Just because you have a system to collect traffic data doesn’t mean it gets used or the insights applied in a way that leads to a measurable improvement in business results. “While I’m not suggesting that LP should be responsible for delivering results—clearly this is the domain of store operations—I do believe that LP can play an important role in bringing new ideas to leaders of the teams that do. Customer conversion rate optimization is one of these ideas,” says Mark Ryski, Author, CEO & Founder of HeadCount Corporation.