July 16, 2015 — With these days’ hypes like Conversion Rate Optimization and A/B testing, it’s easy to lose track of what you’re actually doing. You’re not just optimizing stuff for the sake of optimizing. You’re improving your products, your website and ultimately the customer’s experience. And how can you do that when they’re just a number to you? You can’t. You have to realize: your customers are actual people.