When it comes to mindlessly exploring the internet, no one is innocent. In such a vast expanse of information and content, it’s easy to get lost in the bright colors and flashing signs of the digital universe.

For associations, spurring passive explorers to actively engage online can be difficult. However, according to Chris Lucas, vice president of marketing for Formstack, the budding practice of conversion rate optimization (CRO) may prove to be an invaluable solution.

CRO leverages data about what appeals to online users to make micro changes to an organization’s website to engage them, according to Lucas. And yet, “only 39 percent of marketers considered CRO a priority,” Lucas writes in Entrepreneur.

Proper web presentation is key to provoking an active response from users, says Lucas. Organic traffic for an association’s website is one of best ways to reach new members, and associations can boost their numbers using CRO.

“Investing in CRO helps you ramp up your lead capture and lead conversion strategies,” Lucas says. “Use A/B testing tools to pinpoint the flaws in your messaging or design that are sending your potential customers out the door.”

CRO can also pinpoint strategic micro changes. From changing the copy on a button to rearranging the content, these seeming drops in the bucket can add up to a bucket overflowing with conversions.

Tweet of the Day

Are you on board already? Going Live: 5 Things Planners Need to Know about Periscope https://t.co/TzW3rzFJsG via @cvent #eventprofs #MPITO

— Mariella Irivarren (@mformariella) May 4, 2016

Live streaming is a great way to take your event to the next level, but understanding what makes it different from other social platforms is essential. On Cvent’s Event Planning blog, Anderson Conte explains how to maximize Periscope’s event capabilities. One simple but important tip? “Lock down strong Wi-Fi.”

Other Good Reads

Struggling to deal with freeloaders? In an article for MultiBrief, Bob Harris, CAE, details the problems that come with membership “free riders.”

Energy for tomorrow starts with today. Inc. contributor Marissa Levin offers some advice on how to disconnect from work after a long day so you are energized for the next one.

Think your big data project is hard? The Associated Press would beg to differ, at least compared to the AP’s data management challenge. CMSWire‘s Dom Nicastro explains how the news agency preserves data that goes all the way back to 1848.

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