Key Takeaways

• Customer data transforms SEO from guesswork into precision marketing: Behavioral segmentation can materially improve campaign performance; results vary by implementation and context
• The stakes are enormous: Market.us projects the disposable diapers market will reach USD 147 billion by 2034, though estimates vary by research firm, with 78.9% controlled by disposable diaper brands competing for top search positions
• Mobile-first matters more than you think: Mobile is a primary shopping channel for millennial parents, making mobile optimization inseparable from customer data strategy
• First-page visibility is non-negotiable: Only 0.63% of clicks go to page two results, and brands using data-driven SEO consistently outrank competitors still relying on keyword stuffing
• Privacy-first wins customer trust and conversions: Zero-party data collection builds transparency while delivering more accurate insights than deprecated third-party cookies ever could

The baby products market has become a battlefield where customer data separates market leaders from forgotten brands. While disposable diapers maintain 78.9% market share through convenience, winning that sale requires appearing exactly when parents search—and converting them the instant they land. Traditional SEO tactics like keyword stuffing died years ago. Modern search algorithms prioritize user experience, content relevance, and demonstrated understanding of search intent. The only way to deliver all three consistently? Customer data that reveals exactly what parents need, how they search, and what makes them buy.

AI agents now transform how brands use customer data to dominate search rankings. Rather than guessing which keywords matter or which content resonates, intelligent systems analyze search patterns, purchase behavior, and engagement data to surface the exact optimizations that drive organic visibility and conversions. For diaper brands competing in a market projected to reach massive scale, customer data isn't just helpful—it's the foundation of sustainable SEO success.

Why Customer Data Is the Foundation of Modern SEO Strategy for Diaper Brands

Search engines reward one thing above all else: satisfying user intent. Google's algorithms have evolved from simple keyword matching to sophisticated machine learning models that evaluate whether content truly answers what searchers want. This fundamental shift means keyword stuffing evolution has grown into strategic content creation that prioritizes user experience, content quality, and topical expertise over keyword density.

Customer data provides the blueprint for understanding search intent at scale. When you analyze which products parents view together, which questions they ask support teams, and which pages correlate with purchases, you're mapping the actual journey from search to sale. This intelligence reveals:

• High-intent keyword patterns that signal purchase readiness versus research mode
• Content gaps where competitors fail to address specific parent concerns
• Seasonal trends in newborn versus toddler product searches
• Geographic modifiers that indicate local shopping preferences
• Question-based queries that reveal informational needs before purchase decisions

The business impact is measurable. Organic search remains a leading acquisition channel (BrightEdge, 2019). The difference between invisible and dominant? Understanding exactly what your customers search for and optimizing every page to match their intent.

How search engines reward customer-centric content

Modern ranking algorithms evaluate content quality through user satisfaction. While Google prioritizes helpful content and good page experience, engagement metrics like bounce rate aren't direct ranking signals—though they can correlate with content quality. Customer data enables you to optimize for genuine user needs rather than gaming algorithmic loopholes.

Consider the parent searching "best diapers for sensitive skin." Generic SEO produces a keyword-stuffed product page. Data-driven SEO reveals this searcher wants ingredient transparency, dermatologist recommendations, and real parent reviews addressing eczema concerns. The page optimized for actual user needs keeps visitors engaged longer, generates more internal navigation, and converts at higher rates—all signals that boost rankings.

The shift from keyword stuffing to intent-driven optimization

The evolution of search intent understanding divides queries into informational, navigational, commercial, and transactional categories. Each requires different content formats and optimization strategies. Customer data shows you exactly which intent drives each keyword and how to structure content accordingly.

For diaper brands, this means recognizing that "how to prevent diaper rash" demands educational content with medical credibility, while "Coterie diapers Amazon" signals transactional intent requiring direct product access and competitive pricing. Trying to rank the same page for both intents fails spectacularly—yet brands without customer data make this mistake constantly.

Understanding Customer Data Platforms (CDPs) and Their Role in SEO Performance

A Customer Data Platform aggregates data from every customer touchpoint—website analytics, CRM systems, email engagement, purchase history, support tickets, and social interactions—into unified customer profiles. Unlike scattered analytics tools that create data silos, CDPs provide a single source of truth about customer behavior, preferences, and journey patterns.

For SEO specifically, CDPs surface critical insights that traditional keyword research misses entirely:

• Unified customer profiles that connect anonymous site visitors to known customers after conversion
• Real-time data ingestion that identifies trending queries before they peak
• Behavioral segmentation revealing how different customer groups search differently
• Attribution modeling showing which organic keywords drive highest lifetime value
• Content gap analysis highlighting topics customers search for but don't find

The customer analytics market will grow from USD 14,921.2 million in 2025 to USD 49,221.3 million by 2035 at a 12.8% CAGR (Future Market Insights, 2024), driven by businesses demanding better customer engagement, retention, and personalized shopping experiences. Third-party data integration has become critical for firms refining marketing and sales strategies through comprehensive customer understanding.

What a customer data platform does for eCommerce brands

CDPs transform disconnected data points into actionable intelligence. A parent who abandons their cart, subscribes to your email list, searches for "overnight diapers," and later purchases through a retargeting ad creates four separate data points in four different systems. Your CDP connects these into one customer journey, revealing that overnight leakage concerns drove the eventual purchase.

This unified view enables SEO teams to prioritize content addressing specific pain points at each journey stage. Rather than guessing which topics matter, you know precisely which questions precede purchases and which content gaps cause drop-off.

How CDPs surface high-intent queries and content gaps

Site search data within your CDP reveals what customers want but cannot find. Every null search result represents a content gap and ranking opportunity. When dozens of parents search "diapers for chubby babies" but your category structure doesn't acknowledge this need, you're losing conversions and missing keyword opportunities.

CDPs also identify assist queries—searches that don't directly lead to purchases but commonly appear in successful customer journeys. These informational keywords (sizing guides, comparison charts, ingredient explanations) may not drive immediate sales but establishing authority on these topics builds trust that converts later.

Mapping Search Queries to Consumer Insights for Best Diaper Brands

Query log analysis transforms your site search bar into a continuous focus group. Every search reveals customer vocabulary, product expectations, and decision criteria. Unlike external keyword research tools showing aggregate market data, your site search data shows exactly how your specific customers describe their needs.

This intelligence is gold for SEO because it reveals:

• Long-tail keyword opportunities competitors haven't identified
• Question-based searches perfect for FAQ schema and featured snippets
• Product attribute priorities that should appear in title tags and meta descriptions
• Seasonal pattern shifts between newborn and toddler product searches
• Geographic modifiers indicating local shopping preferences
• Comparison intent showing which competitors you're evaluated against

The parent searching "best diaper brands" has commercial intent—they're comparing options before purchase. Understanding intent differences between informational, navigational, commercial, and transactional queries enables precise content strategy. Your content for this query needs comparison tables, clear differentiation, and trust signals rather than generic product descriptions.

Extracting keyword themes from site search and support tickets

Customer support conversations contain unfiltered customer language describing problems, needs, and product expectations. Parents don't say "hypoallergenic moisture-wicking technology"—they say "diapers that don't give my baby a rash." This vocabulary gap between marketing copy and customer language kills SEO performance.

Analyzing support tickets reveals which product features actually matter versus which sound impressive in advertising. When dozens of customers ask about overnight leak prevention for stomach sleepers, that's not just a product development insight—it's a long-tail keyword opportunity with clear purchase intent.

Aligning content to 'best diaper brands' comparison intent

Commercial keywords like "best diaper brands" require specific content formats: comparison tables, pros/cons lists, clear differentiation criteria, and trust-building elements. Customer data shows you which comparison factors actually influence decisions—price per diaper, chemical-free certifications, fit for different body types, subscription savings, or environmental impact.

Envive's Search Agent transforms intent understanding by surfacing smart, relevant results that never hit dead ends. Rather than forcing parents into rigid category structures, intelligent search adapts to how customers actually describe their needs.

Leveraging Purchase and Browsing Data to Optimize for 'Diaper Brands for Newborns'

Conversion funnel analysis reveals which content, product attributes, and page elements correlate with purchases. For newborn-specific searches, behavioral data shows distinct patterns compared to general diaper queries:

• Size-stage segmentation showing newborn shoppers prioritize umbilical cord cutouts and wetness indicators
• Product affinity patterns revealing which complementary products (wipes, diaper cream) newborn shoppers purchase together
• Cart abandonment triggers identifying price sensitivity or subscription commitment concerns
• Repeat purchase timing indicating when newborn buyers upgrade to size 1 or switch brands

These insights directly inform SEO strategy. Category pages for "diaper brands for newborns" should emphasize newborn-specific features in title tags, feature newborn imagery, and structure internal linking around size-stage progression. Product schema should highlight newborn size availability prominently.

How repeat-purchase data reveals content gaps

RFM analysis (Recency, Frequency, Monetary value) segments customers by purchase patterns. Many eCommerce businesses observe a Pareto-like distribution (e.g., 20% of customers driving a large share of sales), but actual ratios vary by business. Understanding what content these high-value customers consumed before initial and repeat purchases reveals which topics actually drive loyalty.

If newborn-focused educational content correlates with higher customer lifetime value, that's a clear signal to expand topical authority in newborn care, size transitions, and development stages. This content may not drive immediate conversions but builds relationships that generate sustained revenue.

Using browsing behavior to build newborn landing pages

Heat maps, session recordings, and scroll depth analysis show which page sections engage visitors and which get ignored. If parents consistently scroll past generic brand messaging to reach product specifications and reviews, your page structure needs reorganization with technical details higher in the layout.

Browsing data also reveals mobile-specific behavior patterns. Since mobile is a primary shopping channel for millennial parents, every page element must work flawlessly on mobile devices. Optimizing for mobile isn't optional—it's fundamental to reaching your core audience.

Clean Diaper Brands and the SEO Value of Ingredient Transparency

The "clean" positioning creates powerful SEO advantages through ingredient transparency, certification visibility, and trust-signal optimization. Parents searching "clean diaper brands" want specific information: ingredient lists, third-party certifications, hypoallergenic claims, and free-from messaging.

This creates structured data opportunities that generic product pages miss:

• Product schema highlighting specific attributes (chlorine-free, fragrance-free, hypoallergenic)
• Ingredient disclosure using FAQ schema for common questions about materials
• Certification badges (e.g., EWG VERIFIED, dermatologist tested) with structured markup
• Trust signals through review schema showing real parent experiences

Search engines increasingly reward transparency and expertise. Comprehensive ingredient information positions your brand as an authority while satisfying informational intent that precedes purchase decisions. Parents researching "are diapers safe" before selecting a brand find your detailed content, establishing trust that converts when they're ready to buy.

How 'clean' positioning drives organic traffic

Clean and eco-conscious positioning taps into growing search volume around ingredient safety, environmental impact, and health concerns. These informational queries may not convert immediately but build brand awareness and authority that pays off over time.

Brand marketing strategy that emphasizes ingredient transparency also generates natural backlinks from parenting bloggers, mom influencers, and health-focused publications—all valuable authority signals for SEO.

Optimizing product pages with transparent ingredient copy

Envive's Copywriter Agent crafts personalized, compliant product descriptions that adapt to customer concerns while maintaining brand guidelines. For clean diaper brands, this means highlighting ingredient transparency for eco-conscious shoppers while emphasizing performance features for practicality-focused parents—all while ensuring every claim meets regulatory requirements.

The compliance dimension matters enormously. Health and safety claims require careful language that satisfies both customer needs and legal standards. Generic AI tools trained on uncontrolled internet data routinely generate non-compliant copy. Custom solutions trained on your specific compliance requirements eliminate this risk while improving conversion performance.

Optimizing for High-Intent Queries: Coterie Diapers Amazon and Marketplace SEO

Brand-plus-retailer queries like "Coterie diapers Amazon" reveal dual SEO challenges: own-site rankings and marketplace visibility. Understanding why searchers append retailer names provides strategic direction for content and conversion optimization.

Parents search "Coterie diapers Amazon" for several reasons:

• Purchase intent with platform preference (existing Prime membership, faster shipping)
• Price comparison between direct-to-consumer and marketplace pricing
• Review verification seeking unfiltered customer feedback
• Stock availability checking whether Amazon carries specific sizes
• Trust signals leveraging Amazon's return policies and customer service

This search behavior creates opportunities for brand-owned content that captures pre-purchase research while directing traffic to your highest-margin sales channels.

Why searchers add 'Amazon' to brand queries

Amazon dominance conditions customers to default to marketplace shopping. Mothers influence a substantial majority of household purchasing decisions, and many prefer consolidated shopping on platforms they already trust.

Rather than fighting this behavior, successful brands create content addressing these queries while highlighting advantages of direct purchase: subscription savings, full product lines, bundle offers, or loyalty rewards. The goal isn't preventing Amazon purchases but ensuring your brand controls the narrative during research.

Building owned content to capture pre-purchase research

Dedicated landing pages for "where to buy [your brand] diapers" provide information about all purchase channels while strategically emphasizing your preferred channel. This content ranks for branded marketplace queries while providing comparison information that guides purchase decisions.

External backlink strategy should target parenting publications and influencers who link to your comprehensive guides rather than marketplace listings. Each authoritative link to your content builds brand search volume and ranking authority that benefits all your pages.

Brand Marketing Strategy: Aligning Customer Data with Content Calendars and SEO Roadmaps

Customer data transforms content strategy from reactive publishing to predictive planning. Seasonal peaks around pregnancy announcements, baby showers, hospital births, and size transitions become visible in your data, enabling content creation aligned with customer needs.

Brand marketing strategy integration with SEO roadmaps ensures consistent messaging across all customer touchpoints. When launching new product lines, customer data reveals which keywords to target, which customer segments to prioritize, and which content formats generate engagement.

How marketing teams use data to prioritize SEO topics

Not all content opportunities deliver equal value. Customer data provides objective prioritization criteria:

• Purchase correlation: Which topics appear in successful customer journeys?
• Revenue attribution: Which organic keywords drive highest lifetime value?
• Seasonal timing: When do specific topics peak in search volume?
• Competitive gaps: Where do competitors fail to address customer needs?
• Segment alignment: Which topics resonate with your highest-value customer segments?

This data-driven prioritization ensures marketing resources focus on content that drives business outcomes rather than vanity metrics like traffic volume.

Integrating SEO into brand campaign launches

Product launches, seasonal campaigns, and brand partnerships create content opportunities that benefit from SEO planning. Many parents are influenced by social media and influencer recommendations when making purchases. Coordinating influencer content with SEO strategy amplifies campaign impact through sustained organic visibility beyond initial social media buzz.

Effective integration requires cross-functional workflows where SEO insights inform campaign messaging, influencer briefs emphasize target keywords naturally, and campaign content includes elements optimized for long-term search visibility.

Turning Consumer Insights into On-Page SEO Elements: Titles, Meta, Schema

Customer data provides the language for title tags, meta descriptions, and structured data that convert searchers into visitors. Traditional SEO uses keyword research tools showing search volume and competition. Customer data shows you the exact phrases your buyers use and which messaging drives clicks.

Using question data to populate FAQ schema

Support tickets, live chat transcripts, and site search queries reveal common questions parents ask before purchasing. These questions populate FAQ schema that:

• Appears in rich snippets providing direct answers in search results
• Targets voice search queries phrased as natural questions
• Addresses objections reducing purchase friction
• Builds topical authority through comprehensive question coverage

Questions like "How many diapers does a newborn use per day?" or "Are overnight diapers necessary?" represent informational intent that establishes expertise while capturing customers early in their journey.

A/B testing meta descriptions based on query language

Customer vocabulary differs from marketing copy. Parents search "diapers that don't leak at night" not "advanced moisture-lock technology." Meta descriptions using customer language generate higher click-through rates from search results pages.

Testing different meta description variations reveals which messaging resonates with different customer segments. Budget-conscious shoppers click on price-focused descriptions, while eco-conscious parents respond to sustainability messaging. Dynamic meta descriptions tailored to search context improve click-through performance.

AI-driven content optimization enables this personalization at scale, adapting page elements to match customer intent signals while maintaining brand consistency and compliance standards.

eCommerce Conversion Rate Optimization and SEO: A Unified Approach

Search rankings and conversion performance create a reinforcing cycle. Better user experience signals (lower bounce rates, higher dwell time, more page views) improve rankings. Better rankings drive more qualified traffic that converts at higher rates. Customer data enables optimization of both simultaneously.

The landing page experience directly impacts both SEO and revenue. According to Unbounce's 2023 benchmark report, top-quartile landing pages convert at ~11.4%+ versus a ~4.2% median, highlighting massive optimization opportunities.

Critical optimization factors include:

• Core Web Vitals affecting both rankings and user experience
• Mobile usability essential when mobile is a primary shopping channel for parents
• Trust signals (reviews, certifications, return policies) reducing purchase friction
• Checkout simplification minimizing abandonment
• Personalized recommendations increasing average order value

How site speed and UX affect organic rankings

In NitroPack-reported case studies, Core Web Vitals optimization delivered 43% reduction in bounce rates, 80% improvement in LCP, and 250% improvement in CLS for major publishers. These performance improvements directly impact search rankings while improving conversion rates. For comprehensive guidance, see Google's Core Web Vitals documentation.

For diaper brands competing in a market projected to reach $147.0 billion by 2034, every percentage point of conversion improvement represents substantial revenue. Customer data reveals which UX friction points cause abandonment and which page elements drive engagement.

Using heat maps and session replays to refine SEO pages

Behavioral analysis tools show exactly where visitors engage, where they get confused, and where they abandon. This insight informs page structure, content hierarchy, and call-to-action placement that improve both conversion rates and dwell time—a key ranking signal.

In a documented case study, Envive's Sales Agent builds confidence and removes hesitation by creating a safe space where shoppers ask personal questions they've always wanted to but never could. This conversational approach generated 13x higher add-to-cart rates and 10x purchase completion by addressing concerns that traditional product pages cannot.

Measuring SEO Success with Customer Data: KPIs and Attribution Models

Proving SEO ROI requires connecting organic traffic to revenue outcomes. Customer data platforms enable sophisticated attribution modeling that shows exactly how search contributes to customer acquisition and lifetime value.

Tracking how SEO impacts new vs. returning customers

Customer segmentation by acquisition channel reveals distinct patterns. Organic search often attracts higher-quality customers who've conducted research and demonstrate purchase intent. These customers typically show:

• Higher average order values from informed purchase decisions
• Better lifetime value due to research-driven brand selection
• Lower return rates from understanding product fit before purchase
• Stronger brand loyalty from content-driven trust building

Comparing these metrics across acquisition channels proves organic search value beyond initial transaction value. A customer acquired through paid search costing $30 who makes one $40 purchase looks less valuable than an organic customer who makes three $50 purchases over six months.

Linking keyword rankings to revenue outcomes

Multi-touch attribution models credit each customer touchpoint appropriately. Data-driven attribution uses machine learning to assign conversion credit based on actual contribution rather than arbitrary rules (first-touch, last-touch, linear).

This reveals which keywords initiate customer journeys, which assist conversions, and which close sales. Informational keywords like "newborn diaper guide" may never appear in last-click attribution yet play critical roles in customer acquisition when properly credited.

Future Trends: AI, Personalization, and the Evolution of SEO for Diaper Brands

Search behavior continues shifting toward conversational queries, voice search, and AI-organized results. Understanding these trends enables proactive strategy adjustment rather than reactive scrambling.

Preparing for AI Overviews and SGE

Google's AI Overviews, rolled out in the U.S. in 2024 and expanding globally, increasingly appear for informational queries, providing direct answers without click-throughs. For diaper brands, this trend requires content strategy evolution:

• Structured, scannable content that AI can confidently cite
• Authoritative expertise signals that build trust in AI summaries
• Comprehensive topic coverage ensuring your content answers follow-up questions
• Zero-click optimization accepting that brand awareness has value beyond immediate clicks

This doesn't mean abandoning traditional SEO but recognizing that topical authority and comprehensive information architecture matter more than ever. Brands that provide the best answers get featured in AI overviews, gaining visibility even without clicks.

Building a privacy-first customer data engine

Chrome's evolving third-party cookie depreciation timeline and privacy regulations (GDPR, CCPA) require fundamental shifts in data collection. Zero-party data strategies—where customers voluntarily provide preferences—build more accurate profiles while respecting privacy.

For diaper brands, this means:

• Preference centers where parents specify baby age, size, concerns
• Interactive quizzes that provide value while collecting insights
• Transparent data policies building trust through clarity
• Consent-based personalization respecting customer privacy choices

Brands that shift to privacy-first data collection avoid regulatory risk while building stronger customer relationships based on trust and transparency.

Envive's personalized shopping listens, learns, and remembers to deliver highly tailored journeys. This creates compound improvements where each interaction makes the entire system smarter—not through invasive tracking but through intelligent, consented personalization that parents appreciate.

The future belongs to brands that use customer data not to manipulate but to genuinely serve customer needs better than competitors can. SEO success in this environment requires understanding that rankings follow from providing superior value, and customer data provides the roadmap to delivering that value consistently.

Frequently Asked Questions

How much customer data do I need before implementing data-driven SEO strategies for my diaper brand?

You need sufficient data volume for reliable pattern recognition—typically 6-12 months of customer interactions and at minimum 100-500 customers per segment you plan to target. However, you can start immediately with simpler tactics like site search analysis and support ticket mining that reveal customer language and concerns even with smaller data sets. Begin by documenting every customer question and search query, then expand into behavioral segmentation as your customer base grows. The key is starting data collection now rather than waiting for "enough" data—you'll always wish you'd started earlier.

What's the fastest way to identify content gaps using customer data if I'm just starting with SEO?

Start with three immediate data sources: your site search logs (showing what customers look for but don't find), your customer support ticket themes (revealing common questions and objections), and your Google Search Console queries (showing searches that land on your site but don't convert). Cross-reference these against your existing content inventory. Any frequently asked question or commonly searched term without dedicated content represents a ranking opportunity. Prioritize topics that appear across multiple data sources—if customers search for it, ask support about it, and land on your site from Google searching for it, you need content addressing that topic.

How do I balance personalization with the fact that search engines see one version of each page?

Search engines evaluate the default version of your page, so ensure your base content satisfies core search intent before adding personalization layers. Use personalization for elements that don't affect SEO significantly—recommended products, hero images, promotional messaging—while keeping core content (product descriptions, specifications, trust signals) consistent. For segments with drastically different needs, create separate landing pages targeting different keywords rather than personalizing a single page. The exception is dynamic content served based on search query parameters, which search engines understand and evaluate appropriately.

Which attribution model best measures SEO contribution to diaper brand sales when customers research extensively before purchasing?

Data-driven attribution models using machine learning provide the most accurate credit allocation for complex customer journeys typical in parenting purchases. These models analyze thousands of conversion paths to identify which touchpoints genuinely influence outcomes versus those that simply appear in successful journeys. If your platform doesn't support data-driven attribution, position-based (U-shaped) models that credit both first and last touches with additional weight to mid-funnel interactions work better than last-click attribution for research-intensive purchases. The key metric is customer lifetime value by acquisition channel, not just initial transaction value—this reveals organic search's true contribution to profitable customer relationships.

How do privacy regulations like GDPR and CCPA affect using customer data for SEO optimization?

Privacy regulations require transparent data collection with explicit customer consent and clear opt-out mechanisms. For SEO specifically, this means you can use anonymized aggregate data (site search trends, page performance metrics, general browsing patterns) without restriction, but personalization based on individual profiles requires consent. Implement these practices: clearly disclose data use in privacy policies, obtain opt-in consent for marketing personalization, provide easy preference management, regularly purge data according to retention policies, and shift to zero-party data collection where customers voluntarily provide preferences. Compliance builds customer trust while providing higher-quality insights than covert tracking ever could.

What's the minimum viable technology stack for implementing customer data-driven SEO for a small-to-medium diaper brand?

Start with these essential tools: Google Analytics 4 (free, provides event-based tracking and basic segmentation), Google Search Console (free, shows search performance and query data), a basic site search tracking implementation (often built into ecommerce platforms), and either a CRM system or email platform that tracks customer lifecycle. This foundation costs $0-500 monthly and provides enough data for meaningful SEO insights. As you grow, add heat mapping tools ($50-200/month), session recording software ($100-300/month), and eventually a customer data platform ($500-5000+/month depending on scale). The key is starting with free tools and adding capabilities as data proves ROI rather than over-investing before proving value.

How long does it typically take to see SEO improvements from implementing customer data insights?

Timeline depends on implementation scope and competition level. Quick wins from site search optimization and existing content improvements appear in 3-4 weeks. New content targeting data-identified gaps typically ranks within 8-12 weeks for low-competition long-tail keywords. Competitive commercial keywords require 4-6 months of sustained effort. Most brands see measurable traffic improvements within 90 days and significant revenue impact within 6 months. The key is that data-driven SEO compounds over time—each optimization makes the next one more effective as you build topical authority and user experience signals. Start measuring incremental improvements in organic sessions, keyword rankings, and conversion rates by segment rather than expecting immediate transformation.