Google Optimize 360 Sunset: 6 Reasons Why B2B’s Should Re-evaluate Their Website Optimization Strategy
With Google Optimize 360 set to retire on September 30, 2023, lots of companies are looking for a new place to run their experiments and A/B test their landing pages. This sparks a question – is traditional experimentation and A/B testing the best approach for B2B’s? We know Google Optimize 360 was originally designed for B2C’s to make their one-off experiments and it has done a great job of that. However, for B2B’s the process is not so simple. Now is the time to take a look in the mirror and analyze your strategy – is it working? Is there something else you can be doing? The answer is Yes.
Autonomous personalization is a radically different approach to the traditional experimentation and A/B testing methodologies, however, in these changing times a revolutionized strategy could finally set you apart from the rest of the pack. Autonomous personalization allows you to find high-intent accounts that are ready to buy, leading to a more efficient and effective funnel.
Here Are The Top 6 Reasons Why B2B’s Need to Alter Their Approach
(1) Account Data-driven insights: Account-level data is more complex than B2C customer data. For B2B’s, It’s not as simple as geolocation and previous purchases; You need to take into consideration aspects like account industry, size, and revenue, essentially it’s the Optimization of journeys for accounts vs. the individuals.
(2) Content, Rather Than Conversions, is King: B2B websites usually possess a lot more content than B2C’s which means there needs to be more of a focus on optimizing the right content, for the right audiences, for the right journey, to drive conversions.
(3) Optimizing The Journey Not Only The Pageview: B2B companies require more than just a pageview to convert a visitor; they need to conduct these visitors as they move through the website on their own personally customized buyer journey.
(4) Hyper-Selected Audiences: Companies that are B2B target smaller, more niche audiences with the highest likelihood of conversion, meaning they need a platform that can effectively house/target these smaller target groups.
(5) Limited Bandwidth & Low Operational Overhead: B2B’s tend to have smaller teams managing these tasks for them, which is why they need a program that can be easily and effortlessly managed by a small group, in an efficient way, versus a platform that needs constant attention like Google Optimize.
(6) Offsite Goals & Integrations – B2B’s can’t just optimize for sign-ups they need to connect to their Marketing Automations and CRM’s, in order to reach deep business goals. Alternatively, to how e-commerce companies reach their goals, everything happens on the same website so it makes sense that would be less of a need for integration.
How B2B’s Can Out-Optimize Google Optimize
One alternative for Optimize is Trendemon; we are a platform designed specifically for B2B’s that provides attribution, experimentation, and personalization which continually work to create automation. Optimize has many limitations comparatively and is built more for B2C’sto do their 1-off experiments, which is very inefficient and limiting.
Unlike Google Optimize, Trendemon’s approach focuses on deep B2B business goals, all while offering the same advanced editing options through Account-Based Content Elements (ACE) for hyper-personalization. The main difference between the two solutions is that Optimize focuses a lot also on the elements of a page while Trendemon can zoom out and focus on the entire website journey, in addition to creating orchestrations that lead to more conversions.
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