subject: Search Engine Optimization - Counting The Dollars It Brings In The Real World [print this page] There are an enormous number of businesses that have a website, get traffic, but do not sell things online. They don't even take bookings online. The personal services industry is a great example, and other businesses where the 'research online, buy offline' model is extremely common include real estate, pet services, storage, dining out ... to name just a few. How do all of those businesses measure the impact of their paid search engine marketing and general search engine ranking optimization on their bottom line? How do you figure out if you're getting that magical positive ROI? We look at one strategy.
1.Identify website use
If you don't ask, you won't know! Asking your offline customers is the easiest method to determine whether they used the website to decide to visit you in person or make a phone call. Additionally, where ecommerce consulting and internet marketing services often find that making forms longer or less 'necessary' online leads to a decrease in conversions, the good news is that this is rarely the case offline. When your customer makes a booking, either ask them verbally or in writing (if you have the opportunity) where they heard about you.
You can also use offer codes unique to the website that are redeemed for a discount, or a separate phone number only displayed online to help your internet marketing success analysis.
2.Identify online micro conversions that can be tracked with web analytics
a micro conversion is a small step towards becoming a customer, and making a full conversion. Examples of these in different scenarios might include:
- Using the search box on a site
- Clicking through to a search result
- Putting something on hold or placing a reservation
- Visiting the contact information page
- Visiting a store location page
You'll need to identify the most valuable of these - using your data from above, and ingrained knowledge of your store.
3.Set a dollar value for the micro conversion
from here on out, it's mostly math! Using your initial data, you will have to make an estimate of how many people made a final conversion after completing that single micro conversion. Your internet marketing service or web marketing strategy firm can help here. The process is:
- Determine page views per month for that page
- Estimate conversion percentage offline
- Determine average order value using sales data
Multiply number of converting visitors by conversion value, and divide t=by the total to get an average 'visit value'.
4.Add this value to your estimation of a keyword's ROI
Use your web analytics package to track which keywords bring traffic to your micro conversion pages, from paid search engine marketing and organic SEO. When you see a micro conversion, don't discount it as a failed sale - incorporate it into your ROI calculations so that you know the true value of your internet marketing.
