and optimize using data without audience overlap in tests,and provides a strong support infrastructure.Bayesian statistical model for accurate reporting.BS and ISO certified.GDPR and HIPAA compliant.Use cases Test and roll out website and mobile app experiences,including testin
237、g server-side functionalities and new features.Understand user behavior with a connected behavioral analytics solution.Deliver personalized experiences to improve conversion and user experiences.Get a single view of customer data to understand customer profiles better.Create and manage optimization
238、roadmaps of experimentation ideas.Experimentation interface WYSIWYG visual editor with a DIY interface to enable marketers and growth teams to build experiments.No coding or IT required.Drag-and-drop elements to modify websites.Easily change headlines,buttons,images or any other element to create mu
239、ltiple variations of the website.VWO will equally divide the website traffic among all the variations and track which one works best.VWO Code Editor is an advanced feature for users who want to code the changes on their websites.Code Editor allows users to modify the code of native VWO operations ac
240、cording to need and add custom code to the tool.Segmentation capabilities Supports two types of segmentation:Pre-segmentation:Users can collect data for tests from specific visitor segments.For example,before running a VWO campaign,users can bucket website visitors into different segments based on t
241、heir source URL,device,location,time,behavior VWOWingify Software Pvt.Ltd KLJ TOWER,1104,North Netaji Subhash Place Pitam PuraDelhi,India Key customersCigna Disney DominosTimberlandUbisoftKey executivesSparsh Gupta,Co-founder and Chief Executive OfficerParesh Mandhyan,Vice Presi-dent,MarketingAnkit
242、Jain,Senior Vice President,EngineeringAditya Mittal,Vice President,Revenue 2023 Third Door Media,Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Conversion Optimization Platforms:A Marketers Guideand other conditions.Visitors meeting test criteria will be eligible for
243、the test.Post segmentation:Users can slice and dice visitor data after a campaign has run to analyze how visitors from a specific traffic segment interacted with the brand website.For example,users can create a segment to view the reports of all new visitors from Europe who clicked on the Products t
244、ab of the website using their iPad devices.Collaboration and workflow VWO Plan enables teams to collaboratively discover growth opportunities in the visitors journey,build a pipeline of high-impact experimentation ideas and see them through to completion.Increase experimentation success with a centr
245、alized insights repository.Manage and prioritize experimentation programs centrally.Track the impact of experimentation on core business metrics.Analytics and reporting SmartStats,VWOs Bayesian-powered statistics engine,is engineered to compute accurate results for all testing goals.Provides easy-to
246、-digest metrics along with recommendations to allow users to focus on strategy and not the definition of p-value or verifying statistical significance.VWO reports can be integrated into internal business dashboards.Testing methodologies supported A/B testing.Multi-armed bandit.Multivariate testing.C
247、ontextual bandit.Server-side testing.Website optimization.Mobile site optimization.Mobile app optimization.Heat maps.Session recording.Third-party software integration 40+native integrations with analytics,CMSs,call tracking,CDPs,e-commerce and marketing solutions,session replay and heat maps,and st
248、orage services.VWOs client API allows developers to customize VWO behavior,for example,use the API to automatically start/stop/pause tests,without the need to log into the VWO account every time.Pricing and support Pricing is based on total monthly unique visitors and starts at$5K annually.An annual
249、 contract is required.Free trials are available.Guided onboarding is included in pricing.Customer support includes 24/7 email,phone and chat.Enterprise accounts receive dedicated customer success managers.Add-on VWO Services provide optimization strategists,conversion-centric designers and content c
250、reators to build a high-impact conversion optimization business strategies.Data is mined to identify optimization opportunities and provide users with a list of winning testing ideas.VWO manages the entire CRO process to build a testing roadmap for continuous experimentation success.VWOWingify Software Pvt.Ltd KLJ TOWER,1104,North Netaji Subhash Place Pitam PuraDelhi,India