For a startup, getting new customers is everything, but converting website visitors into customers is tricky business. Online writing course, Now Novel, set out to improve its conversion rate through a series of tests and tweaks. Below is a case study on what Now Novel tried, and the results thereof.
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Brendan McNulty, co-founder of Now Novel, had this to say of the experience:
The fascinating thing about CRO (conversion rate optimization) is that it sits between art and science: a grasp of analytics allows you to understand the challenges that people face, using this with your customer feedback allows you to make hypotheses about what will help them, and great design and copy will help to move them along the conversion path. CRO is not about changing button colour or simply tweaking your call-to-action it’s the holistic process of understanding how your product can be most effectively sold to your customers.
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