Horizon provides you with robust and significant metrics that will support your business case and help you to make data-driven product development decisions with peace of mind. Our metrics are bundled into three “buckets” of data to help you understand more clearly what your data is telling you. These are 1) your Customer Demand Score, 2) interest in the target group, and 3) user acceptance.

Take a look below at the metrics that will appear on your performance dashboard, once you’ve run a test through Horizon.

1. Customer Demand Score (CDS)

https://lh3.googleusercontent.com/fN0xT4jk0GJKa_BHxHcq2sQgj0cTPXEGdHpoebyWKTuqxUQP0p2Gqb9KO7BsZJRBUGAJyH5crXN8R7BFE8Cxnl7TYpZbZCFY6u1FpqrD9o96d1t-gr1F057aR03tEgBaR2e1rxF3

The CDS is your best friend when making product development decisions. This metric represents all data aggregated by Horizon and tells you on a scale of 1-10 how much demand there is for your offering.

Below the CDS, you have CDS-Segments and your Significance Rating. CDS-Segments comprise of three parts, Customer Interest KPIs, Customer Demand KPIs and Customer Validity KPIs. These segments tell you on a more granular level, how well your product performed on all these fronts. Your Significance Rating provides you an indication on how much significance your data has, based on the number of unique visitors on your landing page.

2. Interest in the Target Group (Ads)

https://lh4.googleusercontent.com/ZKa1GAvZFEJTQb2nFL9v0Cx6Xs9FFDUZ8Fd5KysVdODphmAY2f1CNzzFEnbCBJyrKXfx98wUmzBw6U4UPvx48SaG0t3Rdw9V1PAQwOixJs_kjRzoTxeWF7FqJqHRLR94rSHtk8s-

This bucket of data tells you how interested your target group is in your offering generally. This is shown by measuring:

1. Ad performance (cost per click and cost per visit)
2. Unique landing page visitors for controlling purposes
3. Ad spending for controlling purposes
4. Click-through rate to understand the ratio between Ad-Impressions and Clicks (the higher the better/more relevant your offering is for the potential customer)

3. User Acceptance (Landing Page & Lead Validation)

https://lh3.googleusercontent.com/AEg8P47I01sBXNKFzYPMml2lyONzUGlZwggUiG1dWPEoQSLVCW5zrvpRPwGSDwziQGdIGXrRUwBn6NfqIDmbOtUFALPZSUqQcxOA9FQB2JIOHvolUZ_44X_ciwg8IyIeMbpG3Hhz

These metrics tell you how relevant your offering is for your defined target group. The metrics comprise of:

1. Conversion rate CTA. This shows you out of all unique visitors, what percentage of them click on your call-to-action on your landing page.
2. Conversion rate lead. This shows out of all unique visitors, what percentage of them leave their email address because they’re interested in your offering.
3. Single and double opt-in metrics (SOI and DOI). This section shows you how many unique visitors just left their email address (SOI) and how many reconfirmed their email addresses in their inbox (DOI). It also shows the conversion rate from SOI to DOI.
4. Customer Walkthrough. This section gives you an overview of the above metrics in a tidy infographic format. It also includes the number of customers that interacted with your landing page in some way.