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Author: Ellie Edwards-Scott


Using emotional intelligence to optimise conversion rates

Each search query typed into Google delivers page upon page of worthy results, firing users off to several million more websites on a daily basis for all their needs, from research to idle browsing and shopping.

Even in niche markets it is becoming increasingly difficult for online retailers to retain and interest their target users on their website itself in a market where competition is intense.

The practice of making your web page a compelling place to be and crucially, give customers what they want in a matter of seconds, is known as conversion optimisation: making the most out of the people who come to your site and turning them into customers.

So what are the tried and tested ways of standing out from the crowd? What do you need to pay attention to when building and designing a website? Here are my top five considerations for creating a compelling – and successful website – to bring home the leads.


Five ways to unlock the value of performance marketing

Performance marketing used to be simple. Search and affiliates loosely covered the space, the internet was accessed via a single device and conversion rates were good (8.4% in 2006, according to IMRG).  

Performance channels were clearly defined and we knew what to measure. So what happened? 

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Five tips for better customer journey analysis

Understanding the customer journey has always been crucial to determining the most effective use of advertising.  

While there are many technical solutions out there which help uncover the path to conversion, particularly within the online sphere, the incorporation of more traditional methods such as modelling are proving successful in providing insights not just for online marketing decisions but importantly for multichannel analysis.  

Here are five considerations for getting the most of your customer journey analysis...


Seven rules for conversion optimisation

The cost of attracting high-value visitors to a website is increasing as sites compete for the same customers.

With online conversion rates in the UK falling by 55% over the past five years the best way to increase efficiency is exploiting existing visitor streams with conversion optimisation.  

To coincide with the launch of the 2012 Conversion Rate Optimisation Survey, here are seven tips to boost a website’s success...