At the heart of CRO lies your prospect or customer. The process by which you improve your website to help a visitor achieve a desired action – theirs, yours, hopefully both – is what the practice is all about.

On the marketing side it is about reducing friction (well sometimes about adding it too) so that your desired outcome – high quality leads or a purchase – is achieved. On the product side, it is about clear communication, about service, about driving users along a path to accomplish a set of objectives and achieving a high user satisfaction (to keep them coming back)

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