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The video discusses a digital marketing strategy aimed at reducing website abandonment and increasing user engagement, known as conversion rate optimization (CRO). CRO involves continuously testing and implementing changes on a website to enhance user experience and improve conversion rates. A "conversion" is defined by the specific actions a website visitor takes, which varies by business type. For e-commerce sites, conversions might be product purchases, while for service providers, it could involve potential customers reaching out for quotes or calls. The definition of a successful conversion rate also varies based on business objectives.
