Conversion Rate Optimisation

Six ways CROs botch their statistics

Conversion rate optimizers (CROs) are part design professional, part marketing strategist, and part scientist. To be successful, they need to be highly proficient across several disciplines.

For that reason, it shouldn’t be surprising that CROs are rarely full experts in any of the three disciplines. They either specialize in one or focus on how the disciplines fit together as a cohesive whole.

Five arrows in the bull's-eye of an archery target. Selective focus with the focus being on the back end of the arrow, with an out of focus target in the background.

What does Conversion Rate Optimization mean for marketers in 2018?

Conversion rate optimization (CRO) is a hot topic among marketers, with strategies and best practices the subject of much debate.

Every year, Econsultancy publishes a report on the subject, surveying hundreds of ecommerce and marketing professionals to establish industry trends. Yet while the report offers extensive detail about how marketers increase conversions by improving marketing, websites and ecommerce journeys, new techniques are always emerging.

Eye tracking heatmap on ecommerce website

Are biometrics the future of UX testing and CRO?

Even as they become increasingly integrated into our daily lives, there’s still something inherently futuristic about biometrics.

Whether it’s unlocking your phone with a fingerprint, or using voice recognition to access your bank account, using biometrics to carry out everyday tasks still feels like something out of Star Trek.

‘Marginal gains’ is dead. Long live strategic marketing.

“Marginal gains and all these buzz words – a lot of the time, I just think you have got to get the fundamentals right.” Words to live by for marketers from Olympic cyclist, Bradley Wiggins

The “marginal gains” philosophy is most closely associated with Dave Brailsford, the MBA-holding cycling coach who was inspired by the post-war Japanese practice of Kaizen. Brailsford credits the striking successes of British cyclists over the past decade to the marginal gains strategy that he and others instilled in the organisation. 

How to stay safe when A/B testing

A/B testing is simple.

You just compare a control to a variant. In digital marketing (especially the field sometimes known as ‘conversion rate optimisation’), this generally means doing something like splitting traffic between two versions of the same web page and monitoring their performance. You might also try it out with emails, apps, or any other manner of digital communication, but the point is: it is simple, dead simple.

Just half of ecommerce companies do regular usability testing (but 60% planning conversational commerce)

With global ecommerce sales predicted to rise to over $4 trillion by 2020, competition between online retailers has never been more intense.

According to Econsultancy’s Ecommerce Performance report, published in partnership with Conversion.com and based on a survey of more than 400 ecommerce professionals, a culture of testing and experimentation is one of the key ways brands can optimise performance to reach true innovation.

Research shows fewer marketers see CRO as ‘crucial’ in 2017, but is the discipline misunderstood?

Econsultancy has published its new Conversion Rate Optimization (CRO) Report, in association with RedEye, for the ninth consecutive year.

This year, a combination of survey results and expert comment paint a picture of a misunderstood discipline which can deliver consistent value for businesses, but only with the right data, skills and collaborative approach.