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Best of CRO: This year’s top 5 AWA blogs

As another year draws to a close, it feels like the entire blogosphere is full of listicle blogs compiling the best, and worst, of the internet in 2016. Here at AWA we’ve jumped on the band wagon and compiled our own ‘top 5’ CRO articles from the AWA blog.

In case you missed them first time round, we’ve collated the top 5 most-read blog posts of 2015 in our rundown. Each one of them tackles a different element of Conversion Rate Optimisation – showing just how broad the interest in this topic is.

So without further ado, let countdown commence.

5. What does a conversion rate optimiser really do?

left-brain-right-brain-1.jpgSneaking in at number 5 we have Johann, our COO, sharing details of what exactly it is that Conversion Rate Optimisers do on a day to day basis and the skills you need to look for when hiring an optimiser.

Optimising websites for increased sales and revenue requires a unique mix of skills. Left-brain research and analytical skills are needed to identify the optimisation opportunities on your site. Right-brain creative skills are also a must when designing and creating split tests that deliver results which drop to the bottom line.

A rare find I’m sure you’ll agree.

So before you hire someone to optimise your website, whether that’s an optimiser to join your in-house marketing team or an agency to support your team, this article is a must-read.

4. 8 ways to sharpen up your website copy

sharpen-your-web-copy.jpgIn fourth place, Mel, our Head of Creative shares eight tricks of the copywriting trade when writing for online conversions.

Copy plays a critical role in the optimisation process, yet its power is often overlooked in favour of writing for search engines. If your website copy has been unloved, this handy list contains tips on things such as how to:

  • transform unengaging sentences into compelling copy
  • ensure your readers get the information they need where and when they need it in the buyers journey
  • tune into your customer’s tone of voice and write copy that speaks your visitor’s language

Copy is one of the cheapest improvements you can make on your website so there’s no excuse for neglecting it any more.

3. What is a good conversion rate?

man-with-questions-1.jpgComing in third is our CEO, Dan, sharing an anecdotal tale about how he answers one of the most common questions on the lips of online marketers.

I won’t give the answer away here, you’ll have to read the blog to find that out. But I will say that the answer may surprise you.

2. 5 heatmap tools to increase conversion rates

clickmap-heatmap.pngJust missing out on the coveted number 1 spot we find our summary and comparison blog of heatmap tools.

One of the core tools in your CRO toolbox, heatmaps allow you to visually see how your visitors use your website pages. Which links are they clicking? How far down the page are they scrolling? There are even heatmap tools that use artificial intelligence to predict where visitors will look – very handy when making sure your call to action buttons are being seen.

If you’re looking for a cost-effective tool to support and add more context to your analytics data, or to ensure that your key pages are designed in a way to aid conversion, then use this blog to identify the right heatmap for your needs.

1.What is Universal Analytics?

Google-Analytics-Universal-Analytics.pngAnd the most-read post of 2015 is our summary of what Universal Analytics is, why Google developed it, and what it means for you.

We weren’t surprised to see this take the number one slot. With Google officially deprecating classic GA next April, this year we’ve had lots of businesses, both large and small, talking to us about how best to maximise the opportunity that Universal Analytics offers. From how to ensure it’s set up correctly, to when to make the switch, to training on the exciting new features it offers, we’ve been inundated with requests to make the transition as seamless as possible.

If this is new news to you, get up to speed now. If you’ve had it on your radar for a while but still not found the time to make the switch, time is running out. You’ve been missing out on months’ worth of new data, instant-access reporting and analytics opportunities. Contact us today to find out more about how we can help you install and integrate Universal Analytics in your business.


What did you think of our top 5? Did you have a favourite blog that didn’t make the top 5? What topics are you interested in reading about in 2016? Do let us know using the comments box below.

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