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The video discusses a digital marketing strategy aimed at preventing website visitors from leaving without taking action, such as making a purchase or contacting the business. This approach, known as conversion rate optimization (CRO), focuses on transforming website traffic into leads and customers to boost revenue. CRO is described as a continuous process of testing and implementing website changes to enhance user experience and incrementally improve conversion rates. A conversion is defined by the specific actions taken on a website, which vary by business—for e-commerce, it may be purchases, while for service providers, it could involve inquiries or phone calls. The definition of an effective conversion rate is also context-dependent.