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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.

Mel Henson

Mel Henson
Mel is our Head of Creative overseeing all of AWA's creative output. An experienced strategist and copywriter, she writes about writing copy that converts and the important role of copy in the Conversion Rate Optimisation process.

Recent Posts

16 October 2015

8 ways to sharpen up your website copy

Copy is, without doubt, one of the most effective needle-movers in Conversion Rate Optimisation (CRO). In our standout split tests – the ones that show a 20 or 30 per cent uplift or more from a single test – website copy has nearly always played a big part. Sometimes just a handful of words make all the difference.

However, just like a winning goal in football where the scorer gets the glory, it’s actually the whole team that helps to set it up. Copy is successful in CRO because it builds on the in-depth research and analysis that comes first. That said, there are some website copy issues that come up time and again.

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22 May 2015

Why is Conversion Rate Optimisation just direct marketing in new clothes?

At first glance, the grubby world of junk mail and off-the-page press ads seems to have nothing in common with shiny, new CRO.  Back in the last century, I worked at Ogilvy & Mather Direct, the world’s largest direct marketing agency, so I’ve seen first-hand how it works.

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