Forrester Research estimated that for every $100 spent on driving traffic to websites, companies spend only $1 converting that traffic into business. The Internet has made buyers much more sophisticated. According to a 2011 WebVisible/Nielsen study, 80 percent of consumers say they have researched a product online before buying. Many consumers will investigate multiple sources in the process, from websites that feature product reviews to social media such as Facebook and Twitter. Many visitors now expect real-time engagement when they visit your website. bounce" or "abandonment").