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CONVERSION RATE OPTIMISATION MONTH: Hitting targets across landing pages, email and paid social
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When most marketers think about conversion rate optimisation (CRO), they picture tweaks to website buttons, product pages, or checkout flows. But in a multi-channel digital landscape, CRO doesn’t stop at your .com. Today’s brands are applying CRO principles across the full funnel, from landing pages and email campaigns to paid social ads, to drive higher ROI across all touchpoints.

Landing pages are often the first point of contact for paid media traffic, yet they’re frequently under-optimised. Best-in-class pages are focused, fast-loading, and aligned with the ad that drove the visit. High-converting landing pages minimise distractions, remove unnecessary navigation, and highlight a single clear call to action (CTA). Tools like Unbounce, Instapage, or custom CMS integrations allow for rapid A/B testing of headlines, imagery, and forms.

In email marketing, CRO tactics are being used to refine everything from subject lines to CTA placement. Split testing send times, tone of voice, personalisation, and even the number of links can dramatically affect click-through and conversion rates. Leading brands are also tracking post-click behaviour to understand whether email campaigns are truly driving quality traffic or simply inflating vanity metrics.

Paid social, meanwhile, presents unique CRO opportunities. Platforms like Facebook, Instagram, and LinkedIn allow for granular A/B testing of creative, copy, and audience segments. Marketers can test multiple versions of headlines, thumbnails, and descriptions in real time, optimising towards micro-conversions such as “Learn More” clicks, lead submissions, or add-to-cart actions.

The key to success across these channels is consistency and context. Messaging, design, and tone must be aligned from ad to landing page to checkout. A compelling social ad that leads to a generic or confusing landing page can break the conversion journey.

Tracking and attribution are also critical. CRO efforts across off-site channels must be supported by end-to-end analytics, using UTM tracking, CRM integrations, and conversion APIs to capture performance and guide optimisation decisions.

By extending CRO thinking across the full digital ecosystem, brands can unlock incremental gains at every step of the customer journey. Whether it’s improving email-to-sale conversion or increasing lead quality from paid ads, every optimisation counts, and the cumulative effect can be game-changing.

Are you searching for Conversion Rate Optimisation solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Diggity Marketing on Unsplash

CONVERSION RATE OPTIMISATION MONTH: Building a culture of experimentation in high-growth marketing teams
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Conversion rate optimisation (CRO) is a strategic priority for any digital team looking to scale sustainably. But while tools and tactics matter, the most powerful driver of CRO success isn’t technology, it’s culture. High-performing marketing teams are embracing test-and-learn mindsets that place experimentation at the heart of growth.

In the UK’s most successful brands, CRO has evolved from a set of standalone A/B tests to a continuous process that involves UX designers, copywriters, data analysts, developers, and product managers. These teams share one goal: use insight-driven hypotheses to improve user experience and increase conversion rates, whether on websites, apps, landing pages, or campaign funnels.

The first step is democratising experimentation. Instead of a central CRO team owning all tests, forward-thinking organisations are training cross-functional squads to run and interpret their own experiments. This not only increases test velocity but fosters shared ownership of performance outcomes.

Data literacy is key. Marketers and creatives must understand how to read test results, determine statistical significance, and draw actionable insights. Many brands now run in-house training sessions or create experimentation playbooks to ensure consistency in test design and analysis.

Successful teams also adopt clear prioritisation frameworks. Not every test has to reinvent the wheel. Frameworks like PIE (Potential, Importance, Ease) or ICE (Impact, Confidence, Ease) help teams focus on experiments with the greatest upside. High-impact areas include checkout flows, form fields, navigation menus, hero copy, and call-to-action buttons.

Importantly, not every test needs to ‘win’. Even inconclusive or negative results offer learning opportunities, revealing user preferences, device-specific behaviours, or areas needing deeper qualitative research.

Scaling comes with process. As experimentation matures, brands are investing in shared CRO dashboards, test libraries, and centralised knowledge hubs. These tools prevent duplicate efforts, enable benchmarking, and accelerate iteration.

Ultimately, building a culture of experimentation means celebrating curiosity, speed, and small wins, while keeping the customer at the centre. Brands that embed this mindset build teams equipped for long-term, data-driven growth.

Are you searching for Conversion Rate Optimisation solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by path digital on Unsplash

ANALYTICS MONTH: Integrating web, CRM and campaign data for a 360° view
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The pressure on marketers to demonstrate return on investment and deliver personalised experiences is higher than ever. The fragmented view of customer data is no longer tenable. Which is why leading marketing teams are attempting to break down silos by integrating web analytics, CRM records, and campaign data into unified analytics platforms. The goal is to enable a holistic, real-time understanding of the full customer journey…

Traditionally, marketing departments relied on disparate tools: Google Analytics for website behaviour, CRM systems for customer profiles and sales pipelines, and third-party campaign tools for channel performance. While each offered valuable insights, the lack of integration meant teams often worked from incomplete or conflicting data sets. Today, unified analytics platforms bridge these gaps, bringing all data sources together to create a single source of truth.

This consolidation enables deeper insights and more strategic decision-making. For example, marketers can now correlate specific website behaviours, such as visits to a product page or abandonment of a cart, with subsequent email engagement and eventual conversion logged in the CRM. Similarly, they can track the performance of a multi-touch campaign across paid social, email, and search channels, adjusting budgets and messaging in real time.

The move toward identity resolution, unifying customer interactions across devices and platforms under a single profile, is another major shift. By consolidating identifiers (e.g. email, cookie, user ID), brands can build more accurate audience segments and deliver personalised content at the right moment, increasing engagement and lifetime value.

Key to this transformation is the rise of customer data platforms (CDPs) and marketing automation tools with native analytics capabilities. Many of these systems now offer AI-driven features such as churn prediction, lead scoring, and dynamic content recommendations based on behaviour across multiple touchpoints.

However, success depends on more than just tools. Marketers must also ensure data governance and compliance, particularly around GDPR, consent tracking, and ethical data usage. A unified view is only valuable if the underlying data is accurate, permissioned, and trusted.

Looking ahead, unified analytics will play a central role in marketing strategy, campaign optimisation, and customer experience design. The ability to view, understand, and act on data from across the funnel, from first click to repeat purchase, is what will differentiate the most agile and effective marketing teams.

It’s time to unify, simplify, and amplify marketing intelligence.

Are you searching for Analytics solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by litoon dev on Unsplash

Do you provide Brand Monitoring services? We want to hear from you!
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Each month on Digital Marketing Briefing we’ll be shining the spotlight on different parts of the print and marketing sectors – and in July we’ll be focussing on Brand Monitoring solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Brand Monitoring and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Lisa Carter on lisa.carter@mimrammedia.com.

Here are the areas we’ll be covering, month by month:

July – Brand Monitoring

August – Web Analytics

September – Conversion Rate Optimisation

October – Lead Generation & Tracking

November – Brochure Printing

December – Creative & Design

For more information on any of the above topics, contact Lisa Carter on lisa.carter@mimrammedia.com.