Conversion Metrics - Thinking outside the Box

Thread Title:
Are Visitor-to-Buyer Conversion Metrics Outdated?
Thread Description:

MarketingSherpa have an interesting article with JCPenny's Richard Last on convertion stats and techniques. Last year they did about $600M - within 2 more years they want 1BN

Tactic #1. Expand your metrics

If you're going to think outside the shoppers-to-conversions box, you need a new way to measure success. "It's a challenge going forward," notes Last. For example, "What are the levers that truly point to multi-channel success? We should understand the impact of conversions online vs. shop online and buy in-store, especially when she is buying other products in addition when she gets there."

Last's team has begun to focus not only on immediate conversions, but more on how to measure "if we helped her with her buying decision" with the ultimate purchase to follow in any channel. Currently they use the following tools prior to the launch of any major site change:

  • An in-house usability testing
  • An outside usability lab
  • A/B real-time testing on the site
  • Monitoring trends in fashion and style relevance
  • Talking with customers and with top selling associates in brick and mortar stores