Understanding the customer journey

Photo by Mukuko Studio on Unsplash

It's very easy to focus yourself on one piece of the puzzle, instead of seeing the whole picture.

An example, related to ads. When most people run ads, there is one metric they focus on, cost per click (CPC). They assume, wrongly, that if an ad has a low CPC, all their problems will be solved. However, they do not take time to try to optimize the landing page where the ad is leading people. While CPC is critically important, the amount of people who convert (complete your intended action) is equally important.

Let's say you have a healthy $.10 CPC or an ad. Most people would see this number and think their problems were over. However, that only tells a part of the story. It's doesn't take into account the number of people who convert on your page.

I'll give you a real-world example and assume two different conversion rates of 50% and 30%.

Since I run giveaways, I'm going to assume that a successful conversion is when a person becomes a subscriber. It coul…