Get the most out of web traffic: Tactics and strategies to increase on-site conversion

Abstract

Conversion rate optimisation is crucial for today’s digital marketer. With a plethora of efforts dedicated to driving new traffic to a website, marketers can take better advantage of data to convert these users in a rapidly evolving digital landscape. This paper examines how: (1) using remarketing dollars spent across targeted segments is more cost-effective than spending budget equally across the traditional conversion funnel; (2) every door into a website illuminates important conversion insights of acquisition channel strength, user experience and visitor drop-off; and (3) testing tactics such as page overlays can drive more conversions.