Clipmark

SUMMARY: 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.

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.

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.