Much has been written and said about declining traffic in brick-and-mortar stores. It continues to dominate the headlines and remains the most frequent reason cited for lackluster store performance.

At the same time, there’s plenty of evidence to suggest that, even when there is traffic in the store, retailers are failing to convert these opportunities into sales. It begs the question, how much better could stores perform if they focused as much attention on converting traffic as they do worrying about the lack of it?

Today, many retailers track traffic and measure conversion, but what do they do to optimize in-store conversion rates? The answer for many is not much.

Online, Conversion Rate Optimization (CRO) has become an industry onto itself, spawning a global community of consultants and…