The CX of CRO: a content strategy approach to optimising experiences
Wednesday 20 March 2024, 21:30 - 22:45 UTC, Stage 2
How can we combine the skills of conversion rate optimisation with content strategy to create even better user experience and improved business outcomes?
In this session, we'll explore how Conversion Rate Optimisation (CRO) transcends traditional marketing boundaries as a catalyst to enhancing user experiences, leading to superior business results. We'll delve into why CRO is fundamentally about refining these experiences and the pivotal role content strategists play in this realm.
At the core, we'll examine how content strategy shapes CRO by defining clear goals, undertaking discovery processes, orchestrating activities, and measuring outcomes. This approach integrates user needs with business objectives and content design, creating a synergistic force that elevates both user and business outcomes.
We'll introduce key concepts, techniques, and methodologies integral to CRO, providing a high-level overview of an effective framework that marries content strategy with CRO. In collaboration with marketers, designers, and data analysts, we combine diverse expertise, toolkits, and techniques to transform CRO into optimised experiences.
This talk is designed to inspire and equip you with the insights and strategies needed to leverage content strategy in enhancing CRO. By the end of this session, you'll understand how to harness the collective power of diverse disciplines to create experiences that resonate with users and drive business success.
A tool to takeaway
In this session you’ll receive a step by step framework for improving onsite experiences, including CRO. You’ll work through each phase of the framework with Mary, and understand the techniques, processes and tools that can be used alongside it. You’ll be able to take the framework away and adapt it to your own organisation.
Understand how content strategy and CRO overlap and ultimately serve the same goals.
Learn how to apply a content strategy approach to CRO in order to improve the user experience and deliver greater business success.
Know the tools, techniques and methodologies to draw from in order to beautifully blend these two areas of expertise.
Meet your session facilitators
Mary Sabotkoski (Australia)
Senior Content Strategist, Canva
Mary is an accomplished content strategist, experience leader, mentor, and speaker, specializing in business strategy, experience design, growth marketing, data and insight, technology platforms, and content operations.
With a career spanning 15+ years, Mary has excelled in designing and implementing solutions for content strategy, strategic design, digital transformation, marketing, and innovation. Her diverse expertise encompasses higher education, non-profits, online marketplaces, and digital products. Mary's strategic approach integrates design thinking, human-centered design, customer experience, lean principles, and service design methodologies.
A passionate advocate for content strategy, Mary sees it as a strategic mindset crucial for creating experiences that cultivate trust, loyalty, confidence, empathy, and brand advocacy, leading to positive outcomes for both customers and businesses. While staying true to her philosophy that digital is just the convergence of humans and technology - just remember to put the humans first.
She is currently a content strategist at Canva, helping grow its 170 million users
Languages spoken: English, Macedonian
A global problem they’d love to solve: The power of access to education to empower and transform lives
Something they can’t be without: Coffee