The issues with Conversion tagging

When businesses start tagging their interactions, they usually start by only tagging the interactions that lead to conversion.

Conversion tagging isn’t bad per se, it allows you to follow up on key metrics that’s (hopefully) tied to the success of the company.

However, there are a couple of issues with Conversion tagging:

• There is no data to compare to your non-converting customers.
• It’s difficult to create insights from the data when you only have success metrics.

Conversion tagging is only useful for measuring.

You get no context of what the customer went through to finally convert.

So when conversion drops, you add/change a feature based on HiPPO*.

And now you’re spending valuable time guessing solutions to get your conversion back up.

Rather than letting the data give you a better understanding of your customer.
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– Samy
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* HiPPO = Highest Paid Person’s Opinion