<ul><li>Carolina Devia Angarita, Head of Product Management at Adorama, emphasizes the importance of understanding who your customers are and what they're thinking to enhance customer experience.</li><li>To refine customer journey, heatmaps, value stream diagrams, and abandonment rates can help with identifying pain points and optimizing web pages.</li><li>A successful experiment at a multi-category retailer found that a poorly optimized homepage was causing high traffic drop-offs and a personalized homepage saw a 30% rise in conversion rate.</li><li>Carolina stresses the significance of data in context and the steps of the scientific method to help develop actionable insights.</li><li>For Carolina, ambiguity is part of the job, and experimentation is critical to learning and growth.</li><li>Effective customer segmentation requires input from both marketing and product teams, based on behavioral actions, customer analysis and psychology.</li></ul>

Leader Spotlight: Understanding who your customers truly are, with Carolina Devia Angarita

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