A few days back, I did a quick poll on how often we monitor our conversion frequency. Needless to say it ranges from daily, to once a week and once a month. There is no benchmark for this, but the intent was to increase awareness about the conversion itself. Being aware of the conversion from our site is critical, if we want to achieve the desired outcome.
If our goal is to drive the traffic deeper into our experience, we need to make sure that users are in fact clicking on the the links to other relevant content on the site. If our goal is to drive revenue, we need to ensure that users find the right product or listing on the landing page. Page design and site layout should account for these user needs.
Tools such as, Click Map from Omniture allow one to look at click frequency across all links on the page, and can help determine the success on such parameters as, position, design, color and other User Interface features. These should be inherent to any design process, that caters to evolving user needs and changing market conditions. Monitoring frequency will then be based on how rapidly we can collect and analyse the data, and make necessary changes to our site experience.
Take for example: Amazon is consistently driving the user down the conversion funnel, and consistency of experience is key for returning users, hence monitoring frequency once a week may suffice. However, CNN may need to monitor user tendencies on a daily basis (even hourly), to determine which stories are keeping users engaged, so as not to bury them in the site as new stories break. In either case conversion monitoring should be conducted as frequently as needed to maintain a healthy consumer engagement and an eye on your business goals.
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