Fill in the blank: The primary goal of the continuous improvement stage is to _______.

• run conversion rate optimization on existing pages.
• keep the website content, platform, and plug-ins up to date.
• to collect data so you have information for your next redesign.
• use data to identify and build high-impact actions to drive business growth.

The correct answer is:

• use data to identify and build high-impact actions to drive business growth.

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