Darren Lynch · The Watson Weekly: eCommerce Strategy & News · Conversion Has Been Stuck Near 3% for 20 Years. Darin Lynch Says B2B is Counting the Wrong Checkouts
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breaks agentic commerce into three strands - data enrichment, discovery, checkout - and suggests measuring success metrics in each to boost conversion
“They aren't as hung up on defining success as how much checkout they have in their commerce system... define success metrics within those three strands”
“Number one is what does success look like…Number two: who owns it…Number three: how do you measure it?”
“A fractional CMO's success is measured by hard clinical business metrics. We're talking patient acquisition cost, referral volume from specialized physicians, and brand trust scores.”
“We subscribe to, gosh, over six figures a year of data sources so that we can actually understand what those metrics are by industry to measure against.”
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