Is Behavioural Science Key To Effective Marketing? In the book, The Growth Strategy That’s Being Ignored, Paul Rouke and other contributors argue that for conversion rate optimisation (CRO) to be a significant driver of growth a customer centric approach needs to be embedded into the company’s culture. This need to come from the C-suite down and requires aligning the customer experience
What if most revenues are generated by a few VIP customers? Some websites get most of their revenues from a relatively small proportion of high value VIP customers. This begs the question should you optimise your site design around your most profitable segment of customers or for your mass of ordinary customers? How do we optimise the conversion rate?
Do processes matter for conversion optimisation? Processes matter as they help structure our behaviour and reduce the risk that we might forget to do something important. They provide for a consistent framework and can ensure rigour in our problem solving and strategy. As a conversion rate optimisation (CRO) consultant I have a number of processes including one for persona development,
Does CRO Say What It Does On The Tin? When people ask me what I do for a living and I mention website or conversion rate optimisation (CRO) I often find they think I’m talking about another area of digital marketing. Many people think CRO is related to Search Engine Marketing, PPC or SEO. This should not be a surprise