Conversion optimization platforms (COP) are an essential tool for technology-savvy business professionals, delivering the desired business results without compromising on quality. It's important to research vendors and their capabilities before committing to a COP adoption, so here are some questions that should be asked throughout the process.
When researching solutions, use cases should be created to describe the challenges a COP is trying to overcome. Document the capabilities of current conversion optimization software, and the desired new capabilities, which will help to avoid making a costly mistake. Read vendor profiles and visit the vendor sites for blogs, e-books, and interactive tools. Submit a list of requirements to each prospective partner and set a timeframe for them to reply. Decide whether to engage in a formal RFI/RFP process, and if so, give the same list of capabilities/use cases to each vendor for comparison.
When setting up demos, consider how easy the platform is to use, whether the vendor understands the business and marketing needs, and whether they are showing the 'must-have' features. Ask the vendor questions about the conversion rate improvements they typically see, what workflow they recommend, and how the COP integrates with other martech platforms. Also ask how they will demonstrate the ROI, what kind of customer support is included, and what kind of professional services are available.
Finally, speak to customer references to ask additional questions and verify what was said during the demo. When it comes to pricing, ask about any additional fees, engineering services, and partner organizations. Get the answers to these questions in writing to ensure fewer surprises or additional costs down the road.
Originally reported by Martech: https://martech.org/questions-to-ask-about-conversion-optimization-platforms/
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