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Conversion Rate Optimisation (CRO)

Conversion Rate Optimisation (CRO) is one of the most important elements of digital marketing and can be the difference between a good performing campaign and a great performing campaign.

CRO can range from small, incremental changes to on your website to longer-term strategic changes around messaging and site design - all of which can help to drive the amount of online sales and leads. This can include changes to:

• Landing pages
• Imagery
• Words
• Processes

We begin by understanding the way customers access and use your site, using the data harvested from your site's connected analytics and AdWords accounts. An evidence-based approach ensures suggested amendments can be tracked and analysed to understand their effectiveness

Making these changes maximises the chance of converting your users and making more profit without increasing traffic to your website – this is the secret power of CRO. By increasing conversions you increase overall revenue, and with that, lower your cost per acquisition and generate a higher return on investment. This is important when running Pay Per Click (PPC) campaigns where traffic is paid for, but also when running wider-reaching marketing campaigns that aim to drive users to your website..

There are many areas of CRO to focus on, including the practice of A/B testing, customer journey analysis and basket abandonment analysis. These areas can be prioritised and tested depending on your business, its goals and current performance.

CRO doesn’t just help to improve conversions directly – companies who place a strong focus on CRO also end up creating a better user experience, often removing blocks and improving sections of their websites that have caused problems for their users. These users are far more likely to return to your brand in the future if they’ve already had a great experience.

Is your website performing as well as it could?
Contact us today to see how we can help make your website work harder for you.

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