Re: Single Page View Visits
There are plusses and minuses to both of these approaches. In my opinion and that of many clients I have worked with, filtering single page view visits is a more accurate approach to understanding your conversion. You remove the people who clearly had no intent to purchase or even browse.
Unfortunately, this is potentially going to upset someone in the marketing group who is being measured themselves on how many clickthroughs they get from banner ads and the like. Someone being measured in this way might believe these are valid and should be credited towards the overall success of an affiliate campaign ("Hey, I got 'em here!").
It appears a mixed approach using filters to show both types of conversion provide a good middle ground if your analytics solution supports it.
--- In email@example.com, "Juli Burroughs" <julib23@...> wrote:
> Question to the group:
> In building a valid conversion metric for a consumer-focused website, and attempting to compare web conversion rate with a call center close ratio what do you think about a KPI around order conversion for multi-page visits only?
> As single page visits are by nature non-revenue-producing, would there be merit in this measurement over time?
> Case example:
> monthly visits is 2,000,000
> single page view visits are 900,000
> orders are 7,000
> then traditional order/visit conversion rate would be 0.35%
> where this adjusted rate would be 0.64%
> Please feel free to share thoughts / examples!