Our CEO and founder John Readman hosted a recent panel discussion with our Head of CRO, Luke McDermott, where he posed several pressing questions on the topic of conversion rate optimisation and website testing.
In the 40-minute webinar, John and Luke covered the following topics:
- What is CRO
- Where to start with CRO
- What technology do you need to start CRO?
- What uplift you can expect from CRO
With over 5 years of experience, Luke has extensive knowledge in digital marketing as a specialist in CRO. His client experience ranges from retail and home to law and insurance.
At the start of the webinar, John conducted a live poll to the viewers, asking if they had seen increases in CPC’s and whether there is any testing around conversion rate optimisation. The results of the poll highlighted that 50% of the viewers said yes or not sure about improvements, and 70% said they were testing how to improve.
After the poll, John and Luke jumped straight into the discussion; what is CRO and how important is it to a business?
Luke gave a brief overview of CRO. “The fundamental of CRO is that it stands for conversion rate optimisation – but I think it’s a lot more than that.
It’s not just focusing on the conversion rate, it’s looking at lots of different things such as the user journey, and how people behave and interact with the website, and that’s why I think probably a better name would be something like experimentation. It’s about testing things.”
Luke continued to talk about how CRO can be applied to any company of any size that has a website, no matter how big or small. He then explains his process when it comes to CRO. This entails identifying what it is that is underperforming, and then going into more detail with technical software such as analytics. This part of the interview then leads to John asking Luke about the testing behind CRO, and what tech you do or don’t need.
“The technology has a huge impact, there are a lot of technology providers in the UK and the world, the most famous in the experimentation space are the VWOs but they can be quite costly. But I think the big thing for me is that everyone can experiment, and even if it’s just using a tool such as Google Optimise as a start and just dipping your toe in the water, and testing some of those ideas out, I think that’s a good place to start.”
When discussing the potential uplift, you could expect from CRO, Luke said that there are varying factors including lead generation, but typically you can expect an 18% uplift on the conversion rate for every website experiment that you do.
The webinar had a fantastic response and great feedback, and to those of you who had questions, we will be reaching out with the answers in the next few weeks. If you missed the session, don’t worry, it was all recorded and is available for you to watch above.
If you have any questions about CRO or would like to know how Luke or the team can help your business with anything digital marketing related, please get in touch with us at firstname.lastname@example.org or browse our digital marketing services here.