A01 chaf6542 06 se fm indd

Conversion rate 

optimisation (CRO)

Improving the 

commercial returns 

from a transactional 

site through increasing 

conversion to key goals 

such as sales, quotes, 

bookings or leads. CRO 

combines customer and 

competitor research with 

evaluation of customer 

behaviour using web 

analytics and AB and 

multivariate testing. (See 

Chapter 12 for details.)

Figure 11.9

Elements of customer experience management (CXM)

Desktop

website

experience

Customer

experience

management

Mobile

website and

app

experience

Social media

In-store

digital

devices

Customer

service

interaction

Email and

mobile

messaging

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Part 3  Implementation

● 

How frequently will they visit the site?

● 

What experience and expertise do they have?

● 

What nationality are they? Can they read English?

● 

What type of information are they looking for?

● 

How will they want to use the information: read it on the screen, print it or download it?

● 

What type of browsers will they use? How fast will their communication links be?

● 

How large a screen/window will they use, with how many colours?

Box 11.4 gives a modern perspective on mistakes companies continue to make with their 

websites and suggests how companies can be persuaded to invest in usability initiatives.

Before we study best practice in  user-  centred design, it should be noted that usability and 

accessibility are only one part of the overall experience which determines a visitor’s experi-

ence. In Chapter 5, in the section on competitor analysis, we explained how it is important 

to provide a promise of what the online representation of the brand will deliver to custom-

ers. The concept of online brand promise is closely related to that of delivering