The path that a customer takes from the moment they learn about a new product to the time they make their first purchase is rarely a straight line. The more expensive a product or service is (like a college education), the more commitment it requires (like a year-long subscription), or the more intangible the benefit (like a donation to a good cause), the more circuitous the route can become as consumers interact with multiple content channels, formats, and experiences before finally taking action.