Editor's Note: This article is part of a series we’ll publish, tearing down our clients' sites. We want to share insights into what's working for them and identify opportunities to increase conversions. You'll be able to use these same ideas to improve sign-ups and sales for your business.
The most effective marketing strategy is knowing who your customers are. What does this mean for CRO? The best way to increase conversions is having a deep understanding of your customers. Their pains, beliefs, objections, and desires.
Strategy before tactics.
You can test the color of a button a hundred times. It will never have a real effect on your conversions if what you are saying to your visitors doesn't create an emotional connection with them. This is what you need to work on first.