Focus on privacy to bolster CRO strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 05, 2021, 6:57 AM GMT+0

Preparing for Google Analytics 4 and predictive analytics can help brands enhance their conversion rate optimisation (CRO) strategy.

As CRO gets impacted by recent privacy changes, brands must update their CRO capabilities to leverage the new more private web. To deliver personalised experiences and leverage engagement opportunities, brands must mandate user consent and be open about data collection and usage.

Align CRO and media strategies to target consumers across various media campaign types, attribution models that can connect a CRO activity to its impact on KPIs must be developed. Further, maintain transparency about the data being collected during user consent implementation.

Companies must update CRO team skills in Core Web Vitals as it helps boost website speed and augment user experience. Create a workflow with data science and analytics to understand how machine learning tools work and drive CRO efforts.

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