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Convert More Web Visitors Into Sales and Leads

growing sales masterclass

Conversion rate optimisation (CRO) is one of the most underutilised elements of digital marketing, yet probably the most powerful process to make immediate improvements to the return on investment of any website. This workshop shows delegates a range of practical techniques and case studies demonstrating how to convert website visitors into sales or enquiries, so that you can turbo-charge your website into a business-generating machine!

The workshop shows you how to measure conversions accurately, how to use the drivers behind how people make decisions to your advantage, the key elements that visitors look for when choosing a company to buy from and how other websites are successfully using CRO. You will be provided with a range of straightforward methods to help you convert your website visitors into paying customers, whether that is through leads and enquiries or ecommerce sales.

Who should attend this workshop?

This workshop is for anyone who is responsible for managing a business website or for digital marketing in their company. It is aimed at beginner to intermediate users.

Please note that this workshop is open to trading SMEs based in Derby, Derbyshire, Nottingham and Nottinghamshire. Businesses located outside of this area will be unable to attend and instead directed to alternative support.

What will we cover?

  • Ensuring you measure conversions accurately, from contact forms to phone calls.
  • The psychology of conversion – How user behaviours and human psychology contribute to a visitor’s decision making, and how to make use of this.
  • The art of persuasion – Learn how to prompt positive action from website visitors through the use of design, imagery and language.
  • Technical CRO – Technical issues that block conversions but are easily fixed or avoided, from page load speed to security.
  • The principles of testing – Why testing is vital, and the best methods to do it properly using split test and multivariate software such as Google Optimize.
  • Optimising your website for success – How to best optimise your website design and content for a better conversion rate, from layout to copywriting and image choices.

What outcomes can you expect from joining us?

After attending this workshop, you will:

  • Gain an understanding of how visitors typically use websites and the factors that drive them to take action, enabling you to optimise your own site.
  • Take away numerous practical examples of high-performing websites with explanations of why they work well.
  • How to use conversion optimisation software such as Google Optimize to test improvements to your site.
  • Leave with an action plan that prioritises the tasks you need to complete to improve your own website’s conversion rate.

This is an interactive, action planning online workshop. You will leave this session with handouts and a practical action plan which can be implemented within your business. Where possible, we would like to encourage you to join this session with your video camera turned on and when instructed by the facilitator, you may un-mute your microphone to take full advantage of the interactive nature of the workshop. For the best user experience, we recommend joining the workshop using Chrome or Firefox as your web browser. 

Who’ll be presenting this workshop?

Ian Lockwood is an Online Marketing and Web Design Specialist, who has worked with the Chamber since 2007. He specialises in SEO, PPC, Google Analytics and conversion rate optimisation. During his 20-year career Ian has helped B2B and B2C businesses across all sectors to get the most from their online presence.

This workshop is hosted by the D2N2 Growth Hub, East Midlands Chamber and part-funded by the European Regional Development Fund.


  • Online



  • Free

Contact details:

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