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From analytics to conversion rate optimisation
Applied Marketing Analytics: The Peer-Reviewed Journal,
4
(1),
63-78
(2018)
Abstract
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.
Keywords: digital analytics; conversion rate optimisation; data analysis; website personalisation; testing and targeting; CRO framework
The full article is available to subscribers to the journal.
Author's Biography
Enrico Pavan is Founder and President at Analytics Boosters, a company focused on data-driven marketing. He is a certified analytics expert, user experience and conversion rate optimisation consultant, as well as a writer, speaker and trainer. He developed his skills in the field, analysing and consulting for clients in different industries — such as finance, fashion, luxury, travel, gambling and many others — and countries. In 2014, 2015 and 2016 he was shortlisted for practitioner of the year and most influential contributor in the annual DAA Awards for Excellence Competition.
Citation
Pavan, Enrico (2018, April 1). From analytics to conversion rate optimisation. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 1. https://doi.org/10.69554/DIIV4911.
© Henry Stewart
Publications LLP
Publications LLP