Here you’ll find the best selection of upcoming events including tailor-made workshops and awareness sessions. They’re a great way to make sense of what’s happening in the constantly evolving world of digital marketing, meet like-minded businesses, and most importantly, access insights from experts.

19 June 2019

The Data Driven Tourism Business and Conversion Rate Optimisation – Paisley

Digital Tourism Scotland

Date & Time:

June 19, 2019, 9:30 am - 12:30 pm


University of West of Scotland (UWS)

Paisley Campus



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Disabled Access

Please contact the event organiser for more information

The data driven business of the future will be more informed than its competitors, it will make smarter decisions for better results. This workshop will help you glean insight from data. Learn how to translate these insights into actionable decisions informed by facts, not gut feel.

Conversion rate optimisation (CRO) has a big impact on business performance online. If you already have a website and social media pages, it’s important to understand where and how you can make improvements to achieve better results. 

Workshop Content

  • How to gather useful data at minimal or no cost
  • Gaining insight from the data you can generate
  • Using data driven marketing to improve audience targeting
  • Analyse the types of messaging and offers your consumers are most responsive to through A/B testing
  • What is (CRO) Conversion Rate Optimisation?
  • Evaluating landing pages to improve conversion rates
  • Persuasive design and copywriting for CRO
  • Defining business goals and KPIs (Key Performance Indicators)
  • CRO measurement web analytics and performance metrics

The session includes live demos featuring free online applications and tools. Delegates may bring their own devices to access the tools during the session. Some of the tools require you to have a Google account.

What do I need to bring?

Delegates can bring a device (laptop, tablet, smartphone) to access the tools discussed. Please note that you require a Google account to access some of these tools. Don’t forget to bring a power pack.

Who should attend?

This workshop is aimed at Businesses owners and with a good knowledge of digital marketing who want to take their skills and knowledge to the next stage.

What will I learn?

  • Why you’ll need data management in the future
  • The process required for gathering information and insight
  • The case for (CRM) Customer Relationship Management
  • How we make buying decisions and what impact this has on CRO
  • Core principles of persuasive design and content development
  • Evaluating landing pages to improve conversion rates.
  • How to create compelling calls to action
  • The CRO measurement and improvement process


The room can be accessed via the main University entrance on High Street. For level access, please enter the University campus via Storie Street and head straight to McLean Building (as shown on map here).

Important notes:

  • Once registered, you will receive automatic email reminders prior to the workshop as well as as a link to the feedback form on the day of the workshop. In order to receive the link to the slides and any further communication, please give your consent when registering for this event.

  • DTS events are aimed at tourism businesses only who operate on a B2C (Business to Consumer) or B2B (Business to Business) basis. Unfortunately, we can’t offer places to intermediaries, consultants or suppliers of services. 


Your personal information is processed by us in accordance with our privacy notice and data protection legislation. You can find more information by visiting our privacy notice here.

DTS is a partnership programme supported by VisitScotland, Scottish Enterprise, Business Gateway, Highlands and Islands Enterprise, Skills Development Scotland, Scottish Government and Scottish Tourism Alliance. The workshops and awareness sessions are delivered by Elevator. 

This event is brought to you in collaboration with Paisley Is. 

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