{"id":4839,"date":"2020-11-17T06:28:00","date_gmt":"2020-11-17T06:28:00","guid":{"rendered":"https:\/\/easyaffiliate.com\/?p=4839"},"modified":"2021-06-04T17:46:49","modified_gmt":"2021-06-04T17:46:49","slug":"conversion-rate-optimization-how-to-do-it","status":"publish","type":"post","link":"https:\/\/easyaffiliate.com\/de\/blog\/conversion-rate-optimization-how-to-do-it\/","title":{"rendered":"Optimierung der Konversionsrate: Was es ist und wie man es macht"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Inhalts\u00fcbersicht<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a59d42869683\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Umschalten auf<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a59d42869683\"  aria-label=\"Umschalten auf\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/easyaffiliate.com\/de\/blog\/conversion-rate-optimization-how-to-do-it\/#An_Introduction_to_Conversion_Rate_Optimization_CRO\" >Eine Einf\u00fchrung in die Conversion Rate Optimization (CRO)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/easyaffiliate.com\/de\/blog\/conversion-rate-optimization-how-to-do-it\/#How_to_Get_Started_with_Conversion_Rate_Optimization_on_Your_Website_In_4_Steps\" >So beginnen Sie mit der Conversion-Rate-Optimierung auf Ihrer Website (in 4 Schritten)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/easyaffiliate.com\/de\/blog\/conversion-rate-optimization-how-to-do-it\/#Step_1_Determine_Your_Goals\" >Schritt 1: Bestimmen Sie Ihre Ziele<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/easyaffiliate.com\/de\/blog\/conversion-rate-optimization-how-to-do-it\/#Step_2_Analyze_Your_Sites_Data\" >Step 2: Analyze Your Site&#8217;s Data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/easyaffiliate.com\/de\/blog\/conversion-rate-optimization-how-to-do-it\/#Step_3_Make_Your_Optimizations\" >Schritt 3: Nehmen Sie Ihre Optimierungen vor<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/easyaffiliate.com\/de\/blog\/conversion-rate-optimization-how-to-do-it\/#Step_4_Conduct_AB_Tests\" >Schritt 4: Durchf\u00fchrung von A\/B-Tests<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/easyaffiliate.com\/de\/blog\/conversion-rate-optimization-how-to-do-it\/#Conclusion\" >Schlussfolgerung<\/a><\/li><\/ul><\/nav><\/div>\n\n<p class=\"wp-block-paragraph\">If you own a business, it&#8217;s probably safe to say you&#8217;d like it to grow and generate more revenue. Search engine optimization (SEO) is a common strategy used to increase web traffic and bring in more customers, specially if you also get a reliable <a href=\"https:\/\/www.knownhost.com\/wordpress-hosting.html\">wordpress hosting plan<\/a>. However, if you find your sales still aren&#8217;t increasing, you may need to switch tactics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The answer may be to get more out of the traffic you already have. This is known as conversion rate optimization (CRO). CRO is a hot topic in marketing these days, but if you&#8217;ve never dabbled in it, it can seem overly technical and complex. Fortunately, that really isn&#8217;t the case.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this article, we&#8217;ll demystify CRO. First, we&#8217;ll explain what it is and why it&#8217;s important. Then we&#8217;ll walk you through a basic framework for optimizing your site. Let&#8217;s get started!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"An_Introduction_to_Conversion_Rate_Optimization_CRO\"><\/span>Eine Einf\u00fchrung in die Conversion Rate Optimization (CRO)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">First of all, let&#8217;s clear up some terminology. A <em>Umwandlung<\/em> refers to when a user completes a desirable action on your site. This could be signing up for your email newsletter, creating an account, registering for a free trial, purchasing a product, or anything else that furthers your business&#8217; goals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your site&#8217;s conversion rate is simply the percentage of users that complete one of these actions on your site. You can calculate your conversion rate by dividing the number of conversions by the number of visitors, then multiplying the result by 100. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Angenommen, Sie haben eine Landing Page f\u00fcr ein Produkt. Wenn 1.000 Besucher auf dieser Seite landen und 100 einen Kauf t\u00e4tigen, hat Ihre Landing Page eine Konversionsrate von zehn Prozent (100\/1.000 * 100).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CRO ist der Prozess der Anpassung Ihrer Website und Ihrer Inhalte, um Ihre Konversionsrate zu maximieren. Dazu geh\u00f6rt in der Regel das Durchk\u00e4mmen von Analysen und Daten, um Verbesserungsm\u00f6glichkeiten zu finden, und dann das Implementieren und Testen dieser \u00c4nderungen. Dieser Prozess der Analyse, Implementierung und des Testens wird dann in einem kontinuierlichen, iterativen Prozess immer und immer wieder wiederholt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Get_Started_with_Conversion_Rate_Optimization_on_Your_Website_In_4_Steps\"><\/span>So beginnen Sie mit der Conversion-Rate-Optimierung auf Ihrer Website (in 4 Schritten)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Der Versuch zu verstehen, welche \u00c4nderungen an Ihrer Website vorgenommen werden m\u00fcssen, um die Konversionsrate zu erh\u00f6hen, kann einsch\u00fcchternd sein. Wenn Sie jedoch systematisch an den Prozess herangehen, k\u00f6nnen Sie \u00c4nderungen vornehmen, die effektiv sind und die gew\u00fcnschten Ergebnisse liefern.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When you boil it down, CRO requires just four simple steps. Here&#8217;s how to get started.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_1_Determine_Your_Goals\"><\/span>Schritt 1: Bestimmen Sie Ihre Ziele<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The first step to CRO is knowing what you&#8217;re optimizing for. Start by clarifying your broad business goals. At this point, they will likely be fairly generic. For example, perhaps you want to increase revenue from a segment of your business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie Ihre allgemeinen Ziele definiert haben, k\u00f6nnen Sie diese weiter spezifizieren. Schauen Sie sich an, wie Ihre Website zu Ihren Gesch\u00e4ftszielen beitragen kann, und legen Sie einige enge, Website-bezogene Ziele fest, die Sie anstreben. Das k\u00f6nnen z. B. mehr K\u00e4ufe auf einer Landing Page, mehr Anmeldungen f\u00fcr einen E-Mail-Newsletter oder mehr Anmeldungen f\u00fcr eine <a href=\"https:\/\/easyaffiliate.com\/de\/affiliate-program-prepare-recruits\/\" target=\"_blank\" rel=\"noreferrer noopener\">Partnerschulungsprogramm<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In short, it&#8217;s important to leave the goal-setting stage with specific ideas in mind of what you want to improve. That way you can measure and test the results of your optimizations later on.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_2_Analyze_Your_Sites_Data\"><\/span>Step 2: Analyze Your Site&#8217;s Data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">With your goals set, it&#8217;s time to look at how your pages are performing. CRO is a very data-driven process \u2013 at every step, you should be considering the concrete numbers, rather than guessing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are two places to gather data from. First, you&#8217;ll want to do some quantitative analysis. Review your website analytics to see what your current conversion rate is, as well as which parts of your pages users are interacting with and where they&#8217;re arriving from (<a href=\"https:\/\/easyaffiliate.com\/de\/how-to-promote-your-affiliate-program-using-twitter-chats\/\" target=\"_blank\" rel=\"noreferrer noopener\">soziale Medien<\/a>, E-Mail-Links, organische Suche usw.). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These details help you determine which parts of each page to focus on when optimizing. It doesn&#8217;t make much sense to tweak the most-clicked call-to-action (CTA) on the page.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es gibt eine Vielzahl von Instrumenten zur Datenerfassung, aber <a href=\"http:\/\/analytics.google.com\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"analytics.google.com\">Google Analytics<\/a> is the most popular. It&#8217;s free and can provide a tremendous amount of information:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition.jpg\" alt=\"Das Google Analytics-Erfassungsfenster.\" class=\"wp-image-4852\" width=\"800\" height=\"325\" srcset=\"https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition.jpg 1894w, https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition-300x122.jpg 300w, https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition-1024x416.jpg 1024w, https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition-768x312.jpg 768w, https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition-1536x624.jpg 1536w, https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition-18x7.jpg 18w, https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition-349x142.jpg 349w, https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition-664x270.jpg 664w, https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition-1216x494.jpg 1216w, https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition-1832x745.jpg 1832w, https:\/\/easyaffiliate.com\/wp-content\/uploads\/2020\/10\/analytics-acquisition-156x63.jpg 156w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Die <em>Akquisition<\/em> und <em>Verhalten<\/em> tabs of the Google Analytics dashboard will likely provide the most useful information. They&#8217;ll show you where users are coming from, where they exit each page, and what other pages they click on during their visits.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to reviewing analytics, it&#8217;s smart to try to survey your actual users. Ask them why they make the choices they do on your site, what they feel its strengths and weaknesses are, and what points cause friction and prevent them from converting. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn es sich bei Ihrer Website um eine WordPress-Website handelt, sollten Sie die Verwendung des Tools <a href=\"https:\/\/memberpress.com\/go\/mi\/pricing\" target=\"_blank\" rel=\"noreferrer noopener\">MonsterInsights<\/a>die Ihnen den Zugriff auf alle Ihre Google Analytics-Daten direkt \u00fcber das WordPress-Dashboard erm\u00f6glicht.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_3_Make_Your_Optimizations\"><\/span>Schritt 3: Nehmen Sie Ihre Optimierungen vor<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Now it&#8217;s time to review what you&#8217;ve learned and make your optimizations.  When doing so, the single most important thing to remember is to always follow the data. Gut feelings are nice, but for our purposes here, the numbers generally don&#8217;t lie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When making your changes, don&#8217;t discount the little things. Even something as simple as changing the color of your CTA button can make a noticeable difference in how many people click on it. Other effective changes you could make may include (but are certainly not limited to):<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Erstellen Sie Ihren CTA-Text <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/2020\/01\/how-to-write-your-ctas-to-fit-your-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">aktiver und handlungsf\u00e4higer<\/a><\/li><li>\u00dcberarbeitung der Sprache, die Sie zur Beschreibung Ihres Produkts verwenden<\/li><li>Verwendung eines einladenderen Farbschemas<\/li><li>Hinzuf\u00fcgen oder Entfernen von Inhalten, um die Seite k\u00fcrzer oder l\u00e4nger zu machen<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Dieser Teil kann \u00fcberw\u00e4ltigend sein. Um zu entscheiden, worauf Sie sich konzentrieren sollten, verwenden Sie den PIE-Rahmen: <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Potenzial:<\/strong> Welche Seite, welcher Bereich oder welches Element hat das gr\u00f6\u00dfte Potenzial, Ihre Konversionsrate zu verbessern? <\/li><li><strong>Wichtigkeit:<\/strong> How valuable are conversions that occur on the page or via the element you&#8217;re considering making changes to?<\/li><li><strong>Leichtigkeit:<\/strong> Wie viel Zeit und M\u00fche wird diese \u00c4nderung in Anspruch nehmen? <\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00f6here Bewertungen in diesen Kategorien bedeuten in der Regel, dass eine \u00c4nderung eine h\u00f6here Priorit\u00e4t haben sollte. Mit anderen Worten: Beginnen Sie mit den einfachsten \u00c4nderungen auf Ihren wichtigsten Seiten, die mit Ihrem wichtigsten Konversionsziel zusammenh\u00e4ngen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_4_Conduct_AB_Tests\"><\/span>Schritt 4: Durchf\u00fchrung von A\/B-Tests<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, with your optimizations done, it&#8217;s time to test. The most common method is known as &#8216;A\/B testing&#8217; or <a href=\"https:\/\/easyaffiliate.com\/de\/how-to-utilize-split-testing-in-your-affiliate-program\/\" target=\"_blank\" rel=\"noreferrer noopener\">Split-Tests<\/a>. Bei diesem Verfahren wird ein Tool verwendet, das einigen Nutzern die alte Version Ihrer Website anzeigt, w\u00e4hrend andere die aktualisierte Version sehen. Anschlie\u00dfend vergleichen Sie die Analyseergebnisse beider Versionen, um festzustellen, ob Ihre \u00c4nderungen wirksam waren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es gibt eine <a href=\"https:\/\/vwo.com\/blog\/15-free-ab-split-testing-resources\/\" target=\"_blank\" rel=\"noreferrer noopener\">Anzahl der verf\u00fcgbaren Tools<\/a> um A\/B-Tests zu vereinfachen. Wie auch immer Sie sich entscheiden, das Wichtigste ist, dass Sie die Daten sorgf\u00e4ltig \u00fcberwachen. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">F\u00fchren Sie Ihren A\/B-Test \u00fcber einen bestimmten Zeitraum durch und vergleichen Sie die Messwerte mit den in Schritt 1 festgelegten Zielen. Wenn Ihre neue Version besser abschneidet als die alte, ersetzen Sie sie. Wenn nicht, gehen Sie zur\u00fcck zum Zeichenbrett und probieren Sie verschiedene Aktualisierungen aus. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Remember, CRO is a continuous process of analyzing, optimizing, testing, and analyzing again. You&#8217;ll get the best results by making it a standard part of your marketing strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Schlussfolgerung<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you&#8217;re growing your website traffic but find that your sales still aren&#8217;t increasing, CRO should be your next step. This process is all about maximizing the potential of your site to generate more sales or signups from your visitors. Although it sounds complex, it&#8217;s actually pretty simple.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just follow these four steps and you&#8217;ll be optimizing your site in no time:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Legen Sie Ihre Ziele fest.<\/li><li>Analysieren Sie Ihre Daten.<\/li><li>Nehmen Sie Ihre Optimierungen vor.<\/li><li>F\u00fchren Sie A\/B-Tests durch.<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie vorankommen wollen, sollten Sie sich das hier ansehen <a href=\"https:\/\/leelinesourcing.com\/improve-ecommerce-conversion-rates\/\" target=\"_blank\" rel=\"noreferrer noopener\">gro\u00dfartiger Artikel von Leeline Sourcing<\/a> f\u00fcr ausf\u00fchrlichere Informationen zur Verbesserung Ihrer Konversionsraten.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Haben Sie noch Fragen zu CRO? Lassen Sie es uns im Kommentarbereich unten wissen!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Wenn Ihnen dieser Artikel gefallen hat, folgen Sie uns auf <a href=\"https:\/\/twitter.com\/easyaffapp\" rel=\"noreferrer noopener\" target=\"_blank\">Twitter<\/a>, <a href=\"https:\/\/www.facebook.com\/easyaffiliateplugin\" rel=\"noreferrer noopener\" target=\"_blank\">Facebook<\/a>und <a href=\"https:\/\/www.linkedin.com\/showcase\/easy-affiliate-plugin\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>. Und vergiss nicht, dich im Feld unten anzumelden!<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>If you own a business, it&#8217;s probably safe to say you&#8217;d like it to grow and generate more revenue. Search engine optimization (SEO) is a common strategy used to increase web traffic and bring in more customers, specially if you also get a reliable wordpress hosting plan. However, if you find your sales still aren&#8217;t [&hellip;]<\/p>\n","protected":false},"author":1592,"featured_media":5024,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[312,132,314],"tags":[89],"class_list":["post-4839","post","type-post","status-publish","format-standard","has-post-thumbnail","category-advice","category-business","category-tutorials","tag-conversion-optimization","entry"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Conversion Rate Optimization (CRO) sounds complicated, but it doesn&#039;t have to be. 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