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  • Conversion rate optimization (CRO) and the customer journey are not the
    same, but they go together; you can’t separate them. CRO is the process of
    optimizing the customer journey.

    Any step you’re taking to optimize the conversion rate—whether you’re
    shortening a form or an intervening step—impacts the customer experience.
    While you need to make some tweaks on the back end during the optimization
    process, CRO is mainly about optimizing what the customer experiences on the
    front end.

    Hence, you can’t truly optimize conversion rates without intimately
    understanding the customer journey. Likewise, you can’t have a customer
    journey if you don’t have conversion steps to get users to move forward. You
    must identify pain points, overcome objections, and educate yourself.

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