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Conversion Rate Optimisation: What, How and Why – TV Series

What Is Conversion Rate Optimisation
Sales, leads, downloads, views, subscriptions – whatever the goal of your website, it is likely that it will have an action you want the user to complete. The more actions completed, the chances are the more your business will grow.

This is why Conversion Rate Optimisation (or CRO) is so important – understanding why visitors don’t convert, what leads to high conversation rates and which barriers you could be putting in their way can enable you to make small changes and see big rewards as a result.

This week, Webcertain TV will find out more about what the process involves, what you should focus on when optimising your conversions and how any business, large or small, can use CRO techniques to see big results and improved revenues.

Tune in all this week for our mini-series with CRO specialist Dan Croxen-John from AWA Digital to learn more about the wonderful world of Conversion Rate Optimisation.

Series Schedule

What Is Conversion Rate Optimisation and Why is it Important?
Monday 7th September from 3pm BST

We start the series by investigating exactly what we mean by the concept of Conversion Rate Optimisation, some of the science behind the process – and why it’s so much more than just button colours.

Why Is Conversation Rate Optimsiation Important?

How To Get your Search Traffic Converting at a Higher Rate
Tuesday 8th September from 3pm BST

Search is a major driver of traffic for most websites – and that traffic, either paid or organic, costs a lot to generate. We’ll take a look at the specific characteristics of visitors arriving through search  and the key steps you can take to identify opportunities for improvement and prioritise your efforts.

How To Get Your Search Traffic Converting at a Higher Rate

Split-Testing – What, How and Why
Wednesday 9th September from 3pm BST

Split-testing comes in a variety of forms and the principle of testing and comparing web page performance is a popular one.  Dan explains why and how should you run these tests, and what should you be looking for.

Split Testing

How To Enhance Your Optimisation Efforts for Bigger Wins
Thursday 10th September from 3pm BST

In many cases, when some improvement is seen following CRO activity, its classed as a success and the team moves on to something new. But is there more to be gained, and could the results be even better with deeper analysis and optimisation?

ow To Enhance CRO Efforts To Win Bigger

International Conversion Rate Optimisation – Challenges and Opportunities
Friday 11th September from 3pm BST

As soon as we start talking international, we add an extra layer of complexity to any campaign or project- and website conversions are no different. In the final episode of the series, Dan shares some of the challenges facing businesses trying to convert internationally and provide some tips to help with the process.

Find the latest insights, tip and advice from global digital experts at Webcertain TV, the online channel for international digital marketers.



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Gemma Houghton

Director of Marketing at Webcertain
Gemma has worked in international search marketing for over 15 years and is Director of Marketing at Webcertain, overseeing all marketing activities for the Group. She also organises and programmes Webcertain’s International Search Summit and International Social Summit, Barcelona-based conferences focusing on international and multilingual digital marketing. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing, a Diploma in Management and Leadership from the Chartered Management Institute, and a BA joint honours degree in French and German.

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