We’re now 6 months into 2009, and if you’ve embarked on a program of Website/ Marketing optimization, you’re probably looking for some clear, common-sense benchmarks to measure your progress. Here’s what you should be looking at:
Cost Per Visitor (CPV) – How many advertising, marketing, SEO, etc. dollars do you need to spend to bring in each Website visitor you’re getting. Don’t look at conversion just yet – it’s your website’s job to convert the visitors; marketing’s job is to get them there in the first place. So Cost Per Visitor is the best starting point for measuring your return on marketing spend.
Also, feel free to break this down by channel: SEO, e-mail marketing, PPC, conventional media, etc. Some channels are easier to track than others, but give all of them your best shot. Now plot your CPV performance from the beginning of the year till now and see how you’re doing.
Revenue Per Visitor (RPV) – Top line revenue is usually easier to calculate and track, so we go with RPV, but if you’ve got the metrics to figure out bottom line Profit Per Visitor, all the better. So basically you’re looking for how much money you are bringing in per Website visitor, and you’re looking to see how this metric is changing from the beginning of the year until now.
Feel free to let us know how you’re doing, or to post any questions you have on these metrics and improvement tactics. We’d love to hear from you.
[Editor's note: the author of this post is now blogging at jeffsextonwrites.com]