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Episode 18

Expert Masterclass:
Conversion Rate Optimisation – boost your website performance and email marketing sign-up rate.

with Tom Jepson

Hi and welcome to another episode of E-telligence.

For this E-telligence Masterclass all about CRO, it’s my pleasure to welcome Tom Jepson from Footprint Digital as my guest!

Tom is the Technical Director at Footprint Digital, a UK Digital Marketing agency who’s sole purpose is to help businesses join the dots and make more money online.

Tom has over 15 years experience in digital marketing & developing online strategies. His specialism are in technical SEO, Analytics and Conversion Rate Optimisation. Over the years Tom has supported 100s of businesses succeed online, from start-ups to FTSE 100 global enterprises. (Sony, Lloyds Bank, University of Southampton, Motorola, Virgin, Initial, Hoseasons)

What makes Tom uinique is his ability to bridge the technical, creative and analytical; whilst retaining commercial focus. His passion is to teach and learn. He is an educator for the UK’s Department of International Trade, multiple growth hubs and universities across the UK.
Like all those at Footprint Digital, he is on a mission to demystify digital and help businesses achieve more online.

CRO stands for Conversion Rate Optimisation it can make a massive difference to not only your email sign up rate but also the overall success of your campaigns and revenue.

Conversion Rate Optimisation is the process of finding out what works and what doesn’t in a specific area – for example on your PPC ads, landing pages, and for our purposes in email marketing, your sign-up forms. And of course, you can use the exact same principles within your email marketing campaigns too – everything is a test and learn opportunity to improve.

It’s about learning why visitors to your website aren’t doing the things you want them to do and then improving elements to maximise the number of people who take your desired action.

But don’t forget, Conversion rate optimisation is a process – there’s no quick fix. You need to methodically and strategically work through a series of well thought out options in order to find the best combination of elements for your business and situation.

So, for the purposes of this episode, we’re going to focus on your website and more specifically, your forms and email sign up forms and what we can do to optimise your opt in conversions.

We’ll be discussing:

  • Why CRO is so important
  • Why you need to fight assumptions
  • The 5 key phases of a successful CRO strategy
  • What tools can be used to help you with your research, implementation and analysis
  • Examples of elements on your sign-up form you can test

    Get in Touch

    I’ve got a load more fantastic content planned for you in 2020 so watch this space! And if there is a specific subject you’d like me to explore on the podcast or you simply want to reach out and say hi, or discuss how we can work together to sky rocket your email marketing, get in touch below.

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