Archive for September, 2009
September 2009
-
The new metrics that really matter in ecommerce
posted by in
Sun 20th
eCommerce is a fundamentally data-driven channel, and the boom in online sales has resulted in terabytes of data covering all aspects of online customer behavior. But without a context for determining what these clicks mean, most online marketers are still no closer to truly understanding their customers than they were back in the days of server log parsing. The result is that most online marketing decisions are ultimately still based on incomplete information and speculation, instead of on a real grasp of customer needs and goals.
-
Finding the Most Accurate Measure of Website Success
posted by in
Tue 8th
It’s time to ditch the idea that conversion is the be-all and end-all of online marketing success. The fact is, not everyone comes to your site looking to buy something. Recent research shows that 84 percent of website visitors are not there to make a purchase; instead, they are looking to obtain information, compare prices, browse products, find out a store location or store hours, get product support, or simply look at pictures and watch videos. That’s why the real measure of marketing success is not hard conversion, but task completion. Make no mistake about it: If your site visitors aren’t able to complete the tasks they set out to do, they won’t consider purchasing from you again, either online or in-store.
-
Task Completion: Why It Is The Most Important Metric
posted by in
Tue 1st
Only about 20% of visitors come to an e-commerce website to make a purchase – so why do most marketers cling to the conversion metric as the Holy Grail of success? The truth is, measuring task completion is a much more valuable metric. People have taken time out of their busy days to come to your site for very specific reasons, and yet many marketers assume everyone who arrives at their sites is there to make a purchase. We know this isn’t true, because research shows that 80% of site visitors are there to do something else entirely: browse, research, comparison shop, look up a store location, read your company blog, or any other task.
The new metrics that really matter in ecommerce
posted by in
eCommerce is a fundamentally data-driven channel, and the boom in online sales has resulted in terabytes of data covering all aspects of online customer behavior. But without a context for determining what these clicks mean, most online marketers are still no closer to truly understanding their customers than they were back in the days of server log parsing. The result is that most online marketing decisions are ultimately still based on incomplete information and speculation, instead of on a real grasp of customer needs and goals.
Finding the Most Accurate Measure of Website Success
posted by in
It’s time to ditch the idea that conversion is the be-all and end-all of online marketing success. The fact is, not everyone comes to your site looking to buy something. Recent research shows that 84 percent of website visitors are not there to make a purchase; instead, they are looking to obtain information, compare prices, browse products, find out a store location or store hours, get product support, or simply look at pictures and watch videos. That’s why the real measure of marketing success is not hard conversion, but task completion. Make no mistake about it: If your site visitors aren’t able to complete the tasks they set out to do, they won’t consider purchasing from you again, either online or in-store.
Task Completion: Why It Is The Most Important Metric
posted by in
Only about 20% of visitors come to an e-commerce website to make a purchase – so why do most marketers cling to the conversion metric as the Holy Grail of success? The truth is, measuring task completion is a much more valuable metric. People have taken time out of their busy days to come to your site for very specific reasons, and yet many marketers assume everyone who arrives at their sites is there to make a purchase. We know this isn’t true, because research shows that 80% of site visitors are there to do something else entirely: browse, research, comparison shop, look up a store location, read your company blog, or any other task.
