If you think of conversion as a destination, then your website is the road to that destination and your customers are the travelers.
Directing traffic to your website through SEO or social media is about getting customers on the right road – the road to your website. The purpose of conversion optimization is to keep them on the road so that they reach the final destination – conversion.
The problem is that most websites have glitches that cause their customers to halt the conversion process. Think of them as broken bridges. If the customer can’t cross the bridge, he’ll take a detour and perhaps end up on another company’s website.