Customer arrives on your site. Customer clicks Buy Now! Zing! Another conversion in the books!
Okay, go ahead, roll your eyes at me. Conversions are never that easy and rarely that fast.
Conversion isn’t a one-time deal: click and you’re done. Most of the time, the conversion funnel consists of many smaller decision points, known as micro-conversions, where a customer decides whether or not he’s going to continue the process.
Conversion funnel optimization determines where micro-conversions occur on your site and why a customer might not make the next click.