| | Optimising for conversion: A guide
Once a visitor lands on a website, the brand or organisation will want them to take some kind of action – whether that is buying a product, booking a meeting or signing up for a newsletter. A conversion is the successful completion of that action. Conversion optimisation is the process of persuading that visitor to take the next step.
This guide sets out practical advice for marketers on how they can improve the customer experience and optimise their conversions, including: - Long-term CRO strategy
- Focusing on what matters to the user
- Testing and measuring success
- New applications of AI
...And much more. |
How Brompton Bicycle is building a premium online experience
Folding bike brand Brompton Bicycle, now approaching its 50th anniversary, specialises in high-end bikes that last. Whether customers are shopping in a bricks and mortar outlet or online, they’re making a considered purchase of a high-quality product.
However, until a few years ago, Brompton’s online experience wasn’t of the same quality as its bikes. Global DTC channel director Chris Matthews spoke to Econsultancy about the replatform that brought Brompton’s ecommerce offering in line with its brand positioning, the challenges with building a full picture of a protracted customer journey, and how Brompton encourages customers to come back to the brand beyond their purchase. |
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| Why brands are looking to Substack to create value and build community
“Traditional social platforms are becoming increasingly saturated and algorithm-driven, making organic reach increasingly difficult and unpredictable,” says Becky Owen, CMO at influencer marketing agency Billion Dollar Boy. At the same time, “Audiences today expect relevance, nuance, and value – whether that’s in the form of entertainment, education, or inspiration.”
The solution that some brands are finding to this conundrum is Substack, an email newsletter platform that is increasingly popular with commentators, writers, and creators of all stripes. |
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Capability Leaders Forum: 12th June 2025 | 8:45 - 11:30 BST
Join us at our next Capability Leaders Forum on Thursday 12th June at WeWork Waterloo, London.
Marketing and ecommerce teams are feeling the pressure. Marketing Week’s Career and Salary Survey 2025 has revealed that over half of marketers feel both overwhelmed and undervalued, creating risks for talent retention and team performance.
Our next forum will explore the essential role capability programmes can play in building resilience, reducing employee churn and improving both confidence and job satisfaction. Find out more and request your place. |
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Econsultancy Pulse is a round up of the latest action in the world of marketing and ecommerce. |
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