Unbounce on Wednesday will launch a tool called Smart Traffic which the company says will democratize access to artificial intelligence that small and medium-sized businesses can use to better test marketing campaigns.
The Vancouver-based firm said that Smart Traffic has already improved conversion rates on landing pages by 20 per cent in beta tests it conducted prior to the launch. Based on a machine learning algorithm, Smart Traffic will assess multiple versions of a landing page and look at a handful of factors — including location, device and timezone — in order to determine which one should be served to a web site visitor.
According to Unbounce director of product marketing Tamara Grominsky, Smart Traffic will represent a vast improvement over the traditional A/B testing to which landing pages are normally subjected.
“The average SMB does not have enough traffic to run a statistically significant A/B test,” Grominsky told B2B News Network, noting Smart Traffic will work with 50 visitors or less. “What we see is there is a huge focus on delivering tailored, relevant messages . . . relevancy has become table stakes.”
While landing page conversions can make a difference in holiday sales to consumer-oriented brands, Grominsky said B2B firms have a particular need to personalize landing pages given that marketing campaigns are often aimed at specific roles or functions within an organization.
Grominsky gave the example of a startup marketing to finance professionals that might need to alter an image or copy about its value proposition based on whether they were a CFO or someone at the manager level.
“This is about making micro changes,” she said. “You could make as many variants as you want.”
While two versions of a landing page might have seemed sufficient for an A/B test, Grominsky recommended making the most of Smart Traffic by developing a handful of variants. The more data the algorithm can use to offer its suggestions, the better the conversions could be.
“You’re then able to use that information to predict how future audiences who come to the page will convert,” she added.
While Unbounce has always offered products and services to assist with conversion, Grominsky said Smart Traffic will come to market in a way that repositions the company and its mission.
“We want to refocus on new problem is that small businesses are really at a disadvantage and being priced out of the tech they need,” she said.