Are you Optimizing the Wrong Steps of the Conversion Process?
Due to organizational structure, many marketers/analysts get a partial view of the customers’ conversion process data. This result in them optimizing the wrong steps of the conversion funnel /channel. Read below about a shopping experience I recently had, it will make it clear how this narrow view can come in the way of an organization's ability to effectively optimize the right step/channel in the conversion path. I was recently in the market to buy a laptop. I had a Lenovo laptop in past, which I really liked, so I decided to buy another Lenovo laptop. I went to their site, configured the laptop and chose various options. When I got to the last step, I decided to contact a live person because I was not sure of all the options that I had picked. I clicked on the little chat button on their site and connected with a sales guy. The person asked me to save my order (create an account etc.) so that he can find the order and help me with it. I did what he told me to but to my di...