“Why should I care about my visitor value?”
Let’s be honest, did this question run through your head when you read the title of this blog? If it did, don’t worry. You’re not alone. Many companies and brands do not understand the true importance of calculating their visitor value. Here’s a brief breakdown of why it’s important, and what to do once you’ve determined your website’s visitor value.
How to Calculate Your Visitor Value
Visitor value is exactly as it sounds: calculating the monetary value of each visitor to your webpage. Once calculated, this number can determine what marketing channels make sense for your campaign objective, help you optimize your advertisements and, eventually, increase your visitor value and overall sales. Calculating visitor value boils down to one simple formula:
Revenue / Total Web Visitors = Visitor Value
Now before you pull out your trusty calculator and begin crunching the numbers, make sure that the revenue generated and web visitors you’re looking at are all for the same amount of time, for example 6 months or 1 year.
What It Means
Interpreting your calculated visitor value breaks down into two simple categories:
- High web traffic with low conversions
- Low web traffic with high conversions
High Traffic With Low Conversions
What this means is that although your website has high impressions (the number of people physically seeing your page), not many users are purchasing your products or services. This could be due to your ads or other marketing efforts being served to unqualified audiences — people not actually interested in what you’re offering.
Low Traffic With High Conversions
I know what you’re thinking, “Why would I want lower traffic?” While it may seem frightening to lower your overall traffic, this can actually be a good thing. Serving advertisements to a smaller, more targeted audience, one that is interested in your product or service, means that if a user ends up on your site, he or she is more likely to make a purchase. This will increase your visitor value and your overall online sales.
The Next Steps
As mentioned before, calculating your visitor value can help you better market your products or services. Now this will require some additional steps, whether on an ad platform or a web traffic tracking program. Here are a few suggestions on how you can optimize your marketing based on your visitor value:
- Eliminate poor performing keywords – Increase your visitor value, and overall revenue by eliminating any keywords you find that are underperforming. This can be done by adding negative keywords or deleting poor performing keywords from your digital advertising platforms.
- Focus on successful sources – By analyzing the source of your web traffic, you can determine where users are accessing your website. These insights can include everything from location and time of day to specific sources, such as Facebook or Google Adwords. Once you’ve found a few successful sources, you can reinforce these by increasing budget or creating ads catered toward these platforms.
Whether your visitor value is low, high or somewhere in between, there is always room for improvement. By committing to some time, effort and many phases of trial and error, you can effectively increase your visitor value and overall sales generated on the web.
We are excited to announce that we have added a new business development team to SS Digital Media. Leading the new team, we welcome VPs of Business Development, and Laura Oliveto and Marc Williams!
Laura Oliveto (left) has been in the communications services business for her entire career. Starting in the traffic department at Y&R, she then spent two decades in the presentation services arena, managing clients like Ford, TRW, Bosch and GE. Next came nearly a decade in public relations, with clients like TI Automotive, GKN and Hella, followed by her first foray into the world of digital marketing, including website design and online marketing, for clients like Aisin, Huron-Clinton Metroparks and the Woodward Dream Cruise.
Laura is most proud of her decades of work with Stagecrafters, directing, producing and acting, culminating in the restoration of the Baldwin Theater in downtown Royal Oak while she was president. In her current role as Vice President for Business Development at SSDM, she is looking forward to significantly contributing to the continued growth of the company and realization of management goals.
Marc Williams (right) has 10 years of experience as Director of Sales and Marketing with advanced experience in growing sales, creating new sales processes and building an alpha level sales team with a daily sense of urgency. He has a proven track record of generating and closing new opportunities through strategic negotiations while cultivating new relationships with key decision makers. Marc also has extensive experience in solution selling, solid business acumen and strategic sales planning, competitive sales analysis, and developing regional and national marketing plans.
He joins us as our Vice President of Business Development. Marc is a self-described technology nerd and loves finding new ways to automate sales and operational processes. Marc is an avid golfer, a watch collector (much to the dismay of his wife), and all things Meeeeechigan Football as he attends every game.
We are so happy to have you both on our team, Laura and Marc!
After five months of writing, coding and learning, my time at SS Digital Media is coming to a close. Coming in, I wasn’t sure what to expect. I certainly didn’t anticipate liking my internship this much. Here is what I’ve been up to this past semester.
We were recognized by the East Central District of the Public Relations Society of America (PRSA) with a Merit Award in the Community Relations category for a community relations campaign on behalf of the Humane Society of Macomb (HSM).
The campaign included multiple platforms and focused on repositioning public sentiment following protests mounted by a watchdog group accusing HSM of unfit conditions, mistreatment of animals and improper euthanizing techniques. Although the accusations were unfounded, HSM worked hard to improve the overall atmosphere and the animal areas. Their walls were painted in bright colors, kennel spaces were improved and cats were separated from dogs. A new attitude of transparency became the norm.
We helped HSM respond positively on social media, resulting in increased adoptions and improved website communication for the shelter. It was gratifying to see that, after our efforts, the online conversation began to change, the protest group started to post positive comments and communication about the shelter.
We also set up a volunteer portal, optimized blog content and made the website mobile-friendly. In addition, an updated adoptions section was created, and we worked with PetFinder to increase the number of adoptions. Our team also improved website communication that resulted in an increase of 132% in Facebook “likes” and an increase of 222% in Facebook page impressions.
In addition to drastically reducing the amount of negative online commentary, HSM won a Gold Medal Award from the Michigan Pet Fund Alliance as Shelter of the Year. The shelter’s “save rate” jumped from 70% to 98.1% during the course of the year. Volunteer ranks swelled from under five to almost 200.
While it is always nice to win an award, the best reward is to be able to help a partner achieve and exceed their goals. This is why we do what we do!