What’s the difference between SEO and CRO?

As a CRO vendor, during a sales call, many of our specialists hear the comment “We already have a company providing our Optimisation solution”. However, with further questioning, we often discover that what they are using and talking about is Search Engine Optimisation (SEO) not Conversion Rate Optimisation (CRO). The two are frequently confused. So here is a simple explanation...

Why CRO is good for small business

What is Conversion Rate Optimisation (CRO), and why does it matter? Conversion Rate Optimisation is the process of tailoring your whole online experience to be focused on the visitor, reducing points of friction with the added advantage of helping you to improve your conversion rates. Until recently optimising your web pages to provide a more personalised experience to visitors has seemed to...

Why marketers should get to grips with website optimisation

AB testing and website optimisation have been around for many years and it is commonplace amongst large enterprises and many ecommerce focused websites. These organisations have reaped the benefits of providing optimised content and continue to focus heavily on testing each and every element of every page. However, many if not most of these organisations either rely on in-house optimisation...

How can marketers combat the effects of GDPR?

GDPR (General Data Protection Regulation) is currently on many digital marketers minds.  Although compliance is already law you still have until 25th May 2018 before you need to be fully compliant. It represents the most significant change to online privacy laws since perhaps the “cookie law” in 2011 or the UKs own data protection act of 1998. Its objective is to shore up individual data...

Turn PPC clicks into conversions

As an Optimisation consultant, I often get asked about getting the most from Pay Per Click (PPC) landing pages. So I thought that I would share my top 10 best practices for creating and optimising landing pages that will maximise the ROI for your PPC campaigns. I will also share how you can take this to the next level to...

Building an Agile Optimisation Team

Increasing numbers of businesses are on the path to becoming ‘Agile’, and yet they often find it hard to envision how Agile principles will translate in the day-to-day running of an optimisation team, particularly if they are in the process of building this team anew. Who should be involved in an Agile optimisation team? What core principles should be applied? Can...

Can Marketing Lead the Customer Experience?

Customer experience was the focus of the recent Forrester Research’s Marketing 2016 Forum for Marketing Leaders in New York City. The event included innovators from brands like MGM Resorts, Kimberly-Clark and Flex. From the start the stage was set. Carl Doty, Forrester’s VP Group Director, shared how marketing is entering a post-digital age. According to Forrester’s Customer Experience Index (CX...

Eight Steps to an Effective Digital Measurement Strategy

Measurement is at the core of effective digital marketing. With a strategy in place that clearly defines the data you need to measure success, you’ll be able to show how marketing contributes to your organization’s bottom line. When developing a measurement strategy, here are eight must-do steps: 1. Define your business goals Consider what success means to your business and be sure...

Personalisation is More Than Using Someone’s Name

It’s no surprise to marketers that the more targeted and personal they can get with their communications and experiences, the more they’ll convert consumers into buyers – and, better yet, build customer loyalty. In a highly competitive marketplace, such as travel, loyalty is like gold. Unfortunately, even with all the data and technology available to travel marketers, many still struggle...
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