7 Steps to Conversion Gains, Part 1 of 2

This week in part one of a two-part series chronicling the whitepaper’s seven-step process, we offer up steps one through four. Next week, we’ll examine steps five through seven.

1. Identify conversion goals and key performance indicators (KPIs). Measure three conversion-related KPIs, the whitepaper says: leads or customers; sales; and costs. Apply each of these metrics to specific parts of the engagement funnel — ad impressions, unique visitor or ad clicks, cart entrants — to measure each step as it relates to overall conversion. This allows you to determine the KPI for whichever metric you choose by simply adding the leads (customers), sales and costs together and dividing by the metric you wish to determine, be it KPI per ad impression, KPI per shopping cart entry, KPI per lead, etc.