Conversion

Loft or Euro?

Conversion is the buzz word of 2010; it’s all you read about in the latest marketing magazines. Sadly, it’s not well understood by the masses and consequently you see organisations measuring arbitrary metrics in the most screwed-up way. Conversion is NOT like the NHS trying to drive-down waiting lists by massaging information. Understanding the important bits of information to the business and then comparing them together as a sales or satisfaction chain allows you to comprehend the various stages that a customer/client/employee/person has to go through to bring value.

The drop-out that occurs as people move through chain is the start of the understanding. Improving conversion, generally, means loss-reduction but can, and should, take into account total visitor value over the “life” of the relationship. This value can be tricky to establish and it’s critical to realise the limitations of incomplete data.