Customer #1:Angie finds your site by clicking on an ad while scrolling through Facebook. She browses a few pages, then exits. A few days later, she searches Google for one of your keywords and clicks on a Google ad for your site. She adds a few items to her cart but leaves before entering her credit card info. A few hours later, she clicks a link in her email to return to her cart. She then completes her purchase.
Customer #2:David has been searching for a new computer, so he searches on Google and lands on your website. After a few minutes, he clicks off and keeps browsing the web. As he continues searching, he sees a banner ad pop up offering a great deal on his favorite computer. He clicks on the link and once again is on your site. However, he’s not ready to make a purchase until he’s sure your site has a good reputation. He Googles your company and finds an article about how awesome and legit your computers are, and he clicks through to make sure it’s the right website. The next day, he returns to the website and makes a purchase.