Web Basics
| Category: Online Promotion | Date: 2001-03-20 |
As you now may know, M\S Database Marketing speaks at a number of marketing conferences each year. Because we are so close to the trends and news about what is happening on the Internet, we sometimes have a tendency to think everyone else is as well, and obviously that is not the case. So periodically we take a step back, and review some of the more basic, but core elements for success. Here is Issue #1 of three articles in a series on basic practices that web practitioners ask about frequently.
How do I know if my web site is working?
You know if your web site is working if you dust off your web site strategy and compare it to the actual activity taking place on the site. For some it is increasing number of unique visitors, for others it is returning visitors, and for some it is simply how many requests for literature or how many widgets we sell via the net. For others it could be as simple, though not as strategically sound, as the Chairman's son thinking the web site is now really cool.
How do I measure the web site's effectiveness at a cost level?
This takes a little more explanation than we will take here, but try these.
- Divide the total number of unique visits by the total cost of
the web site (development and maintenance) to determine cost per visitor.
- Divide the total number of requests for literature or downloads by the total cost to determine to the cost per new lead prospect.
- Divide the total revenue (if appropriate) delivered by the web or associated with the web experience by the total cost to determine return on investment.
- Don't forget to calculate any reduction to operating expenses (Tele-centers, literature fulfillment, samples distributed, etc.)
Should we collect visitor contact information, and how do we manage it once collected?
Yes, you should collect visitor information, if for nothing else to establish metrics for use in the calculations above. But first, publish a data privacy statement about how you will use the data on the site's front page. How to manage the information depends on budget, but foremost you want to develop a database of some type, so the information be stored and easily accessed. The primary cost here is in the set-up, not ongoing people power.
Other News For B2B Web Marketers
According to the "Real Numbers Behind the Online B-to-B Industry" study by ActivMedia research, B-to-B e-commerce programs constitute 18% of today's transactional sites operating on the Web.
ActivMedia predicts the average revenues for B-to-B online merchants in 1999 will be $29 million. This compares with revenues of $16 million in 1998. These B-to-B e-commerce programs account for more than $55,000 of a company's average annual site development budget.
Other key findings:
* The average revenue growth for B-to-B e-commerce between 1999 and 2000 is projected at 101%.
* Two-thirds of B-to-B programs are either earning income now or expect to do so in the next two years.
* About 47% of B-to-B e-commerce clients are first-time online buyers.
About the Author
DBMarkets@aol.com
http://www.msdbm.com
How do I know if my web site is working?
You know if your web site is working if you dust off your web site strategy and compare it to the actual activity taking place on the site. For some it is increasing number of unique visitors, for others it is returning visitors, and for some it is simply how many requests for literature or how many widgets we sell via the net. For others it could be as simple, though not as strategically sound, as the Chairman's son thinking the web site is now really cool.
How do I measure the web site's effectiveness at a cost level?
This takes a little more explanation than we will take here, but try these.
- Divide the total number of unique visits by the total cost of
the web site (development and maintenance) to determine cost per visitor.
- Divide the total number of requests for literature or downloads by the total cost to determine to the cost per new lead prospect.
- Divide the total revenue (if appropriate) delivered by the web or associated with the web experience by the total cost to determine return on investment.
- Don't forget to calculate any reduction to operating expenses (Tele-centers, literature fulfillment, samples distributed, etc.)
Should we collect visitor contact information, and how do we manage it once collected?
Yes, you should collect visitor information, if for nothing else to establish metrics for use in the calculations above. But first, publish a data privacy statement about how you will use the data on the site's front page. How to manage the information depends on budget, but foremost you want to develop a database of some type, so the information be stored and easily accessed. The primary cost here is in the set-up, not ongoing people power.
Other News For B2B Web Marketers
According to the "Real Numbers Behind the Online B-to-B Industry" study by ActivMedia research, B-to-B e-commerce programs constitute 18% of today's transactional sites operating on the Web.
ActivMedia predicts the average revenues for B-to-B online merchants in 1999 will be $29 million. This compares with revenues of $16 million in 1998. These B-to-B e-commerce programs account for more than $55,000 of a company's average annual site development budget.
Other key findings:
* The average revenue growth for B-to-B e-commerce between 1999 and 2000 is projected at 101%.
* Two-thirds of B-to-B programs are either earning income now or expect to do so in the next two years.
* About 47% of B-to-B e-commerce clients are first-time online buyers.
About the Author
DBMarkets@aol.com
http://www.msdbm.com
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