>[!idea] > Traditional [[Conversion Rate]] focuses primarily on transactions, ignoring users who engage with a website for other purposes. Task Completion Rate by Primary Purpose (TCRPP) broadens this view by *assessing whether visitors accomplish their intended task*—whether purchasing, researching, seeking support, or other objectives. ## Original Methodology The traditional approach to measuring TCRPP involves directly surveying users to understand their primary purpose and whether they succeeded in completing their task. The method consists of: - Asking visitors upon arrival: **"Why are you visiting the website today?"** to categorize them into intent-based cohorts (e.g., researching, purchasing, seeking support, etc.). - Following up after engagement with: **"Were you able to complete your task today?"** to assess success rates within each category. - Cross-tabulating responses to identify which cohorts experience the most friction and where site improvements are needed. ## Why It Matters - Many visitors are not on a website to make an immediate purchase, yet their experience still impacts overall business success. - Understanding why users visit helps optimize for all key audience segments, not just buyers. - Identifying task failure points across different intent categories provides actionable insights for improving usability and experience. ## Modern Approach - Rather than explicitly asking users why they are visiting, behavioral analysis can infer intent through page interactions and actions or interact with an AI agent. - AI-driven models can segment users into intent-based cohorts dynamically. - Success metrics for each intent category should be clearly defined (e.g., completing a research journey, finding support, registering a product). ## Key Benefits 1. **Holistic Website Optimization** – Improves experience for all visitors, not just those converting into buyers. 2. **Identifies Pain Points** – Reveals where users struggle to complete tasks, offering clear opportunities for improvement. 3. **Boosts Long-Term Engagement** – Enhancing task completion across all segments builds trust and increases the likelihood of future conversions. --- ## References [Stop Obsessing About Conversion Rate](https://readwise.io/reader/shared/01jp6ryr0cj3vfp1zpbsym08x0/)