Give me a C. Give me an R. Give me an O.
What’s that spell? CRO. Let’s go!
Yes indeed, savvy marketers are rallying around conversion rate optimization, the process of improving conversion.
CRO is the big game.
The winners in online marketing know this. They focus on developing CRO skills.
They practice the discipline daily.
And like any team intent on building and protecting their lead, they look to top professionals for ideas they can use to perpetually improve.
The upcoming Conversion Road Trip, hosted by Unbounce, will bring many big league CRO experts together to present strategies for optimizing conversion.
I managed to get four of the tour’s speakers to answer questions about where it all begins in the CRO game: inside the minds of buyers.
You Begin with the Customer
Optimization superstar Angie Schottmuller began by saying, “Successful business strategy doesn’t begin with a product; it begins with a customer—a living, breathing person with unique interests, quirks, pain points, and needs. Wise companies put their customers’ goals ahead of their own by creating products, services and content that specifically fulfill and appeal to their customers’ needs and desires
Angie showed me this…
“Personas are a means of defining a distinct customer audience (who, where, how, why) in a tangible format, so marketers can understand how to help their customers achieve success,” she said.