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Figure 3. The Search Words by Value Report
can give you an estimate of the financial
value of particular search words. |
Sometimes the value is less well defined. You may not be able to
set up groups for every item in your online catalog, but you might know what
your average sale is. You can then assign your checkout page to have a value of
your average sale, as in Group two in Figure 2, and get an estimate of what your
total sales are for a given period or other quantity. While this is not the same
as an exact value (from your sales database) it can be useful in determining
the value of particular referrers or search words (especially when combined with
other value.)
Advertising Potential and Visitor Values
Summary also allows you to configure a value for every page hit. If your site
hosts advertising, then every single page may be a spot you could place an ad.
By giving Summary the cost per impression you are charging (e.g. 0.05 would be
$50 CPM) as the value of a page view, you can use the Value column to see what
your potential revenue is from advertising.
If you know that every visitor to your site is a potential buyer, and that
every page hit makes a visitor more likely to purchase, you may be able to
determine as estimated value of a page view in terms of real income using this
simple formula:
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Avg. Sale * Conversion Rate / Pages per Visit = Page View Value
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For example, perhaps your site merely promotes your restaurant. But you have
determined that 4% of your visitors actually make it to your restaurant
(Conversion Rate). Assuming your site averages 3 page views per visit and the
average sale at your restaurant is $48, you can estimate the value of your page
views:
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Values