A study by Experian Marketing Services was brought to my attention this morning in a press release.
It shows a positive trend. It says that the traffic to the sites of the Top 500 retailers was up for the 2012 holiday season. Take a look.
That’s good. But is it the right thing to concentrate on? As a retailer, traffic is nice but sales tell the story. A publisher can celebrate pure traffic because it implies more people see ads etc. Retailers however need sales. It’s that simple.
In 2013 are you concentrating on traffic to your site? Where does traffic rank on your list of most important metrics? How are you measuring conversions? Can you say that you really know what your online presence is generating for your business?