Figuring Out Visitor Value: What’s Your Web Traffic Worth?

Figuring Out Visitor Value: What’s Your Web Traffic Worth?

“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.

SS Digital Media Welcomes Laura and Marc!

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       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!

A Quick Breakdown on Snapchat Advertising

A Quick Breakdown on Snapchat Advertising

Perhaps one of the most popular social media platforms today, Snapchat, is growing rapidly among younger demographics. As the platform grows so does the advertising opportunities. Check out this quick breakdown on Snapchat advertising:

Who’s On Snapchat

More than 200 million people use Snapchat and more than 100 million users are accessing the app every day. It’s estimated that of these 100 million daily users, the average user time spent on the app is 30 minutes! Compared to the 15 minutes spent on Instagram and the 1 minute a day spent on Twitter.

Before you decide to market on Snapchat, it’s important to understand who is using it.


  • 37% of Snapchat users are ages 18 to 34 years old
  • 26% of Snapchat users are 25 to 34 years old
  • 70% of users are estimated to be female
  • Snapchat reaches 11% of the US digital population

Types of Snapchat Advertising

Snapchat offers a variety of advertising options, each with their own rules, restrictions and cost limitations. Here’s a brief breakdown of the main three types of Snapchat Marketing: geofilters, general advertisements and lenses.



The most popular (and most cost-effective) form of marketing on Snapchat is the geofilter. Geofilters are customizable frames that users can apply to their snaps. These are typically set around a specific event/location. Once you’ve drawn out your filter (according to Snapchat’s guidelines, of course), you simply choose where you’d like it to apply, the time frame you’d like it to be available and submit it to Snapchat for review. Or you can choose one of their available frames. It’s as easy as that!


Snapchat Advertisements

The next level of Snapchat marketing are general advertisements, which are imbedded within user stories. The minimum budget to utilize these advertisements is $10,000 per month, excluding any agency or production costs. These advertisements feature a long list of requirements and restrictions, including:

  • Videos must be three to 10 seconds long and vertically formatted
  • Content must be approved for audiences ages 13 and up
  • Advertisements must feature visible branding

Click here for a full list of Snapchat’s advertising guidelines.



By far the most expensive form of Snapchat advertising, brands can create fully interactive, nation-wide lenses for users to share with their friends. Lenses include animated actions that can be launched by raising your eyebrows, opening your mouth, blowing a kiss or some other recognizable motions. With minimal costs around $450,000 for one lense, this form of Snapchat marketing is best reserved for large, national organizations.  


As with any type of advertising, utilizing Snapchat is all about trial and error. Start off small with a few varieties of geofilters and slowly work your way up to the larger, more expensive ad types. Just remember, users will only interact with or remember your ads if they are engaging and creative.

Tracy’s Time at SSDM

Tracy’s Time at SSDM

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’re Proud to Be the Winners of The PRSA Merit Award for Humane Society Of Macomb Community Relations Campaign

We’re Proud to Be the Winners of The PRSA Merit Award for Humane Society Of Macomb Community Relations Campaign

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!

Tips for Instagram Influencer Success

Tips for Instagram Influencer Success

Utilizing influencers on Instagram and other social media sites is the new PR. Instead of pitching the media to pick up your product or services, brands are pitching social media users. By seeing your products or services used by trusted Instagram influencers, consumers are more likely to trust a review compared to a traditional social media advertisement. Here are some tips to help you find success for your organization with Instagram influencers.

Micro Influencers vs. Macro Influencers

Depending on their number of followers, Instagram influencers can reach hundreds of thousands or even millions of potential consumers. To first start your search for influencers, it is important to find the right size for your brand’s needs and budget.
Social media channels have two types of influencers: Macro and Micro. Here are a few differences to help you determine which is right for your needs:

Micro Influencers

  • Lower reach
  • 10,000 – 500,000 followers
  • More trusted by consumers
  • May charge for product placements but at a lower cost than Macro Influencers

Macro Influencers

  • Higher reach
  • 500,000+ Followers
  • Less trusted by consumers
  • Typically charge for product placements

How to Find Influencers in Your Industry

There are many tools available to help brands find influencers in their industries. While some of these tools require a fee, they can dramatically cut down research time when searching for influencers. These tools allow brands to search by demographic, following size and even cost to help determine the best influencers for their specific needs. A few influencer tools include:

If you don’t want to pay for these tools, finding influencers can be as simple as searching Google and Instagram for your industry. This method works great for finding Macro influencers, however finding smaller, Micro influencers may require some serious time and effort.

Reaching Out to Influencers

After finding the perfect size influencer for your needs and budget, now’s the time to reach out. Reaching out to Instagram influencers is as simple as sending an email or a direct message. Because large influencers typically have a flood of direct messages each day, it is recommended to reach out by email if possible. Things to state in your message include:

  • Your organization
  • Your budget (if applicable)
  • Number of posts you’re requesting
  • Your product or service

Measuring Success

So you’ve gotten an influencer to post about your product, now what? Once a post has been published, it’s time to measure whether your Instagram influencer outreach has been successful. This can be measured in numerous ways, including:

  • Increased website traffic
  • Increase in new customers
  • Increase in post engagement/following
  • Increase in sales from your product(s)

These increases (or decreases) should be compared with the overall cost of influencer outreach, including price per post, time spent on research and more. If it’s determined that cost was low with high results, continue reaching out to influencers to help find further results.


If the opposite is true, don’t give up quite yet. You may need to simply research more, find smaller influencers or target a different demographic. Just like anything on social media, trial and error is the key to success.