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A Summary of

Conversion: The Most Important Internet Metric of All (Revisited)

by
Bill Gurley
Above The Crowd
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Conversion holistically captures critical aspects of Internet companies and websites

  • Internet analytics = customer acquisition + customer optimization
  • Acquisition, commonly through Google AdWords, is too competitive to establish competitive advantage
  • Optimization: maximize customer performance

Conversion is the ratio of customers who follow through with a desired action, divided by the total number of website visitors

  • Understand and track the numerous conversion rates throughout your site for each section or landing page
  • Focus on product’s usability, convenience, and personalization as well as site’s speed and performance
  • Conversion improvements are minute and fleeting, but will produce economic leverage for your business
  • Prioritize customer optimization over scaling acquisition
  • Tools to consider: Optimizely, Sailthru
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