Benchmarking: Not always a bad idea


I see, or get requests for benchmark data all the time. What’s a good conversion rate? What’s a good clickthrough rate? Mostly, I want to tell people not to covet their neighbor’s rates, because the neighbor is in a different business.

Having said that (and heard that, over and over again from other conversion professionals), I want to point out that there is a time and place for benchmarking:

  • When you are starting a new business and need the numbers for your business plan and your investors
  • When you are rewriting your resume
  • When you are asking for a raise

There are probably many more, these just come to mind quickly.

Robbin Steif

Our owner and CEO, Robbin Steif, started LunaMetrics twelve years ago. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a recent Diamond Award for business leadership. You should read her letter before you decide to work with us.

  • Sometimes you need an outside pair of eyes to take a look at your business model

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