An introduction to conversion optimisation
Let’s return to a real world example to help explain what conversion
optimisation is. Think of a real world shoe store. When laying out the store, a
lot of care has most likely been taken in determining where to place displays,
mirrors, chairs and the till. However, there is no way of easily determining if
the layout is the best option.
For example, the till might be by the front of the store. It might be worth testing
to see if moving the till to the middle of the store affected sales. In the real
world example, this would require tracking sales over a period of time with
the till in the front of the store, then shutting down for a few days while the
store is reorganised, and then tracking sales with the new layout. All a little
However, if we have an online store, we can just show slightly (or very) different
versions of pages of our website to visitors, and track how different versions
affect sales. We don’t need to shut down our website to create new versions,
and we can see the ‘real-time’ results. The process of testing websites in this
way is called conversion optimisation. This chapter will take you through the
steps in a conversion optimisation process, helping you to understand how to
make things work better.
What will I learn
An introduction to the useful world of Conversion
Optimisation. Key Terms and Concepts are included to help you understand
the process as well as data collection methods and steps for improving on the
different digital marketing tactics. This chapter tells you how to make sure you
are getting the most out of your digital marketing investment.
What will we cover?
2. Analyse data
3. Fix anything that’s broken
4. Design tests
5. Run tests
6. Report and repeat
Types of tests
length of tests and sample size
what can you test?
tools of the trade
Date, Location and Price
Conversion optimisation is the process of testing to increase the conversions
from a website or digital campaign. A conversion can refer to any action that a
web visitor takes.
Tests are either A/B tests, or multivariate tests.I
About our Tutor
Sal worked in top of the range hotel chains across the globe and he has been successfully investing in property in the last 10 years, with a portfolio that spans major European cities including London, Paris and Barcelona.
Over the last two years, he has focused on building a business using Airbnb. In this course, he shares his expert tips and strategies learned along the way to save you time and avoid the costly mistakes of learning by trial and error.
Who should attend
If you’re considering running an Airbnb business, or if you’ve already done so but not satisfied with your results, this course is must. This systematic guide to both the common pitfalls and the winning strategies for Airbnb hosts, taught by an expert in the field is invaluable.
What to bring
Anything you can collect regarding your planned or current Airbnb listing. Please bring along your own laptop and charger. WiFi access is available to all attendees. Spare computers will not be available on the day – so it’s essential you bring your own computer.