Conversion Rate Optimization – CRO
When a lead is generated through advertising, the marketing process, or another source such as a face-to-face encounter, the lead is usually characterized as a prospective customer. At that point, the salesperson will designate that the prospect is “in the funnel”. This is only the start of transit of the lead through the imaginary “sales funnel”. The early funnel area is represented by the opening at the top, in the accompanying diagram.
Conversion rate optimization work is sometimes viewed skeptically, due to its association with the sometimes misunderstood world of marketing. In this series of articles, we will examine this emerging marketing specialty and hopefully shed some light. In the engineering-driven culture of silicon valley, when engineers move into a marketing role it’s often viewed disparagingly as “crossing over to the dark