Almost two decades ago, Jeffrey and I started evangelizing the notion that your conversion rate is a measure of your ability to persuade visitors to take the action you want them to take.
Good companies know how to persuade visitors, but legendary companies better understand their visitors and their desires, and do more than simply satisfying those desires.
Great companies find ways to delight them along their journey. This is sometimes labeled as ‘flow’ in the UX world.
In other words, conversion rate optimization is a critical discipline, but by itself, will it be able to transform a good company into a legendary one?