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In the online world, sell-through is known as conversion rate optimization. For almost every online business, conversion rate is the single highest leverage point for increasing sales and return on marketing spend.
In this presentation, Zac Aghion goes through the basics of conversion rate optimization. From A/B to multivariate testing and beyond, the presentation reviews the theory, case studies and best practices in this critical field of online marketing.
The presentation begins with an overview of the basic web analytics terms and concepts needed to grasp the value of conversion rate optimization. It continues with an example of