About my journey into Conversion Rate Optimisation

My journey into analytics

I started on my path to digital via direct marketing. My first job was a junior data technician for a direct marketing company in Peterborough. Where I used to work with data on a day-to-day basis.

This was where I was first introduced to the power of data, the web and optimisation by testing email campaigns and direct mail campaigns. A few years later and many new job titles (about 6 as I remember) I started working as a web marketing analyst for a top digital marketing agency in Leeds.

My journey into conversion rate optimisation (CRO)

On my first day on the job in Leeds I was handed a conversion rate optimisation  (CRO) brief for a top cosmetic surgery company, they had a fairly decent site and some strong UVPs. However they weren’t really communicating this enough. So I started where I always do with the data. I delved into analytics account and looked for top/bottom performing pages/segments and areas where they had a strong engagement to help me piece together a picture of what users wanted.

I then looked at the competitors to see what they were doing and I had my first idea for a test. That test delivered a 400% uplift in CTR to the form page and a 100% uplift in leads. From that moment on I was hooked and classed myself as a conversion rate optimiser.