Insights from the experts on CRO marketing

Lucy McCormick

By Lucy McCormick
24 Oct 2023

6 min read


Every marketer is familiar with the struggle of driving high-quality visits to their site. That struggle goes up a notch when it’s a case of trying to get those high-quality visitors to convert. We’re all too familiar with how hard that can be, which is why we’ve been gathering insights from the experts on CRO marketing.

From the science behind conversion rate optimisation, and the importance of UX in CRO, to harnessing the right technologies and much more. In fact, so much more that we wouldn’t be able to fit everything in this blog post!

The experts we spoke to all come from different backgrounds and bring with them a wealth of insight into the standout elements of CRO marketers need to have on their radar in 2023 and beyond. You can get eyes on all of these insights in our Marketer’s guide to CRO.

Cover Image: Marketer's guide to CRO
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Marketer's guide to CRO: Insights from the experts

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Want a taster of what some of those insights are? Read on for a sneaky peek!

The science behind conversion rate optimisation

Brian Cugelman (PhD) is a Senior Behavioural Scientist from the Behavioral Design Academy. He specialises in applying psychology and data science to digital products. Brian says that it’s sometimes it’s tempting to try out every single CRO model out there, but makes it hard to judge one thing from another. In other words, it’s hard to tell what’s actually working.

Instead, you should focus on the main thing you want i.e., the behaviour that leads to a conversion. To do that, you need to understand the journey they’ve been on, as well as the perception they have of your product or service. As such, it’s key to always do both conversion and user testing together.

Collaboration is key in driving CRO and CLV

Sue is a customer experience (CX) and marketing leader with more than 20 years of experience in developing customer experience, marketing, product, and content initiatives to drive customer lifetime value. Sue’s take on CRO is that to do it well, you need alignment with multiple teams to create fabulous experiences. These experiences then fuel customer lifetime value and corporate growth.

The main question to be asked is what do buyers need to move to the next stage? What is the call to action? Knowing the customer and their needs will help you do that. That’s where research, data, and content come into play to support the actions you want buyers to take.

Embracing emerging technologies to sustain CRO  

Ben is Associate Partner for Search & Social at Fluid Ideas, an award-winning full-service agency. Ben is passionate about great content, creative innovations, and the power of social media marketing. For Ben, a key factor of CRO success is embracing new and emerging technologies such as AI and large language models.

Leveraging these types of technologies will pave the way for "never-ending optimisation” and massive time-savings. Think of the amount of data that AI can analyse in a short period of time. Why would we opt for traditional A/B tests to complete to make positive CRO improvements? Especially when conversion rate optimisation needs to keep pace with ever-changing demographics and behaviours.

CRO is and always must be an iterative process

Ian leads the web performance team at Passion Digital, a leading performance marketing agency that specialises in SEO, paid media, content marketing, and web performance. Ian drills down into the fact that CRO is and always must be an iterative process. As such, it’s essential to continuously monitor your efforts, gather data, and adjust your strategies accordingly.

It’s also important to note that choosing the right CRO strategy will depend on your specific business objectives. So, it’s important not to adopt a “one-size-fits-all” approach. It needs to be tailored to what your end goal is, and testing different variants of website elements will always be a key pillar of successful CRO marketing.

The importance of UX in CRO

Mike is a seasoned Marketing Consultant who believes that the creation of a successful CRO marketing strategy requires data analysis, deep thinking, and collective consideration. Mike’s stance is that it’s key to keep a keen eye on the latest UX trends while also aligning with the best interests of your audience.

Mike says that, if you want to drive continually high conversion rates, you need to follow three fundamental rules:

User Focus: Always place the needs, preferences, and pain points of your audience at the forefront. User research and feedback should steer every decision.

Uniformity: Sustain a consistent experience across all channels, whether it's digital platforms, mobile apps, or face-to-face engagements. Consistency builds trust and familiarity.

Accessibility and inclusivity: Design with diversity in mind. Ensure your user experience (UX) caters to all users, including those with disabilities. Inclusivity broadens your user base and cultivates loyalty.

Listen to what your customers really care about

Hannah leads the marketing function at Infinity and has a wealth of experience in developing and implementing brand, channel, and digital marketing strategies in complex organisations and cross-functional teams. For Hannah, the first point of call when looking to ramp up conversions is to understand what customers really care about. To do that, it’s vital to understand the entire customer journey. We’re talking discovery right through to them taking the desired action you want them to. 

With that piece of the puzzle solved, how do you make sure those quality leads convert once they’ve found you? This is where Conversation Analytics makes a world of difference. Pinpoint what drives positive outcomes and what ultimately turns callers into happy, paying customers who come back time and time again. 

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Remember, people buy from people – and people are powered by their needs and emotions. The crux of great CRO marketing will always be led by data. However, it’s also vital that you base your CRO strategy on your customer’s needs and wants, as well as the language and messaging that resonates with them.

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