Avoid ratios to measure success

What do you want: sales or conversion? That’s the basic question Jared Spool asks in a post on ratios as means to measure success on the web.

Hits, page views, repeat visits, session time, they are all obsolete ways to measure success on the web. Because they don’t measure how satisfied the customer is and whether he could achieve the task he came to the site for.

Jared Spool now attacks the indicators of this era: the ratios. Click-through, conversion, all these percentages.
[My selection]
Read Jared Spool’s double article