Conversion rate optimization (CRO): How it works and applications
This note presents a set of guidelines for increasing conversion on a website. A conversion does not have to involve a monetary transaction; it can also be a registration or an action such as sharing news, inviting a friend, becoming a fan of a club, downloading content, or requesting a test drive.
Conversion rate optimization (CRO) on a website follows a structured process designed to maximize effectiveness. This process consists of four key phases, all rooted in an initial analysis to identify the company’s business objectives: conducting a preliminary analysis, formulating testable hypotheses, running the necessary tests, analyzing the results, and implementing continuous improvements based on the insights gained.
Conversion rate optimization (CRO) on a website follows a structured process designed to maximize effectiveness. This process consists of four key phases, all rooted in an initial analysis to identify the company’s business objectives: conducting a preliminary analysis, formulating testable hypotheses, running the necessary tests, analyzing the results, and implementing continuous improvements based on the insights gained.
Collection: IESE (España)
Ref: MN-425-E
Format: PDF
Number of pages: 14
Publication Date: Jan 23, 2025
Language: English, Spanish
What material is included in this case:
Description
This note presents a set of guidelines for increasing conversion on a website. A conversion does not have to involve a monetary transaction; it can also be a registration or an action such as sharing news, inviting a friend, becoming a fan of a club, downloading content, or requesting a test drive.
Conversion rate optimization (CRO) on a website follows a structured process designed to maximize effectiveness. This process consists of four key phases, all rooted in an initial analysis to identify the company’s business objectives: conducting a preliminary analysis, formulating testable hypotheses, running the necessary tests, analyzing the results, and implementing continuous improvements based on the insights gained.
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Conversion rate optimization (CRO) on a website follows a structured process designed to maximize effectiveness. This process consists of four key phases, all rooted in an initial analysis to identify the company’s business objectives: conducting a preliminary analysis, formulating testable hypotheses, running the necessary tests, analyzing the results, and implementing continuous improvements based on the insights gained.
Learning Objective
Supplementary reading for cases on digital marketing, particularly those that explore direct response strategies and conversion rate optimization (CRO).
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"Conversion rate optimization (CRO): How it works and applications"
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