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In the spotlight… Conversion Rate Optimisation

June 21, 2016

Simon Franks
Simon is CandidSky's Client Services Manager with a wealth of expertise gained through managing digital projects for FMCG, sports brands, sponsorships and governing bodies.

In the latest of our In the spotlight series we speak to Tony about Conversion Rate Optimisation – where we’re seeing some amazing results for our partners.


What do you do?

Conversion Rate Optimisation  (CRO) involves the continuous hypothesising, testing, and optimisation of a website to help brands learn and improve their conversion rates. The best optimisers tend to be naturally curious, not afraid to fail and constantly eager to learn.

The role involves tasks including:

  • Data analysis
  • User/customer research
  • Design
  • Experimenting

How does that help businesses grow?

CRO is a process that helps a company learn about their digital marketing efforts – measuring the impact of web pages and marketing campaigns by analysing user behaviour and providing data on what is and is not working for their customer base.

By identifying high-impact areas to improve upon, and testing different design options, we can measure which versions get the best conversion rates and implement the winning version to increase lead generation, ROI or any other conversion metric a business wants to improve.

Essentially, by undertaking CRO, you are ensuring you provide the best possible service for your customers, making it easier for them to buy your product, get in touch, fill out a form etc.  

What do you consider to be the best results you’ve produced at CandidSky so far?

We have produced a number of tests for clients and the results have been fascinating to say the least. Not every idea has worked, but crucially each time we have learnt something new and refined a test to ensure we get the best possible results in the long run.

The best result to date has been for a client who owns a website selling fashion brands. We combined quantitative and qualitative data to rework their checkout page. Implementing the new version of the checkout resulted in a revenue  increase of 128%. However, we won’t be stopping there! We have many more improvements planned to further increase conversions.

If you could give a business leader one bit of advice about your discipline what would it be?

Always test different areas of your website and marketing campaigns. Areas can always be improved. Never stop learning and trying to understand your customers further. By doing this you will always be making the most of every opportunity and gaining the maximum ROI.

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