It’s no secret that retailers and brands have become obsessed with driving conversion in their quest to recover the more than half of shoppers who abandon checkout before completing their purchase. After all, “conversion rate optimization” is one of the more common catchphrases in today’s retail industry. But too often, in trying to reach this final destination, retailers are missing out on the proverbial journey — and that journey is usually far more lucrative than the typical take-no-prisoners, myopic approach to “conversion.”
