Yesterday, good ole ecomPunk has visited one of those industry events for the sheer fun of it. Reconnecting to people, listening to a couple of presentations (and once more being surprised how boring and uninspiring some people try to get their message across) and eating pretentious-looking food in a pretentious-looking lobby of a fancy hotel. Thematically, it was all about conversion and the question, how the ratio of people visiting an online store and actually ordering stuff can be measured, interpreted and improved. Basically, everybody on stage was singing the song of songs of web controlling, identifying KPIs and relating all these parameters to each other. And this made me wonder. And each time this happens – the most faithful readers might know – I go and pester everybody with this topic to get some clarification. So here goes.
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