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Lesson 5 –
Revenue Modeling |
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Lost Revenue
When modeling your revenue and costs in your analysis, you will also want to
consider lost revenue. Are customers leaving the site instead of buying? Are
some leads less profitable than others? What can be done to alleviate this?
Exit Page Analysis
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When visitors do not become buyers, you want to know why. One of the first places
to look is the Visit Exit Point report. This
report shows what the last page in a visit probably was. By analyzing the
content of exit pages on your site, you may be able to come up with ways to
improve the access and usability so visitors can become buyers. Exit page
analysis is dicussed in greater detail in Lesson 7 -
Determining Visitor Behavior Patters.
Capitalizing on Qualified Leads
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Figure 5. The Referring Domains by Value report
can qualify referring domains by financial value. |
Another way to determine lost revenue is by qualifying leads. In Lesson 2 - Where Are My Visitors Coming From?, we talked
about referrers as leads. Lesson 3 - Search Engines
covered how to make search engines deliver more valuable leads. In each case you
can use Values to qualify the leads. When you have assigned values to
revenue- or cost-generating events, you can use these reports to see which leads
rank best. Figure 5 shows the Referring Domains by Value
report listing which domains include referrers with the top value.
In lessons 2 and 3, we also mentioned using Summary’s Goals feature, which
we will get to in Lesson 9 - Incorporating Business
Goals. By using Goals (see the Goals column in Figure 2 or the Referring Domains by Goal report), you can determine
which leads are most qualified and capitalize on those. Then make efforts to
remove the references at lead generators that do not produce valuable visitors.
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Values