Question

Topic: Research/Metrics

Revenue Per Visitor With Visitor Engagement

Posted by Anonymous on 9/21/2008 at 6:22 PM ET 125 Points
How could we get the average revenue per visitor tacking in account visitor engagement? I would like to consider visitor commitment when assessing the value of a visitor. A visitor in a home page should have a different value compared to a visitor in a product page since closest to conversion action.
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RESPONSES

  • Posted by koen.h.pauwels on 9/21/2008 at 6:54 PM Accepted
    It is indeed important to consider visitor commitment, and stage in the buying process. The best way is to
    (1) conceptually map the buying process, i.e. the conversion from looking for information (as typicaly for visitors on the home page) to asking for a quote (as typical for visitors on the product page) to making the sale (as typical for visitors on the check out page)
    (2) get hard data on how much revenue is ultimately brought in by visitors in each stage and calculate the average revenue based on those data

    I just finished such project for a B-t-B company, which needed help to assess the return on investment of offline and online direct marketing actions. It took us months to match visitor data and to distinguish website visits (stage 1), asking for a catalogue offline or online (stage 2), asking for a quote offline or online (stage 3), puchasing offline or online (stage 4) and ultimately the profit generated (revenue - costs of goods sold - cost of marketing action). According to the client though, it is more than worth it!

    Good luck
  • Posted by koen.h.pauwels on 9/22/2008 at 10:54 PM Member
    It all depends on how much each customer bought: how much revenue did each home page visitor brought in? Of course this requires revenue data on individual level. If you only have aggregate data, but have these for several periods (eg daily data on total revenue and on home landing, category page and product page visitors), we can obtain it by modeling how the increase in visitors increases total revenue
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