CRO and Content: Driving engagement and growth

Martin Brierley
Creative Partner
There’s a special synergy between Conversion Rate Optimisation (CRO) and compelling content - a dynamic duo for brands across both B2B and B2C.

At the heart of this symbiotic relationship lies the profound impact they have on increasing engagement, encouraging repeat visits, and unlocking new avenues for revenue growth.


Increase engagement through SEO and tailored content

Research shows that 81% of retail shoppers embark on their purchasing journey by researching products through search engines. This statistic underscores the critical role of Search Engine Optimisation (SEO) in drawing traffic to a website. CRO steps in not only to optimise content for search engines but also to tailor it to the right audience. 

By examining key metrics such as retention rate, average views, shares, and comments, businesses can identify elements within their content that could benefit from CRO enhancements. This data-driven approach ensures that the content is not just discoverable but also resonates with the audience, increasing overall engagement.


Encourage repeat visits through targeted optimisation

The success of content hinges on its relevance, trustworthiness, and timeliness. Analysing the content preferences of first-time visitors, coupled with leveraging first-party data profiles, allows businesses to create personalised content recommendations that are more likely to keep visitors engaged and increase their likelihood of converting. 

Additionally, CRO can be used to test and optimise the layout, design, and functionality of a website to improve the user experience and encourage repeat visits. Simple tweaks to the checkout flow for example can provide exponential returns. 


Unlock new avenues for revenue growth

By combining CRO and focussed approach to content marketing, businesses can create a powerful engine for driving revenue growth. CRO can help to identify and address areas where potential customers are dropping off, while content marketing can be used to nurture leads and convert them into customers. The dynamic duo together can lay the foundation for sustainable growth by fostering repeat visits and maximising revenue through strategic subscription models;  deployed together they create a powerful engine for driving business success.


Discover how CRO can help your business to grow in our latest report, Getting the most out of CRO.