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Overview:

There is one metric that nearly all marketers keep an eye on: conversion rate. While the concept of conversion differs by industry, all companies have a definition of success. Whatever success looks like for your company, you need a strategy to benchmark, measure, and improve it.

The best Web sites are in a constant state of change. Even though it may not be readily apparent to the end user, savvy site owners continually try new features, selling tactics, and service offerings. Without a measurement strategy in place, it can be difficult to measure which changes persuade and which dissuade. But with a well-thought-out strategy, it becomes possible not only to give a thumbs-up or thumbs-down to the initiative, but also to calculate its ROI.

In this paper, we'll discuss how you can use SiteCatalyst to help push more traffic through your conversion funnel, and how to infer consumer motive from data.

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