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Conversion optimization aka Conversion Rate Optimization (CRO) is a system for increasing the percentage of visitors to a website that converts into customers by taking any desired action on a webpage. Online CRO was born out of the need of e-commerce marketers to improve the performance of their website in the aftermath of the dotcom bubble. Internet marketers produced measurables to improve website user experience due to the growth of competition in the early 2000s. And in 2004, new tools for experimenting website design and content variations were developed to determine which one performs best. This form of optimization increased in 2007 with the introduction of Google Website Optimizer which was a free tool. As per the study conducted in 2014, the majority of the respondents considered CRO as a crucial system for their overall digital marketing strategy. CRO seeks to increase the number of visitors to a website that takes a specific desired action like submitting a w...

Scope creep in project management refers to continuous or uncontrolled changes/growth in a project’s scope, after the project begins. This takes place when the scope of a project is not defined, documented or controlled properly, considered to be a harmful process. It starts with small adjustments and the project ends up taking a longer duration to complete or even fails before completion. Score creep can occur due to lack of clarity of the project and its objectives, changing market conditions, poor communication between the team, poorly defined initial requirements, etc. To avoid such kinds of scope creeps, the project leader/manager should consider minute adjustments to the original project scope carefully to make only those necessary changes and ensure it does not go beyond the limits of the project’s scope. For example, ‘A’ assigns an ad campaign to Team B with a fixed budget, schedule and requirements. Once the team starts with the project, B takes up new requireme...