Measuring Incorrectly

This chart, one you are becoming quite familiar with by now, outlines how twelve-month buyers use the website as part of an online/retail buying experience.

Want to know something fascinating?

The number of customers in each cell are reasonably equal.

But 40% of all website visits among this audience come from customers in the bottom-right cell.

In other words, when you're measuring customer behavior, be very, very careful! In this case, the bottom-right cell dominates the entire chart. If you don't segment customers appropriately, you'll think every twelve-month buyer behaves a lot like the bottom-right segment of customers.