A lot of us started of as web analysts making recommendation of the back of data.

The ones that take it to the next level know that data is the what and without qualitative data you will not know the why .

Finally its important to be able to put this data into context a page that has high drop offs is not always a bad thing. It might be this page is a content page where people will consume the content and leave.

Overall I think a good CRO has to start with data but has the experience across a wide range of sectors to see what works and what doesn’t and where best practice will help or hinder a site and design a effective test strategy off the back of this.