The FinServ Guide to Conversion Rate Optimization (CRO) How to generate insights and transform your digital experience to improve conversion everywhereWhy focus on Conversion Rate Optimization (CRO)? As someone whose job is to improve CRO, you know that conversion rate is more than a metric. It’s an opportunity to understand — with full granularity — your customers’ needs, wants, and values. And then adapt your product accordingly. At Heap, we’ve helped many FinServ customers increase conversion through insights that build compelling digital experiences. Here’s how. 2 © 2022 Heap Inc. | heap.io THE FINSERV GUIDE TO CONVERSION RATE OPTIMIZATION (CRO)What CRO looks like in FinServ In many ways, CRO for Fintech and FinServ companies is just like CRO at eComm or SaaS: you f

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