Conversion rate optimization: CRO: Engagement Metrics Analysis: Engage and Convert: Analyzing Engagement Metrics for CRO

1. Introduction to Conversion Rate Optimization

conversion Rate optimization (CRO) is a systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move through your site, what actions they take, and what's stopping them from completing your goals.

Insights from Different Perspectives:

From a marketing perspective, CRO is about being in tune with your audience and aligning your website's offerings with their expectations. It's about crafting messages and experiences that resonate with visitors, compelling them to take action. For instance, a marketer might use A/B testing to determine which version of a landing page results in more conversions.

From a user experience (UX) designer's point of view, CRO is deeply rooted in providing a seamless and intuitive user journey on the website. This could involve streamlining the navigation or improving the checkout process to minimize friction. An example here could be simplifying a multi-step checkout process into a single page to reduce cart abandonment rates.

From a data analyst's perspective, CRO is all about the numbers. It involves setting up the right metrics to track, analyzing patterns in the data, and making informed decisions based on that data. For example, an analyst might look at the bounce rate of a product page and suggest changes to the page layout to keep users engaged longer.

In-Depth Information:

1. Understanding Your Audience:

- Conduct surveys and interviews to gather qualitative data.

- Use analytics to track user behavior and identify patterns.

- Example: A survey reveals that users find a website's sign-up form too intrusive, leading to a redesign that makes the form less aggressive and more user-friendly.

2. setting Clear goals:

- Define what a 'conversion' means for your website – it could be a sale, a sign-up, or a download.

- Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals.

- Example: An e-commerce site sets a goal to increase the conversion rate of its checkout page by 20% within the next quarter.

3. Creating a Testing Hypothesis:

- Based on insights, develop a hypothesis for why a change to your site might improve conversions.

- Example: If we add customer testimonials to our product pages, we hypothesize that conversions will increase by 10%.

4. Running Controlled Experiments:

- Use A/B testing or multivariate testing to test your hypotheses.

- Ensure you have a statistically significant sample size to validate the results.

- Example: An A/B test shows that adding a 'Free Shipping' banner increases conversions by 5%.

5. Analyzing Results and Learning:

- Review the test results and determine whether the hypothesis was correct.

- Apply the successful changes to the wider site and continue testing other elements.

- Example: After testing, a website implements a new layout for its blog section, which leads to a 15% increase in user engagement.

6. Iterating and Optimizing:

- CRO is an ongoing process; continually test, learn, and refine.

- Keep abreast of new trends and technologies that can impact user behavior.

- Example: A company regularly updates its landing pages to include the latest virtual reality features, keeping the user experience fresh and engaging.

By focusing on these areas, businesses can create a robust CRO strategy that not only improves conversions but also enhances the overall user experience, leading to greater customer satisfaction and loyalty. Remember, the key to successful CRO is not just in increasing numbers but in building a website that truly speaks to and satisfies your audience's needs and desires.

2. Understanding the Role of Engagement Metrics in CRO

Engagement metrics serve as the compass that guides digital marketers and website owners through the vast ocean of user interaction data, pointing them towards the most meaningful indicators of visitor behavior. These metrics are the critical touchpoints that reveal how users interact with a website, which in turn, illuminates the path to effective conversion rate optimization (CRO). Unlike traditional metrics that merely track visits or clicks, engagement metrics delve deeper into the quality of those interactions, providing insights into user satisfaction, content relevance, and the overall health of the digital experience offered.

From the perspective of a UX designer, engagement metrics might highlight areas of a website that are particularly effective at capturing user interest, such as a video tutorial that has a high average watch time. Conversely, a content strategist might analyze bounce rates and session durations to gauge whether the written material resonates with the target audience. Meanwhile, a data analyst could correlate specific engagement metrics with conversion rates to identify patterns that predict sales or leads.

Here's an in-depth look at the role of engagement metrics in cro:

1. Time on Page: This metric indicates the duration of a visitor's engagement with a specific page. A longer time on page often suggests that the content is engaging and relevant to the user's needs. For example, a detailed how-to guide that keeps users engaged for several minutes might be considered a successful piece of content.

2. Pages per Session: Reflecting the number of pages a user visits in one session, this metric can signal the depth of a user's engagement. A high number of pages per session could imply that users are interested enough to explore more content, which is a positive sign for CRO.

3. Bounce Rate: The percentage of visitors who navigate away from the site after viewing only one page. A high bounce rate might indicate that the landing page isn't compelling or relevant enough to encourage further exploration.

4. Click-Through Rate (CTR): This measures how often people who see your content end up clicking on it. A high CTR for a call-to-action (CTA) button, for instance, suggests that the CTA is effective at capturing user interest.

5. Event Tracking: Custom events, such as downloads, video plays, or interactions with a chatbot, can be tracked to understand specific actions taken by users. For instance, if a large percentage of visitors are using a comparison tool on a product page, it indicates high engagement and a potential area to optimize for conversions.

6. Conversion Paths: Analyzing the paths users take before converting can reveal which interactions are most influential in the decision-making process. For example, if users who watch a demo video have a higher conversion rate, focusing on improving and promoting the video could be beneficial for CRO.

7. Social Shares and Comments: The number of times content is shared or commented on social media can be a strong indicator of engagement. content that sparks conversation or is deemed share-worthy by users often has a higher potential to drive conversions.

8. Feedback and Surveys: Direct user feedback can provide qualitative insights into engagement. Surveys that reveal high satisfaction with a feature or service suggest that focusing on these areas could improve conversion rates.

By analyzing these engagement metrics, businesses can identify what captures user attention and fosters a connection, which is essential for guiding users down the conversion funnel. It's not just about attracting eyes to the page; it's about keeping them there, engaged, and moving towards the ultimate goal of conversion. Engagement metrics are the signposts that help businesses understand the 'why' behind user behavior, enabling them to enhance the user experience and, ultimately, increase conversions.

3. Key Engagement Metrics to Monitor for Website Conversion

In the realm of Conversion Rate Optimization (CRO), understanding and analyzing key engagement metrics is paramount. These metrics serve as indicators of how users interact with a website, providing invaluable insights into their behavior and preferences. By meticulously monitoring these metrics, businesses can identify areas that captivate users' attention and those that may cause friction, enabling them to optimize the user experience and ultimately, drive conversions. Engagement metrics go beyond mere page views or session duration; they delve into the quality of user interactions and the degree to which users are involved with the content. From the perspective of a marketer, these metrics shed light on the effectiveness of content and design elements. For UX designers, they highlight usability issues and opportunities for enhancement. Data analysts, on the other hand, can interpret these metrics to predict trends and user pathways. Each viewpoint contributes to a holistic understanding of user engagement, which is critical for a successful CRO strategy.

Here are some key engagement metrics to monitor:

1. Bounce Rate: This metric indicates the percentage of visitors who leave the site after viewing only one page. A high bounce rate could suggest that the landing page is not relevant or engaging enough. For example, if a landing page has a bounce rate of 70%, it means that 70 out of 100 visitors did not interact beyond the first page.

2. average Time on page: The average amount of time users spend on a particular page reflects their interest level. Pages with higher average times are likely more engaging. For instance, an informative blog post that keeps users reading for an average of five minutes demonstrates strong engagement.

3. Pages per Session: This measures the number of pages a user visits in a single session. More pages often mean the user is more engaged and interested in exploring the site. A user journey that includes visiting the homepage, about page, product pages, and contact page in one session is a good sign of engagement.

4. Conversion Rate: The ultimate goal of CRO, this metric tracks the percentage of users who take a desired action, such as making a purchase or signing up for a newsletter. A conversion rate of 2% means that for every 100 visitors, two completed the target action.

5. Click-Through Rate (CTR): CTR measures how often users click on calls-to-action (CTAs) or links. It's a direct measure of how compelling your CTAs are. A high CTR on a 'Sign Up' button, for example, indicates that the offer is enticing to visitors.

6. Event Tracking: This involves monitoring specific interactions within a webpage, such as downloads, video plays, or use of interactive tools. If a tutorial video on a product page has a high play rate, it suggests that users are keen to learn more about the product.

7. Heatmaps: Heatmaps show where users click, move, and scroll on a page, providing visual insights into user behavior. A heatmap might reveal that users are frequently clicking a non-interactive image, indicating a potential to add a link or CTA.

8. exit rate: Different from bounce rate, exit rate tracks the percentage of users who leave the site from a specific page after visiting multiple pages. A high exit rate on a checkout page could indicate a problem with the payment process.

9. New vs. Returning Visitors: This metric distinguishes between first-time visitors and those returning to the site. A healthy balance suggests that the site is attracting new users while retaining existing ones.

10. Social Shares and Comments: Engagement can also be measured by the number of times content is shared or commented on social media. High interaction levels signify content that resonates with the audience.

By closely monitoring these metrics, businesses can gain a comprehensive view of user engagement, allowing them to make data-driven decisions to enhance the user experience and increase website conversions. It's important to remember that these metrics should not be viewed in isolation but rather as interconnected pieces of a larger puzzle that, when pieced together, reveal the full picture of user engagement and website performance.

4. The Impact of User Experience on Conversion Rates

User experience (UX) is a critical factor in conversion rate optimization (CRO) because it directly influences how users interact with a website or application. A positive UX can lead to higher engagement, increased trust, and ultimately, more conversions. Conversely, a negative UX can deter users, leading to higher bounce rates and lost opportunities. The impact of UX on conversion rates is multifaceted, encompassing everything from the initial impression of the site's aesthetics to the ease with which users can complete their desired actions.

From a designer's perspective, a well-crafted UX is akin to a smooth and intuitive journey that guides the user to the desired destination – the conversion. Design elements such as color, typography, and layout play a significant role in this journey. For instance, a call-to-action (CTA) button that stands out due to its contrasting color can draw the user's attention and increase the likelihood of a click-through.

From a developer's point of view, the technical aspects of UX, such as page load time and mobile responsiveness, are vital. A study by Google found that as page load time goes from one second to ten seconds, the probability of a mobile user bouncing increases by 123%. This highlights the importance of optimizing technical performance to improve UX and, consequently, conversion rates.

From a marketer's perspective, understanding the user's journey and optimizing each touchpoint is key. A/B testing different versions of a webpage can provide insights into which elements of UX are most effective at driving conversions.

Here are some in-depth insights into the impact of UX on conversion rates:

1. First Impressions Matter: Users form an opinion about a site in just 50 milliseconds. A visually appealing design can make a good first impression, leading to longer visit durations.

2. Clarity and Simplicity: Websites that are easy to navigate and understand have higher conversion rates. For example, an e-commerce site that simplifies the checkout process can reduce cart abandonment rates.

3. Personalization: Tailoring the UX to individual user preferences can significantly boost conversions. An example is Netflix's recommendation system, which personalizes content suggestions, keeping users engaged and increasing the likelihood of continued subscription.

4. Accessibility: Ensuring that a website is accessible to users with disabilities not only broadens the potential audience but also reflects positively on the brand, potentially increasing conversions.

5. Feedback Loops: Implementing mechanisms for user feedback allows for continuous UX improvement. For example, Slack's method of allowing users to easily report bugs and request features has helped them refine their UX over time.

6. Emotional Connection: Creating an emotional bond with users through UX can lead to higher conversion rates. For instance, the Duolingo app uses friendly characters and positive reinforcement to keep users motivated and engaged.

7. Consistency: Consistent UX across all platforms ensures a seamless experience for users, which can aid in conversion. An example is how Apple's ecosystem provides a uniform experience across devices, encouraging users to invest in multiple products.

The impact of UX on conversion rates is undeniable. By focusing on creating a positive user experience, businesses can engage users more effectively, build trust, and ultimately drive conversions. Whether it's through aesthetic design, technical performance, or personalized experiences, every aspect of UX plays a role in converting visitors into customers.

5. Techniques for Analyzing User Engagement Data

In the realm of Conversion Rate Optimization (CRO), understanding and analyzing user engagement data is pivotal. This data not only reflects how users interact with a website but also provides insights into their behavior, preferences, and potential bottlenecks in the conversion process. By meticulously examining various engagement metrics, businesses can identify opportunities to enhance user experience, streamline navigation, and ultimately, increase conversions. The analysis of user engagement data is multifaceted, involving qualitative and quantitative techniques that offer a comprehensive view of user interactions. From heatmaps that visualize user activity to session recordings that capture real-time user behavior, each technique provides a unique lens through which to understand the user journey. Additionally, A/B testing allows for data-driven decision-making by comparing different versions of a webpage, while surveys and feedback tools give voice to the user's experience.

Here are some in-depth techniques for analyzing user engagement data:

1. Heatmaps: These visual tools aggregate user clicks, scrolls, and mouse movements, highlighting areas of high and low engagement on a webpage. For example, a heatmap might reveal that users frequently abandon a page before reaching a critical call-to-action, indicating a need for layout optimization.

2. Session Recordings: By replaying actual user sessions, analysts can observe user behavior in context. This might show, for instance, that users are confused by a certain navigation element, prompting a redesign for clarity.

3. Conversion Funnels: Tracking the steps that users take towards a conversion goal can pinpoint where users drop off. If a significant number of users exit at the payment information page, it could suggest that the process is too complex or lacks trust signals.

4. A/B Testing: Comparing different versions of a page to see which performs better in terms of engagement and conversion. For example, testing two different headlines to see which leads to more newsletter sign-ups.

5. User Surveys and Feedback: Directly asking users about their experience can yield qualitative data that explains the 'why' behind their actions. An e-commerce site might learn through surveys that users desire more product images before making a purchase decision.

6. Behavioral Analytics: Tools like Google Analytics provide a wealth of data on user behavior, from the average time spent on a page to the bounce rate. This data can be used to assess the effectiveness of content and design elements.

7. social Media engagement: Analyzing interactions on social platforms can inform content strategy on the main website. A high number of shares for a particular blog post might indicate a topic that resonates with the audience and could be expanded upon on the website.

8. customer Journey mapping: creating a visual representation of the user's journey through the site can help identify pain points and moments of friction that could be causing users to disengage.

By employing a combination of these techniques, businesses can gain a holistic understanding of user engagement. This, in turn, enables them to make informed decisions that not only improve the user experience but also drive conversions. It's a continuous process of analysis, hypothesis, testing, and refinement to ensure that the website evolves with the needs and expectations of its users.

6. Optimizing for Better Engagement

A/B testing stands as a cornerstone within the realm of conversion rate optimization (CRO), offering a systematic approach to enhancing user engagement. This methodical process involves presenting two variants, A and B, to different segments of website visitors at the same time and measuring the effect each version has on user behavior. The ultimate goal is to discern which variant drives the most conversions, thereby providing a data-driven avenue to refine and optimize the user experience. By leveraging A/B testing, businesses can make informed decisions that resonate with their audience, leading to improved engagement metrics such as time on site, pages per session, and conversion rates.

Insights from different perspectives highlight the multifaceted nature of A/B testing:

1. From a Marketer's Viewpoint:

- Marketers focus on how A/B testing can directly influence the user's journey and lead to a higher conversion rate. For instance, changing the color of a 'Call to Action' (CTA) button may seem trivial, but it can significantly impact user behavior. A case study by HubSpot revealed that a red CTA button outperformed a green one by 21% in terms of click-through rate.

2. From a UX Designer's Perspective:

- UX designers value A/B testing for its ability to provide empirical evidence about user preferences. This removes guesswork and subjectivity from design decisions. For example, an e-commerce site tested two checkout processes: one with a single page and another with multiple steps. The single-page checkout increased conversions by 13.8%, indicating users preferred a streamlined process.

3. From a Data Analyst's Standpoint:

- Data analysts look at A/B testing as a means to validate hypotheses with statistical significance. They ensure that the sample size is adequate and the test duration is sufficient to draw reliable conclusions. A notable example is when Electronic Arts tested two different landing pages for a game release. The variant with a video trailer led to a 10% increase in sign-ups, backed by a 95% confidence level.

4. From a Product Manager's Lens:

- Product managers utilize A/B testing to prioritize feature development based on what truly matters to users. By testing new features with a subset of users, they can gauge the impact on engagement and retention before a full rollout. LinkedIn's introduction of 'Endorsements' was initially an A/B test that resulted in users visiting the site more frequently, prompting a platform-wide implementation.

5. From a Business Owner's Perspective:

- Business owners are interested in the bottom line. A/B testing helps them understand which changes will lead to an increase in revenue. For instance, Amazon tested the impact of 1-click ordering and found it to be so effective at boosting sales that they patented the technology.

A/B testing is not just about choosing the winning variant; it's about understanding your users and creating an experience that caters to their needs and preferences. By adopting a culture of testing and optimization, businesses can foster an environment of continuous improvement and growth.

7. Successful Engagement-Driven CRO Strategies

Engagement-driven conversion rate optimization (CRO) strategies are pivotal in transforming passive website visitors into active users and customers. By focusing on user engagement, businesses can create a more compelling user experience that encourages visitors to take desired actions, whether that's signing up for a newsletter, making a purchase, or sharing content. These strategies hinge on understanding what drives user interaction and leveraging those insights to optimize every touchpoint. The following case studies showcase how diverse companies have successfully implemented engagement-driven CRO strategies, leading to significant improvements in their conversion rates.

1. Interactive Content Integration: A SaaS company introduced interactive content such as quizzes and calculators to their landing pages. This not only provided value to the visitors but also increased the time spent on the site. The interactive elements led to a 50% increase in conversion rates, as they were able to capture user data in a non-intrusive way.

2. Personalization Tactics: An e-commerce brand implemented a personalization strategy that displayed products based on the user's browsing history and past purchases. By tailoring the shopping experience, the brand saw a 30% uplift in conversions. Personalization made users feel understood and valued, which translated into higher engagement and sales.

3. social Proof and testimonials: A travel agency incorporated real-time social proof notifications and customer testimonials on their booking pages. This transparency and user-generated content boosted trust and credibility, resulting in a 25% increase in booking rates.

4. A/B Testing of Call-to-Actions (CTAs): A digital publisher tested various CTA placements and messaging across their articles. They found that CTAs placed within the content, coupled with action-driven language, outperformed others, leading to a 40% higher click-through rate.

5. Mobile Optimization: Recognizing the growing trend of mobile usage, an online retailer optimized their mobile site for speed and user experience. Post-optimization, the retailer experienced a 60% increase in mobile conversions, highlighting the importance of a mobile-first approach.

6. user Onboarding experience: A fintech app redesigned its onboarding process to be more engaging with step-by-step tutorials and rewards for completing the setup. This approach reduced drop-offs and increased the number of fully onboarded users by 35%.

7. content Marketing with Value-driven Resources: A B2B company focused on creating high-quality, informative content like whitepapers and webinars. This content strategy not only positioned them as thought leaders but also led to a 45% increase in lead generation.

8. Gamification Elements: An online learning platform introduced gamification with badges, points, and leaderboards to encourage course completion. This fun and competitive environment saw a 50% boost in course completion rates.

These examples illustrate that there is no one-size-fits-all approach to engagement-driven CRO. Each business must understand its audience and test different strategies to find what resonates best with their users. The key takeaway is that by prioritizing engagement, companies can create a more dynamic and effective path to conversion. Engage and Convert: Analyzing engagement Metrics for cro.

8. Tools and Technologies for Tracking Engagement Metrics

In the realm of Conversion Rate Optimization (CRO), understanding and analyzing engagement metrics is crucial for determining how users interact with your website or product. These metrics provide invaluable insights into user behavior, preferences, and potential friction points. By leveraging a variety of tools and technologies, businesses can track these metrics to inform their cro strategies, ultimately leading to improved user engagement and higher conversion rates.

From the perspective of a digital marketer, tools like Google Analytics offer a comprehensive overview of user engagement through metrics such as time on page, bounce rate, and pages per session. For a UX designer, heat mapping tools like Hotjar or Crazy Egg can visually represent where users are clicking, scrolling, and spending time on a page, revealing what captures their attention and what does not. Meanwhile, a data analyst might turn to advanced BI tools like Tableau or Power BI to perform deeper dives into user engagement data, identifying trends and patterns that can drive strategic decisions.

Here's an in-depth look at some of the key tools and technologies for tracking engagement metrics:

1. web Analytics platforms: These are the backbone of engagement tracking, with Google Analytics being the most widely used. They provide a wealth of data on user behavior, including session duration, page views, and user flow through a site.

- Example: A marketer notices that the session duration on a product page is below average. By analyzing the page's content and layout, they can hypothesize that users might be missing a clear call-to-action, leading to changes that could improve engagement.

2. Heat Mapping Software: By showing where users click, move, and scroll, heat maps offer a visual representation of engagement. This can highlight which areas of a page are most engaging or identify elements that are being overlooked.

- Example: A UX designer sees that users are frequently scrolling past a crucial testimonial section. They might decide to move this section higher up on the page to ensure it catches the user's eye.

3. Session Replay Tools: These tools record user sessions, allowing teams to watch how a user navigates through the site. This can uncover usability issues that might not be apparent from quantitative data alone.

- Example: Watching session replays, a product manager discovers that users are getting confused by a multi-step form. Simplifying the form could lead to better engagement and higher completion rates.

4. customer Feedback tools: Direct feedback from users can be gathered through surveys, polls, and feedback widgets. This qualitative data can provide context to the quantitative metrics tracked by other tools.

- Example: A survey reveals that users find a website's checkout process to be cumbersome. The business can then prioritize simplifying the checkout experience in their CRO efforts.

5. A/B Testing Platforms: Tools like Optimizely or VWO allow businesses to test different versions of a page to see which one performs better in terms of engagement and conversion.

- Example: An A/B test shows that a version of a landing page with a video background increases time on page by 20%. The company can then decide to implement this change across the site.

6. social Media analytics: engagement metrics on social platforms can indicate how content is performing and how it drives traffic to a website.

- Example: An increase in shares and comments on a social post after a campaign launch can correlate with a spike in website traffic, suggesting the campaign's effectiveness in driving engagement.

7. email Marketing software: Platforms like Mailchimp or Constant Contact provide insights into how subscribers engage with email content, which can inform how to nurture leads towards conversion.

- Example: high open rates but low click-through rates on an email campaign might prompt a review of the email's call-to-action, leading to tests with different wording or design.

By integrating these tools into their CRO toolkit, businesses can gain a holistic view of user engagement, enabling them to make data-driven decisions that enhance the user experience and boost conversions. It's a multifaceted approach that requires collaboration across disciplines, but when done correctly, it can transform a business's online presence and profitability.

9. Integrating Engagement Metrics into CRO Best Practices

In the realm of conversion rate optimization (CRO), the integration of engagement metrics stands as a pivotal strategy for enhancing user experience and boosting conversion rates. Engagement metrics, which encompass a variety of indicators such as time on site, page views, and interaction rates, serve as a barometer for user interest and satisfaction. By analyzing these metrics, businesses can gain invaluable insights into user behavior, preferences, and potential pain points within their digital platforms.

From the perspective of a digital marketer, engagement metrics offer a granular view of how content and design choices resonate with the audience. For instance, a high average session duration may indicate that users find the content compelling and relevant, while a low interaction rate could signal the need for more engaging calls-to-action or interactive elements.

From a user experience (UX) designer's standpoint, these metrics provide a feedback loop for iterative design improvements. A/B testing, coupled with engagement analysis, can lead to more intuitive navigation, streamlined user journeys, and ultimately, a more satisfying user experience that encourages conversions.

To delve deeper into the integration of engagement metrics into CRO best practices, consider the following numbered list:

1. Quantitative vs. Qualitative Metrics: While quantitative metrics such as bounce rate and session duration provide hard data, qualitative metrics like user feedback and survey responses offer context and insights into the 'why' behind user behaviors.

2. Segmentation and Personalization: By segmenting users based on engagement levels, businesses can tailor experiences to different groups, enhancing relevance and increasing the likelihood of conversion.

3. Behavioral Flow Analysis: Examining the paths users take through a website can reveal friction points where engagement drops off, guiding UX improvements and content optimization.

4. Social Proof and Testimonials: Incorporating elements of social proof, such as customer testimonials or user-generated content, can boost engagement by building trust and credibility.

5. Gamification Elements: Introducing gamification, such as progress bars or interactive quizzes, can increase engagement by making the user experience more dynamic and enjoyable.

For example, an e-commerce site might observe that users spend a significant amount of time on product comparison pages but fail to proceed to checkout. By analyzing engagement metrics, the site could identify opportunities to simplify the comparison process or provide more persuasive product information, thereby reducing decision fatigue and encouraging purchases.

The thoughtful integration of engagement metrics into CRO strategies is not merely a technical exercise but a holistic approach to understanding and catering to the human element of online interactions. By prioritizing user engagement, businesses can create more meaningful connections with their audience, leading to a virtuous cycle of improved user satisfaction and increased conversions. This comprehensive analysis of engagement metrics is essential for any business looking to thrive in the digital landscape.

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