Customer Experience - The Fastest Path

The order wizard was measured for sure and reported on very vigorously, but they never really thought about account creation as a step in the funnel. So with that being said, you can't always look at your metrics and be like, Oh, this is not looking so good because you kind of need to map it to whatever experiment you're running. For example, we've moved the account creation up and down many times. It's a balance between experimentation, looking at the metrics and looking at just conversion from one step to another.