Focus
Most companies focus on optimizing their conversion rate, or the rate at which a consumer will change from a lead to a paying customer. It sounds like a smart plan, right?
It is a great start but your organization may be missing the big picture if your main focus is just on improving this metric.
We recommend a slight pivot in your strategy – focus on improving how individuals interact with your brand at all touch points across your organization, also known as improving the “customer experience.” Then, monitor conversion rate as a measurement to check how you’re doing.