“We can’t solve problems by using the same kind of thinking we used when we created them.” -Einstein
In an ideal world, every single person that comes in contact with your company would find the product or service they are looking for and follow a straight path to purchase. But the reality is much different. Outside of that minuscule two percent that buys the first time around, most buyer’s paths are not so linear. There are many factors that distract buyers from following a direct path to purchase – phone calls, ends of lunch breaks, putting their phone up or stepping away from their computer to complete life’s million other tasks. The reasons for distraction are literally infinite, but that doesn’t mean you can’t pull them back to complete that purchase.