At the basic level, the goal of any business is to make sales. Those sales are nothing more than a result of someone going successfully through the customer journey. In other words, the path of someone: 

  1. Becoming aware of you, then 
  2. Building trust in you that you can solve their problem, and then
  3. Giving you their money to solve their problem 

Depending on the level of familiarity with you, what you offer, and the level of certainty that what you offer solves their problem, the customer journey can be longer or shorter.  

Either way, as long as we can guide someone through that customer journey, purchases will happen.

This means that we should focus on the numbers that show us how many people hit each step of the customer journey. For example, the number of people who went from webinar registration page to webinar registration confirmation page, to program sales page, to cart/payment processor page, to thank you page.

Where do you begin?

  1. Pick an offer
  2. Map out the customer journey—the step by step process of educating your audience about what you sell and guiding the right people to make a purchase decision
  3. Start tracking numbers for each individual stage of the customer journey + conversion rates between the steps 

If you are just starting to bring things into focus, start with your core numbers. 

Once you have a clear picture of how our customers move through the main steps of the journey you feel free to add more layers of numbers that will give you a more nuanced picture.