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Website ROI Part Deuce

After taking the last few evenings to tally all the votes, I finally have the results in…..  3 out of 4 votes go to “Absolute Unique Visitors” and the one other vote went to “% Old Visits”  In my previous post, I stated that I would explain which of the metrics I feel is most important in determining your websites “ROI”.  I agree completely with the 3 votes that went to “Absolute Unique Visitors”.

Let me explain. Absolute Unique Visitors represents the number of unduplicated (counted only once) visitors to your website over the course of a specified time period. A Unique Visitor is determined using cookies.  For the purpose of this post we will set the length of time to 30 days.  In a non e-commerce website it is important to show your product/services to as large of population possible.  The more faces that see your website and interact with it increase the probability that they will purchase what you are selling.

Example (All rough numbers):

  • Cost of website: $1500
  • Absolute Unique Visitors over a 30 day span:710
  • Percentage of “AUV” that purchased (conservative): 1% (7.1 visitors)
  • Average Profit per order: $100
  • $100 * 7.1 = $710
  • ROI of a little of 2 monthes.  Not bad for a small investment.

Now there are tons of other metrics that can be looked at to help you increase the purchase percentage.  Little tweaks to the layout and ease of us can result in a quicker ROI.

Let me know what you think.  Do my numbers make sense?

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Website ROI

ROI
How do you calculate the “Return on Investment” of a website that does not use e-commerce to sell their product?

What happens if its difficult to put a dollar amount on the return? What are the best metrics to use? New Visitors? Returning Visitors? Time on site? Bounce Rate? The list could go on (Thanks Google Analytics) but what truly shows that the investment has paid off.

Were going to make the assumptions that the content is solid and the Push/Pull marketing scheme is creating a constant stream of visitors.  This initial investment has been made to make a solid innovative CMS that has all the bells and whistles, twitter, video, product, etc.

Now before I jump into what I feel calculates a solid return, I want to see what you think.  Use the poll on the left to tell me what your #1 metric would be.

Filed Under: Business, Innovation, ROI Tagged With: , ,