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Online Marketing – Creating Unicorns – Part 5 – Strategy 3

Forget everything you know about conversion rate optimization

Sorry to burst your CRO bubble, but the classic A/B test is a fairy tale – too often, we get super excited about early leads, but they tend to disappear over time. Either the test hadn’t reached statistical significance, or people were responding to novelty, but the effect didn’t last.

Here are a few more CRO truth bombs for you:

Aggressive CRO often increases lead quantity but reduces lead quality
To really move the needle, change your offer to something truly irresistible
Brand familiarity has a massive effect on conversions – so try remarketing!

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