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

Sarah Bond
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Sarah Bond: Lucky Orange, USA

Journal of Digital & Social Media Marketing, 2022, vol. 10, issue 1, 6-17

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.

Keywords: martech; marketing technology; conversion rate optimisation; CRO; marketing analytics; website optimisation; website analytics; website heatmaps (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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