Internet Retailer: Single conversion rate isn’t enough to judge site performance, analysts say

Analysts report that online retailers using a gross conversion rate measure are likely oversimplifying their sites' performances. Conversion rates can translate into more useful information when they are tied to specific marketing efforts, according to independent analyst Matthew Berk. JupiterResearch's Eric Peterson reports that many sites are turning to web metrics firms to provide more detailed data on the performance of narrower site and promotional elements.