One thing that really caught my attention was some statistics that he shared about conversions. He mentioned how important it is to track offline conversions, and then shared some numbers. I don’t know where they came from, but I’m just happy to have data. (I love data. The pie chart is my friend.)
Anyway, his data indicates that only 1% of conversions happen online in the same session as the initial search. Another 7% convert online later (latent conversions). But 92% of conversions happen offline.
How can you better track the 92%? Here’s one example: I get asked my ZIP code all the time to help stores figure out where they should focus their future growth. I say ONLINE. Ask if I visited your website before I came, or how I found you.
I don’t think this means, however, that online-only stores should build B&Ms just to increase their growth .