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Why do we do CRO and how do we do it?

Five years ago, I came across a TED talk by Simon Sinek, explaining the importance of telling people why you do what you do. People, he explained, buy why you do, not what you do. It got us thinking…

In our previous two videos, we have talked about why buying online should be easy and the benefits this can have on your business, but this one talks about why we do what we do and how we do it.

Watch our latest video where I give a brief overview of why we do what we do, as well as how.

At the heart of why we do what we do is that we have a belief that buying should be easy.

This means we focus all our attention on the experience of website visitors and why they don’t convert, and then take really clear actions to make the journey and conversion funnel more likely.

All of this is underpinned by our five core values:

  • Results and impact
  • Evidence over opinion
  • Sharing our knowledge
  • Honesty and integrity
  • Flexibility

Read our ebook below to learn more about how the three power metrics – win rate x effect x velocity – can make your conversion optimisation programme a success and ensuring your website is easy to buy from.


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