American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Which would be an example of a consideration performance indicator?

1. number of new customers versus number of returning customers

2. number of searches within a website

3. number of new followers

4. number of likes

The correct answer is: number of searches within a website

A consideration performance indicator focuses on how potential customers engage with your content and explore your offerings before making a purchase decision. The number of searches within a website indicates how effectively users are navigating your site to find pertinent information or products. This metric highlights user intent and interest, reflecting their consideration phase in the customer journey. In contrast, the other options pertain to different aspects of customer engagement. The comparison of new versus returning customers measures customer retention and loyalty, while the number of new followers measures brand awareness and reach without specifically addressing the consideration phase. Similarly, the number of likes indicates general engagement with content, but it doesn't provide insight into how deeply users are considering your offerings or their intent to purchase. Hence, the number of searches within a website is the most relevant measure for evaluating how well users are contemplating their choices regarding your products or services.