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Dramatic shifts in ecommerce over the last three years have created many challenges for retailers – with perhaps the most alarming a relentless downward pressure on conversion rates.
It is not news to point out that the response has been a rush to ‘content’, the received wisdom being that strong content directly contributes to improved conversion - but should we take this much-vaunted link at face value?
I’ve been in the CRO industry for many years now, and each year I ask the same questions.
Is 2016 finally going to be the year of conversion rate optimisation?
What will be the latest new trends shaping the success of CRO? What new tools or services will appear? Will CRO start to approach the popularity of web analytics or SEO?
Recently, nearly 100 senior brand marketers met in Singapore for a full-day of roundtable discussions of the issues that we are all facing in digital.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any individual. But at the end of the event, the hosts of each table helpfully provided a summary of the day's discussions.
Here is an overview of the topics covered by the Online Advertising and Ecommerce & Onsite Conversion Rate Optimisation tables, along with notes of what brand marketers thought.
Do you know any conversion rate optimisation nuts? It’s likely you do, and that in itself is strange.
Why should improving the efficiency of your marketing online be an acquired taste, like rugby league or larping?
One of the alarming findings of Econsultancy’s Conversion Rate Optimisation Report (in association with RedEye) is a continued strategy vacuum.
Hiya everyone, we've got more 2016 predictions for you, this time in all-new ecommerce flavour.
Thanks go to our topic experts - a shoe-seller, an adult-toy-purveyor, and a consultant and #ecomchatter respectively.
RS Components is an ecommerce behemoth.
The B2B distributor of electronic components works at such scale that it provides a fantastic case study for conversion and user experience improvement.
Awarded a Masters of Marketing gong for its customer-centric transformation, let's take a long and detailed look at what this remarkable work entailed and how success was measured.
In this revised and updated beginner's guide I’ll be answering the following questions: What is conversion? What is CRO? What techniques can be used to improve CRO?
According to 59% of company respondents, CRO is crucial to their overall digital marketing strategy. While 98% overall believe CRO’s impact on their digital marketing carries some kind of importance.
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.
In the final post of the five-part series, I explain why you want to swap out your vanity metrics for sanity metrics in conversion optimisation.
In the third article of my series on CRO, I highlight the four critical areas a business needs to crack in order to gain long-term growth through optimisation.
In the second part of this series, I'll analyse the five common characteristics of businesses who are ready to use a data driven approach to generating significant growth through a conversion optimisation programme.
When seeking to optimise a website, what is it that defines whether or not a test has been successful?
It would be easy to fall into the trap of thinking that a test is only successful if it results in a positive uplift of some sort (e.g. higher conversion rate), but in fact the truth is far more complex.