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Complete B2B Online Marketing by Lauren Vaccarello, Maura Ginty, William Leake

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Chapter 8

Conversion Rate Optimization and Usability

Your landing page must follow expected conventions and resonate with your target market and you need to use social and psychological signposts that indicate to the customer that your solution is the best possible choice.

In this chapter, you will learn a mix of usability best practices and conversion rate optimization (CRO) testing methods. The more recent CRO, or landing page optimization, is based on carefully isolating and testing elements of a web page to provoke more conversions.

If you approach the creation of any given page equipped with these complementary sets of guidance, you should create a visitor experience that vastly improves conversion.

Chapter Contents

  • Web Usability and CRO: ...

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