[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fmichael-weir\u002Fpage\u002F2":3},{"name":4,"url":5,"description":5,"avatar_urls":6,"acf":8,"social":176,"head_links":177,"breadcrumbs":164,"posts":181,"pages":159,"head":1318},"Michael Weir","",{"24":7,"48":7,"96":7},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":9,"full_bio":10,"specialist_service_links":11,"photo":37,"page_content_modules":93,"hero":160},"Director, Head of DX","\u003Cp>Director, Head of DX. Joined Impression in July 2023.\u003C\u002Fp>\n\u003Cp>Previously worked at a number of different specialist and integrated agencies in the North of England. During my time I have worked for clients in many different industries, such as finance, FMCG and fashion.\u003C\u002Fp>\n\u003Cp>My role is to understand the complex (or simple) commercial challenges that businesses face and to find solutions to these challenges – this could be as simple as wanting to increase revenue, but can be much more complex.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting my third hair (halfway through my PhD). Landing this new role at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nWhen I’m not working on my PhD I enjoy socialising with friends and family and day trips to the pub.\u003C\u002Fp>\n",[12,28],{"page":13,"link_text":17},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":27},24873,"98","2023-09-19 15:41:00","Digital Experience","publish","closed","digital-experience","2026-09-25 09:13:30",0,"\u002F?page_id=24873","page","0","raw","\u002Fdigital-experience\u002F",{"page":29,"link_text":32},{"ID":30,"post_author":15,"post_date":31,"post_date_gmt":31,"post_content":5,"post_title":32,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":33,"to_ping":5,"pinged":5,"post_modified":34,"post_modified_gmt":34,"post_content_filtered":5,"post_parent":14,"guid":35,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":36},24848,"2023-09-19 15:52:10","Behavioural Science","behavioural-science","2025-03-13 14:51:11","\u002F?page_id=24848","\u002Fdigital-experience\u002Fbehavioural-science\u002F",{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":22,"date":47,"modified":47,"menu_order":22,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":54},34235,"Michael-Weir","Michael-Weir.png",551425,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&q=90","\u002Fmichael-weir\u002F","12","michael-weir","inherit","2025-08-13 13:26:27","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":59,"medium_large":60,"medium_large-width":61,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":68,"2048x2048":69,"2048x2048-width":70,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":53,"default_portrait":80,"default_portrait-width":53,"default_portrait-height":79,"6_col_and_margin_short":81,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":82,"11_col_and_margin-width":83,"11_col_and_margin-height":77,"9_col_rectangle":84,"9_col_rectangle-width":85,"9_col_rectangle-height":86,"11_col":87,"11_col-width":88,"11_col-height":77,"staff_image_696_600":89,"staff_image_696_600-width":52,"staff_image_696_600-height":53,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[94],{"acf_fc_layout":95,"reduced":96,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":97,"posts":98},"author_posts",true,"Michael Weir’s posts",{"data":99,"pages":159},[100,114,124,132,147],{"type_key":101,"title":102,"excerpt":103,"to":104,"postedAt":105,"readingTime":106,"image":107,"authors":108,"category":111},"post","Website Replatforming – Site migrations, redesigns and new domains [Video]","\u003Cp>Impression’s Head of SEO Performance, Charlie Norledge, and Head of Behavioural Science, Mike Weir, discuss why a business might want to replatform its website, through site migrations, new designs and new domains. Charlie talks about the risk to organic visibility and how to avoid losing out on search engine traffic. Mike explores how redesigning a […]\u003C\u002Fp>\n","\u002Fblog\u002Fwebsite-replatforming\u002F","2025-02-11T16:02:45",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[109],{"name":4,"image":110},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":113},"\u002Fblog\u002Fcategory\u002Fcro\u002F","CRO",{"type_key":101,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":123},"Customer Data Platforms – Getting the most out of your customer data [Video]","\u003Cp>In this video, Impression’s Technology Director, Aaron Dicks, explains what a Customer Data Platform (CDP) is and what data feeds into this platform which you can utilise for reporting, customer nurturing, segmenting, and more. Mike Weir: So, lots of our clients and customers are starting to talk about CDPs. I was wondering if you could […]\u003C\u002Fp>\n","\u002Fblog\u002Fcdp-customer-data\u002F","2024-09-11T09:14:58",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":4,"image":110},{"to":112,"name":113},{"type_key":101,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":119,"image":120,"authors":129,"category":131},"Customer Value Optimisation – Maximising lifetime value and return [Video]","\u003Cp>Head of Behavioural Science, Mike Weir, and Technology Director, Aaron Dicks, explore Impression’s approach to Customer Value Optimisation (CVO) and how it can improve the lifetime value of your customer and how to keep them returning to your business, ultimately diving more from your marketing investment. Mike Weir: So why are we starting to use […]\u003C\u002Fp>\n","\u002Fblog\u002Fcustomer-value-optimisation-maximising-lifetime-value-and-return\u002F","2024-08-22T16:08:05",[130],{"name":4,"image":110},{"to":112,"name":113},{"type_key":101,"title":133,"excerpt":134,"to":135,"postedAt":136,"readingTime":137,"image":138,"authors":139,"category":144},"Unlock business growth by adopting Customer Value Optimisation","\u003Cp>Customer Value Optimisation (“CVO”) is a marketing and sales approach in which additional focused effort is put into each prospective customer, particularly in digital and other addressable media, to maximise satisfaction and value from the point of acquisition throughout the entire customer lifecycle. Customer Value Optimisation is a strategic approach focusing on building lasting relationships […]\u003C\u002Fp>\n","\u002Fblog\u002Fbusiness-growth-by-adopting-customer-value-optimisation\u002F","2024-09-30T09:20:32",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[140,141],{"name":4,"image":110},{"name":142,"image":143},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":145,"name":146},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":101,"title":148,"excerpt":149,"to":150,"postedAt":151,"readingTime":152,"image":153,"authors":154,"category":156},"What is Conversion Rate Optimization (CRO)?","\u003Cp>Conversion rate optimisation, also known as CRO, aims to increase the conversion rate of your website through data-driven strategy and implementation, which in turn will help improve your revenue and profit.\u003C\u002Fp>\n","\u002Fblog\u002Fwhat-is-cro\u002F","2024-08-19T15:39:04",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[155],{"name":4,"image":110},{"to":157,"name":158},"\u002Fblog\u002Fcategory\u002Fbeginners-guides\u002F","Beginners' Guides","2",{"type":161,"style":162,"title":163,"heading":4,"intro":10,"services":11,"breadcrumbs":164,"photo":55,"social":176},"author","dark","Meet the Team",[165,168,171,174],{"path":166,"name":167},"\u002F","Home",{"path":169,"name":170},"\u002Fabout\u002F","About Us",{"path":172,"name":173},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":175,"name":4},null,{"twitter":5,"linkedin":5},[178],{"rel":179,"href":180},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fmichael-weir\u002F",[182,499,693,860,1131],{"id":183,"date":184,"date_gmt":184,"guid":185,"modified":105,"modified_gmt":105,"slug":187,"status":18,"type":101,"link":104,"title":188,"content":189,"excerpt":192,"author":193,"featured_media":194,"comment_status":19,"ping_status":19,"sticky":191,"template":5,"format":195,"meta":196,"categories":199,"collections":202,"coauthors":203,"class_list":205,"acf":214,"head_links":215,"breadcrumbs":216,"url_path":104,"search_description":198,"featured_image_urls":223,"authors":258,"type_nicename":269,"reading_minutes":106,"category":270,"yoast_title":197,"yoast_meta":273,"yoast_json_ld":327,"_links":449},29603,"2024-08-09T10:00:00",{"rendered":186},"\u002F?p=29603","website-replatforming",{"rendered":102},{"rendered":190,"protected":191},"\n\u003Cp>Impression’s Head of SEO Performance, Charlie Norledge, and Head of Behavioural Science, Mike Weir, discuss why a business might want to replatform its website, through site migrations, new designs and new domains.\u003C\u002Fp>\n\n\n\n\u003Cp>Charlie talks about the risk to organic visibility and how to avoid losing out on search engine traffic. Mike explores how redesigning a site by democracy may hinder a website’s ability to perform if the customer isn’t considered at every stage of the journey.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=xWThcHJQjb4&t=6s\">00:06\u003C\u002Fa> – Navigating website replatforms\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=xWThcHJQjb4&t=120s\">02:00\u003C\u002Fa> – The risks associated with replatforming and how to mitigate them\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=xWThcHJQjb4&t=251s\">04:11\u003C\u002Fa> – Impression’s approach to website replatforming\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>As referenced in the video, get your free copy of our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fsite-migrations\u002F\">site migration\u003C\u002Fa> checklist \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Ftools\u002Fwebsite-migration-seo-checklist-by-impression\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Website Replatforming - Site migrations, redesigns and new domains\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FxWThcHJQjb4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> Website re-platforms are big-ticket items for lots of businesses, so they have considerable investment and lots of different stakeholders want lots of different things from them. Can you talk a little bit about how re-platforms can mean different things to different people?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong> Yeah, re-platforms mean a lot of different things to different businesses. We have people come to us when they’re trying to re-platform. It can mean a new design, a migration, a new domain, changes to content. What we need to do is make sure we understand what they’re actually asking for on those re-platforms and work with them to make sure they understand the risks of what’s going on.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> Yeah, that’s really interesting. We find often as a DX team that sometimes they start off with like a website migration from one position to another and very quickly they turn into like a redesign project by stealth. So someone somewhere doesn’t like a web page or doesn’t like a blog, so the next thing you know, they’re trying to edge that into the designs as well. Obviously that can bake in a lot of risk if people haven’t considered their audience and haven’t considered how Google might treat that content afterwards.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong> And what we have to be sure to do is make sure that those businesses understand the risks. Often during a replatforming process, they might think, we’ll just change these designs, we’ll bring in this new content, but that carries the inherent risk to any organic visibility.mAnd something we need to make sure that they’re aware of early on in the project.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> Yes, there’s numerous hazards, isn’t there, I suppose, around things that can go wrong. I think one of the things we often see is design by democracy. So basically lots of different people taking the web designs and giving feedback, there can be a lack of involvement from the actual customer. Ultimately, if you’re redesigning a web page, the person who that web page is for is the customer so you want to get their feedback rather than someone in the Marketing Department or someone in the Sales Department or someone in an Accounts Department because ultimately they’re not the people who this is actually designed for.\u003C\u002Fp>\n\n\n\n\u003Cp>So trying to make sure you’ve kind of qualitative insight, trying to make sure that you’ve done AB Testing to some of these bigger changes that you’re thinking about is definitely crucial if you’re going to launch a new website. What are the pivotal risks involved in something\u003C\u002Fp>\n\n\n\n\u003Cp>like a re-platform?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong> As an SEO, any time that you’re changing a URL or a design or content, there are always risks to traffic. When you migrate one URL to another, it takes time for search engines to understand what those new URLs mean. It has to pass all those ranking signals over and whilst that might seem fairly straightforward, actually Google and other search engines say that can take up to four months for that to be done.\u003C\u002Fp>\n\n\n\n\u003Cp>A really good example of where this is something that hasn’t gone too well is Woo.com, they rebranded from WooCommerce to Woo.com, left it for a month, and they actually made a decision to revert back to WooCommerce.com because that migration didn’t work.\u003C\u002Fp>\n\n\n\n\u003Cp>So they went through a re-platforming process and part of that was changing the domain. But that change in domain caused so many issues they actually reverted on it. So rather than sticking the course and going ahead with all that investment they made, they went back.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> What could they have done to avoid that challenge?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge: \u003C\u002Fstrong>So my favourite thing when it comes to any re-platforming, is to do it in stages. So rather than doing a massive thing like changing your design and move into new domain in one go, do it in stages.\u003C\u002Fp>\n\n\n\n\u003Cp>So the first thing would be if you have a new design, put that on the same website. That way you’re going to make sure that you can understand what changes happen when you implement that new design. Then if you have any new content, update that content into that new design, that means that yet again, it’s another way you can start to measure what those changes do. And then finally, if you’re happy with that and you are going to a new domain, then do that as the very last thing. By chunking that up into those different stages, you’ll be able to spot any massive performance decreases.\u003C\u002Fp>\n\n\n\n\u003Cp>This is something on a lot of the migrations I’ve worked on, when that hasn’t been done, that’s when things go really wrong during a re-platform process.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> That’s really interesting because from a DX perspective, again, we would want to see things tested. So, if someone’s going to test a design, we’d want to test a design before it went live. We’d want to test the content before it went live and try to understand what the pitfalls are. So, actually I suppose that speaks to the idea of like testing things from both angles,\u003C\u002Fp>\n\n\n\n\u003Cp>from a Google angle and from a person angle to make sure you get the best possible approach for everyone.\u003C\u002Fp>\n\n\n\n\u003Cp>We spoke a little bit about the risks of SEO and the risk of migrating from platform to platform. What would you say the approach here is at Impression?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge: \u003C\u002Fstrong>So the first thing we need to do is get all of those people into a room. So that could be the client, their marketing team, what we often see is how developers on as early as possible, because if they are making changes during re-platform, we need to make sure that they’re there and involved. Once we all sit down, we can work on a project plan, put timelines against it, work out what’s changing and the really critical part about having Impression involved at that point is that we can really give our own milestones and make sure we’re involved\u003C\u002Fp>\n\n\n\n\u003Cp>at each step of the process. We frequently have clients that come to us and they’ve already gone through a migration process and we’re coming in after that’s happened.\u003C\u002Fp>\n\n\n\n\u003Cp>So we’re almost coming in right at the end, rather than being there at the start. So being there at\u003C\u002Fp>\n\n\n\n\u003Cp>the start is really important. And then alongside that, we want to get detailed documentation. So we actually have a checklist here at Impression that we’ll work on as part of the start of that meeting. We’ll share that with the client, they’re either in-house or external dev resource that will be owned by Impression, that gives us a single source of truth to be able to work through that migration So that will cover any technical changes, making sure the site has a good experience, is it fast? Content changes, making sure that’s all covered off, that we’re not going to be making changes to content that don’t need to happen.\u003C\u002Fp>\n\n\n\n\u003Cp>And then finally, we do have some UX considerations in there, which I’m sure you want to cover.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> Yeah, of course. I think that it’s just bringing the customer on the journey and along for the ride. I think it’s really important to have clear objectives. Like, you don’t want to be moving for a project and then sort of changing the scope of it as you go. I think it speaks volumes that lots of people come to you once they’ve already started because actually they’ve kind of already got it wrong to begin with and that’s why a lot of the time they want that help and actually it would be so much more cheap, effective and the right thing to do, to pre-plan it and to test some of that stuff.\u003C\u002Fp>\n\n\n\n\u003Cp>In terms of the checklist, I suppose, a lot of that stuff has to do with making sure that you’re getting the right level of insights. So, every time you make a design decision, you make an assumption and you make a certain amount of risk. And if you haven’t tested those assumptions beforehand, you bake more and more and more risk into your project. So actually it’s about doing the right amount of homework and the right amount of research to answer all the questions so that when you are making those design decisions, you’ve got research and data to back it up.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge: \u003C\u002Fstrong>And I can’t tell you how difficult it is that when you’re picking a migration up after it’s been done, they’re asking you, “we’ve seen a ranking decrease, can you fix this from the re-platforming?” Trying to go back in a project it’s already happened already been paid for, it’s almost a fool’s errand. It’s almost impossible to do. You just have to make the best of it\u003C\u002Fp>\n\n\n\n\u003Cp>you can, but it is a very challenging approach.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir: \u003C\u002Fstrong>Yeah, and also emotions are running high because these things we have like we have commercial outputs. I see this a lot in ecommerce, where a website was changed at some point and then a couple of weeks later they see a drop-off in conversion rate or drop off in our average order value, but they don’t know exactly, because they change so much all the time, they don’t know exactly when that occurred, and that’s a real problem because it’s I kind of like trying to un-bake a cake. You’ve put your ingredients in and now you’ve got this challenge where you’ve got to try and go backwards. You’ve got to try and sort of dissect back to the problem, rather than diagnose what could go wrong in the first place. Prevention is better than cure in that case.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge: \u003C\u002Fstrong>A great example of that is actually Impression. We went from Impression.co.uk through to Impressiondigital.com and made some changes during that time. When that move was made, we did see a pretty huge decrease in traffic that lasted around three months. But as we have the knowledge and know migrations and re-platforming take time, we stayed the course and we’re starting to reap the benefits now and we’re starting to see that increase in visibility again. But where a business maybe didn’t have that involvement from the agency at that point, they’d probably be pretty concerned if after a month they’ve had a huge investment in a website, they’re not seeing any increases.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir: \u003C\u002Fstrong>And that happens all the time. I always think people think when they\u003C\u002Fp>\n\n\n\n\u003Cp>put the website live they’re going to see this sudden take-off in all the key metrics. Actually, these changes sometimes do take a while to bed in, if you’ve got a lot of returning users on your website, who are very stuck in the way that how to use it and you make a change. The website sometimes even something that is net positive in the future can initially have a hiccup. So it’s that analysis and making sure you run the experiments and getting the data.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,{"rendered":103,"protected":191},157,29971,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":197,"_yoast_wpseo_metadesc":198,"inline_featured_image":191,"footnotes":5},"Website Replatforming - Site migrations, redesigns and new domains | Impression","Explore why a business might want to replatform its website, through site migrations, new designs and new domains - and how to avoid SEO risks.",[200,201],55,39,[],[204],261,[206,101,207,208,209,210,211,212,213],"post-29603","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","category-digital-marketing",[],[],[217,218,221,222],{"path":166,"name":167},{"path":219,"name":220},"\u002Fblog\u002F","Blog",{"path":145,"name":146},{"path":175,"name":102},{"thumbnail":224,"medium":226,"medium_large":228,"large":230,"1536x1536":234,"2048x2048":236,"post-thumbnail":238,"12_col":240,"default_landscape":242,"default_portrait":244,"6_col_and_margin_short":246,"11_col_and_margin":248,"9_col_rectangle":250,"11_col":252,"staff_image_696_600":254,"rectangular_thumbnail":256},{"url":107,"width":225,"height":225},640,{"url":227,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",{"url":229,"width":61,"height":22},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",{"url":231,"width":232,"height":233},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":235,"width":67,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",{"url":237,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",{"url":239,"width":73,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":241,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":243,"width":79,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":245,"width":53,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":247,"width":73,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":249,"width":83,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":251,"width":85,"height":86},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":253,"width":88,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":255,"width":52,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":257,"width":91,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[259],{"id":193,"path":260,"display_name":4,"job_title":9,"description":5,"avatar_url":110,"acf":261},"\u002Fabout\u002Four-team\u002Fmichael-weir\u002F",{"job_title":9,"full_bio":10,"specialist_service_links":262,"photo":267},[263,265],{"page":264,"link_text":17},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":27},{"page":266,"link_text":32},{"ID":30,"post_author":15,"post_date":31,"post_date_gmt":31,"post_content":5,"post_title":32,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":33,"to_ping":5,"pinged":5,"post_modified":34,"post_modified_gmt":34,"post_content_filtered":5,"post_parent":14,"guid":35,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":36},{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":22,"date":47,"modified":47,"menu_order":22,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":268},{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":59,"medium_large":60,"medium_large-width":61,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":68,"2048x2048":69,"2048x2048-width":70,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":53,"default_portrait":80,"default_portrait-width":53,"default_portrait-height":79,"6_col_and_margin_short":81,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":82,"11_col_and_margin-width":83,"11_col_and_margin-height":77,"9_col_rectangle":84,"9_col_rectangle-width":85,"9_col_rectangle-height":86,"11_col":87,"11_col-width":88,"11_col-height":77,"staff_image_696_600":89,"staff_image_696_600-width":52,"staff_image_696_600-height":53,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},"Article",[271,272],{"id":200,"name":113,"path":112},{"id":201,"name":146,"path":145},[274,276,278,281,283,286,289,291,293,295,298,301,304,307,310,313,315,318,319,322,325],{"property":275,"content":197},"title",{"property":277,"content":198},"description",{"name":279,"content":280},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":179,"content":282},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwebsite-replatforming\u002F",{"name":284,"content":285},"og:locale","en_GB",{"property":287,"content":288},"og:type","article",{"property":290,"content":197},"og:title",{"property":292,"content":198},"og:description",{"property":294,"content":282},"og:url",{"property":296,"content":297},"og:site_name","Impression",{"property":299,"content":300},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":302,"content":303},"article:published_time","2024-08-09T10:00:00+00:00",{"property":305,"content":306},"article:modified_time","2025-02-11T16:02:45+00:00",{"property":308,"content":309},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&q=90",{"property":311,"content":312},"og:image:width",937,{"property":314,"content":312},"og:image:height",{"property":316,"content":317},"og:image:type","image\u002Fjpeg",{"property":161,"content":4},{"property":320,"content":321},"twitter:card","summary_large_image",{"property":323,"content":324},"twitter:creator","@impressiontalk",{"property":326,"content":324},"twitter:site",{"@context":328,"@graph":329},"https:\u002F\u002Fschema.org",[330,343,352,354,368,378,444],{"@type":269,"@id":331,"isPartOf":332,"author":333,"headline":102,"datePublished":303,"dateModified":306,"mainEntityOfPage":335,"wordCount":336,"publisher":337,"image":339,"thumbnailUrl":309,"articleSection":341,"inLanguage":342},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwebsite-replatforming\u002F#article",{"@id":282},{"name":4,"@id":334},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fed692ae1722da665399a004065bf39ed",{"@id":282},2073,{"@id":338},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":340},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwebsite-replatforming\u002F#primaryimage",[113,146],"en-GB",{"@type":344,"@id":282,"url":282,"name":197,"isPartOf":345,"primaryImageOfPage":347,"image":348,"thumbnailUrl":309,"datePublished":303,"dateModified":306,"description":198,"breadcrumb":349,"inLanguage":351},"WebPage",{"@id":346},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":340},{"@id":340},{"@id":350},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwebsite-replatforming\u002F#breadcrumb","en",{"@type":353,"inLanguage":342,"@id":340,"url":309,"contentUrl":309,"width":312,"height":312},"ImageObject",{"@type":355,"@id":350,"itemListElement":356},"BreadcrumbList",[357,361,364,366],{"@type":358,"position":359,"name":167,"item":360},"ListItem",1,"https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":358,"position":362,"name":220,"item":363},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":358,"position":119,"name":146,"item":365},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"@type":358,"position":367,"name":102},4,{"@type":369,"@id":346,"url":360,"name":297,"description":5,"publisher":370,"inLanguage":342,"potentialAction":372},"WebSite",{"@id":371},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":373,"target":374,"query-input":377},"SearchAction",{"@type":375,"urlTemplate":376},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":379,"@id":371,"name":297,"url":360,"logo":380,"image":385,"sameAs":386,"@context":390,"email":391,"foundingDate":392,"legalName":393,"vatID":394,"description":395,"telephone":396,"address":397,"location":404,"areaServed":437},"Organization",{"@type":353,"inLanguage":342,"@id":381,"url":382,"contentUrl":382,"width":383,"height":384,"caption":297},"https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[387,388,389],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":398,"streetAddress":399,"addressLocality":400,"addressRegion":401,"postalCode":402,"addressCountry":403},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[405,414,426],{"@type":406,"name":407,"geo":408,"address":412,"photo":385,"telephone":413},"Place","Impression Digital - Nottingham",{"@type":409,"latitude":410,"longitude":411},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":398,"streetAddress":399,"addressLocality":400,"addressRegion":401,"postalCode":402,"addressCountry":403},"+44 01158 242 212",{"@type":406,"name":415,"geo":416,"address":419,"photo":424,"telephone":425},"Impression Digital - London",{"@type":409,"latitude":417,"longitude":418},"51.50237208377361","-0.09229841534284115",{"@type":398,"streetAddress":420,"addressLocality":421,"addressRegion":422,"postalCode":423,"addressCountry":403},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":406,"name":427,"geo":428,"address":431},"Impression Digital - New York",{"@type":409,"latitude":429,"longitude":430},"40.726722746949","-74.00527778220652",{"@type":398,"streetAddress":432,"addressLocality":433,"addressRegion":434,"postalCode":435,"addressCountry":436},"160 Varick St","New York","NY","10013","USA",[438,441,443],{"@type":439,"name":440},"Country","Worldwide",{"@type":439,"name":442},"GBR",{"@type":439,"name":436},{"@type":445,"@id":446,"name":4,"image":447,"url":180},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fed692ae1722da665399a004065bf39ed",{"@type":353,"inLanguage":342,"@id":448,"url":7,"contentUrl":7,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=9637f13aa551f45d5abbf749f5c0f509a6",{"self":450,"collection":460,"about":463,"author":466,"replies":469,"version-history":472,"predecessor-version":476,"wp:featuredmedia":480,"wp:attachment":483,"wp:term":486,"curies":495},[451],{"href":452,"targetHints":453},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29603",{"allow":454},[455,456,457,458,459],"GET","POST","PUT","PATCH","DELETE",[461],{"href":462},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[464],{"href":465},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[467],{"embeddable":96,"href":468},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F157",[470],{"embeddable":96,"href":471},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=29603",[473],{"count":474,"href":475},8,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29603\u002Frevisions",[477],{"id":478,"href":479},31894,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29603\u002Frevisions\u002F31894",[481],{"embeddable":96,"href":482},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F29971",[484],{"href":485},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=29603",[487,490,493],{"taxonomy":488,"embeddable":96,"href":489},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=29603",{"taxonomy":491,"embeddable":96,"href":492},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=29603",{"taxonomy":161,"embeddable":96,"href":494},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=29603",[496],{"name":497,"href":498,"templated":96},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":500,"date":501,"date_gmt":501,"guid":502,"modified":118,"modified_gmt":118,"slug":504,"status":18,"type":101,"link":117,"title":505,"content":506,"excerpt":508,"author":193,"featured_media":509,"comment_status":19,"ping_status":19,"sticky":191,"template":5,"format":195,"meta":510,"categories":513,"collections":515,"coauthors":516,"class_list":517,"acf":520,"head_links":521,"breadcrumbs":522,"url_path":117,"search_description":512,"featured_image_urls":527,"authors":559,"type_nicename":269,"reading_minutes":119,"category":569,"yoast_title":511,"yoast_meta":575,"yoast_json_ld":605,"_links":655},29622,"2024-08-01T16:32:03",{"rendered":503},"\u002F?p=29622","cdp-customer-data",{"rendered":115},{"rendered":507,"protected":191},"\n\u003Cp>In this video, Impression’s Technology Director, Aaron Dicks, explains what a Customer Data Platform (CDP) is and what data feeds into this platform which you can utilise for reporting, customer nurturing, segmenting, and more.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Customer Data Platforms - Getting the most out of your customer data\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FvdZ28rg81DM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> So, lots of our clients and customers are starting to talk about CDPs. I was wondering if you could sort of help explain why they’re becoming so popular for different companies?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> Yeah, definitely. Well, a CDP or a Customer Data Platform is really the all-in-one database essentially where all of your customer information can get stored. So it’s a central place where you can connect your web traffic information, you can connect your Order Management System if you’re E-Commerce, Physical Retail Point of Sale, your Support System if you do aftersales care, and all sorts of other connections. Obviously, you can upload customer data into it as well. And the idea is that it gives you that singular customer view, you can really analyze on a per-customer basis or per cohort basis the longer-term behavior of your customers. So that might be activity across a certain channel, or it might be that you are able to or you want to be able to undertake some RFM modeling—so, recency, frequency, monetary value. So you can understand what cohorts and segments of your customers offer you the most value over time. And then off the back of being able to do that type of segmentation, you can then stream that data into different platforms to activate it. So not only can you use a CDP for reporting, you can also use it for activation, which is really, really important. So once you’ve understood the behaviors and the purchasing patterns of your customers over time, you might then understand you have a lapsing segment, you might have a new customer segment, you might have a high value or high order value segment. You can then treat those customers differently. And that can be across the website, which I know, obviously, your team is most interested in. Also synchronizing, or even some of these platforms have marketing automation built in as well. So you can use that in marketing automation campaigns and you can synchronize those segments as well to add audiences to. So it just gives you a lot of power to understand your customers, reports on them, on aggregate, and with everything in mind. And then activate and begin to give that more personalized experience.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>:\u003C\u002Fstrong> I suppose what’s really interesting there is the idea that it gets you so close to how your customers behave and go on your website. So you could start to build segments based on the intent of the customer. So for example, if someone’s on an e-commerce website and they look at delivery information and they’re interacting with it, it’s very likely that they’re going to go on to purchase that product or at least consider purchasing it compared to someone who might have just come from, let’s say, a Paid Social advert who’s very new to it. So you could start to build out these intent-based segments and these value-based segments. And you know, off the back of that, you can start to personalize your marketing communications and also personalize the website itself and there’s a number of cool features you can use to do that. You can also build out segments and behaviors that perhaps aren’t the things you want people to be doing on the website or could suggest hesitancy, and you can start to dynamically change the website to sort of optimize towards that. So there’s tonnes and tonnes of opportunity for experimentation, not just on the website, but throughout all of the different areas of the marketing communications, including email, SMS, even things like paid social advertising. So yeah, it’s a super exciting opportunity for our clients.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Aaron Dicks\u003C\u002Fstrong>:\u003C\u002Fstrong> Definitely.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":116,"protected":191},29764,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":511,"_yoast_wpseo_metadesc":512,"inline_featured_image":191,"footnotes":5},"Customer Data Platforms | Impression","Learn what a Customer Data Platform is and what data feeds into this platform which you can utilise for reporting, customer nurturing, segmenting, and more.",[200,514,201],280,[],[204],[518,101,207,208,209,210,211,212,519,213],"post-29622","category-data-engineering",[],[],[523,524,525,526],{"path":166,"name":167},{"path":219,"name":220},{"path":145,"name":146},{"path":175,"name":115},{"thumbnail":528,"medium":529,"medium_large":531,"large":533,"1536x1536":535,"2048x2048":537,"post-thumbnail":539,"12_col":541,"default_landscape":543,"default_portrait":545,"6_col_and_margin_short":547,"11_col_and_margin":549,"9_col_rectangle":551,"11_col":553,"staff_image_696_600":555,"rectangular_thumbnail":557},{"url":120,"width":225,"height":225},{"url":530,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",{"url":532,"width":61,"height":22},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",{"url":534,"width":232,"height":233},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":536,"width":67,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",{"url":538,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",{"url":540,"width":73,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":542,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":544,"width":79,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":546,"width":53,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":548,"width":73,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":550,"width":83,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":552,"width":85,"height":86},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":554,"width":88,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":556,"width":52,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":558,"width":91,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[560],{"id":193,"path":260,"display_name":4,"job_title":9,"description":5,"avatar_url":110,"acf":561},{"job_title":9,"full_bio":10,"specialist_service_links":562,"photo":567},[563,565],{"page":564,"link_text":17},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":27},{"page":566,"link_text":32},{"ID":30,"post_author":15,"post_date":31,"post_date_gmt":31,"post_content":5,"post_title":32,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":33,"to_ping":5,"pinged":5,"post_modified":34,"post_modified_gmt":34,"post_content_filtered":5,"post_parent":14,"guid":35,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":36},{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":22,"date":47,"modified":47,"menu_order":22,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":568},{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":59,"medium_large":60,"medium_large-width":61,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":68,"2048x2048":69,"2048x2048-width":70,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":53,"default_portrait":80,"default_portrait-width":53,"default_portrait-height":79,"6_col_and_margin_short":81,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":82,"11_col_and_margin-width":83,"11_col_and_margin-height":77,"9_col_rectangle":84,"9_col_rectangle-width":85,"9_col_rectangle-height":86,"11_col":87,"11_col-width":88,"11_col-height":77,"staff_image_696_600":89,"staff_image_696_600-width":52,"staff_image_696_600-height":53,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},[570,571,574],{"id":200,"name":113,"path":112},{"id":514,"name":572,"path":573},"Data Engineering","\u002Fblog\u002Fcategory\u002Fdata-engineering\u002F",{"id":201,"name":146,"path":145},[576,577,578,579,581,582,583,584,585,586,587,588,590,592,594,596,598,599,600,601,603,604],{"property":275,"content":511},{"property":277,"content":512},{"name":279,"content":280},{"property":179,"content":580},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcdp-customer-data\u002F",{"name":284,"content":285},{"property":287,"content":288},{"property":290,"content":511},{"property":292,"content":512},{"property":294,"content":580},{"property":296,"content":297},{"property":299,"content":300},{"property":302,"content":589},"2024-08-01T16:32:03+00:00",{"property":305,"content":591},"2024-09-11T09:14:58+00:00",{"property":308,"content":593},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FCustomer-Data-Platform_Video_Thumbnail-1.jpg?auto=compress%2Cformat&q=90",{"property":311,"content":595},2560,{"property":314,"content":597},1440,{"property":316,"content":317},{"property":161,"content":4},{"property":320,"content":321},{"property":602,"content":593},"twitter:image",{"property":323,"content":324},{"property":326,"content":324},{"@context":328,"@graph":606},[607,618,624,625,631,635,653],{"@type":269,"@id":608,"isPartOf":609,"author":610,"headline":115,"datePublished":589,"dateModified":591,"mainEntityOfPage":611,"wordCount":612,"publisher":613,"image":614,"thumbnailUrl":616,"articleSection":617,"inLanguage":342},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcdp-customer-data\u002F#article",{"@id":580},{"name":4,"@id":334},{"@id":580},684,{"@id":338},{"@id":615},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcdp-customer-data\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FTMMS_Video_Aaron_Featured-Image.jpg?auto=compress%2Cformat&q=90",[113,572,146],{"@type":344,"@id":580,"url":580,"name":511,"isPartOf":619,"primaryImageOfPage":620,"image":621,"thumbnailUrl":616,"datePublished":589,"dateModified":591,"description":512,"breadcrumb":622,"inLanguage":351},{"@id":346},{"@id":615},{"@id":615},{"@id":623},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcdp-customer-data\u002F#breadcrumb",{"@type":353,"inLanguage":342,"@id":615,"url":616,"contentUrl":616,"width":312,"height":312},{"@type":355,"@id":623,"itemListElement":626},[627,628,629,630],{"@type":358,"position":359,"name":167,"item":360},{"@type":358,"position":362,"name":220,"item":363},{"@type":358,"position":119,"name":146,"item":365},{"@type":358,"position":367,"name":115},{"@type":369,"@id":346,"url":360,"name":297,"description":5,"publisher":632,"inLanguage":342,"potentialAction":633},{"@id":371},{"@type":373,"target":634,"query-input":377},{"@type":375,"urlTemplate":376},{"@type":379,"@id":371,"name":297,"url":360,"logo":636,"image":385,"sameAs":637,"@context":390,"email":391,"foundingDate":392,"legalName":393,"vatID":394,"description":395,"telephone":396,"address":638,"location":639,"areaServed":649},{"@type":353,"inLanguage":342,"@id":381,"url":382,"contentUrl":382,"width":383,"height":384,"caption":297},[387,388,389],{"@type":398,"streetAddress":399,"addressLocality":400,"addressRegion":401,"postalCode":402,"addressCountry":403},[640,643,646],{"@type":406,"name":407,"geo":641,"address":642,"photo":385,"telephone":413},{"@type":409,"latitude":410,"longitude":411},{"@type":398,"streetAddress":399,"addressLocality":400,"addressRegion":401,"postalCode":402,"addressCountry":403},{"@type":406,"name":415,"geo":644,"address":645,"photo":424,"telephone":425},{"@type":409,"latitude":417,"longitude":418},{"@type":398,"streetAddress":420,"addressLocality":421,"addressRegion":422,"postalCode":423,"addressCountry":403},{"@type":406,"name":427,"geo":647,"address":648},{"@type":409,"latitude":429,"longitude":430},{"@type":398,"streetAddress":432,"addressLocality":433,"addressRegion":434,"postalCode":435,"addressCountry":436},[650,651,652],{"@type":439,"name":440},{"@type":439,"name":442},{"@type":439,"name":436},{"@type":445,"@id":446,"name":4,"image":654,"url":180},{"@type":353,"inLanguage":342,"@id":448,"url":7,"contentUrl":7,"caption":4},{"self":656,"collection":661,"about":663,"author":665,"replies":667,"version-history":670,"predecessor-version":674,"wp:featuredmedia":678,"wp:attachment":681,"wp:term":684,"curies":691},[657],{"href":658,"targetHints":659},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29622",{"allow":660},[455,456,457,458,459],[662],{"href":462},[664],{"href":465},[666],{"embeddable":96,"href":468},[668],{"embeddable":96,"href":669},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=29622",[671],{"count":672,"href":673},6,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29622\u002Frevisions",[675],{"id":676,"href":677},30317,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29622\u002Frevisions\u002F30317",[679],{"embeddable":96,"href":680},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F29764",[682],{"href":683},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=29622",[685,687,689],{"taxonomy":488,"embeddable":96,"href":686},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=29622",{"taxonomy":491,"embeddable":96,"href":688},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=29622",{"taxonomy":161,"embeddable":96,"href":690},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=29622",[692],{"name":497,"href":498,"templated":96},{"id":694,"date":695,"date_gmt":695,"guid":696,"modified":128,"modified_gmt":128,"slug":698,"status":18,"type":101,"link":127,"title":699,"content":700,"excerpt":702,"author":193,"featured_media":509,"comment_status":19,"ping_status":19,"sticky":191,"template":5,"format":195,"meta":703,"categories":706,"collections":707,"coauthors":708,"class_list":709,"acf":711,"head_links":712,"breadcrumbs":713,"url_path":127,"search_description":705,"featured_image_urls":718,"authors":735,"type_nicename":269,"reading_minutes":119,"category":745,"yoast_title":704,"yoast_meta":748,"yoast_json_ld":775,"_links":824},29594,"2024-07-29T11:00:00",{"rendered":697},"\u002F?p=29594","customer-value-optimisation-maximising-lifetime-value-and-return",{"rendered":125},{"rendered":701,"protected":191},"\n\u003Cp>Head of Behavioural Science, Mike Weir, and Technology Director, Aaron Dicks, explore Impression’s approach to Customer Value Optimisation (CVO) and how it can improve the lifetime value of your customer and how to keep them returning to your business, ultimately diving more from your marketing investment.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Customer Value Optimisation - Maximising lifetime value and return\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Ffq9Ur5exnsc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> So why are we starting to use CVO as an approach at Impression?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> So CVO or Customer Value Optimisation is something I’ve been really excited about for a long time. We’re really pleased we can now bring it to all of our customers and bring it to the market through our Digital Experience team Customer Value Optimisation is, as we see it, a sales and marketing approach where we put a little bit of additional extra effort into each potential prospect or customer to maximise the lifetime value and therefore the return on the original advertising spend that was put into generating that customer in the first place.\u003C\u002Fp>\n\n\n\n\u003Cp>In our media teams, we are absolutely hyper-focussed on driving new customer acquisition for our clients. At the moment though, there’s some really challenging technology headwinds which basically mean it’s very difficult to understand whether a customer is new at the point of acquisition.\u003C\u002Fp>\n\n\n\n\u003Cp>We’re also working with brands who have just differing growth challenges where actually driving growth for existing customers would be just a great win as activating new ones. I think it was Jay Abraham, but it’s also just common wisdom that says the three ways of growing a business. You can either generate more new customers, you can increase the value of a transaction, or you can increase the frequency or the lifetime value of an existing customer.\u003C\u002Fp>\n\n\n\n\u003Cp>So those are the three ways and actually by taking a CVO, Value Optimisation approach to that, alongside your media buying, you’re able to really hit the nail on all three of those heads.\u003C\u002Fp>\n\n\n\n\u003Cp>So through generating more new customers, that’s really the job of media planning, media buying. In terms of increasing the basket value or the sale value of the initial sale, that’s really a conversion rate optimisation tactic, which obviously is something we already work on.\u003C\u002Fp>\n\n\n\n\u003Cp>Then in terms of increasing the lifetime value or the frequency of purchase, that really is a job of the CRM, CRM type activity or marketing automation as well on a scaled basis. So I think by taking this CVO approach alongside media buying, you’re really able to sort of capture every opportunity the business has to grow.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: That’s really interesting because, I suppose, one of the big challenges with CRO is that it’s classically seen as like a a short-term form of thinking so like making a website almost deceptive to try and get a sale but obviously, as we know, if you don’t treat your customers well, they will remember. So actually by bringing in this sort of long term view and this more healthy way of treating customers, it actually helps to optimise brand’s value and it helps to make sure\u003C\u002Fp>\n\n\n\n\u003Cp>that they’re giving the best service  to their customers, which ultimately keeps them coming back for more. And it also means that because they’re getting a good service, ultimately they’ll tell the people about the service they’re receiving. So actually, as brand building as well as customer value optimisation. So yeah, it’s definitely a really exciting field.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> Definitely.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":126,"protected":191},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":704,"_yoast_wpseo_metadesc":705,"inline_featured_image":191,"footnotes":5},"Customer Value Optimisation - Maximising lifetime value and return | Impression","Explore Customer Value Optimisation (CVO) and how it can improve the lifetime value of your customer and keep them returning to your business",[200,201],[],[204],[710,101,207,208,209,210,211,212,213],"post-29594",[],[],[714,715,716,717],{"path":166,"name":167},{"path":219,"name":220},{"path":145,"name":146},{"path":175,"name":125},{"thumbnail":719,"medium":720,"medium_large":721,"large":722,"1536x1536":723,"2048x2048":724,"post-thumbnail":725,"12_col":726,"default_landscape":727,"default_portrait":728,"6_col_and_margin_short":729,"11_col_and_margin":730,"9_col_rectangle":731,"11_col":732,"staff_image_696_600":733,"rectangular_thumbnail":734},{"url":120,"width":225,"height":225},{"url":530,"width":58,"height":58},{"url":532,"width":61,"height":22},{"url":534,"width":232,"height":233},{"url":536,"width":67,"height":67},{"url":538,"width":70,"height":70},{"url":540,"width":73,"height":74},{"url":542,"width":76,"height":77},{"url":544,"width":79,"height":53},{"url":546,"width":53,"height":79},{"url":548,"width":73,"height":77},{"url":550,"width":83,"height":77},{"url":552,"width":85,"height":86},{"url":554,"width":88,"height":77},{"url":556,"width":52,"height":53},{"url":558,"width":91,"height":92},[736],{"id":193,"path":260,"display_name":4,"job_title":9,"description":5,"avatar_url":110,"acf":737},{"job_title":9,"full_bio":10,"specialist_service_links":738,"photo":743},[739,741],{"page":740,"link_text":17},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":27},{"page":742,"link_text":32},{"ID":30,"post_author":15,"post_date":31,"post_date_gmt":31,"post_content":5,"post_title":32,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":33,"to_ping":5,"pinged":5,"post_modified":34,"post_modified_gmt":34,"post_content_filtered":5,"post_parent":14,"guid":35,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":36},{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":22,"date":47,"modified":47,"menu_order":22,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":744},{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":59,"medium_large":60,"medium_large-width":61,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":68,"2048x2048":69,"2048x2048-width":70,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":53,"default_portrait":80,"default_portrait-width":53,"default_portrait-height":79,"6_col_and_margin_short":81,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":82,"11_col_and_margin-width":83,"11_col_and_margin-height":77,"9_col_rectangle":84,"9_col_rectangle-width":85,"9_col_rectangle-height":86,"11_col":87,"11_col-width":88,"11_col-height":77,"staff_image_696_600":89,"staff_image_696_600-width":52,"staff_image_696_600-height":53,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},[746,747],{"id":200,"name":113,"path":112},{"id":201,"name":146,"path":145},[749,750,751,752,754,755,756,757,758,759,760,761,763,765,767,768,769,770,771,772,773,774],{"property":275,"content":704},{"property":277,"content":705},{"name":279,"content":280},{"property":179,"content":753},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcustomer-value-optimisation-maximising-lifetime-value-and-return\u002F",{"name":284,"content":285},{"property":287,"content":288},{"property":290,"content":704},{"property":292,"content":705},{"property":294,"content":753},{"property":296,"content":297},{"property":299,"content":300},{"property":302,"content":762},"2024-07-29T11:00:00+00:00",{"property":305,"content":764},"2024-08-22T16:08:05+00:00",{"property":308,"content":766},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FCustomer-Value-Optimisation_Video_Thumbnail.jpg?auto=compress%2Cformat&q=90",{"property":311,"content":595},{"property":314,"content":597},{"property":316,"content":317},{"property":161,"content":4},{"property":320,"content":321},{"property":602,"content":766},{"property":323,"content":324},{"property":326,"content":324},{"@context":328,"@graph":776},[777,787,793,794,800,804,822],{"@type":269,"@id":778,"isPartOf":779,"author":780,"headline":125,"datePublished":762,"dateModified":764,"mainEntityOfPage":781,"wordCount":782,"publisher":783,"image":784,"thumbnailUrl":616,"articleSection":786,"inLanguage":342},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcustomer-value-optimisation-maximising-lifetime-value-and-return\u002F#article",{"@id":753},{"name":4,"@id":334},{"@id":753},605,{"@id":338},{"@id":785},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcustomer-value-optimisation-maximising-lifetime-value-and-return\u002F#primaryimage",[113,146],{"@type":344,"@id":753,"url":753,"name":704,"isPartOf":788,"primaryImageOfPage":789,"image":790,"thumbnailUrl":616,"datePublished":762,"dateModified":764,"description":705,"breadcrumb":791,"inLanguage":351},{"@id":346},{"@id":785},{"@id":785},{"@id":792},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcustomer-value-optimisation-maximising-lifetime-value-and-return\u002F#breadcrumb",{"@type":353,"inLanguage":342,"@id":785,"url":616,"contentUrl":616,"width":312,"height":312},{"@type":355,"@id":792,"itemListElement":795},[796,797,798,799],{"@type":358,"position":359,"name":167,"item":360},{"@type":358,"position":362,"name":220,"item":363},{"@type":358,"position":119,"name":146,"item":365},{"@type":358,"position":367,"name":125},{"@type":369,"@id":346,"url":360,"name":297,"description":5,"publisher":801,"inLanguage":342,"potentialAction":802},{"@id":371},{"@type":373,"target":803,"query-input":377},{"@type":375,"urlTemplate":376},{"@type":379,"@id":371,"name":297,"url":360,"logo":805,"image":385,"sameAs":806,"@context":390,"email":391,"foundingDate":392,"legalName":393,"vatID":394,"description":395,"telephone":396,"address":807,"location":808,"areaServed":818},{"@type":353,"inLanguage":342,"@id":381,"url":382,"contentUrl":382,"width":383,"height":384,"caption":297},[387,388,389],{"@type":398,"streetAddress":399,"addressLocality":400,"addressRegion":401,"postalCode":402,"addressCountry":403},[809,812,815],{"@type":406,"name":407,"geo":810,"address":811,"photo":385,"telephone":413},{"@type":409,"latitude":410,"longitude":411},{"@type":398,"streetAddress":399,"addressLocality":400,"addressRegion":401,"postalCode":402,"addressCountry":403},{"@type":406,"name":415,"geo":813,"address":814,"photo":424,"telephone":425},{"@type":409,"latitude":417,"longitude":418},{"@type":398,"streetAddress":420,"addressLocality":421,"addressRegion":422,"postalCode":423,"addressCountry":403},{"@type":406,"name":427,"geo":816,"address":817},{"@type":409,"latitude":429,"longitude":430},{"@type":398,"streetAddress":432,"addressLocality":433,"addressRegion":434,"postalCode":435,"addressCountry":436},[819,820,821],{"@type":439,"name":440},{"@type":439,"name":442},{"@type":439,"name":436},{"@type":445,"@id":446,"name":4,"image":823,"url":180},{"@type":353,"inLanguage":342,"@id":448,"url":7,"contentUrl":7,"caption":4},{"self":825,"collection":830,"about":832,"author":834,"replies":836,"version-history":839,"predecessor-version":842,"wp:featuredmedia":846,"wp:attachment":848,"wp:term":851,"curies":858},[826],{"href":827,"targetHints":828},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29594",{"allow":829},[455,456,457,458,459],[831],{"href":462},[833],{"href":465},[835],{"embeddable":96,"href":468},[837],{"embeddable":96,"href":838},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=29594",[840],{"count":106,"href":841},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29594\u002Frevisions",[843],{"id":844,"href":845},30033,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29594\u002Frevisions\u002F30033",[847],{"embeddable":96,"href":680},[849],{"href":850},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=29594",[852,854,856],{"taxonomy":488,"embeddable":96,"href":853},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=29594",{"taxonomy":491,"embeddable":96,"href":855},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=29594",{"taxonomy":161,"embeddable":96,"href":857},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=29594",[859],{"name":497,"href":498,"templated":96},{"id":861,"date":862,"date_gmt":862,"guid":863,"modified":136,"modified_gmt":136,"slug":865,"status":18,"type":101,"link":135,"title":866,"content":867,"excerpt":869,"author":193,"featured_media":870,"comment_status":19,"ping_status":19,"sticky":191,"template":5,"format":195,"meta":871,"categories":873,"collections":874,"coauthors":875,"class_list":877,"acf":879,"head_links":880,"breadcrumbs":881,"url_path":135,"search_description":886,"featured_image_urls":887,"authors":919,"type_nicename":269,"reading_minutes":137,"category":1010,"yoast_title":872,"yoast_meta":1012,"yoast_json_ld":1041,"_links":1093},27641,"2024-03-18T11:06:32",{"rendered":864},"\u002F?p=27641","business-growth-by-adopting-customer-value-optimisation",{"rendered":133},{"rendered":868,"protected":191},"\n\u003Cp>Customer Value Optimisation (“CVO”) is a marketing and sales approach in which additional focused effort is put into each prospective customer, particularly in digital and other addressable media, to maximise satisfaction and value from the point of acquisition throughout the entire customer lifecycle. Customer Value Optimisation is a strategic approach focusing on building lasting relationships and generating maximum value across customer experience, acquisition and retention. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst there should always be a focus on driving efficiency in all marketing work, too often, we see an exorbitant amount of focus and budget spent on new customer acquisition. In contrast, efforts focused on conversion, loyalty and advocacy can fall short. Businesses can reduce customer acquisition costs (“CACs”) and grow more effectively through better loyalty and retention by taking an approach grounded in customer value optimisation. \u003C\u002Fp>\n\n\n\n\u003Cp>Customer value optimisation is an approach that comprises a range of digital marketing practices taken mostly from \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">conversion rate optimisation\u003C\u002Fa> (“CRO”) and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fmarketing-automation\u002F\">marketing automation\u003C\u002Fa>, in partnership with other \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital media\u003C\u002Fa> ads and activations. When conducting Customer Value Optimisation approaches you should expect to achieve more from your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fleveraging-incrementality-testing-to-optimise-media-mix-modelling\u002F\">existing media mix\u003C\u002Fa>, as you will focus on the traffic, prospects and customers it generates more. Customers benefit, too, through better and more tailored digital experiences. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-the-outcomes-of-a-customer-value-optimisation-strategy\">\u003Cstrong>What are the outcomes of a Customer Value Optimisation strategy? \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>American business advisor, speaker and author Jay Abraham (and common wisdom) once said, fundamentally, the only 3 ways a business will grow are:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Increase the number of customers\u003C\u002Fli>\n\n\n\n\u003Cli>Increase the size of the transaction\u003C\u002Fli>\n\n\n\n\u003Cli>Increase the frequency of purchase\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>These are precisely the types of outcomes CVO approaches seek to maximise through experience optimisation, increased identity resolution, and proactive focus on building lifetime value. \u003C\u002Fp>\n\n\n\n\u003Cp>The outcomes from this, when taking into consideration the costs and energy associated with the investment, are:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"increase-the-number-of-customers\">Increase the number of customers\u003C\u002Fh3>\n\n\n\n\u003Cp>To grow, you need to get more potential customers to see your brand. This means increasing your share of the attention in the market. This should be done through a combination of both brand-focused and performance advertising. Another step on the journey as users interact with the website once they become aware of the brand is identity resolution. This involves capturing first-party data to leverage remarketing and CRM. \u003C\u002Fp>\n\n\n\n\u003Cp>Building and streamlining customer experience, paying particular attention to the website is vital to ensure your digital shop is pristine and customers flow through it in working order.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"increase-the-size-of-the-transaction\">Increase the size of the transaction\u003C\u002Fh3>\n\n\n\n\u003Cp>A customer-focused website experience will convert faster through digital experience optimisation, experiments, tailored or personalised user journeys, and more. Priming users through communications, well-thought-through pricing strategies, and upsell experiences can help reduce price sensitivity. Running experiments throughout the customer journey and website can help better build out their upsell opportunities. Thoughtful placement of complimentary products and services can help drive up basket values.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"increase-the-frequency-of-purchase\">Increase the frequency of purchase \u003C\u002Fh3>\n\n\n\n\u003Cp>Removing friction and barriers to purchase can increase purchase frequency. Reducing or eliminating delivery costs can help increase service usage. Tailoring communications and promotions to meet customers’ needs, expectations, and life cycle stages. Experimenting with tailored communications can keep users engaged and coming back frequently. Messaging framing can help to increase product usage and, therefore, repurchase.  RFM modelling can support here where there is a strong comms and ad tech capability (repeat purchases – loyalty)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.customerthermometer.com\u002Fcustomer-service\u002Fcustomer-service-and-satisfaction-statistics-for-2020\u002F\">Multiple studies\u003C\u002Fa> confirm that increasing customer loyalty by as little as 5% can increase profits by anywhere from 25 to 95%.  Customers who’ve had a very good experience are 3.5x more likely to repurchase and 5x more likely to recommend the company to friends and relatives (than if they’ve had a poor experience).\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-the-broader-benefits-of-customer-value-optimisation\">\u003Cstrong>What are the broader benefits of Customer Value Optimisation?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are multiple broader benefits to customer value optimisation. Most of these are derived from a better relationship and understanding of the customer. For example: \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Increased customer retention:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>By modelling customers’ data based on their purchases and communicating and inventing on their behalf based on their intent. We can continuously innovate and build stronger relationships with our customers. This is done through personalising communications and proactively engaging with customers and their feedback. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Increased brand perceptions:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Friction and disappointment in the customer experience can cause customers to stop using your business, impacting their perceptions of your brand. By understanding friction points and experimenting with psychology we can delight customers and turn them into brand advocates.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Increased ROAS:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Segmenting customers effectively with a customer data platform means that businesses can be more efficient and effective with their targeting of customers because they can feed behavioural data into the segments themselves, making them highly relevant to the customer. This approach opens the door to multilayered marketing communications approaches utilising email, social media, Google ads and push notifications to name just a few. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Improved online reputation:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>By gathering customer feedback and understanding the end-to-end customer journey, we can understand how to refine touch points and build advocates. We can encourage customers to leave reviews and shout positively about us online. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Experimentation & learning: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>This approach opens the door to integrate experimentation campaigns and helps CRO programs evolve beyond simplistic conversion metrics. Multi-channel experimentation allows one to learn what works and what doesn’t from a marketing communications perspective.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"making-the-most-of-a-customer-value-optimisation-strategy\">\u003Cstrong>Making the most of a Customer Value Optimisation strategy\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To make the most of your CVO strategy, you may want to consider investments in at least some of the following research, technologies and approaches. This is all in addition to media spend and investments made for new customer acquisition, which many companies and their agency partners do well already. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"customer-data-platform\">\u003Cstrong>Customer Data Platform\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Customer segmentation is a key feature of CDPs that allows for effective customer targeting. By categorising customers based on their behaviours we can increase their lifetime value and can streamline advertising spend.  Value-based segmentation, for example, by \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdemystifying-rfm-segmentation-analysis\u002F\">RFM modelling\u003C\u002Fa> allows us to treat customers differently based on their value to the company and their position in the customer life cycle. Customers of higher value should be protected, new acquisitions nurtured and regular customers upsold. Utilising the latest in artificial intelligence and machine learning features such as propensity modelling and recommendation engines for activation on-site can deliver a personalised relevant message to the right customer based on their previous behaviours at the right time. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"insights-research\">\u003Cstrong>Insights & Research\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>By modelling \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fbehavioural-science\u002F\">behavioural data\u003C\u002Fa>, we can understand the users’ intent on the website. This can be used to understand customer affinity towards products and services. Understanding the end-to-end customer journey allows us to map the opportunities and pain points across the customer journeys. By optimising the full funnel, we can increase sales and improve brand perceptions.  We can use qualitative research to gather customer feedback in their own words using interviews, UX labs and surveys to gain rich insights into customers’ perceptions.  We can build surveys and other customer feedback loops into communications to help manage and build an online reputation. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"marketing-automation-platform\">\u003Cstrong>Marketing Automation Platform \u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Including efforts on-site for increased identity resolution, meaning increased data capture for prospects or “warm leads” ahead of them making a full commitment or purchase. With this increased identity graph, and the appropriate consents, personalisation and some communications can begin with a larger pool of potential customers.  One of the critical facets of making good use of a marketing automation platform is driving constant data capture and identification of users on the website. Given cookies’ slow demise, utilising first-party data to enrich marketing campaigns and the digital experience is becoming the standard procedure. To drive sign-ups it’s essential to offer customers value and a reason to believe that handing over their email address and data will help them achieve their goals. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Femail-marketing\u002F\">Email marketing\u003C\u002Fa> should be fundamental to any company’s marketing automation efforts. Email offers a highly cost-effective way of opening dialogue and establishing relationships with customers. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"experience-experimentation-toolkit\">\u003Cstrong>Experience experimentation toolkit \u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Experimentation can be used to gather insights and refine marketing communications. Experimentation can refine the mix and frequency of communications to get the optimum amount of spend per lead. It can also make campaign content, creative and landing pages more effective at converting customers. Various types of software can be used to execute experiments, ranging from bespoke research, experimentation and personalisation software (VWO \u002F Optimizely) to CPM software that allows experimentation across marketing communications as well. Including \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa> A\u002FB testing software (Bloomreach). Customer solutions are available for companies looking to get started in experimentation that allows code to be injected with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002Fgoogle-tag-manager\u002F\">Google Tag Manager\u003C\u002Fa>. All traffic ultimately flows towards a website, so the biggest win in terms of experimentation is optimising the website based on the traffic landing towards goals such as revenue per user, conversion and data capture.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":134,"protected":191},27649,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":872,"_yoast_wpseo_metadesc":5,"inline_featured_image":191,"footnotes":5},"Unlock business growth by adopting Customer Value Optimisation | Impression",[201],[],[204,876],108,[878,101,207,208,209,210,211,213],"post-27641",[],[],[882,883,884,885],{"path":166,"name":167},{"path":219,"name":220},{"path":145,"name":146},{"path":175,"name":133},"Customer Value Optimisation (“CVO”) is a marketing and sales approach in which additional focused effort is put into each prospective customer, particularly in digital and other addressable media, to maximise satisfaction and value from the point of acquisition throughout the entire customer lifecycle. Customer Value Optimisation is a strategic approach focusing on building lasting relationships […]",{"thumbnail":888,"medium":889,"medium_large":891,"large":893,"1536x1536":895,"2048x2048":897,"post-thumbnail":899,"12_col":901,"default_landscape":903,"default_portrait":905,"6_col_and_margin_short":907,"11_col_and_margin":909,"9_col_rectangle":911,"11_col":913,"staff_image_696_600":915,"rectangular_thumbnail":917},{"url":138,"width":225,"height":225},{"url":890,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":892,"width":61,"height":22},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":894,"width":232,"height":233},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":896,"width":67,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":898,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":900,"width":73,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":902,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":904,"width":79,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":906,"width":53,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":908,"width":73,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":910,"width":83,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":912,"width":85,"height":86},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":914,"width":88,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":916,"width":52,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":918,"width":91,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[920,929],{"id":193,"path":260,"display_name":4,"job_title":9,"description":5,"avatar_url":110,"acf":921},{"job_title":9,"full_bio":10,"specialist_service_links":922,"photo":927},[923,925],{"page":924,"link_text":17},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":27},{"page":926,"link_text":32},{"ID":30,"post_author":15,"post_date":31,"post_date_gmt":31,"post_content":5,"post_title":32,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":33,"to_ping":5,"pinged":5,"post_modified":34,"post_modified_gmt":34,"post_content_filtered":5,"post_parent":14,"guid":35,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":36},{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":22,"date":47,"modified":47,"menu_order":22,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":928},{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":59,"medium_large":60,"medium_large-width":61,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":68,"2048x2048":69,"2048x2048-width":70,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":53,"default_portrait":80,"default_portrait-width":53,"default_portrait-height":79,"6_col_and_margin_short":81,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":82,"11_col_and_margin-width":83,"11_col_and_margin-height":77,"9_col_rectangle":84,"9_col_rectangle-width":85,"9_col_rectangle-height":86,"11_col":87,"11_col-width":88,"11_col-height":77,"staff_image_696_600":89,"staff_image_696_600-width":52,"staff_image_696_600-height":53,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},{"id":359,"path":930,"display_name":142,"job_title":931,"description":932,"avatar_url":143,"acf":933},"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.",{"job_title":931,"full_bio":934,"specialist_service_links":935,"photo":984},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[936,945,957,965,975],{"page":937,"link_text":939},{"ID":876,"post_author":15,"post_date":938,"post_date_gmt":938,"post_content":5,"post_title":939,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":940,"to_ping":5,"pinged":5,"post_modified":941,"post_modified_gmt":941,"post_content_filtered":5,"post_parent":942,"guid":943,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":944},"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":946,"link_text":956},{"ID":947,"post_author":948,"post_date":949,"post_date_gmt":949,"post_content":5,"post_title":950,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":951,"to_ping":5,"pinged":5,"post_modified":952,"post_modified_gmt":952,"post_content_filtered":5,"post_parent":953,"guid":954,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":955},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":958,"link_text":113},{"ID":959,"post_author":15,"post_date":960,"post_date_gmt":960,"post_content":5,"post_title":113,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":961,"to_ping":5,"pinged":5,"post_modified":962,"post_modified_gmt":962,"post_content_filtered":5,"post_parent":14,"guid":963,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":964},244,"2020-12-21 14:32:54","cro","2026-04-13 10:27:20","\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":966,"link_text":974},{"ID":967,"post_author":15,"post_date":968,"post_date_gmt":968,"post_content":5,"post_title":969,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":970,"to_ping":5,"pinged":5,"post_modified":971,"post_modified_gmt":971,"post_content_filtered":5,"post_parent":22,"guid":972,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":973},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":976,"link_text":979},{"ID":977,"post_author":15,"post_date":978,"post_date_gmt":978,"post_content":5,"post_title":979,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":980,"to_ping":5,"pinged":5,"post_modified":981,"post_modified_gmt":981,"post_content_filtered":5,"post_parent":22,"guid":982,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":983},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":985,"id":985,"title":986,"filename":987,"filesize":988,"url":989,"link":990,"alt":5,"author":44,"description":5,"caption":5,"name":991,"status":46,"uploaded_to":22,"date":992,"modified":992,"menu_order":22,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":993},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","aaron-dicks2","2023-10-03 15:58:10",{"thumbnail":994,"thumbnail-width":56,"thumbnail-height":56,"medium":995,"medium-width":58,"medium-height":59,"medium_large":996,"medium_large-width":61,"medium_large-height":62,"large":997,"large-width":64,"large-height":65,"1536x1536":998,"1536x1536-width":67,"1536x1536-height":68,"2048x2048":999,"2048x2048-width":70,"2048x2048-height":71,"post-thumbnail":1000,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":1001,"12_col-width":76,"12_col-height":77,"default_landscape":1002,"default_landscape-width":79,"default_landscape-height":53,"default_portrait":1003,"default_portrait-width":53,"default_portrait-height":79,"6_col_and_margin_short":1004,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":1005,"11_col_and_margin-width":83,"11_col_and_margin-height":77,"9_col_rectangle":1006,"9_col_rectangle-width":85,"9_col_rectangle-height":86,"11_col":1007,"11_col-width":88,"11_col-height":77,"staff_image_696_600":1008,"staff_image_696_600-width":52,"staff_image_696_600-height":53,"rectangular_thumbnail":1009,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1011],{"id":201,"name":146,"path":145},[1013,1014,1015,1017,1018,1019,1020,1021,1022,1023,1024,1026,1028,1030,1032,1034,1035,1037,1038,1039,1040],{"property":275,"content":872},{"name":279,"content":280},{"property":179,"content":1016},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbusiness-growth-by-adopting-customer-value-optimisation\u002F",{"name":284,"content":285},{"property":287,"content":288},{"property":290,"content":872},{"property":292,"content":886},{"property":294,"content":1016},{"property":296,"content":297},{"property":299,"content":300},{"property":302,"content":1025},"2024-03-18T11:06:32+00:00",{"property":305,"content":1027},"2024-09-30T09:20:32+00:00",{"property":308,"content":1029},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fopen-graph-customer-value.png?auto=compress%2Cformat&q=90",{"property":311,"content":1031},1200,{"property":314,"content":1033},630,{"property":316,"content":48},{"property":161,"content":1036},"Michael Weir, Aaron Dicks",{"property":320,"content":321},{"property":602,"content":1029},{"property":323,"content":324},{"property":326,"content":324},{"@context":328,"@graph":1042},[1043,1054,1060,1063,1069,1073,1091],{"@type":269,"@id":1044,"isPartOf":1045,"author":1046,"headline":133,"datePublished":1025,"dateModified":1027,"mainEntityOfPage":1047,"wordCount":1048,"publisher":1049,"image":1050,"thumbnailUrl":1052,"articleSection":1053,"inLanguage":342},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbusiness-growth-by-adopting-customer-value-optimisation\u002F#article",{"@id":1016},{"name":4,"@id":334},{"@id":1016},1462,{"@id":338},{"@id":1051},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbusiness-growth-by-adopting-customer-value-optimisation\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Falex-tai-zpRBCGplUzM-unsplash.jpg?auto=compress%2Cformat&q=90",[146],{"@type":344,"@id":1016,"url":1016,"name":872,"isPartOf":1055,"primaryImageOfPage":1056,"image":1057,"thumbnailUrl":1052,"datePublished":1025,"dateModified":1027,"breadcrumb":1058,"inLanguage":351},{"@id":346},{"@id":1051},{"@id":1051},{"@id":1059},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbusiness-growth-by-adopting-customer-value-optimisation\u002F#breadcrumb",{"@type":353,"inLanguage":342,"@id":1051,"url":1052,"contentUrl":1052,"width":1061,"height":1062},2400,1600,{"@type":355,"@id":1059,"itemListElement":1064},[1065,1066,1067,1068],{"@type":358,"position":359,"name":167,"item":360},{"@type":358,"position":362,"name":220,"item":363},{"@type":358,"position":119,"name":146,"item":365},{"@type":358,"position":367,"name":133},{"@type":369,"@id":346,"url":360,"name":297,"description":5,"publisher":1070,"inLanguage":342,"potentialAction":1071},{"@id":371},{"@type":373,"target":1072,"query-input":377},{"@type":375,"urlTemplate":376},{"@type":379,"@id":371,"name":297,"url":360,"logo":1074,"image":385,"sameAs":1075,"@context":390,"email":391,"foundingDate":392,"legalName":393,"vatID":394,"description":395,"telephone":396,"address":1076,"location":1077,"areaServed":1087},{"@type":353,"inLanguage":342,"@id":381,"url":382,"contentUrl":382,"width":383,"height":384,"caption":297},[387,388,389],{"@type":398,"streetAddress":399,"addressLocality":400,"addressRegion":401,"postalCode":402,"addressCountry":403},[1078,1081,1084],{"@type":406,"name":407,"geo":1079,"address":1080,"photo":385,"telephone":413},{"@type":409,"latitude":410,"longitude":411},{"@type":398,"streetAddress":399,"addressLocality":400,"addressRegion":401,"postalCode":402,"addressCountry":403},{"@type":406,"name":415,"geo":1082,"address":1083,"photo":424,"telephone":425},{"@type":409,"latitude":417,"longitude":418},{"@type":398,"streetAddress":420,"addressLocality":421,"addressRegion":422,"postalCode":423,"addressCountry":403},{"@type":406,"name":427,"geo":1085,"address":1086},{"@type":409,"latitude":429,"longitude":430},{"@type":398,"streetAddress":432,"addressLocality":433,"addressRegion":434,"postalCode":435,"addressCountry":436},[1088,1089,1090],{"@type":439,"name":440},{"@type":439,"name":442},{"@type":439,"name":436},{"@type":445,"@id":446,"name":4,"image":1092,"url":180},{"@type":353,"inLanguage":342,"@id":448,"url":7,"contentUrl":7,"caption":4},{"self":1094,"collection":1099,"about":1101,"author":1103,"replies":1105,"version-history":1108,"predecessor-version":1112,"wp:featuredmedia":1116,"wp:attachment":1119,"wp:term":1122,"curies":1129},[1095],{"href":1096,"targetHints":1097},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F27641",{"allow":1098},[455,456,457,458,459],[1100],{"href":462},[1102],{"href":465},[1104],{"embeddable":96,"href":468},[1106],{"embeddable":96,"href":1107},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=27641",[1109],{"count":1110,"href":1111},16,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F27641\u002Frevisions",[1113],{"id":1114,"href":1115},30546,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F27641\u002Frevisions\u002F30546",[1117],{"embeddable":96,"href":1118},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F27649",[1120],{"href":1121},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=27641",[1123,1125,1127],{"taxonomy":488,"embeddable":96,"href":1124},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=27641",{"taxonomy":491,"embeddable":96,"href":1126},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=27641",{"taxonomy":161,"embeddable":96,"href":1128},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=27641",[1130],{"name":497,"href":498,"templated":96},{"id":1132,"date":1133,"date_gmt":1133,"guid":1134,"modified":151,"modified_gmt":151,"slug":1136,"status":18,"type":101,"link":150,"title":1137,"content":1138,"excerpt":1140,"author":193,"featured_media":1141,"comment_status":19,"ping_status":19,"sticky":191,"template":5,"format":195,"meta":1142,"categories":1145,"collections":1147,"coauthors":1148,"class_list":1149,"acf":1152,"head_links":1153,"breadcrumbs":1154,"url_path":150,"search_description":1144,"featured_image_urls":1159,"authors":1191,"type_nicename":269,"reading_minutes":152,"category":1201,"yoast_title":1143,"yoast_meta":1204,"yoast_json_ld":1230,"_links":1280},3454,"2017-11-07T15:45:00",{"rendered":1135},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fbeginners-guide-cro\u002F","what-is-cro",{"rendered":148},{"rendered":1139,"protected":191},"\n\u003Cp>Conversion rate optimization (CRO) is an important tool for any business with an online presence. By exploring how customers use your website, CRO analysis helps you to spot patterns of behaviour that could signify deeper issues, allowing you to make changes based on evidence rather than assumptions. Identifying and addressing these issues can help you increase the number of visitors to your website who take desired actions, such as filling out a contact form or downloading a brochure.\u003C\u002Fp>\n\n\n\n\u003Cp>Whatever industry you’re in, conversion rate optimization can help you increase profits by maximising the effectiveness of each visit to your website. This is essential if you’re using paid marketing strategies such as PPC or social media advertising, which can be costly if the visits you’re paying for don’t result in a sale.\u003C\u002Fp>\n\n\n\n\u003Cp>In this article, we’re going to explore conversion rate optimization in more detail, explaining what conversion rate optimization is, and how it can benefit your business. We’ll cover the following topics about CRO in marketing:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-cro\">What is CRO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#making-customer-centric-data-driven-decisions\">Making customer-centric, data-driven decisions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#types-of-cro-experiments\">Types of CRO experiments\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#split-testing\">Split testing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#a-b-testing-and-a-bn-testing\">A\u002FB testing and A\u002FBn testing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#multivariate-testing\">Multivariate testing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#conversion-research\">Conversion Research\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#user-and-usability-testing\">User and usability testing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#eye-tracking-studies\">Eye-tracking studies\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#key-focus-areas-for-cro-in-marketing\">Key focus areas for CRO in marketing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#landing-page-design\">Landing page design\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#images\">Images\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#website-copy\">Website copy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#calls-to-action\">Calls to action\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#navigation-and-site-structure\">Navigation and site structure\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#site-speed-and-performance\">Site speed and performance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#product-and-category-pages\">Product and category pages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#website-forms\">Website forms\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#squeeze-pages\">Squeeze pages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#use-cases-for-website-conversion-optimization\">Use cases for website conversion optimization\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#building-basket-value\">Building basket value\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#increasing-checkout-rates\">Increasing checkout rates\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#encouraging-form-fills-and-sign-ups\">Encouraging form fills and sign-ups\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#decreasing-subscription-cancellations\">Decreasing subscription cancellations\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#increasing-revenue-per-user\">Increasing revenue per user\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#decreasing-cpa-and-cpc\">Decreasing CPA and CPC\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#improving-advertising-effectiveness\">Improving advertising effectiveness\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-future-of-conversion-rate-optimization\">The future of conversion rate optimization\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#psychology-and-behavioural-science-in-cro-analysis\">Psychology and behavioural science in CRO analysis\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#affective-computing\">Affective computing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#biometrics-and-eeg-testing\">Biometrics and EEG testing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#psychographics-and-behavioural-analytics\">Psychographics and behavioural analytics\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ai-analysis-and-dynamic-websites\">AI analysis and dynamic websites?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#conversion-rate-optimization-strategy-by-impression\">Conversion rate optimization strategy by Impression\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Ready to get started with a powerful conversion rate optimization strategy for your website? Head over to our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">digital experience\u003C\u002Fa> page to learn how we deliver results by combining CRO analysis with behavioural science and user research, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">speak to our team today\u003C\u002Fa> for a consultation.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27526\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-cro\">\u003Cstrong>What is CRO\u003C\u002Fstrong>\u003Cstrong>?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Conversion rate optimization (CRO) is the process of measuring, analysing and improving the number of visitors to a website who take a desired action. This action, known as a conversion, could be making a purchase, signing up for a newsletter, completing a contact form, or any other goal that aligns with business objectives.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"making-customer-centric-data-driven-decisions\">Making customer-centric, data-driven decisions\u003C\u002Fh3>\n\n\n\n\u003Cp>CRO in marketing can help your business make the most out of each visitor to your website, using data-driven research to enhance customer satisfaction and increase profitability. By analysing on-site data, you can develop theories for any conversion issues you’re experiencing, which you can then explore through CRO experiments like split testing.\u003C\u002Fp>\n\n\n\n\u003Cp>Addressing the issues highlighted by your CRO analysis can boost desired conversions and directly impact your overall website performance. For example, simplifying the website navigation and reducing page load times can benefit your conversion rate and may also help improve your bounce rate.\u003C\u002Fp>\n\n\n\n\u003Cp>One key area of conversion rate optimization is \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fuser-research\u002F\">user research\u003C\u002Fa>. By analysing how visitors currently interact with your website, you can identify friction areas preventing them from taking the desired action. You can then incorporate these findings into your conversion rate optimization strategy, making improvements backed by data to achieve the desired results.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"5740\" height=\"2511\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FMXC3eWz3-pexels-divinetechygirl-1181345.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30016\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"types-of-cro-experiments\">\u003Cstrong>Types of CRO experiments\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As CRO in marketing relies on informed decisions, it’s important to analyse conversion rates before, during and after any changes you make. This helps your business to better understand the reasons behind any successes or failures, and allows you to test multiple options at once for efficient implementation.\u003C\u002Fp>\n\n\n\n\u003Cp>Various experiments can support conversion rate optimization, including A\u002FB testing, multivariate tests, and even eye tracking studies, which we’ll explore in more detail below.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"split-testing\">Split testing\u003C\u002Fh3>\n\n\n\n\u003Cp>Split testing is a simple yet effective analytical process used for website conversion optimization. It involves creating a separate web page version and comparing its performance against the original version, which acts as a control. The two versions are usually hosted on different URLs, making it easier to analyse user behaviour.\u003C\u002Fp>\n\n\n\n\u003Cp>Sometimes, split testing is used for big changes as part of a conversion rate optimization strategy, such as significant alterations to a webpage’s layout or design. Rather than making these changes permanently and risking a negative impact on website performance, split testing allows you to keep the control page, and use it as a baseline for analysing the changes. There are several different types of split testing including A\u002FB testing, A\u002FBn testing and Multivariate testing (MVT).\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"a-b-testing-and-a-bn-testing\">A\u002FB testing and A\u002FBn testing\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002Fab-testing\u002F\">A\u002FB testing\u003C\u002Fa> is a similar method of trialling changes to a website used for CRO analysis. It’s often used to determine the most effective option for smaller changes, such as the headline, main image, or font colour. This type of testing might be implemented following a larger split test, allowing for deeper analysis of the finer details to optimise performance as much as possible.\u003C\u002Fp>\n\n\n\n\u003Cp>A\u002FB testing is carried out using specialist conversion rate optimization software, which automatically separates traffic between the different versions of the webpage. Regardless of which one they see, the page will still be served on the same URL. Only one variable is changed at a time for each version, making it easier to understand the impact of this change. \u003C\u002Fp>\n\n\n\n\u003Cp>A\u002FBn testing occurs when more than one page is compared with another. This allows for multiple pages to be tested at the same time. This is not to be confused with MVT testing whereby multiple changes are experimented with in combination. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"multivariate-testing\">Multivariate testing\u003C\u002Fh3>\n\n\n\n\u003Cp>While A\u002FB testing is used to analyse the effectiveness of a single change on conversion rate optimization, multivariate testing involves changing a combination of page elements. While the data that they provide is less clear cut than A\u002FB testing, they allow marketers to run multiple tests simultaneously, rather than following a laborious process of changing one element and analysing it over time before testing something else.\u003C\u002Fp>\n\n\n\n\u003Cp>Multivariate testing for CRO in marketing works best for websites with a high volume of traffic, as the visits are split equally between the different versions. Before undertaking and form of experimentation, it’s important to understand the sample sizes required to run an experiment. Generally the lower the traffic the higher the shift in conversion rate needs to be to make sure that the results are significantly significant. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"conversion-research\">Conversion Research\u003C\u002Fh3>\n\n\n\n\u003Cp>Before running experiments, a hypothesis must be created, which can then be tested in order to prove to disprove the insights. These insights are drawn from conversion research. Conversion research similar to UX Research, gathers insights around how users interact with websites. The focus is usually on understanding the friction points that drive users away from the website. Another focus is understanding the goals that the users are trying to achieve when visiting the website.  Conversion research can take the form of both qualitative and quantitative research. Quantitative research is often descriptive and seeks to understand how traffic is behaving on a website. Qualitative insights are often described as the voice of customer insights. The goal is to understand why users behave as they are; forms of conversion research include heatmaps, web analytics, user and usability testing, UX Lab Studies, surveys, questionnaires, form analytics, and heuristic analysis. Biometric methods are also used to understand user’s philological reactions to using websites. These include Eyetracking, Galvanic Skin Response (GSR), and  Electoenphlogram (EEG). Facial Expression analysis has also been used but its validity has been questioned in certain circumstances. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"user-and-usability-testing\">User and usability testing\u003C\u002Fh3>\n\n\n\n\u003Cp>User and usability testing is a powerful tool for CRO analysis, It includes a variety of sub-disciplines, such as preference tests, first click tests, flash testing and design surveys, in which real human users are shown different versions of a webpage and asked questions about them.\u003C\u002Fp>\n\n\n\n\u003Cp>User and usability testing can be used alongside split, A\u002FB and multivariate testing to provide highly detailed insights on how real people interact with your website. While extremely beneficial, it can be a complex and resource-heavy method of website conversion optimization. Businesses therefore tend to employ professional \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002Fuser-testing\u002F\">user testing services\u003C\u002Fa> to ensure access to expert CRO specialists, as well as the latest tools and best practices.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"eye-tracking-studies\">Eye-tracking studies\u003C\u002Fh3>\n\n\n\n\u003Cp>Eye-tracking studies are a sophisticated form of testing that can support a conversion rate optimization strategy by measuring and analysing how people actually look at and read a webpage. They can help to identify which elements draw attention and which are overlooked, giving a clear indication of user focus and intent. The most complex eye-tracking software is able to measure eye movement, point of gaze, blinking and even pupil dilation, providing valuable, in-depth insights to support CRO analysis.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3769\" height=\"1104\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FFSCGPuDL-jason-dent-JVD3XPqjLaQ-unsplash.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30013\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-focus-areas-for-cro-in-marketing\">\u003Cstrong>Key focus areas for CRO in marketing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Conversion rate optimization is a highly multifaceted discipline, as it can involve experimenting with just about any element of a website. Essentially, suppose it’s part of your website. In that case, it can affect your CRO, meaning marketing professionals need to be well-versed in a wide range of skills for effective analysis and optimization.\u003C\u002Fp>\n\n\n\n\u003Cp>Let’s look at some key elements you should focus on when implementing CRO in marketing.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"landing-page-design\">Landing page design\u003C\u002Fh3>\n\n\n\n\u003Cp>By its very nature, a landing page exists to convert, presenting a particular offering that meets a user’s search intent. Whether advertising a product for purchase, sharing valuable content for download, or introducing a service that aligns with their search query, this type of page intends to turn visitors into customers.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-design-a-landing-page\u002F\">Landing page design\u003C\u002Fa> is therefore very important when it comes to your conversion rate optimization strategy. In many instances, this page will form the first impression that a user has of your brand. Ensuring that the webpage clearly presents your offering, is intuitively laid out, and presents obvious next steps for a visitor to take will help to boost its performance and bring in more conversions.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"images\">Images\u003C\u002Fh3>\n\n\n\n\u003Cp>In an age of content saturation and instant gratification, where attention spans seem to be at an all-time low, it’s important to engage audiences quickly. The images that you use on your website have a huge impact on its overall look and feel, and simply changing the main image on a webpage could make or break its performance. Research shows that we process images 60,000 times faster than text. \u003C\u002Fp>\n\n\n\n\u003Cp>However, attention-grabbing images aren’t always enough; they need to be relevant, and suitable for their intended purpose. For ecommerce conversion rate optimization, make sure that all product photos are clear, accurate representations that show the item from a variety of angles. This will help to build trust and show customers exactly what you’re selling, encouraging them to make a purchase.\u003C\u002Fp>\n\n\n\n\u003Cp>Images are the primary source of motivation on a website. They signal that the user’s goals will be met. Images can be soaked in emotion which can help to boost the stickiness of landing pages and nudge users towards achieving their goals. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"website-copy\">Website copy\u003C\u002Fh3>\n\n\n\n\u003Cp>When users first land on a website it has a very limited time to convince them to stay on the page. The value proposition (usually a combination of hero image and copy) convinces a person to stay on the website. The copy should quickly and clearly outline what the website does and how it will satisfy the user’s goals. \u003C\u002Fp>\n\n\n\n\u003Cp>While there are many statistics suggesting that website visitors skim rather than read your website, don’t be fooled into thinking that you can get away with low-quality content. If it’s boring, poorly written, full of mistakes or too complicated, visitors may be put off. When your competitors are just a click away, attention to detail in your website copy is essential.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, search engine optimization (SEO) is an important part of getting visitors to your website in the first place. By using keywords throughout your copy, you signal to search engines that your webpage is relevant to certain queries. However, it’s important to remember that your website is for human users, not for search engines, and craft your content accordingly. Understanding \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fseo-and-cro\u002F\">how SEO and CRO can work together\u003C\u002Fa> will help you to attract more visitors to your website and convert them into paying customers.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"calls-to-action\">Calls to action\u003C\u002Fh3>\n\n\n\n\u003Cp>Another key element to analyse as part of your website conversion optimization is calls to action. A call to action, or CTA, is just that; an invitation for a visitor to carry out a certain activity. This could be filling out a contact form, making a phone call, signing up for your newsletter, or downloading a brochure.\u003C\u002Fp>\n\n\n\n\u003Cp>You should use unambiguous \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsubmit-to-using-better-cta-text\u002F\">CTA text\u003C\u002Fa> to ensure that visitors understand what they need to do, and why. For example, ‘click here to download our brochure’ explains exactly what action to take, and what the user will gain by doing it. Other important checks include ensuring that your CTAs stand out visually and that the target page accurately reflects the expectations set up by the CTA.\u003C\u002Fp>\n\n\n\n\u003Cp>Affordances are highly important when considering interaction design for conversion rate optimisation. Affordances indicate how an object should be used. For example, if you look are a hammer it’s clear which end is the handle and which end is mallet. The grip indicates where you should place your hands. The same is true for CTAs and any other area of a website that can be interacted with. Buttons should look clickable on desktop this can be done by providing rollover effects. \u003C\u002Fp>\n\n\n\n\u003Cp>Once a CTA has been interacted with the interface should provide clear system feedback to communicate that an action has been taken. This helps to better orientate the user and keep them motivated. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"navigation-and-site-structure\">Navigation and site structure\u003C\u002Fh3>\n\n\n\n\u003Cp>Unique website design can help your brand to stand out in a saturated market, but make sure to balance this with your conversion rate optimization strategy. While there’s room for innovation and experimentation, consumers have come to expect websites to look and behave in certain ways. Taking too many steps away from the norm can leave visitors confused, and could lead to them exiting the site without converting.\u003C\u002Fp>\n\n\n\n\u003Cp>Experiment with tried-and-tested layouts such as hamburger menus, clear CTA buttons, and intuitive navigation. A menu that is always displayed at the top of the page makes it easy for users to move between pages, clear headings and page categories help them find the content they want, and search functions provide quick and easy solutions to user needs.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"site-speed-and-performance\">Site speed and performance\u003C\u002Fh3>\n\n\n\n\u003Cp>How quickly your site loads is a key Google ranking factor, but it also has a noticeable impact on your conversion rate. Sites that are slow to load can be frustrating, and users may leave before even viewing a single page. If you notice a high bounce rate for certain pages, or for your website in general, you could face loading times issues. Knowing \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fpage-speed\u002F\">how to improve page speed\u003C\u002Fa> can help to minimise the risk of visitors abandoning your site without converting.\u003C\u002Fp>\n\n\n\n\u003Cp>As well as load times for individual pages, analyse how long it takes content such as images, videos and animations to load while browsing your site. Compressing images, removing unnecessary videos and animations, and adopting a clean, simple site design can help to speed things up. You can also take many steps within the backend of your website, such as minimising page redirects, combining scripts or even migrating to a faster server.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"product-and-category-pages\">Product and category pages\u003C\u002Fh3>\n\n\n\n\u003Cp>Analysing the performance of product and category pages is a key element of ecommerce conversion rate optimization. Whether comparing underperforming products against others that sell well, or working to improve conversion rates across all items, there are a lot of changes and improvements that you can make to boost sales.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, ensuring that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbest-add-to-cart-buttons\u002F\">add to cart buttons\u003C\u002Fa> are prominently displayed, clearly labelled, and properly functioning can help to streamline the purchasing process and encourage more conversions. Writing detailed product descriptions including dimensions, weights and materials will provide more information for visitors, minimising doubts and unanswered questions that could put them off purchasing.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"website-forms\">Website forms\u003C\u002Fh3>\n\n\n\n\u003Cp>Lead generation campaigns effectively allow businesses that don’t offer products or services to gain relevant enquiries and new customers. Unlike e-commerce conversion rate optimization, these strategies often require testing and analyzing forms on your website. These could include contact forms for general enquiries, callback forms, quote tools, or account sign-up forms.\u003C\u002Fp>\n\n\n\n\u003Cp>If your lead generation tactics require visitors to fill out a form on your website, it’s important to ensure that the form is intuitive and functional. Having too many fields can make a form too time-consuming to fill out, and some users are wary of sharing a lot of personal information. Make sure your forms only include the essential details you need to complete the user’s request, and regularly test and update them to check for any errors in functionality.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"squeeze-pages\">Squeeze pages\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fguide-to-squeeze-pages\u002F\">Squeeze pages\u003C\u002Fa> are designed to capture email addresses from users who visit your site. They’re a specific type of landing page that incentivises visitors to provide you with their email addresses. This could be a discount code, a free whitepaper download, or a newsletter subscription. In return, you get a valuable piece of data that you can use for ongoing marketing purposes.\u003C\u002Fp>\n\n\n\n\u003Cp>Most squeeze pages use a popover or a banner on the website to capture email addresses, and conversion rate optimization ensures they are engaging and enticing. Ways to do this include testing different copy for headlines and CTAs, experimenting with the length of time a user is on the site before a popover appears, and changing the incentive offered in exchange for providing their email address.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3682\" height=\"2925\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FDNqcvt7H-pexels-fotios-photos-16129877.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30015\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"use-cases-for-website-conversion-optimization\">\u003Cstrong>Use cases for website conversion optimization\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Implementing CRO in marketing offers real value for businesses, allowing them to make strategic decisions backed by data rather than assumptions. CRO can analyse and improve a wide variety of factors, meaning marketing and design professionals can confidently improve the design, content, and functionality of each website page in line with conversion goals.\u003C\u002Fp>\n\n\n\n\u003Cp>Here are some key outcomes you can achieve using a targeted conversion rate optimization strategy.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"building-basket-value\">Building basket value\u003C\u002Fh3>\n\n\n\n\u003Cp>E-commerce conversion rate optimization ensures a smoother browsing experience, helping to encourage users to spend more time on your website. This makes it more likely that they will purchase additional products, increasing the average spend per customer.\u003C\u002Fp>\n\n\n\n\u003Cp>Strategies that can help build basket value include writing enticing, descriptive product descriptions, including a variety of clear, detailed product images, and using tags and categories to support onsite search functionality.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"increasing-checkout-rates\">Increasing checkout rates\u003C\u002Fh3>\n\n\n\n\u003Cp>A large part of CRO in marketing is encouraging website visitors to make a purchase. Whether they’ve found your website through organic search, paid social media marketing or simple word of mouth, every visit is an opportunity to make a sale.\u003C\u002Fp>\n\n\n\n\u003Cp>To increase checkout rates, make sure to proactively answer concerns that could prevent customers from completing a purchase. For tangible items, include size guides, delivery costs and return policies in every listing. For digital products or SaaS, clearly display specification requirements and any ongoing fees prior to checking out to prevent cart abandonment.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"encouraging-form-fills-and-sign-ups\">Encouraging form fills and sign-ups\u003C\u002Fh3>\n\n\n\n\u003Cp>Revising your conversion rate optimization strategy is a great way to increase the number of form fills and sign-ups generated by your website. Whether you want visitors to request a quote, sign up to your email newsletter or obtain a discount code, CRO can help you to drive more enquiries and meet your business goals.\u003C\u002Fp>\n\n\n\n\u003Cp>Strategies that encourage form fills tend to involve optimising the forms themselves, as well as the associated CTAs. Keep forms short and straightforward, and avoid asking for unnecessary personal information. For lead magnets and squeeze pages, experiment with offering different incentives to see which ones yield the best results.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"decreasing-subscription-cancellations\">Decreasing subscription cancellations\u003C\u002Fh3>\n\n\n\n\u003Cp>If your business operates on a subscription basis, encouraging customers to stay with you for as long as possible is essential to maximise revenue. While subscription services used to be just for magazines and gyms, this model has expanded into just about every industry, including ecommerce, SaaS and entertainment.\u003C\u002Fp>\n\n\n\n\u003Cp>Website conversion optimization strategies that can decrease subscription cancellations tend to fall into two categories. The first is delaying cancellation. You can achieve this by offering temporary breaks from your service and using member portals that allow customers to manage their subscriptions. The second focuses on providing incentives for customers to stay with you. This could be a discounted price for members, free delivery or access to exclusive products.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"increasing-revenue-per-user\">Increasing revenue per user\u003C\u002Fh3>\n\n\n\n\u003Cp>A great way to boost revenue is by increasing the lifetime value of each customer. Once you’ve managed to direct a warm lead to your website, ecommerce conversion rate optimization helps you to not only increase the value of each sale but also to create repeat customers who spend more money over time.\u003C\u002Fp>\n\n\n\n\u003Cp>To increase revenue for a single transaction, consider offering free shipping or a percentage discount for baskets of a certain monetary value. When it comes to nurturing long-term loyalty, membership discounts, reward schemes and access to exclusive products can encourage customers to return to your website on a regular basis.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"decreasing-cpa-and-cpc\">Decreasing CPA and CPC\u003C\u002Fh3>\n\n\n\n\u003Cp>Cost per acquisition (CPA) and cost per click (CPC) are important metrics that help businesses to understand how much money they’re spending on bringing in new customers. These costs are then weighed up against revenue to provide insights into the effectiveness and profitability of certain marketing activities.\u003C\u002Fp>\n\n\n\n\u003Cp>Conversion rate optimization can help to keep these costs down by encouraging visitors to stay on your website for longer and take desired actions such as completing a form or making a purchase. Tailor your website to particular conversions by implementing landing pages, analysing the quality and accuracy of content, and providing a smooth, intuitive browsing experience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"improving-advertising-effectiveness\">Improving advertising effectiveness\u003C\u002Fh3>\n\n\n\n\u003Cp>CRO in marketing helps to increase the effectiveness of your wider advertising campaigns. Whether online or offline, advertising requires money and resources, so it’s important to make sure you get a good return on this investment.\u003C\u002Fp>\n\n\n\n\u003Cp>Your website design and content should be consistent with any advertising materials to ensure a smooth customer experience. You might even consider creating a specific landing page for each campaign, using a short, easy-to-remember URL. Following the best practices we’ve been looking at throughout this article will help to encourage visitors to stay on your website and convert.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"4369\" height=\"2628\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fpexels-karolina-grabowska-5632361.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30014\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-future-of-conversion-rate-optimization\">\u003Cstrong>The future of conversion rate optimization\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The digital world is fast-moving, and current best practices are constantly changing. As technology and consumer behaviours continue to develop, so will CRO and marketing, meaning businesses must stay on top of the latest strategies and techniques.\u003C\u002Fp>\n\n\n\n\u003Cp>Let’s explore what to expect from the future of CRO in marketing.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"psychology-and-behavioural-science-in-cro-analysis\">Psychology and behavioural science in CRO analysis\u003C\u002Fh3>\n\n\n\n\u003Cp>Psychology and behavioural science have long been part of conversion rate optimization practices. This includes concepts such as colour theory, an example of which would be an eco-friendly brand using colours like green and brown, and writing copy with a positive focus, such as saying “our customers are always satisfied” rather than “we never disappoint our customers”.\u003C\u002Fp>\n\n\n\n\u003Cp>The human mind is a complicated thing, and scientists continue to make new discoveries about how they work, and what drives us to make certain choices. The more we can understand the emotional and psychological triggers behind these decisions, the better we can optimise websites and other applications to ensure successful, positive outcomes.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"affective-computing\">Affective computing\u003C\u002Fh3>\n\n\n\n\u003Cp>Affective computing refers to devices and systems that can recognise and interpret human moods and emotions and then respond dynamically. As this technology continues to develop, we will see it implemented as a powerful conversion rate optimization tool.\u003C\u002Fp>\n\n\n\n\u003Cp>In practice, this could work the same way as the current eye-tracking technology already used for CRO purposes. However, effective computing would allow for a much more sophisticated analysis of the user experience. In future applications, it’s possible that websites could be developed that adapt automatically in response to a user’s perceived moods and emotions.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"biometrics-and-eeg-testing\">Biometrics and EEG testing\u003C\u002Fh3>\n\n\n\n\u003Cp>Similarly, advanced biometrics and EEG testing have begun to be used in recent years to better understand actions and decisions during user testing. Test subjects can also be fitted with an EEG cap, which uses metal electrodes to measure electrical signals and monitor brain activity while they browse.\u003C\u002Fp>\n\n\n\n\u003Cp> EEGs allow for brainwave data to be collected to understand the neurophysiological impact of websites and advertising on the human brain. This can allow for measuring emotions, motivation, cognitive loads, stress, alertness, attention and memory. \u003C\u002Fp>\n\n\n\n\u003Cp>Although there’s scope for this technology to become more widespread in the future, the cost and constraints may limit its accessibility to larger companies with higher CRO analysis budgets.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"psychographics-and-behavioural-analytics\">Psychographics and behavioural analytics\u003C\u002Fh3>\n\n\n\n\u003Cp>While the digital age offers unprecedented reach to a global audience, it also means countless different paths to purchase, which can be extremely complicated to analyse and predict. Drafting ideal customer personas and segmenting audiences used to be enough to create successful advertising campaigns, but with so many customer journeys to consider, modern marketers need more nuanced targeting to develop an effective conversion rate optimization strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>Psychographic data refers to a person’s psychological characteristics, such as their values, interests and personality traits. Behavioural analytics offer a real-time view of a person’s online behaviour, encompassing information about keyword usage to better measure actions and needs. All of this information can be used for audience segmentation in much the same way as demographics like age, gender and geographic location, while offering a much richer view of what drives each individual.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ai-analysis-and-dynamic-websites\">AI analysis and dynamic websites \u003C\u002Fh3>\n\n\n\n\u003Cp>Of course, conversion rate optimization is yet another practice that can be supported by artificial intelligence. From creating predictive models that anticipate user needs to optimising landing page copy for an intended outcome, there are many applications that can help marketers to save time and increase profitability.\u003C\u002Fp>\n\n\n\n\u003Cp>As AI continues to develop and find its place within the modern marketing mix, we’ll be able to personalise marketing messages based on live feedback delivered by users. This will help brands to build better relationships with their customers, understand their motivations, and provide tailored, proactive solutions that deliver an exceptional user experience.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"conversion-rate-optimization-strategy-by-impression\">\u003Cstrong>Conversion rate optimization strategy by Impression\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As we’ve seen, CRO in marketing is a vast topic, and a discipline that takes a lot of time, knowledge and skill to deliver great results, which may feel overwhelming.\u003C\u002Fp>\n\n\n\n\u003Cp>Impression’s multidisciplinary marketing team is on hand to create and deliver an effective conversion rate optimization strategy designed specifically to target your desired outcomes. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch today\u003C\u002Fa> to discover how our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO services\u003C\u002Fa> can support your goals through behavioural science and user research.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":149,"protected":191},16321,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1143,"_yoast_wpseo_metadesc":1144,"inline_featured_image":191,"footnotes":5},"What is conversion rate optimization (CRO)?","What is CRO? In this guide to conversion rate optimization, we explore CRO in marketing, including benefits, best practices and key areas of focus.",[1146,200],66,[],[204],[1150,101,207,208,209,210,211,1151,212],"post-3454","category-beginners-guides",[],[],[1155,1156,1157,1158],{"path":166,"name":167},{"path":219,"name":220},{"path":157,"name":158},{"path":175,"name":148},{"thumbnail":1160,"medium":1161,"medium_large":1163,"large":1165,"1536x1536":1167,"2048x2048":1169,"post-thumbnail":1171,"12_col":1173,"default_landscape":1175,"default_portrait":1177,"6_col_and_margin_short":1179,"11_col_and_margin":1181,"9_col_rectangle":1183,"11_col":1185,"staff_image_696_600":1187,"rectangular_thumbnail":1189},{"url":153,"width":225,"height":225},{"url":1162,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1164,"width":61,"height":22},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1166,"width":232,"height":233},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1168,"width":67,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1170,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":1172,"width":73,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=250%2C329%2C1734%2C1100&w=1860",{"url":1174,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1176,"width":79,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1178,"width":53,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1180,"width":73,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1182,"width":83,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1184,"width":85,"height":86},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1186,"width":88,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1188,"width":52,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1190,"width":91,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1192],{"id":193,"path":260,"display_name":4,"job_title":9,"description":5,"avatar_url":110,"acf":1193},{"job_title":9,"full_bio":10,"specialist_service_links":1194,"photo":1199},[1195,1197],{"page":1196,"link_text":17},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":27},{"page":1198,"link_text":32},{"ID":30,"post_author":15,"post_date":31,"post_date_gmt":31,"post_content":5,"post_title":32,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":33,"to_ping":5,"pinged":5,"post_modified":34,"post_modified_gmt":34,"post_content_filtered":5,"post_parent":14,"guid":35,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":36},{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":22,"date":47,"modified":47,"menu_order":22,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":1200},{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":59,"medium_large":60,"medium_large-width":61,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":68,"2048x2048":69,"2048x2048-width":70,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":53,"default_portrait":80,"default_portrait-width":53,"default_portrait-height":79,"6_col_and_margin_short":81,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":82,"11_col_and_margin-width":83,"11_col_and_margin-height":77,"9_col_rectangle":84,"9_col_rectangle-width":85,"9_col_rectangle-height":86,"11_col":87,"11_col-width":88,"11_col-height":77,"staff_image_696_600":89,"staff_image_696_600-width":52,"staff_image_696_600-height":53,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},[1202,1203],{"id":1146,"name":158,"path":157},{"id":200,"name":113,"path":112},[1205,1206,1207,1208,1210,1211,1212,1213,1214,1215,1216,1217,1219,1221,1223,1224,1225,1226,1227,1228,1229],{"property":275,"content":1143},{"property":277,"content":1144},{"name":279,"content":280},{"property":179,"content":1209},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhat-is-cro\u002F",{"name":284,"content":285},{"property":287,"content":288},{"property":290,"content":1143},{"property":292,"content":1144},{"property":294,"content":1209},{"property":296,"content":297},{"property":299,"content":300},{"property":302,"content":1218},"2017-11-07T15:45:00+00:00",{"property":305,"content":1220},"2024-08-19T15:39:04+00:00",{"property":308,"content":1222},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Faustin-distel-744oGeqpxPQ-unsplash.jpg?auto=compress%2Cformat&q=90",{"property":311,"content":1061},{"property":314,"content":1062},{"property":316,"content":317},{"property":161,"content":4},{"property":320,"content":321},{"property":323,"content":324},{"property":326,"content":324},{"@context":328,"@graph":1231},[1232,1242,1248,1249,1256,1260,1278],{"@type":269,"@id":1233,"isPartOf":1234,"author":1235,"headline":148,"datePublished":1218,"dateModified":1220,"mainEntityOfPage":1236,"wordCount":1237,"publisher":1238,"image":1239,"thumbnailUrl":1222,"articleSection":1241,"inLanguage":342},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhat-is-cro\u002F#article",{"@id":1209},{"name":4,"@id":334},{"@id":1209},4354,{"@id":338},{"@id":1240},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhat-is-cro\u002F#primaryimage",[158,113],{"@type":344,"@id":1209,"url":1209,"name":1143,"isPartOf":1243,"primaryImageOfPage":1244,"image":1245,"thumbnailUrl":1222,"datePublished":1218,"dateModified":1220,"description":1144,"breadcrumb":1246,"inLanguage":351},{"@id":346},{"@id":1240},{"@id":1240},{"@id":1247},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhat-is-cro\u002F#breadcrumb",{"@type":353,"inLanguage":342,"@id":1240,"url":1222,"contentUrl":1222,"width":1061,"height":1062},{"@type":355,"@id":1247,"itemListElement":1250},[1251,1252,1253,1255],{"@type":358,"position":359,"name":167,"item":360},{"@type":358,"position":362,"name":220,"item":363},{"@type":358,"position":119,"name":158,"item":1254},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fbeginners-guides\u002F",{"@type":358,"position":367,"name":148},{"@type":369,"@id":346,"url":360,"name":297,"description":5,"publisher":1257,"inLanguage":342,"potentialAction":1258},{"@id":371},{"@type":373,"target":1259,"query-input":377},{"@type":375,"urlTemplate":376},{"@type":379,"@id":371,"name":297,"url":360,"logo":1261,"image":385,"sameAs":1262,"@context":390,"email":391,"foundingDate":392,"legalName":393,"vatID":394,"description":395,"telephone":396,"address":1263,"location":1264,"areaServed":1274},{"@type":353,"inLanguage":342,"@id":381,"url":382,"contentUrl":382,"width":383,"height":384,"caption":297},[387,388,389],{"@type":398,"streetAddress":399,"addressLocality":400,"addressRegion":401,"postalCode":402,"addressCountry":403},[1265,1268,1271],{"@type":406,"name":407,"geo":1266,"address":1267,"photo":385,"telephone":413},{"@type":409,"latitude":410,"longitude":411},{"@type":398,"streetAddress":399,"addressLocality":400,"addressRegion":401,"postalCode":402,"addressCountry":403},{"@type":406,"name":415,"geo":1269,"address":1270,"photo":424,"telephone":425},{"@type":409,"latitude":417,"longitude":418},{"@type":398,"streetAddress":420,"addressLocality":421,"addressRegion":422,"postalCode":423,"addressCountry":403},{"@type":406,"name":427,"geo":1272,"address":1273},{"@type":409,"latitude":429,"longitude":430},{"@type":398,"streetAddress":432,"addressLocality":433,"addressRegion":434,"postalCode":435,"addressCountry":436},[1275,1276,1277],{"@type":439,"name":440},{"@type":439,"name":442},{"@type":439,"name":436},{"@type":445,"@id":446,"name":4,"image":1279,"url":180},{"@type":353,"inLanguage":342,"@id":448,"url":7,"contentUrl":7,"caption":4},{"self":1281,"collection":1286,"about":1288,"author":1290,"replies":1292,"version-history":1295,"predecessor-version":1299,"wp:featuredmedia":1303,"wp:attachment":1306,"wp:term":1309,"curies":1316},[1282],{"href":1283,"targetHints":1284},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F3454",{"allow":1285},[455,456,457,458,459],[1287],{"href":462},[1289],{"href":465},[1291],{"embeddable":96,"href":468},[1293],{"embeddable":96,"href":1294},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=3454",[1296],{"count":1297,"href":1298},15,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F3454\u002Frevisions",[1300],{"id":1301,"href":1302},30020,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F3454\u002Frevisions\u002F30020",[1304],{"embeddable":96,"href":1305},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F16321",[1307],{"href":1308},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=3454",[1310,1312,1314],{"taxonomy":488,"embeddable":96,"href":1311},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=3454",{"taxonomy":491,"embeddable":96,"href":1313},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=3454",{"taxonomy":161,"embeddable":96,"href":1315},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=3454",[1317],{"name":497,"href":498,"templated":96},{"title":1319,"script":1320,"meta":1333,"link":1346},"Michael Weir | Director, Head of DX | Impression",[1321],{"type":1322,"key":1323,"innerHTML":1324},"application\u002Fld+json","yoast-json-ld",{"@context":328,"@graph":1325},[1326,1330],{"@id":446,"@type":445,"name":4,"url":-1,"sameAs":-1,"image":1327,"description":-1,"jobTitle":9,"knowsAbout":1328,"hasCredential":5,"gender":5,"worksFor":1329},{"@type":353,"inLanguage":342,"@id":448,"url":7,"contentUrl":7,"caption":4},"Digital Experience, Behavioural Science",{"@id":371},{"@type":379,"@id":371,"name":297,"url":360,"logo":1331,"image":385,"sameAs":1332,"@context":390,"email":391,"foundingDate":392,"legalName":393,"vatID":394,"description":395,"telephone":396},{"@type":353,"inLanguage":342,"@id":381,"url":382,"contentUrl":382,"width":383,"height":384,"caption":297},[387,388,389],[1334,1335,1336,1338,1339,1341,1342,1344,1345],{"name":279,"content":280},{"property":284,"content":342},{"property":287,"content":1337},"profile",{"property":290,"content":1319},{"property":294,"content":1340},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fabout\u002Four-team\u002Fmichael-weir\u002F",{"property":296,"content":297},{"property":308,"content":1343},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=fit&fm=jpg&h=500&q=90&w=500",{"name":320,"content":321},{"name":326,"content":324},[]]