In a recent piece featured by MarketingProfs, Laura Patterson explored the notion of three categories of key performance indicators (KPIs) that determine success in online marketing endeavors: outcome metrics, performance metrics, and process metrics.

This is a useful framework for developing an approach to decoding and prioritizing the KPIs that you select for your conversion optimization efforts as well – whether you’re developing tests to help improve lead generation, ecommerce sales, or subscription performance. Here’s a closer look at why KPIs matter in your conversion efforts and how selected strategies can help you uncover the KPIs that have the most impact on how you do business.
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