Focus on CRO for a post-COVID world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 17, 2021, 4:57 PM UTC

Conversion Rate Optimisation (CRO) is a process of learning what the audience needs to see in order to take action on the website.

Though the pandemic has accelerated to move to online purchases, businesses are still struggling to meet consumers’ demands and expectations. Companies need to focus on conversion rate optimisation to turn casual website browsers into buyers and retain them.

Studies show the higher the conversion rates, the less money it costs to win each lead or customer. So, start making a list of elements on product or landing pages that work for the target audience. Run separate tests on each page to find out what works best for the potential buyers.

Create variations of the content piece and test each element in an A/B tester like Google Optimise. With audiences evolving continuously, marketers must continue testing their content to maximise conversions.

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