Hi Dave,

I think that your point about revenue per visit in combination with number of conversions per visit is right on. We are preparing an analytics post so stay tuned and let us know your thoughts on that one as well.

craig.

I’d also add that number of conversions per visit is not always the best measure of success. We tend to look revenue per visit as well, especially when it comes to testing & optimization.

For example, if we introduce a new cross-sell in the shopping cart, we may turn off some prospective buyers (thereby lowering our conversion rate) but also improve our AOV from people who do stick around (thereby raising our revenue per visit). Only by looking at both metrics can we say whether the change was worthwhile.

Thanks Eugene!

Exactly right. So if some companies have a larger or smaller percentage of natural traffic that was inclined to purchase before visiting, how can you honestly compare your conversion rate to them?

cheers,

craig.

Segmentation is very important as is measuring and improving on micro conversions, after all, only a small percentage of visitors have come to your site with the intent of making a purchase.

-E