Case Study: Mapping the Decision Making Process On a Lead-Generation Website - Marketing 360® In this case study, we’ll run a usability test on a new lead-generation website from Marketing 360® to uncover its strengths, weaknesses, and overall convertibility. A conversion on a lead-generation website is a decision. A visitor decides the business is a fit for their needs and chooses to reach out to them. However, this is not the only decision a visitor makes on a website. It is, in fact, the last in a series of micro-decisions that are made as the visitor experiences the website’s content. One thing that is sometimes overlooked is how the website needs to get a “yes” to each of these small decisions in order to get the final conversion. Doubt or confusion at any point can cause the visi

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