Rachelle is new to conversion rate optimisation but is eager to get started. Which of the following steps should be their first priority?

The first priority in conversion rate optimization (CRO) is always to understand the problem. This involves using data (analytics, heatmaps, session recordings) and user feedback (surveys, interviews) to identify actual pain points, bottlenecks, and areas where users struggle or drop off. Without this foundational understanding, any subsequent actions are based on assumptions rather than evidence. Creating a hypothesis based on preferences is incorrect because CRO should be data-driven, not based on personal opinions. Implementing an A/B test on the homepage without prior research is premature and likely to be ineffective, as you wouldn't know what to test or why. Speaking to the developer team about implementing changes is also premature; changes should only be discussed once opportunities are identified and hypotheses are formed.