From analytics to conversion rate optimisation
Enrico Pavan · Applied marketing analytics · 2018
Today’s marketing strategies must embrace deep data analysis to obtain actionable insights and make proper decisions. This paper explains how a conversion rate optimisation (CRO) data framework can have a huge impact on conversion rate. The case history shows how to exploit the drivers, avoid the barriers and implement the hooks that lead users to convert. Data outcomes are thus the result of analysing quantitative, qualitative and visual insights. At the core of CRO is a mix of different tools and techniques, adapted to the specific product/industry/timeframe. This paper provides readers with a guide to creating their own data-driven CRO framework and how to apply it to their projects.