Rachelle is new to conversion rate optimization but is eager to get started. Which of the following steps should be her first priority?

Analysis of Correct Answer(s) - The correct answer, "Using data and user feedback to identify areas of opportunity," is the foundational first step in the Conversion Rate Optimization (CRO) lifecycle. CRO is a data-driven process, not one based on guesswork. Before forming a hypothesis or planning a test, an optimizer must first conduct thorough research to understand user behavior, identify pain points, and locate underperforming areas. This involves analyzing both quantitative data (e.g., website analytics, conversion funnels) and qualitative data (e.g., user surveys, session recordings, feedback). This initial research ensures that subsequent efforts are focused on solving real problems and have the highest potential for impact.

Analysis of Incorrect Options - Creating a hypothesis based on her preferences: A strong hypothesis must be based on data and evidence, not personal opinions or feelings. This approach is subjective and is a common mistake for beginners. - Speaking to the developer team about implementing changes: This is a later step in the process. You should only engage developers for implementation after you have identified an opportunity, created a hypothesis, and validated it through testing. - Implementing an A/B test on the homepage: While A/B testing is a key part of CRO, it is not the first step. A test should only be run to validate a data-backed hypothesis. Starting with a test without prior research is like guessing in the dark.