Purchase Funnel & Online Success Metrics


	Purchase Funnel & Online Success Metrics

justinspring

9-2-2008 2:06 PM

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tags:

online metrics

justinspring says:

Great list of metrics to help understand what opportunities and challenges exist in the customer acquisition funnel.

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/a2bb462c-6e1d-4b16-b224-04757398cb55/27C7E6C0-06E2-4FA8-970D-A799BFBF8ACB/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.marketingsherpa.com/article.html?id=30776" href="http://www.marketingsherpa.com/article.html?id=30776" style="font-size: 11px;">www.marketingsherpa.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingsherpa.com/article.html?id=30776"><DIV class="articleSummary">
			<STRONG>SUMMARY:</STRONG> Metrics can help you locate where your prospects lie in your purchase funnel. But you need to focus on the right metrics for your organization – those that you can rely on for the most meaningful and accurate information and insight.                                                           		</DIV></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingsherpa.com/article.html?id=30776"><div align="center"><img src="http://content9.clipmarks.com/blog_cache/www.marketingsherpa.com/img/E03F3065-F6FA-49C8-986E-EEF607CD59BF" alt="View Chart Online" /></div></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingsherpa.com/article.html?id=30776"><DIV>1. Are you tracking metrics that give you some insight into each of the major steps in the purchase funnel? Many companies are heavy on awareness and purchase, but light on consideration and favorability, for example.</DIV></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingsherpa.com/article.html?id=30776"><DIV>2. Can you track these metrics with accuracy? It seems simplistic, but many times we are forced to use metrics that are one step removed from the process. For example, using clicks instead of conversions is common when conducting page tests. If you base your business direction and investment on a Web metric, make sure it’s one you can rely on. </DIV></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/27C7E6C0-06E2-4FA8-970D-A799BFBF8ACB/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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