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Conversion rate optimisation (CRO) is a search marketing practice which engineers the consumer journey, emphasising positive user experience (UX) and learning from user interaction, to maximise the percentage of visitors to a website that complete a chosen action

It is also the practice of optimising your website in order to move your visitors further along the buyer’s cycle and to nurture them until they convert. This practice all helps to increase the number of actions taken by the user.

CRO essentially helps you to increase the proportion of those visitors that convert into leads, sales, subscribers, or whatever the goals of your website may be.

Using a structured approach of testing and analysis, CRO allows you to evaluate your ideas for making improvements before you commit to making them permanent, rather than wasting time and resources simply relying on guesswork.

This workbook will look at some of the basic concepts surrounding CRO and will give you a definitive list of considerations and steps to take to perfect your performance in this area.

What does the workbook cover?

  • What is CRO?
  • Why is conversion rate so important?
  • How can you use data to improve CRO?
  • What do I need to get started?
  • Successful CRO planning – what to test?
  • What CRO could mean for your business
  • 10 things to remember – a checklist

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