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How to prove you’re worth a million dollars
Ruth Cheesley
Notes will be uploaded on docs.joomla.org/seo
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I’m a data nerd!
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How does value connect with pricing?
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I can identify indicators of success when working
with website projects
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I know how to use analytics to demonstrate
success indicators
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I can confidently use data to give
examples of projected value in quotes and sales
pitches
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One accurate measurement is worth more than a thousand expert opinions
Admiral Grace Hopper
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Why should you measure?
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If you don’t measure, you don’t know
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Always live on the light side
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The price of light is less than the price of darkness
Arthur C. Nielsen
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Raise your game
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What should you measure?
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What is our ‘most wanted action’?
wordle.net
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What is important to our customer?
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What stops people completing actions?
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Some key terms
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Conversion - a visitor has completed a specific action
Conversion rate - the percentage of visitors who complete a specific action
Return on investment - what benefit the client receives for the money they invest
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When should you measure?
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Start where you are!
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A continuous process
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Create a checklist
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How should you measure?
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Google Analytics (or alternative)
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Google Adwords conversion tracking
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Tag management made simple
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Ecommerce Analytics
extensions.joomla.org
‘ecommerce analytics/tag manager’
‘<shop name> ecommerce analytics/tag manager’
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Know your expected behaviours
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/some-landing-page
/cart
/confirmation
/thank-you
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Analytics goals
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Ecommerce funnels
Value is assigned by e-commerce tracking
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Enquiry funnels
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Conversion in action
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Tag manager for AdWords conversions
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It’s what you do with it that counts!
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Using numbers to show your worth
Pitch to customerWhat if you invested $10,000 in improving your website and SEO, with an aim to increase your
conversion rate to 3%? Based on data we’ve analysed from your site, we project this would result in increasing your monthly revenue from $5000 to $15000 - a net return of $5000 on your $10,000
investment that keeps on giving.
Visits to site per month:5000
Current conversion rate: 1%
Volume of sales/enquiries: 50
Average order/enquiry value:$100
Revenue per month: $5,000
Visits to site per month:5000
Conversion rate: 3%
Volume of sales/enquiries: 150
Average order/enquiry value:$100
Revenue per month: $15,000
Net return on investment: $5,000
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Using numbers to show your worth
Pitch to customerWhat if you now invested $10,000 in a closely targeted paid media campaign, to attract more
interested visitors to your site with the aim of increasing the visits by 10,000 per month? Based on the data we have from your site, we would project an increase in revenue per month from $15,000 to
$45,000, representing a $25,000 net return on investment.
Visits to site per month:15000
Current conversion rate: 3%
Volume of sales/enquiries: 450
Average order/enquiry value:$100
Revenue per month: $45,000
Net return on investment: $25,000
Visits to site per month:5000
Conversion rate: 3%
Volume of sales/enquiries: 150
Average order/enquiry value:$100
Revenue per month: $15,000
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What else can we illustrate with data?
Pitch to customerWhat if you now invested $10,000 in a closely targeted paid media campaign, to attract more
interested visitors to your site with the aim of increasing the visits by 10,000 per month? In past campaigns customers received on average a $35,000 net return on investment from this kind of
campaign.
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How can we share data with clients?
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Use data to quote accurately
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Yes we can!
