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Why COVID-19 disruptions to shopping behaviours underscore the need for a coordinated, cross-functional conversion rate optimisation strategy
Journal of Digital & Social Media Marketing,
10
(1),
6-17
(2022)
Abstract
As consumers shifted consumption patterns to online avenues in the wake of the COVID-19 pandemic, businesses increasingly looked for ways to grab their attention and convert traffic into sales and leads. This paper analyses how studying website visitor behaviour through the practice of conversion rate optimisation (CRO) and its associated tools allows teams to find opportunities to optimise user experience to grow conversions. Although traditionally an initiative led by marketing teams, the practice of CRO can help teams from user experience, sales, customer service, product and development improve their understanding of target audiences and how to connect with them online.
Keywords: martech; marketing technology; conversion rate optimisation; CRO; marketing analytics; website optimisation; website analytics; website heatmaps
The full article is available to subscribers to the journal.
Author's Biography
Sarah Bond is Vice President, Marketing at Lucky Orange, a leading conversion rate optimisation software company. She has more than 15 years of experience on the brand and agency side, developing and executing marketing, communication and demand generation strategies. She has shared her expertise at various Digital Summit conferences, Argyle Executive Forums and the CXL Institute.
