MeritDirect Event Panel Heading Back to the Future, Part 2

The issue of how we analyze our online traffic and paper-based or telephone-driven traffic is something we need to get an answer on. Sixty-five percent to 75 percent of all online transactions we close have the catalog involved somewhere.

We do have customers who only buy through our catalog. They only want the catalog; they pick up the phone, like to talk to customer service people, and never go on the web. But not many of our customers are pure web buyers — only 5 percent to 8 percent. Then there’s the mix in the middle where you have the transaction finished on the web and started in the catalog, or started on the web and finished on the phone.