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Conversion Rate Optimisation Articles

Welcome to the Conversion Rate Optimisation Articles. Here you will find all sorts of current, useful information that our team source and share. We can help.

Dan Croxen-John

Dan Croxen-John
Dan is an expert in e-commerce as he was MD of several successful home shopping companies, prior to founding AWA in 2009. He is co-author of the world’s first how-to business book specifically for e-commerce websites and writes about his learnings as CEO of AWA.

Recent Posts

16 March 2017

Mapping Tools – Where your Visitors Look, Click and Scroll (Part 3/6)

This is the third instalment in our six-part blog series on Conversion Rate Optimisation (CRO) tools. In this post, we’ll be looking at the role of mapping tools (also referred to as heat maps) in the initial or research stage of CRO. As with our other blog posts in this series, this one is based on our Periodic Table of CRO Success Factors infographic. Ready to learn about how mapping tools can strengthen your CRO efforts? Let’s go!

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8 March 2017

The Survey Tools Critical to CRO Success: Part 2/6

In the first blog of this series, we discussed the five tools and techniques that are essential to starting a successful CRO programme, as detailed in our infographic, The Periodic Table of CRO Success Factors. (For a quick recap, these are: Surveys, Maps, A/B Tests, Heuristics, and Existing Data.) Today, we’ll take a look at the first group – CRO survey tools.

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22 February 2017

The 5 Types of CRO Tools & Why You Need Them (Part 1/6)

If you’ve read any of our past blog posts or viewed our Periodic Table of CRO Success Factors, you’ll know that we approach Conversion Rate Optimisation (CRO) as a scientific process.

With so many variables, using anything less than a data-driven, research-based approach can see even the best CRO efforts run into difficulty. Much like a scientist would never dream of setting foot in a laboratory without the proper protective gear and apparatus, you need to ensure you’re thoroughly equipped with the right CRO tools and methodologies.

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18 January 2017

Christmas 2016: A round-up of UK ecommerce stats and insight

Further to our popular Black Friday stats round up blog - Black Friday 2016: What really happened. A round up of UK ecommerce stats – we’ve collated the key predictions, data and insight you need to know about the Christmas period, a critical period in every Ecommerce Director’s calendar.

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2 December 2016

Black Friday 2016: What really happened. A round up of UK ecommerce stats

Black Friday arrived with a bang in 2014 and, three years on, it’s still a shopping phenomenon nationwide. But how did Black Friday 2016 compare to last year? Did predictions circulating before the day come to fruition or did consumers buck the trend?

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10 May 2016

Why there’s no such thing as too much data in CRO

In a recent article, I shared the four pillars of a successful CRO programme. One of the comments was “Why does AWA use so many techniques when you're only looking for answers to four questions?”.

It’s a great question.

In fact, we have a suite of 32 techniques which we use when optimising ecommerce websites. Nine of these we use on ALL our CRO projects and the remaining ones we sometimes use, depending on the project.

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20 April 2016

The four pillars of successful Conversion Rate Optimisation

Done correctly, Conversion Rate Optimisation (CRO) is one of the most profitable marketing tools any online business can use. Yet often, we find that organisations get distracted by the excitement of seeing a successful split test rather than the fundamentals that go in to creating the split test in the first place.

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5 November 2015

14 things you didn't know about Black Friday

What was once an American tradition, Black Friday reached UK shores with a bang last year with millions of shoppers crashing websites and crushing each other in the aisles in a bid to grab the best deals. Last year 72% of shoppers had heard of the term Black Friday and all the signs suggest that this year’s Black Friday could be the busiest and most successful to date.

To get you ready for the newest key date in the retail calendar, here’s 14 things you need to know.

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24 August 2015

What is a good conversion rate?

Several times a month I get asked...

"What is a good conversion rate?"

It’s a question which produces a very similar response in me every time.

Me: (deep sigh).

Me again, with my boring answer: "I really don’t know – there are too many variables. Plus conversion rate is not the best metric as you have got an ecommerce website...”

[Change of heart]

Helpful me, with the best answer I can give:

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