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Author: Depesh Mandalia

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How and why you should tame the CRO beast

Conversion Rate Optimisation (CRO) is the process of understanding pain points associated with a conversion path (e.g. from click to sale, lead or other important business metric) and creating test hypotheses from which to create incremental growth.

If you analyse incoming traffic sources, device usage and perhaps other segments like country of visit, recency, bounce and exit rates via your analytics tool, you'll quickly discover some interesting data points. 

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Pre-consideration marketing: the future, now?

Paid ads have historically targeted in-market consumers, but today's growing ad platforms are moving closer to passive consumers: the larger audience that are yet to make a purchase decision. 

3 comments

How to use discounting without harming your business

Not all discounting strategies have to result in doom and gloom for your business. I wouldn’t advocate discounting to simply drive sales, but to be part of your marketing strategy.

Think of the long-term impact of your discounts and promotions. Is is sustainable? Can you grow your business without discounting?

One-size doesn’t fit all with discounting strategies and you should test and learn to maximise profitability and revenue.

But do so with one eye on the perception and future growth of your business.

7 comments

Five basic tips on merchandising and conversion

Merchandising a website takes many forms and is often considered separate to conversion management, but they are in fact deeply integrated.

If you're selling a physical product which requires delivery then merchandising activities could evolve around the category, product, range, accessories and indeed delivery itself.

If you're merchandising a less-tangible product like a service or piece of software, you could merchandise a need, benefits, the service, related products as well as payment options.

Having been asked a few months back to create a presentation on basic merchandising tips I felt compelled to share them with fellow marketers.

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MVT: three things to consider before choosing a solution

For many, Multivariate Testing is an as yet untried website optimisation tool, but it isn't as complicated as it looks!

Here are three considerations for choosing an MVT tool.

4 comments