May 21, 2014

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.

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.

Lone Wolf?

I just went to the Safeway website to look for Tempura batter. Odds are that most people don't go buy Tempura batter ... and that's ...