Internet Retailer: Conversion is still No. 1–although a fifth of retailers don’t know theirs

Of all the metrics a site can produce, marketers look to conversion rates as the most important factor. Six out of ten described it as of prime importance. (The average reported conversion rate was an optimistic three to four percent.) But, as in most polls, there is always that dullard fifth at the bottom of the scale. About 19 percent of those polled didn't even know what their conversion rate was. They might have been the ones concentrating hard on remembering to breathe in and out and close their mouths once in a while, or they may have just been smaller sites that had not yet installed tools to get at the key bits of information.