That CRO Episode


Episode Resources

E-Commerce Conversion Rates – Smart Insights’ compilation of industry benchmarks

The Perfect Landing Page – Dave’s comprehensive blog on landing pages

The $300 million dollar button – an example of exactly how powerful CRO can be

What’s New in Marketing – Dave’s original podcast series

Dr Dave Chaffey, the founder of Smart Insights, dives into the world of CRO, or Conversion Rate Optimisation. 

Marketing has no shortage of acronyms, but CRO is definitely one that you need to be thinking about. It stands for Conversion Rate Optimisation. Dr Dave Chaffey explains:

  • What CRO is in plain English:

“Where people often start is AB testing of landing pages where you’re going to test different alternatives. So you’re reviewing your current say, form for email sign up, against a new idea to try and boost that rate of email signups. ”

  • How to avoid being disheartened if you don’t see immediate progress:

“A third of tests will actually do nothing at all, to your conversion. A third of tests will bomb and perform less well. But a third will actually give you a significant uplift.”

  • The importance of distinguishing between macro and micro-conversions:

“Getting a contact or a lead would be a macro conversion. It’s a major conversion that’s important to the health of the business. And likewise, when you deliver a sale, that would be a macro conversion also. But a micro-conversion could be much smaller, but it’s still showing that someone is progressing on the journey. So it could be, you send out one of your welcome emails, and it says, “We’ve got a video showing someone how to use this feature in our platform.” So someone viewing that video would be a micro-conversion. ”

About the Speaker


Dr Dave Chaffey ( is co-founder of Smart Insights, a marketing skills development platform with customers in more than 120 countries.  

Smart Insights help their members improve their digital marketing skills and businesses improve their return on digital marketing via access to their educational platform offering best practices templates, guides, market insights and e-learning.  

Dave is the creator of the Smart Insights RACE marketing planning system and author of 5 bestselling books on digital marketing including Digital Marketing: Strategy, Implementation and Practice. Known for his practical advice on digital trends, innovation and best practice, he has been recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who has shaped the future of Marketing. His monthly podcast is What’s New in Marketing

About the Presenter

WhatsApp Image 2020-01-24 at 11.11.00

‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting seminars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.

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