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The topic of my speech at the E-consultancy Online Marketing Masterclasses 2006 in London ( sign up here ) is "Conversion Rate Optimization: What, Why, How" While working on one of the slides (Tip # 9) the realization dawned that we measure conversion rate rather sub optimally and in a way that grossly overestimates the improvement possibilities.
On this blog we have talked about the importance of the “Why” often. Web Analytics usually simply helps us understand the “What” Clickstream data typically does not tell us why something happened. We have stressed how important it is to know the Why in order to derive actionable insights around customer behavior on the website and outcomes from that behavior.
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