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The Definitive
Conversion Rate Optimization Guide
Conversion Rate Optimization Guide
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Conversion Rate Optimization Guide
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Conversion marketing and conversion rate optimization (CRO) are about learning what works for your unique audience, letting the data decide your next move, and making the most of every piece of content you publish.

It’s how, as a marketer, you know to do ‘more of this’ and ‘less of that’ so that you can work smarter—not harder.

Whether you’re sending out an email, publishing a sales page, or pushing pay-per-click ads to drive traffic to your website, every touchpoint of your online journey is an opportunity to win and lose customers. Which is why it’s critical to know 1) what next action you need your audience to take and 2) what works best to compel that desired action.

Because the truth is: you can’t improve what you don’t measure. And you can’t guide your decisions on ‘gut feel alone.’

By testing and paying attention to how well your audience responds to different kinds of marketing queues—everything from price to the pictures you use on a landing page—you’ll be better able to connect with your audience, convince them of your value, and convert them to the next stage of their customer journey with you.

This Conversion Rate Optimization Guide is designed to condense decades’ worth of conversion marketing knowledge into no-nonsense steps that you can take today. We’ll cover the basics of conversion rate calculation, how to know if your conversion rate is good or bad, running A/B tests, and fine-tuning your tactics every step of the way.

Here’s what we’ve put together for you:

Chapter 1
What is conversion rate optimization?
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Chapter 2
How do I calculate my conversion rate?
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Chapter 3
What's a good conversion rate?
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Chapter 4
How can I improve my conversion rate?
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Chapter 5
A/B testing
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Chapter 6
Creating a conversion-optimized website
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