“We see conversion as persuasion’s younger sibling… Conversion rate optimization assumes people want to participate in your sales process by taking an action now… Optimizing your sales process is important but it remains limited in its ability to drive maximum return on your marketing investment.

While you’re busy optimizing your linear sales process, customers are engaged in a distinctly different process: their own idiosyncratic buying – a process they control completely. They interact with myriad of factors that exist outside your linear selling process, outside of your company and outside of your control. You simply can’t control their interaction with competitors, consumer-generated media, or word of mouth! Optimizing the Buying Process Is a Matter of Persuasion.”