I constantly counsel people to make their Web site more than just an online brochure–they must measure their conversions online and offline so they know what it’s worth to bring that extra visitor to their Web site. Only then do you know what to spend on marketing. Simple, right? Not always. What do you do when you have multiple ways of measuring conversions?

First things first. If you don’t know what a conversion is, or how to measure conversions, you need to start there. Whether you sell online or offline, you want to engineer your customer experience so that each sale can be tracked back to your Web site. That way, you can do the math backwards to know what it’s worth for each new visitor to come to your site because you know how many visitors completed the last step the Web site offers.

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