Conversion – Double your success in practice with this one simple technique!

Prospective vs Retrospective:

The report matches pairs of checkpoints. There are two ways of looking at this information – prospectively and retrospectively. The Prospective report tells you about how you are going from one checkpoint to the next whereas the Retrospective one tells you what checkpoint you came from to get to this one.

In theory, you’d prefer the Prospective report because you want to know how you’re performing at a given point as measured by conversion to the next point. But, if you generate the report to date, you don’t have the future checkpoints to correlate to since the future has not come about yet. This means the Prospective report can only be accurate when generated for a period sufficiently in the past that those future points are available. It also means the values in that report will change over time for the same date range. Two undesirable traits.

The Retrospective report does not suffer from either of those traits but it shows you how people came to a point and not where they’re going.

The report contains both perspectives so you can choose which is more useful in your site.