We all know that the websites we work on could be better — way better in fact — but it can be difficult to realize exactly how they could be improved. As an experienced digital marketer and SEO specialist, I absolutely love A/B testing and conversion rate optimization (CRO) because they are two of the few tools that can have a significant impact on the performance of all your digital channels. However, sometimes an A/B test fails to give you that spark you need to drive the optimization of your site, even after having followed good A/B testing frameworks. This can…
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