Question 3: What is the most challenging in your business right now?

Conversion challengesOn top of my mind I think mobile user experience is the most challenging topic at the moment. Not many companies have cracked the mobile experience code. Rebuild our site for a fluid and positive user experience demands a lot from the organisation, both technically and mentally. You need to think mobile first, which we have found is not as easy as we thought.

Further we are on a stage where our technical systems give us a big challenge on everything we want to do. I think most big companies have this challenge. If you have developed a solution a few years ago you probably sit on old systems that need to be updated or replaced.

Another issue are our internal stakeholders. We have to many of them, which affects our work processes negatively. Our decision process is not optimal for working in an online environment.

The last issue is to integrate our personalization thinking into our work process. As I mentioned in an earlier article our personalization software is powerful and full of potential but you cannot harvest that potential if you do not adjust your internal organization and the way it thinks.

This question is part of a five question series that are the most common issues people ask me.

Question 2: What is the most challenging within conversion optimization?

online conversion optimizationI have been doing AB tests for a while now and feel pretty confident how to approach and build a strong testing culture within a company. Although optimization work is something that constantly needs to be reviewed and developed.

There is no other channel quite as complex as the web, in terms of the number of variables. This makes optimization work a never-ending story. I think one of the biggest challenges in my field is to know how long your recommendations live. In other words when do you know that for example your perfect converting landing page is out of date due to the ever-changing variables?

Another big challenge as I see it is the emergence of personalisation software, which put optimization in a new playing field. With personalisation you are moving into micro segmentation. The technology is extremely powerful but opens up for many challenges to companies that want to adopt this approach. The web is moving towards this field and as a conversion optimization specialist I need to evolve towards this path.

This question is part of a five question series that are the most common issues people ask me.

Question 1. What is the most challenging with web analytics today?

Conversion Optimization and Web analytics challengesI think each year has its own challenges. The web is constantly moving so you need to keep your knowledge fresh. For me this yes one of the more challenging aspects is the multi data source world we live in. The increase in data sources makes it much more challenging to interpret the data and make good decisions. The mobile phone traffic exploded last year and has continued in an upward path. Since this source is fairly new few companies have adjusted their technology and most of all their thinking to this channel.

I also think clean data is always a challenge. You constantly need to keep an eye on your data so it is clean. For example we have companies doing quality tests that generates a fair amount of data. You need to make sure you block those IPs and keep an eye on emerging data contamination sources.

This question is part of a five question series that are the most common issues people ask me.