Hey Shahina! Your talk at Digital Gaggle will help marketers convert more of their traffic into customers. What are the common errors you see marketing professionals making on their landing pages?

With online retail continuing to hit record highs throughout the pandemic, it's more important than ever to ensure we're creating relevant experiences for customers. One of the most common errors I see marketing professionals making is thinking their landing page is a "one size fits all" type of page. This could not be further from the truth.

Having an acquisition strategy, which also focusses on the post-click journey is key to ensuring you're engaging your prospects and helping them along in their journey to becoming a customer. This post-click strategy should be centred around your customers. Take some time to uncover what they're looking for, what their motivations are, what the frictions points are, and use those insights to create testing strategies to optimise your landing pages.

With continuous, iterative testing you will be able to confidently understand what works and what doesn't work for your audience segments. The aim is to have personalised, targeted, relevant landing pages, keeping customer goals and motivations in mind throughout the design, to increase conversions. Users will either bounce immediately or be engaged, and this is all dependant on your landing page strategy - so it's time to start optimising!

What resources or websites would you recommend to marketing managers trying to get to grips with CRO?

Luckily for us, there is tons of great content out there to help you get started with CRO. But beware, there is some substandard content as well! Remember, there is not one elixir or a silver bullet solution, which can double, triple, or quadruple your conversion rates. If you're reading anything along those lines, you're in the wrong place! And it's not that I don't think you can't double or triple your conversion rates, but it's definitely not with a silver bullet. To achieve incremental increases in your conversion rate, you need to invest the time in building a data-driven, customer-focussed testing strategy.

Here are some places I would recommend starting:

• Optimizely Experimentation Insights
• CXL CRO Resources
• Qualaroo's Beginner's Guide to CRO

And once you're done there, don’t forget to read up on Usability and UX with https://www.nngroup.com/ and https://uxmag.com/

FInally, what’s your top conversion tip to share with others, which they can implement on their own sites?

You will have probably guessed by now that my top conversion tip is to test, and once you've done that, test again! Because when you're testing, you're not guessing.

Creating a successful optimisation strategy requires a customer-focused mindset. With this mindset, instead of focussing on CTA colours and the sorts, you're digging deeper to create a better experience for your users to help them through their journey. At the end of the day, we want to create relevant experiences for customers, to ensure we're getting the right message, to the right user, at the right time.

You can witness everything Shahina has to share at Noisy Little Monkey's marketing conference: Digital Gaggle on Thursday 28th October both in-person and online.