The evolution of the Internet has been punctuated by the constant emergence of new user patterns. The exponential growth of Internet-users engendered a fierce race for audience. The main area of focus has since shifted and is now placed on a website’s ability to achieve its primary goal: to "convert". A conversion can be defined as the accomplishment of a predefined and measurable act by a user, e.g. consulting specific content, engaging with a brand, carrying out a purchase or otherwise deepening the customer relationship. [read more]