Ensure that the touch points along the purchase process are optimized for the opportunity.

When people are buying something that’s important, expensive, or risky, they don’t generally do it on a whim. They go through a few stages weighing up options and looking at alternatives. And every step on this journey is one where they could lose interest.

By filling in these gaps between each stage, you will generate and retain more profitable customers. This allows you to have impact on the customers’ experience, as well as their purchase behaviour.