What's the drawback of optimizing only for online conversions?

You may miss out on potential customers who show interest in your product.

You may miss out on potential customers who watched your ad

You may miss out on potential customers who engage across all ad formats

You may miss out on potential customers who purchase offline only or research online but buy in-store.


Choose an option to see if it’s correct. Check the explanation below. Learn Smarter, not Harder.

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Explanation: What’s the drawback of optimizing only for online conversions?


Explanation: The correct answer is **You may miss out on potential customers who purchase offline only or research online but buy in-store**. Optimizing solely for online conversions can result in overlooking a significant segment of potential customers who either prefer to make purchases offline or conduct online research before buying in-store. By focusing exclusively on online conversions, businesses may neglect the importance of capturing the full customer journey, which often involves a combination of online and offline interactions. Many customers engage with ads and products online but ultimately make purchases in physical stores, a behavior known as showrooming. Conversely, some customers may prefer to research products online before visiting a store to make a purchase, a process referred to as webrooming. By disregarding these offline customer behaviors, businesses risk missing out on valuable opportunities to attract and convert customers who may not be reflected in online conversion metrics alone. Therefore, the drawback of optimizing only for online conversions lies in the potential to overlook customers who purchase offline exclusively or engage in online-to-offline shopping behaviors. Options such as 'You may miss out on potential customers who show interest in your product' and 'You may miss out on potential customers who engage across all ad formats' address valid concerns related to customer engagement and interest but do not specifically highlight the significant drawback of ignoring offline conversions. Similarly, 'You may miss out on potential customers who watched your ad' focuses solely on ad viewership without considering the broader implications of online versus offline purchasing behaviors. Thus, the correct answer is indeed **You may miss out on potential customers who purchase offline only or research online but buy in-store** as it accurately identifies the drawback of optimizing solely for online conversions.
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