When we talk about sales conversions we tend to look at the whole idea of a “conversion” as being a single event.
But very often it simply isn’t that at all, and is in fact a more complex process involving at least two steps – and often many more. If you send an email for people to click on a link to visit a sales page and then click on a button to buy something, you have at least two steps – the sales letter, and then filling in the payment details on the shopping cart.
