Hi Christine -
We are not measuring conversion. From what I have heard from other community managers (both Jive and non-Jive), this measurement is pretty tough. The most accurate calculation would be if you knew for sure that the action (sale, registration, etc.) was driven from the community. How would this be tracked? We don't use promo codes in our community.
Hmm... now that I have said this, I am wondering what you would define as a conversion. Is it 'new member becomes repeat visitor'? Other definition?
If my company was to measure conversions, it would probably be 'customers who buy more products.' And community membership would probably only be part of the equation, not necessarily the primary driver for a purchase.
I hope this is helpful!
Thanks for your thoughts!
What I'm looking for specifically is a way to calculate how many unique visitors to the community became members. Of course, we know how many members we've acquired, but I'm told that the WebTrends' Visitors stat may not be an accurate reflection of the number of unique visitors to the site. (Seems straightforward enough to divide the number of members by number of unique visitors to get the number of "conversions" — people compelled to join the community.)
Wondering what data point others are using for that stat...? Any tips greatly appreciated!
Perhaps the WebTrends data isn't perfect, but I'm sure it's not drastically off from reality. You could deploy Google Analytics on the site for a short time and compare the two numbers if you wanted to test.
As for conversions, I would say a more effective, quality score to track is how many of your members actually participate? Community membership is one thing, but a community of 40,000 people with 39,900 lurkers isn't exactly engaged! Check out the group Actionable Analytics for Understanding Community Member Behavior for lots of discussions around metrics and how to measure community health and performance.
This group seems to be a restricted group. How can I get access to the group?
Since no link to join is seen, let me know if you are aware of who the owner of this group.
This looks interesting - Jason, is there anyway you can get us access?