Luka Nikolić, a specialist in conversion rate optimization (CRO), dives into the significant transformation of CRO within digital marketing. He discusses how CRO is no longer an afterthought but a vital component, similar to PPC and SEO. Luka emphasizes the trend of agencies focusing solely on CRO services and the necessity for a structured approach beyond just A/B testing. E-commerce is driving this change, enabling businesses to optimize costs and enhance the buyer journey. He forecasts the rise of hyper-focused agencies dedicated to specific CRO aspects.