I see a lot of sites focusing on short-term or even historical metrics, like purchases. Knowing how many people bought something tells you what they did yesterday, but not what they’ll do tomorrow.
The
true value of the website becomes clear when it’s measured in a way that
assesses long-term value and not just short-term gains. In the third installment
of my e-retail audiocast series with Evan Schuman, we talk about how
customer satisfaction can quantify the value of a customer in terms of their
purchase, loyalty, and word of mouth behaviors down the road, not just what
they did yesterday or what they’re doing today.
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