Where is the "R" in ROI for your online investment and what are the right benchmarks?
Following are links to the presentations and handout from this session:
- Presentation (ppt)
- Handout (pdf)
Of those within the target market that visit your site, you can identify measurable objectives based on other communication goals, marketing objectives, and sales objectives.
These objectives might include:
- The number/percentage of target market site visitors that subscribe to receive ongoing information from your company via email;
- The number/percentage of target market site visitors that will request additional information about your organizations products or services;
- The number of customers who successfully resolve customer service needs online.
- The projected number of products and services sold online, or transactions originating from Internet visits.
- The number of new monthly visitors and repeat monthly visitors to your Web site.
Penetration = [unique visitors to home page] / [unique visitors] Penetration reflects the percentage of site visitors that go beyond your organization's home page. It's not uncommon for Web sites to lose 50% or more of its visitors before the home page finishes loading. A home page that has 5,000 visitors a month with a penetration of less than 50% may be less effective than a site with 4,000 visitors with higher penetration.
Conversion = [unique visitors taking desired action] / [unique visitors]Conversion reflects the percentage of site visitors that take a desired action. You can measure the conversion for several actions simultaneously. For example, the percentage of site visitors that purchase online; and the percentage site visitors that subscribe to your organization's electronic newsletter.
Migration = [visits to content area]/ [site exits from the content area]Migration refers to the number of site visitors that leave your site from a specific content area. Content areas with the highest migration are typically less effective than areas with lower migration.
Clicks to Action = [Average number of clicks from home page to desired action]CTA reflects the number of clicks it takes from the Home Page to reach a desired action. For example, reducing the CTA to complete an order should result in a measurable increase of customer conversion for online orders.
Source: http://www.evolt.org/roI-how-hard-is-your-web-site-working
Is your organization working towards effectively monitoring these activities so you can display the ROI for your online investment?
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