Happy Socks sells high-quality socks online. Potential customers go through a three-step process online to complete a sale. First, they find Happy Socks, usually through advertising—a Google ad, for example. Customers decide to click on the ad or not. Second, they search for socks they may like and decide to put something in their "cart" or not. Finally, they decide to complete the transaction or not. Happy Socks can invest more in advertising, or in its online store, or in speeding up its checkout process. If Happy Socks wanted to use a decision tree to help them decide where to invest, each of these steps in the customer's journey would be?

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