Digital marketers have been concentrating on providing a customer experience that makes them stand out from the crowd for the past few years. In order to give customers a positive experience, conversion optimization platforms enable marketers to methodically test and customize their websites, applications, and other touch points. Personalization engines, experience optimization platforms, and conversion rate optimization tools are other names for conversion optimization platforms. The functionality of conversion optimization often comprises:

• Multivariate and A/B testing
• Tools for running successful experiments and managing testing programs. 
• Customization is frequently improved through machine learning and artificial intelligence. 
• Experiments on the server side

Revenue is generated by many conversion events. Furthermore, since COP maximizes conversion events, it is simple to assess if a platform is profitable or not. But generating revenue is only one advantage of conversions. 

COPs assist companies in maximizing the return on their investment in marketing websites or mobile applications. Few businesses consider themselves to be skilled practitioners of conversion optimization. Only one out of ten respondents said that their method was fully automated, supported by machine learning, and delivered individualized experiences that were linked to quantifiable business benefits. 

Combination of agile development and agile marketing

Tools for conversion rate optimization are compatible with the agile methods that many marketers are using. Agile marketing embraces the sprints and backlog mentalities made relevant by developers rather than a project or campaign attitude, where initiatives are discrete sets of work that begin and are completed. Since, they are made for continuous workflow, conversion optimization platforms fit with this. Adaptive experimentation, and reflection on those experiments and activities conducted in response to the learned lessons make up this workflow. 

This strategy also motivated teams to use similar work practices because engineers frequently participated in testing and roll-out along with marketers. According to the vendor’s approach to optimization and use of artificial intelligence, conversion optimization platforms have different functionalities. 

Common capabilities enable:

• Design and conception of trials for websites and mobile applications.
• Doing A/B and multivariate testing and analyzing findings. 
• Directing testing initiatives and implementing effective experiments. 
• Constructing audience segments using various data kinds. 
• Real-time personalization of client interactions.
• Carrying out server-side research. 

The main purpose of conversion optimization is to evaluate modifications to websites and apps that enhance user experiences, conversion rates, and results. This could be classic A/B testing, multivariate testing, or results drawn by artificial intelligence. Usually, the user interfaces incorporate tools with drag-and-drop graphic editors. The user can then typically change code, develop new features to test, or switch between these modes. 

Platforms’ capacity to recommend experiments that are most likely to have a substantial impact varies. The capacity to modify and control traffic volume is often one of the testing skills. The capacity to modify and control traffic volume is often one of the testing skills. Some systems include tools and the capability to gather users for more official testing sessions that provide data about user behavior on websites.