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Brick-and-Mortar Retailers’ Secret Weapon: Conversion Rate Optimization

Most major tier-one retailers today track traffic and conversion rates in all their stores, so the basic data needed to conduct conversion rate optimization (CRO) already exists. However, the variability in physical stores makes applying conversion improvement initiatives across stores consistently a challenge, and it also makes measuring results more challenging too.  Given the difficult business conditions so many brick-and-mortar retailers are facing, it’s baffling that CRO hasn’t become more of a focus if not an obsession. Read the article