A conversion-focused website means the website generates commercial and financial returns to your business. The investment return can be measured directly or indirectly.
Take a look at how they are being measured as follows:
- Direct measurements. Business-to-Consumer (B2C) websites use direct measurements to evaluate the website effectiveness. Here, the customers buy the products and services directly on the website. The sales is measured from the number of sales transactions generated from the website. The sales report summary indicates clearly the revenue and other financial information.
- Indirect measurements. Business-to-Business (B2B) websites usually adopt to this type of measurements. Business services, high-ticket business, for example. Often, business transactions would not happen with just a click on the purchase button on the website. Therefore, the website effectiveness is measured by website traffic frequency, number of business enquiry, number of new leads from your newsletter subscription, downloads, membership registration, sign-up, email marketing counts, and many more. Though these measurements may not clearly indicate the financial impact, they are important leads for business planning and revenue generation.
Simple exercise:
- List down what could be some of the direct and indirect commercial and financial measurements for your website.
- Do some research on the internet. Recognise those direct and indirect measurements. Bookmark your favourite ones for learning reference in the next lesson.
This is a short lesson. In the next lesson, we'll explore three useful tips on how to create a website that sells. If you are ready, let’s move to the next lesson.
