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Webinar recording – Test to success! Experiments to optimise your website and email campaigns



About the webinar

In this 70 minute webinar we explore the key concepts of Conversion Rate Optimisation (CRO) and how you can use tools and processes to improve your website and email campaigns.

This session was presented by Tech Champions James Akers (Data Analytics and Insight), Roberta Beattie (Websites), and Peggy Naumann (Email Marketing) who discuss the different platforms, approaches and strategies to measure performance and improve results.

Note that some of the techniques explored in the email marketing section will be affected by Apple’s Mail Privacy Protection. Find out more in this article: Why are my email opens suddenly so high? Low-down on Apple’s latest privacy update.

You will learn

  • What is A/B testing and what are the benefits
  • How to optimise your email campaigns
  • Tools to improve your website and user experience

Resources and links

Download the presentation used in the webinar

The Beginner’s Guide to Conversion Rate Optimization (CRO)

Email Marketing

Email service providers comparison – A summary of the key features for some of the most popular email platforms.

Email engagement tracker template – This tracking template is designed by Peggy to help you spot trends in what encourages your mailing list to engage with your emails.

Websites

Microsoft Clarity – A free tool which you can install on your website to understand user behaviour.

Google Optimize – A free website optimisation tool that helps visitor conversion rates by continually testing different combinations of website content.

Further Support

The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free 1-2-1 support to all arts and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up for our newsletter below and follow us on Twitter @ace_dcn for the latest updates.

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