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I’m in­ter­ested in delv­ing deeper into con­ver­sion rate op­ti­mi­sa­tion. Are there any books or cour­ses you can rec­om­mend? Rachel Dale, Worces­ter, UK JM: This is a re­ally tough ques­tion to an­swer, as CRO is an amal­ga­ma­tion of so many fields of ex­per­tise; from copy­writ­ing to UX, to devel­op­ment and page speed op­ti­mi­sa­tion, to get­ting the right au­di­ence on your site through mar­ket­ing. Learn­ing all of these fields and be­com­ing a CRO mas­ter will take years, but it is a fas­ci­nat­ing and re­ward­ing jour­ney. One of the quick­est and eas­i­est ways to make yourself stand out is to have ex­cep­tional, en­gag­ing copy. This doesn’t mean pro­vid­ing heaps of in­for­ma­tion but rather clearly defining your au­di­ence and cre­at­ing short, rel­e­vant con­tent that is only for

them. Cre­at­ing copy that ap­peals to a smaller (but more rel­e­vant) au­di­ence can lead to many more valu­able con­ver­sions. Thrive Themes Univer­sity has some re­ally good tu­to­ri­als on writ­ing bet­ter copy that you should read.

Mas­ter con­ver­sions You’ll find free cour­ses to help im­prove con­ver­sion rates at thriv­ethemes.com/univer­sity

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