E-commerce companies usually measure their success in terms of their revenue goals. However, the revenue helps just the company. For a company to be successful and always be on top of their target audience's mind, it is imperative to close the loop and think about the complete decision making, buying, and post-purchase experiences. Traditionally, an e-commerce funnel refers to how many users enter the funnel by landing up on the website/app via-à-vis how many end up reaching the bottom of the funnel by successfully making a purchase. In reality, the user journey is a bit more complicated. Some customers land...
