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.
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.
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.
Tone of voice is key for a brand like Virgin Holidays, especially when it comes to grabbing the attention of email subscribers.
Previously, the company has relied on copywriters to encapsulate its quirky and adventurous attitude.
“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.
84% of marketing organisations are using machine learning, according to industry sources.
One of the most notable areas where machine learning is burgeoning and delivering fast-paced impact is improving conversion – and it’s easy to see why, considering the value machine learning can add to the performance optimisation process.
Conversion optimisation is perhaps the domain of the renaissance marketer, the person who needs a wide range of skills (and both art and science).
Laura Robinson is conversion optimisation lead at growth hacking agency TrueUp. Let’s spend a day in her life.
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.
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.
The latest in our ‘ask the expert’ series focuses on a core skill in the digital marketer’s skillset – email optimisation.
We grilled three of the loveliest experts we know – Kath Pay (Holistic Email Marketing), Parry Malm (Phrasee) and Dale Langley (Emarsys).
Basket abandonment remains a big challenge for ecommerce retailers, with the latest stats suggesting a global abandonment rate of 76.9%.
How to reduce this is just one of the topics discussed in Econsultancy’s Ecommerce Best Practice guide, which also delves into other important areas of ecommerce such as search data and landing page design.
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.