Every sale follows this progression:

  AWARENESS     Someone learns you exist
       │
       ▼
  INTEREST      They visit your site or engage with content
       │
       ▼
  CONSIDERATION They evaluate if your product fits their need
       │
       ▼
  DECISION      They decide to buy (or not)
       │
       ▼
  PURCHASE      Money changes hands
       │
       ▼
  SUCCESS       They get the result they paid for
       │
       ▼
  ADVOCACY      They recommend you to others

  Each stage loses people. That's normal.
  Your job: maximize the percentage that moves to the next stage.