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Success Metric vs. Fail Condition - To the Pain! by @TriKro

Stashed in: Lean, Success

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If we define our success metric at 20%, when the conversion comes in at 19%….it’s close enough.

When the conversion is 15%….there’s room for improvement.

When it’s 10%…clearly we need to spend more time optimizing.

When it’s 5%…well….some people are still interested!

When it’s 1%…maybe we’re not explaining it well enough.

When it’s 0%…did we forget to install analytics?

It’s almost impossible to accept failure. There’s always a potential rationalization. After all….we just haven’t succeeded…yet.

Just like the penguins.

Censorship - see no evil, hear no evil, speak no evil

Success Metrics make for bad science.

20% conversion seems aggressive in general. 

But your bigger point is a good one: Don't redefine success.

Instead try to listen to reality. 

I had a corporate team that got an 83% conversion rate on a landing page via good segmentation and comprehension testing.

For a free consumer product, 20% isn't that high of a bar. It's only high when your traffic isn't very targeted.

Ah, I see.

If the person lands on a page because of a Facebook or Google ad, the conversion rate better be pretty good or the ROI won't be good.

That makes sense for people selling a specific product or service.

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