Scenario: Conversion rate optimization
Conversion rate optimization (CRO) refers to the activities and techniques employed by digital marketers in order to maximize the number of visitors to their organisation’s website taking a desired action; this could be anything from downloading a whitepaper to purchasing a product online.
Whereas conversion rates relate to the user taking a desired action, the user experience refers to how visitors to the website interact with the pages and content, to meet their needs and wants.
In your role as a Marketing Manager in your own organisation, or an organisation of your choice, you have been asked to consider improving the CRO through the optimisation of the user experience as part of the online customer journey.
Question 1: (1,500 words) (reflecting the learning outcomes 1, 5, 6, 7 mentioned in Page 3)
You have been asked to provide a brief report for the Senior Management Team (SMT), that identifies your organisation’s current approach to CRO, as well as that of a key competitor. The report should include the following:
A- A summarised background to your chosen organisation. This should include the name of the organisation, and the type of organisation e.g. profit/non-profit, national or global etc. The size of the organisation in terms of employees, and turnover. The product range and the type of market it serves e.g. B2C or B2B, and the organisation’s main competitors. The background should also provide an overview of the customer base and level of maturity in the use of CRO. (approx. 200 words)
B- A critical evaluation of the approach to CRO employed by your chosen organisation. (approx. 400 words)
C- An analysis which compares and contrasts your chosen organisation’s approach to CRO with that of a key competitor. (approx. 800 words)
Question 2: (2,000 words) (reflecting the learning outcomes 2,3,4,7 mentioned in Page 3)
You have been asked by the SMT to recommend key elements required to implement digital marketing strategy, in order to deliver and improvement in CRO. These recommendations should include the following:
A- An analysis of the online journey of one key customer segment, to produce a customer persona that will support digital marketing decisions. (approx. 750 words)
B- Identify and justify at least two key digital marketing objectives, focused on CRO. (approx. 500 words)
C- Recommend and justify a digital marketing strategy that focuses on improving the user experience for the customer segment identified in 2(A). (approx. 750 words)
Question 3: (1,500 words) (reflecting the learning outcomes 1,2,3,6,7 mentioned in Page 3)
Digital Marketing Plan. Following on from the above analysis and digital marketing strategy recommendations, you have been asked to write a digital marketing implementation plan. It should have a focus on allocating resources and managing the measurement of outcomes. In detail it will include:
A. a critical evaluation on how the digital marketing mix can be managed and optimised to support an improvement in CRO. (approx. 500 words)
B. A detailed analysis and justification of the resources required to support the successful implementation of the recommended digital marketing strategy and mix. (approx. 400 words)
C. Recommend a programme of multivariate testing of key metrics that will be used measure the performance of the recommended digital marketing strategy. (approx. 600 words)
Sample Solution
