Too many companies jump into conversion optimization without a real plan or a methodology to identify candidate areas of optimization. Very often, the process is too simplistic and does not consider website visitors in a meaningful way. Random guesswork will lead to waste time, effort, and money. On top of producing unreliable results that is the exact opposite of what Brands are looking for. Since the objective is to increase the conversion of the traffic, Brands need to understand why people are reaching their website. If users are treated all the same, Brands cannot tailor the experience nor prioritize the right messages for the demographics that matter the most to their business.