The Problem With Tracking Just One Metric

(Richard Millington) #1

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I once hired a copywriter to increase a client’s newcomer to registered member conversion rate. It was a (expensive) test. The copy he produced was stunning. Big promises, free resources, every psychological technique and inbound marketing technique in existence was incorporated. The conversion would have shot up, the participation rate would have plummeted. All the free offers in the world wouldn’t get people to participate. This is the problem with measuring (or being measured by) a single metric. You’re motivated to subvert all the resources available to you to make that metric go up. But these are complex systems we’re…