• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

7. Reporting Strategies and Key Performa... > 93. (Don’t) Benchmark Your Site

(Don’t) Benchmark Your Site

Except in very controlled situations, attempting to compare your conversion rate information to published data almost always creates more problems than it solves and should be avoided.

Many business people seem to have an intense desire to benchmark themselves against market leaders, even if they aren’t selling to the same market. Especially for a relatively complex key performance indicator like conversion rate, one dependent on so many variables (for example, marketing strategy and spend, product assortment and pricing, usability of site, or audience), making any comparison except in the most controlled situations is an exercise in futility. I’ll explain two situations where you can compare your data to that gathered from another site in a minute, but first here are a few reasons to avoid benchmarking yourself.


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint