Conversion: The Last Great Retail Metric

Why Conversion is the Last Great Metric
So far I've explained why conversion is a great metric, but why is it the last great retail metric? The answer is simple: it's the one metric that most retailers today have yet to fully exploit or leverage.

Prospects visit your stores every day with the intent to buy, but leave without making a purchase. Getting your store to capture even a few more of those lost sales can have a significant impact on overall sales results.

If you don't measure traffic or conversion rate in-store, you're missing out on an entirely new way to drive sales. You can't improve conversion if you don't measure it. The brands that are focused on driving conversion rate have a significant advantage over those that don't.

Mark Ryski is the founder and CEO of HeadCount, an analytics firm specializing in store traffic and conversion. Mark is also the author of "Conversion: The Last Great Retail Metric" and "When Retail Customers Count." Mark can be reached at mark.ryski@headcount.com.