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[Music] firstly tools are critical to the conversion optimization process whether that research tool enabling you to do online surveys or indeed a casting platform to test your hypotheses the most important thing for those people dont new to CRO is that all should be cost effective and simple to use secondly you need to get a balance right between those tools that deliver continence data and those that deliver qualities or voice of customer insight relying on one over the other is going to skew your research findings qualitative data is great at telling you where the problem exists in the conversion process quality of data is telling you why that problem exists in the first place there are so many CRO tools on the market but dont get seduced by the big brand names and the ticket prices make sure that youre getting best value out of the free and inexpensive tools before you need to upgrade finally good CRO people are always keeping their eyes open after new tools coming onto the mark
