This describes a technique which I use in order to understand the drivers behind conversion on a website in a deeper way than web analytics tools offer out of the box.
The Art of Online Accountability and Science of Customer Centricity
How to create a CONVERSION PROFILE for your website
What drives someone to convert?
What is a conversion profile? Where does it come from?
Applying this to the digital world
How to build the conversion profile
Relevant further reading:
Average conversion rate ecommerce
Average website conversion rates: the issues
An alternative method
Measuring Brand Utility
The need for branded utility and customer engagement
How to be more than just a product
How does branded utility differ?
Measuring and optimising branded utility
In brief summary
Web Analytics Vendor Review – Sophus3
Web Analytics – Art or Science?
Essential guide to an effective SEO backlink strategy
What is a backlink?
Aligning corporate goals
Differentiate impact and effectiveness
Build a measurement framework
Beware correlation and causation
Don’t be afraid of intangibles
Web analytics has a ‘tech’ heritage, but does this fit?
Web analysis is not the same as traditional data analysis
People only see the means, not the end