CRO and remarketing

Once you have visitors on your website, it’s vital that you have efficient conversion rate optimisation (CRO) strategies in place to gain traction, increase leads, and improve your bottom line.

CRO is not just about making small adjustments to a landing page, it’s about testing variations in your copy and developing a thorough strategy to develop meaningful conversion gains.

Plus, you may always be looking at ways to find new business, but what about the customers who have already bought from you? Remarketing is the process of targeting previous customers to convert again and it should be a key part of your marketing strategy. Statistics from Mailchimp indicate that, when used as part of a wider marketing strategy, remarketing can be responsible for upwards of 50% more sales!


Conversion rate optimisation (CRO) is the process of increasing the amount of website visitors who take a desired action. This desired action may be anything, from filling in a form and enquiring about your services to becoming a customer. The CRO process involves understanding how your visitors are using your website, what actions they are taking and what is preventing them from completing your goals.

The remarketing process involves tracking your audience’s online movements and remarketing to them with specific adverts. When someone visits your website, a few lines of code will drop an anonymous cookie in that user’s browser. This cookie will track the site visit, and when the user leaves your website, the cookie will tell your ad platform. This will then leave carefully targeted ads in the browser, nudging the customers to come back to your website and convert.

How do EDGE approach CRO & Remarketing?

As a digital agency, we have over 15 years’ experience in creating digital campaigns that encourage users to convert. Our expert team are pioneers in using remarketing to boost conversion rates, while raising your business’s reputation, visibility and bottom line. As a business, we aim to make every interaction with your audience a meaningful one. We do this by:

How EDGE approach CRO & Remarketing

  • 01


    Segmenting your audience lists allows for high-value remarketing. Factors such as time on site, number of pages visited, and specific page visits are all important factors to consider when segmenting your audience. The more specific you can be when separating out your lists, the more personalised your marketing can be. Driven by data, we will start organising your audience by their likelihood of conversion to allocate your budget most effectively.

  • 02


    Different pages on your website will offer your audience something unique. For example, if customers are adding items to their shopping cart but later abandoning it, you may need to look at your user journey, find out what isn’t working, and encourage conversions in a different way. Using this data and your customer personas, we will develop a marketing funnel and provide every user with the necessary information they need to encourage conversions.

  • 03


    The creative strategy behind your remarketing process is just as important as the development of the marketing funnel. Curating compelling ad copy alongside intriguing imagery will help grab your audience’s attention and elevate campaign success. You should ensure that your creative choices are relevant to your target audience in the correct stage of their customer journey and that they fall within your brand guidelines with a compelling call to action. In doing so, you ensure that every interaction is meaningful.

  • 04


    Creating different types of ads for your remarketing campaign is important to reach as many people as possible. We will test the formats, platforms, and sizes of your advertisements so that we can see which work best for your campaign. Once on your page, we will then test to see how the visitors convert. If you are gathering high amounts of traffic from the remarketing ads, but conversions aren’t very high, we will work out how to increase conversion rates, whether by changing copy, amending the layout of your landing page, or changing the call to action.

  • 05


    As with all things digital, the landscape is constantly changing. With us as your remarketing and CRO partner, you don’t need to worry about algorithmic changes or social media guidelines. We will handle all of this for you, updating your ads and landing pages to keep up as search engines evolve.

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Not sure who or where you should be targeting with your remarketing strategy? Don’t worry. There’s a range of different factors you may consider. Whether it’s nudging specific website visitors into converting or placing your ads where they will be seen, we can help you with them all.


That’s enough about what we can do, here’s how we did it for our clients:


H&G Recruitment are a national organisation who specialise in recruitment for HGV drivers, warehouse operatives and other supply chain roles in the logistics sector. They have branches across the UK, which allows them to provide both temporary and permanent staff with roles.

We worked with H&G Recruitment in order to increase job applications. Through social media advertising and targeted Google Ads campaigns, we were able to lead applicants to relevant job listing pages, encouraging them to convert.
Our CRO processes took the previous conversion rate of the old website from 0.57% to 3.15% – an improvement of 450%. H&G Recruitment continues to perform and improve month on month as more job seekers learn about what H&G can offer. In order to find out more, click here.

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