Ruth Cheesley - Joomla World Conference 2014 - How to prove you're worth a million dollars
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Transcript of Ruth Cheesley - Joomla World Conference 2014 - How to prove you're worth a million dollars
How to prove you’re worth a million dollars
Ruth Cheesley
Notes will be uploaded on docs.joomla.org/seo
@RCheesley
© ayutaka - Fotolia.com
I can identify indicators of success when working
with website projects
@RCheesley
© ayutaka - Fotolia.com
I can confidently use data to give
examples of projected value in quotes and sales
pitches
@RCheesley
One accurate measurement is worth more than a thousand expert opinions
Admiral Grace Hopper
@RCheesley
Always live on the light side
© thinglass - Fotolia.com
The price of light is less than the price of darkness
Arthur C. Nielsen
@RCheesley
Some key terms
© Tim - Fotolia.com
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
@RCheesley
Ecommerce Analytics
extensions.joomla.org
‘ecommerce analytics/tag manager’
‘<shop name> ecommerce analytics/tag manager’
@RCheesley
Know your expected behaviours
© Web Buttons Inc - Fotolia.com
/some-landing-page
/cart
/confirmation
/thank-you
@RCheesley
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
@RCheesley
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
@RCheesley
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.