Most websites don't work. They are a waste of money and time. In the language of the business, they fail to produce a return on investment (ROI) for their owners.
The standard Internet marketing solution to this pervasive problem is to drive more traffic to the website from search engines. But in reality, only about 3% of the "clicks" on to a website turn into leads or sales, while 97% of online marketing goes nowhere beyond the first click.
Search Engine traffic is valuable only to the extent that your website converts the traffic into leads and sales.
Design Your Website for Increased ROI
Today, website ROI is measured by conversions. A conversion occurs when a visitor completes an action that you want them to take; a purchase, sign up for a newsletter; downlaod a report; or any other objective that is important to the succes of your business.
Know the Value of Your Conversions
The key to measuring ROI is in knowing how much each conversion goal is worth to your business. Assign a value by determining how many conversions it takes to create a customer, and the average value of that customer to your business. To calculate your website ROI, you simply add up the total value of your conversions and subtract the cost of your website marketing campaign.
