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Conversion Optimization For The Entire Customer Life Cycle

Rob Carpenter reminds us that conversions occur throughout the customer journey, making it more important to test and optimize every step of the way. He suggests that as marketers think about the next split test, they should take a step back and look at the big picture -- stop optimizing at the top of the funnel, look deeper into conversion tests and results, and add segmentation to conversion rate optimization. Here's how. Read the article here.

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Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at lauriesullivan@gmail.com.