• PPC Hero, Tuesday, August 14, 2012 12:24 PM

Research competitors, create a plan, estimate the benefits, and pull data from other completed conversion rate optimization (CRO) tests to help clients see the benefits. These are some of the points Kayla Kurtz discusses in a five-step plan to help get clients on board with CRO and testing. For example, Kurtz suggests researching the top three paid-search competitors for the company's highest-converting keywords and analyzing their landing pages and conversion path. This can provide insight into better-optimizing company Web site pages.

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