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Published October 21st 2013

CRO: What’s New for Optimising Conversion Rates?

CRO, analytics, SEO, CRM, measurement, monitoring, listening …

It’s safe to say that when it comes to creating an informed marketing strategy, there are many, many facets to consider. Sometimes it can all become quite daunting which is why it is important to keep up-to-date.

Drumroll please.

*Brandwatch enters the stage*

TA-DAH! This is where we step in and lend a helping hand.


Last week some of our team attended the first MeasureFest to grace the digital conference scene.

Located in Russell Square and organised by Kelvin Newman and his team behind BrightonSEO, we knew we were going to be in for a treat (especially as it was dedicated to analytics and marketing measurement, two of our favourite nerdy things).

We are therefore devoting this post to passing on our new knowledge, and to help keep you lovely lot updated on the latest CRO news…



CRO (otherwise known as conversion rate optimisation) is the process of creating a positive experience for a website visitor with the ultimate goal of increasing the percentage of visitors that convert into customers.

Three talks took place on this topic during the MeasureFest conference, and we have selected one key learning from each of these:


Customer Experience


When learning new skills you can acquire 95% of what you need to know in just 20 hours, otherwise known as the learning curve. However, it apparently takes 10,000 hours to become an expert, that’s 416 full days, or 59 weeks.

10000 hours

After the initial 20 hours the focus transfers to reviewing and monitoring your efforts to ensure that the journey your customer goes on is satisfactory and encouraging them to convert.

The only way to do this is to put yourself in the shoes of your customer. This means going through the process that they would go through, from landing on the homepage to converting and then what the post-purchase experience is like.


Culture affects all facets of design


It’s not news to us that culture is a major influence in business practise.

But the extent to how it affects every fine detail really is intriguing.


You know you want to

You know you want to


A talk by Jon Doveton gave insight into how culture affects all facets of design, right down to the colour, size and wording of a button.

Research into different cultures’ preference, their habits and whether they prefer high or low context is therefore key in ensuring that you are optimising your conversion rates to their full potential.

It is important not to assume that all cultures have access to all technology, and tailor making your strategies to suit personal preferences can aid CRO powerfully. Culture really is visible in all human behaviour.


Optimise conversion rates for mobile


As tablet and mobile sales soar, less people are accessing web pages via desktops.

mobile devices

By ensuring your site is on mobile you can increase the conversion rate by 51%. They suggest to start small and scale, creating both mobile and non-mobile dashboards in analytics.

Identifying key mobile personas can also help gain a better understanding of the purpose people are browsing for, enabling you to make this experience as streamline as possible.

So, there you have it, the three key insights we drew from the CRO talks.

Of course, there is always more to consider when looking at conversion rates, including how you are going to drive your customers to the website in the first place.

This is where social monitoring and listening comes in to play. To read more you can find some useful posts here.

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