
Strangers > Visitors > Leads > Customers > Promoters
These user segments will allow you to focus your testing efforts and gradually optimise your site bit by bit. Users can enter your funnel from anywhere, this can be from being advertised to, from researching your product, visiting your website or store, even from the user contacting you. Optimising all of these touch points one by one will enable you to be efficient and structured when testing your site. With all forms of activity, offline and online, it is becoming imperative for businesses to understand their users and how they are moving from stranger to promoter. The collection of data from every channel is crucial when aiming to understand your customer journey. With that being said, it is also important to have the right expertise to create an analytics infrastructure to make this analysis possible and furthermore action it.