The Growth Series

Podcast #23 - Generating web enquiries using CRO




In episode 23 of the Growth Series podcast, Katie Pepper, Communications Manager at Accord Mortgages, is joined by Sam Turner, Head of Digital at ClientsFirst. Together they discuss conversion rate optimisation, or CRO for short, a discipline marketers are using to convert more leads from existing visitors. It’s an area that is quickly becoming an essential part of any marketing strategy. One of the main focuses for many businesses when it comes to marketing is generating business and leads, and with an ever increasing digital savvy audience, being able to guide them to convert on a website is a challenge. This podcast explores how mortgage brokers can make the best of this activity.

From setting achievable goals to building a strategy that revolves around hypothesising, testing and implementing small changes that make a big difference, CRO is the scientific approach to turbocharging your website. By having a rigid structure that relies on data collection and analysis, conversion rate optimisation ensures that changes to your website rely on evidence.

Large marketing budgets can of course help, but are by no means necessary as CRO can give you many quick wins. For example, as Sam Turner points out, simply changing the wording of a form button from ‘submit’ to ‘send my enquiry’ means the call to action comes across as more human than robotic, and that appeal can increase conversions. 

Sam and Katie go on to talk about how brokers can use CRO to make such changes, and list free online tools that can provide the data that small businesses need when large marketing budgets are out of reach. 

On the evolution of website optimisation, Sam introduces the Growth Driven Design methodology: launching a website in a shorter time frame than in the past and making small changes throughout the life of the site based on user analytics. 

The Growth Series is a dedicated resource that aims to help mortgage brokers grow their business using digital and communications marketing techniques. For more hints and tips on how to grow your business, you can sign up to the Growth Series for free, here.


Podcast #21

0.00 - 1.14 Welcome and introduction

1.15 - 19.50  Katie Pepper and Sam Turner explore how brokers can make the most of conversion rate optimisation: in particular, they discuss:

  • Why CRO is so important, and why it is becoming a growing trend for marketers to focus on
  • What makes a great CRO strategy?
  • How CRO fits into a website build

19.51 - 21.04 Outro

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