Ways to Measure Your Site’s True Metrics

A cataloger that e-mails customers who’ve purchased within the past 30 days will want to first measure the clickthrough rate from that e-mail campaign. (Clickthroughs occur when customers click on text or an image that takes them to your Web site.) But while clickthrough information is a good start, it tells you only the percentage of people who went to the site. Consider analyzing clickstream data, which reveals where customers went during their sessions on your Web site and if the visit turned into a purchase.