mobile devices, on their computers at work, or simply overheard at the espresso machine. Fill your Business Task cell in the Funnel Matrix with creative and rational expectations for your business to meet, such as buying Facebook advertising to increase traffic or clever social media campaigns. You want to get users to promote your product because it makes them look cool. Just know that whatever you place in this cell needs to be truly supported by the business to obtain your desired actions. Metrics As sales and marketing people know too well, success is determined by the numbers. Your Funnel Matrix metrics are your units of measurement for how well (among other things) your users have performed your desired action. They can also tell you things such as how many users came from Facebook versus LinkedIn, or which of the top three major cities in the US sent the most traffic volume to the site. Metrics can be powerful indicators of success or failure if you choose to measure the right items and if that data is accurate. For each stage of user engagement, there will be one particular metric that really matters. Focus on that one like an obsessed “closer” who wants to keep his target customers engaged. In the case of the TradeYa Suspects, this meant being able to analyze data about the behavior of new visitors, as shown in Figure 9-11. If the Suspect didn’t come to TradeYa through the home page, what therefore were the most trafficked pages? What was the bounce rate? How many minutes did she interact with the site? Analytics tools provide a lot of data, but it’s up to us as savvy and smart UX strategists to know which data represents the key metrics at each stage.