MarketingSherpa (MS) released a chart this week that shows some interesting statistics in online marketing. In discussing “user defined events”, MS offers a valid argument to marketers that “PPC search marketing is able to maintain the accountability and a results-driven approach that makes it so effective by embracing conversion metrics other than the immediate sale of a product.”

Makes sense, doesn’t it? While product sales on a website are usually on the top of the list for Web marketers, other metrics such as number of newsletter sign-ups, time on site, and non-sale related actions are also very important.

Remember, people buy from people they like. Part of building an online presence is increasing your ‘likability’ factor. If today’s visit is a positive, albeit non-sale, visit from a user, your chances of tomorrow’s visit being a sale are increased.