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Why COVID-19 disruptions to shopping behaviours underscore the need for a coordinated, cross-functional conversion rate optimisation strategy

Author

Listed:
  • Bond, Sarah

    (Lucky Orange, USA)

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.

Suggested Citation

  • Bond, Sarah, 2022. "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, Henry Stewart Publications, vol. 10(1), pages 6-17, June.
    • Handle: RePEc:aza:jdsmm0:y:2022:v:10:i:1:p:6-17
    as

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    More about this item

    Keywords

    martech; marketing technology; conversion rate optimisation; CRO; marketing analytics; website optimisation; website analytics; website heatmaps;
    All these keywords.

    JEL classification:

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

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