From analytics to conversion rate optimisation

Enrico Pavan
Additional contact information
Enrico Pavan: Analytics Boosters, Italy

Applied Marketing Analytics: The Peer-Reviewed Journal, 2018, vol. 4, issue 1, 63-78

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.

Keywords: digital analytics; conversion rate optimisation; data analysis; website personalisation; testing and targeting; CRO framework (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/1137/download/ (application/pdf)
https://hstalks.com/article/1137/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2018:v:4:i:1:p:63-78

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().