How to use the analyses and measurements to transform the site: from redesigning the structure, to the page design (how to optimize the process of purchasing online) and the customer relationship (how to optimize, for example, the customer retention rate and how to make them spend more and purchase more frequently), all the way to the optimization of online marketing campaigns.

Jacques: "How can we evaluate the success of our initiatives on the basis of these metrics? Is a 4% conversion rate considered satisfactory?"

"I weigh 198 pounds; would you say I’m fat or thin?". This strange question signaled the start of the meeting.

An embarrassing silence fell over the room. "Maybe you’re a bit on the chubby side, Leo", said Cri to break the ice. “Well, anyway,” I continued, “198 pounds is a measure, an objective value, whereas “fat” or “thin” are subjective judgments that presuppose a comparison: maybe I would be considered fat in Japan but average in America. In the same way, a conversion rate of 4% could be considered as being a lot or as being not much, if we don’t compare it with other parameters, such as purchasing costs, average spends, the duration and profitability of the relationship over time.”

Cri: "So how can we know that we haven’t already taken it as far as it can go?"

Leo: "By using a cyclical process of continuous improvement: testing, analyzing and optimizing, and even starting from square one, if we feel we need to do so.”