It’s much easier to double your business by doubling your conversion rate than by doubling your traffic. — Jeff Eisenberg

At the end of the day, what every business wants are conversions. That’s the point where your customer gives you what you asked for. It could be as simple as making a purchase, submitting a quote request, or booking an appointment.

While conversion sounds like the place in the customer journey where you want to spend all your time and money, it’s actually the easiest to get—as long as every other step in the customer journey is well executed.