Beyond Conversion: Avinash Kaushik, Google Analytics Evangelist

A quick follow-up to Tuesday's interview with Avinash Kaushik, Google’s Analytics Evangelist. rkgblog: Avinash , you mentioned in passing,
"Don't focus solely on improving conversion rate, if you can."
Could you elaborate on that?
ak: This can be a long conversation. :) If I had to make a quick sound bite out of it, I would say that we are too obsessed with conversion rate, online retailers especially. Yet there are a minority of people on the site who are there to buy. My message is that we should expand our measurement horizons. Let's put more effort into measuring task completion rates of all our customers on the site (even those who will only read and go away) or impact off line of our online campaigns (or vice a versa) or .... You can imagine a set of things. That is sort of where I was going. As I mentioned before, I am a fan of surveying for Customer Satisfaction (“were you satisfied with your experience on our site today”), Primary Purpose (“why are you here today”) and Task Completion Rate (“were you able to complete the task today”). These three are great complements to clickstream data.
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