What role does optimization play in conversational growth strategy?


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Conversion Rate Optimization or CRO has become a significantly daily term and practice for marketers and eCommerce business owners.

However, CONVERSIONS are not the only ‘C’ that you can optimize – you can also make the CONVERSATIONS on your website efficient.

For most eCommerce businesses, starting and nurturing conversations can be as vital as motivating conversions.

First, let’s differentiate the two C’s.

What is a conversion?

A conversion can be anything that you want your website users to do. For example, a conversion can mean sending you their email address, proceeding to complete a purchase, subscribing to your service, or signing up for a discovery meeting that can lead to another conversion.

To accomplish the conversion, a user must click or tap your Call-to-Action or CTA button.

The ultimate conversion, which is what most people mean when they speak of the term, is when a user purchases something on your website.

A user who eventually buys something on your website is CONVERTED into a customer.

What leads users to conversion are the elements and processes you set up on your website. These elements are the best outcomes of your A/B test and are canned queues that lead people to the CTA.

What is a conversation?

A conversation is an engagement or dialogue between you and your user that can lead to a conversion. It provides the needed human touch that gives users a way to get to know you and your brand while gaining valuable information or assistance in order to trust you with any long-term relationship or investment.

You can learn how to leverage a conversation with a user by studying behaviour and queues in the dialogue.

Conversations, like conversions, can rely on user behaviour tracking but also heavily depends on user feedback. Effectively, conversations are a two-way communication process after dialogue is triggered. Conversations are active and reactive, unlike some conversion queues, which are passive and static.

Since conversations consider feedback, they are unique and almost unmeasurable, leading many to disagree about whether you can optimize them or not.

Can you optimize conversations?

Yes, at a scale.

First of all, conversations won’t happen on your website if it is lousy, and CRO helps you to avoid that. Hence, conversion optimization is an indirect step towards conversation optimization.

Nobody wants to talk in a place that is far from conducive to dialogue.

On the other hand, you can implement a number of strategies to directly optimize your conversations on your eCommerce website.

How do you optimize conversations?

Conversations go both ways and whether you or the user can start one. So, you can be active and not wait for the user to make the first move and initiate a conversation.

What you can do is distribute content that invites your audience to engage with your brand. This is one of the first steps for you to know your audience and engage them on a personal level.

You can communicate via your chatbots, forms, or other interactive features and elements.

Open with questions that focus on the needs and wants of your audience as consumers.

You can also give them content worth sharing, which could be your ticket to going viral – one share has the potential to get you millions of visitors and leads.

Simply give your audience some food for thought, whether the content is original or not. Take note that using other people’s materials that validate your brand and product can help fortify your credibility.

Here are strategies you can implement to effectively engage your audience and customers in conversations that lead to conversions.

  • Help them decide.

Remember that when you give your users options and decisions to evaluate, the chances are that some of them will require some amount of guidance.

Some of them will appreciate the process more if you walk them through the advantages and disadvantages of a choice. And some of them will appreciate it if you give them hints or assurances that the decision they are making is reasonable or valuable.

The conversation you will start by doing this will be best as a precursor to conversion.

Make this conversation available via all communication channels, including chat, email, or phone. One way is to have your chatbot open the dialogue and offer opportunities to engage via other channels.

You can automate the bot to trigger when the user has been hovering around similar products, performing actions that imply product comparison.

  • Leverage preference and readiness.

There are many preference options for your users when it comes to conversation or communication channels. And while the primary channels are chat, email, and phone, there are other options like a contact form, quiz,survey, or a traditional sales representative.

See which channels are most preferred by what type of user.

Also, keep an efficient log of user decision-making to quantify, average, and predict future conversations.

Study the queues and hints that predict when a user is ready to discuss the possibility of buying the ticket. By doing so, you can make the conversation, whatever way it is carried out, seamless, without jumping to out-of-place offers.

  • Track the phone.

In digital marketing, phone tracking usually gets left behind for no good reason.

The common issue with phone tracking is that it usually doesn’t integrate with other tracking tools that monitor email, contact forms, chat, and other actions that involve a click or tap.

However, if you want to track conversations on the phone, you can.

You can use a click-to-call-back functionality. Instead of inviting a user to call you, place a “Have Us Call You” CTA on appropriate pages.

When the users click or tap, sending their phone numbers, they will receive a call and you can engage them in a conversation.

Most importantly, the click or tap binds all of the data of a user’s visit on your page to the call, including pages or content viewed, user behaviour, the heatmap, mouse tracking, and other vital information. 

The data can inform the consequent conversation, resulting in the right offers and reactions.

You can also use dynamic phone numbers by leveraging platforms such as callrail.com, retreaver.com, or INVOCA.

These platforms insert unique phone numbers into web page content so that you can associate a phone call back to a tactic even without requiring a click.

  • Systematically and appropriately continue or drop conversations.

You have to determine which conversations are valuable and which ones have no potential.

Remember that speed is a vital part of the eCommerce game, and not all conversations are worth your time.

Make sure that agents and chatbots learn which conversations are worth continuing based on well-analyzed queues. 

Don’t Dismiss the Need to Improve Your Business Conversations.

Our increasingly changing eCommerce landscape may suggest that we veer away from offline communication and focus on more efficiently simple to scale clicks and taps. 

However, as a business dealing with human interaction, any conversation on any channel, digital or not, should be taken into consideration when it comes to funnelling leads towards conversion.

You have to maximize all channels and opportunities to bring people to your ultimate CTA. However, the technical work required to operate all integrations and implement strategies is not a walk in the park.

A business owner like you would already be too busy with operations, quality management, and other vital areas of your enterprise. You will need an extra hand if you are to maximize how you leverage your conversations for conversion.

It would be best if you collaborate with an expert marketing team like Kasandz.com that can effectively work on your CRO for both conversion and conversation.

Do things the smart way by handing everything to an expert and avoiding mistakes and losing time.


Is conversation optimization part of CRO?

Yes, conversation optimization can be considered as a part of conversion rate optimization. This is because some parts of your website can be conversation-based like your chatbots and copy.

Will CRO boost my sales?

Conversion rate optimization can help boost your sales by leading people to make purchases on your website. However, you will only be able to convert those who visit your website.

So if you want to really boost your sales, you have to do SEO or search engine optimization to bring people from search engines to your website. And you should also do email marketing and PPC.

The best way is to hand all of these powerful marketing methods to an expert like KAMG.

Can I do CRO by myself?

Yes, you can do conversion rate optimization by yourself but the result will highly depend on how much time you spend doing it.

You will have to find the right tools for A/B testing, user analytics, automation, and other technical requisites.

If you are a business owner, you might already be too busy running your eCommerce’s operations, human resources, production, and other tasks.

It would be best if you had a senior expert CRO team like KAMG to focus on your marketing.

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Kas Andz


Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

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  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

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  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at flash player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

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    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

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  • Functionality Cookies

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    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: team@kasandz.com