There are four components that one needs to look at when measuring ROI in order to increase revenue
- Traffic
- Average Order Value
- Conversion
- Frequency
Theoretically you could increase one and ROI would/should increase. However, what if your site doesn’t measure return in that way?
These elements are all tied directly to a site that “sells” something to a consumer. But what about sites that don’t sell anything or have a paid advertising model? How do you place a value on that? The company I work for provides a web site as a consumer service. It provides information, directions and contact numbers for retailers. It has a value to the organization but not one that is measured by average order or conversion. How does a marketer in such an organization develop analytics to support investement?
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