Dan Kuthy argues that conversion rates may provide a misleading metric, and makes the case for average revenue per visit as a more meaningful key performance indicator (KPI). "Conversion rate" is
not a sufficient metric to determine revenue yield of media in an ecommerce environment, he writes.
Kuthy's example compares two hypothetical product categories on both conversion
rate and average revenue per visitor, and concludes that the second metric is critical to evaluate numbers not reliant on search media/auction models.
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