Every stage of the customer journey has a role to play in contributing to conversions, and ultimately, revenues and profit. This chapter outlines the metrics marketers must monitor throughout the journey, from awareness, through consideration and acquisition, to loyalty. It covers:

  • Measurement plan: How should metrics be mapped to different stages of the funnel? How do these relate to business objectives?
  • The right questions: What questions should marketers ask at each part of the customer journey to increase their understanding of the customer?
  • More important metrics: Alongside the classic top-of-funnel measures such as traffic and clickthrough rate, what other measures should teams keep an eye on to ensure their ecommerce site is running well and that customers are satisfied? How are these calculated?