For example, if you have 10,000 visitors to your landing page and 100 conversions, your conversion rate is 1%. This is a much more useful number than simply knowing that 10,000 people visited your page.
Why does the distinction matter?
Making decisions based on vanity metrics can lead to misguided strategies. Imagine focusing your efforts on increasing traffic, only to discover that most of those visitors never engage with your content or make a purchase. According to a study by Eisenberg Holdings , companies spend $92 on acquisition for every $1 invested in retention. These numbers illustrate the importance of focusing on what really matters.
Deciphering metrics in practice: Stories that numbers tell
A deeper look at what happens when c level executive list companies fixate on the wrong metrics.
The seduction of Social Networks
Imagine a brand that has 50,000 followers on Twitter. The marketing team celebrates, but when they measure engagement, they notice that only 200 of those followers regularly interact with the content posted and, even more alarming, only 50 visit the website through those posts. The real conversion? Only 5. What seemed like a success metric quickly becomes a vanity metric.
The Deceptive Charm of E-Book Downloads
The idea was simple. Create an engaging eBook and watch the leads roll in. The campaign resulted in 1,000 downloads, which is impressive at first glance. But when you look at the sales funnel, you notice that only 10 of those downloads progressed further in the customer journey. Suddenly, those 1,000 downloads don’t seem so valuable.
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