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Level 1Level 2Level 3Level 4Level 5
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PeopleOnline marketing specialistCXO specialistSmall conversion team:
webanalist, designer, frontend developer, CXO specialist		Big CXO team:
+ UX researcher, psychologist, copywriter		Multiple optimization teams
+ statisticians, big data specialists, team managers
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CXO skillsBasis knowledge online marketingBasis knowledge conversion optimizationAdvanced CXO knowledge
- Advanced analytics knowledge
- Conversion-centered design		Experts in conversion optimization
- Persuasion techniques
- Conversion copywriting		Data driven experts
- Business intelligence
- Datamining
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CXO activities- External expert analysis
- Webanalytics analysis
- Session recording analysis
- A/B testing
- Advanced webanalytics		- Surveys
- Segment analysis
- Onsite client feeback analysis		- Realtime personalization
- Usability research
- Behavioral research		- Data is input for most new developments
- Algorithm testing
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Testing Quantitynone1-3 test / month4-10 tests / month11-20 test / month> 20 test / month
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CXO Tools- Webanalytics
- Performance monitoring
- Session recording		- A/B testing- Onsite client feedback
- From analysis
- Project management tool for optimization		- Realtime personalization- Predictive analytics & optimization
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Optimization KPI’sSession-level
Interaction-KPIs: Traffic, bounce rate, time on site, pageviews, traffic sources		Session-level
Conversion-KPIs: Add to cart, Checkout Drop-off, Conversion rate, Average Order Value		Buying Cycle-level
Online revenue-KPIs: Online revenue, Revenue per User		Omnichannel level
Total revenue, profit		Customer lifetime value
Customer happiness, NPS, Customer lifetime value
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Company-wide supportLine managerLower managementHigher ManagementC-levelWhole organization
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