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From analytics to conversion rate optimisation

Author

Listed:
  • Pavan, Enrico

    (Analytics Boosters, Italy)

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.

Suggested Citation

  • Pavan, Enrico, 2018. "From analytics to conversion rate optimisation," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 4(1), pages 63-78, April.
    • Handle: RePEc:aza:ama000:y:2018:v:4:i:1:p:63-78
    as

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    More about this item

    Keywords

    digital analytics; conversion rate optimisation; data analysis; website personalisation; testing and targeting; CRO framework;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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