How to Maximize the Value of Every Visitor to Your Website

While most marketers are beginning to understand the critical importance of maximizing conversion rates, few are tracking or working to maximize another critical measurement of website effectiveness.

Visitor value?

Visitor value is simply a representation of how much money you make per visitor to your website.

You can calculate visitor value by multiplying your number of sales over a given time by your average price per sale and then dividing by the number of unique visitors you received over the same time period.

(# of sales x price) / (# of unique visitors) = visitor value

For example, if your website made 1,000 sales last month at an average order size of $100 and received 50,000 unique visitors, your visitor value is $2.

(1,000 sales x $100) / (50,000) = $2.00

When split testing modifications to your website, it is important to understand the effect these changes have on visitor value, not just conversion rates.

This is particularly important when testing different price points or working to improve your average order size.

By focusing only on conversion rates when testing different prices, you run the risk of selecting a price point that may convert best, yet produce a lower overall visitor value and profit.

For example, in a recent split testing campaign I conducted for one of my coaching clients we tested three different price points, $17, $27 and $47.

The $17 price generated a conversion rate of 3.4%, the $27 price actually converted the highest with 3.65% and the $47 price point converted at only 3.18%.

Without looking at the visitor value, many marketers would select the $27 price point. However, after calculating the visitor values for each price point, we discovered that the $27 price produced a visitor value of $0.98. But the $47 price produced a visitor value of $1.49.

Even though the $47 price had the lowest conversion rate, because of the higher visitor value it was over 50% more profitable than the highest converting price point.

Once I explain the power and importance of improving visitor value to my clients I am often asked?

"How can I improve my visitor value?"

There are only three basic ways to increase your visitor value.

First, you can improve your sales conversion rates. As long as your boost in conversion rates doesn't come at the expense of price or average order size, improving conversion will also improve your visitor value.

Second, as I have already demonstrated, by testing different price points for your products, you can often find the "sweet spot" where your visitor value is maximized.

The third way to maximize visitor value is by working to increase your average order size. Using tactics such as up-selling, cross-selling and bundling you can quickly boost the average amount your visitors spend per sale.

While my clients and readers all know how passionate I am about maximizing conversion rates, when it comes to changes or split tests on your website that involve pricing or average order size, visitor value is the metric that you want to maximize.

By consistently measuring the impact your conversion rate optimization efforts have on visitor value, you can ensure that your site is living up to its most profitable potential.

Want to improve your conversion rates? Get a FREE website evaluation from one of the worlds top eCommerce and traffic conversion experts. Visit http://www.web-site-evaluations.com/free today for your free, no-obligation website evaluation today!

Eric Graham is the CEO of several successful online companies. Internationally recognized as a top authority on eCommerce, Website Conversion & Internet Marketing, he's an in-demand speaker & consultant.

Get expert tips, advice, news and commentary on improving conversion rates, split testing, web usability, copywriting, internet marketing and more. Just visit Eric's popular Blog: http://www.conversiondoctor.com/conversion-b log/

In The News:

Agile Web Development with Rails 6  Digital Market News
Bulletin Board  Deccan Herald
Emrill appoints new head of business...  Construction Business News

Why Should Your Business Go O.N.L.I.N.E.

Optimize your time. How much time each day must you... Read More

Art, Artists and the Web: Part 3--What to Put on an Artist?s Website

What to put your the website if you are an... Read More

Are Web Graphics Stealing Your Money?

They might not be wearing a mask and carrying a... Read More

From Search to Sale

The Internet car buyer is an elusive animal. Trying to... Read More

The Top Ten Benefits of Having a Web Site

Do you need a web site? Are you considering getting... Read More

How to Get Your Website In Front of Thousands of Customers At No Cost To You!

Dan Kennedy once said that if you can't make money... Read More

Top 7 Tips for Building an Antique Car Website

Like wine cars get more attractive to collectors as years... Read More

Using Mini Websites - Powerful Way to Direct Marketing

Mini Websites are the most powerful and cost effective solution... Read More

Learn What 98% of Targeted Visitors Do On Your Website

Getting a Targeted Visitor to a website is a waste... Read More

Using Psychology Easily on Your Website to Make More Sales!

Psychology is a long word which everyone thinks, "no, that's... Read More

Where on Earth is Your Websitee?

You've just finished congratulating your marketing team. After six months... Read More

7 Reasons YOU Need a Website

1) A marketing necessityI still hear it said from time... Read More

PHP Redirect

A PHP Redirect automatically transfers a web user from one... Read More

Freelance Programming is Easy to Manage

There are several reverse bid freelance sites out there. Beyond... Read More

Web Measurement: What You Don?t Know Would Make A Great Book

"What's in it for me?" you ask. "Why should I... Read More

How To Convert More Sales On Your Website

One of the biggest mistakes that most online retailers make... Read More

If Its Done Its Done for: Make Your Website Part of Your Business before You Build

Web sites are an Ongoing Part of Business.All too many... Read More

How to Promote Your Law Firm Website On the Internet for Maximum Profit

Making maximum profit from your law firm website is important,... Read More

Link Trades That Waste Your Time

Never has competition been so difficult in the Internet world.... Read More

Ecommerce for Beginners

Like most average persons, I wanted some extra money to... Read More

9 Simple Steps to Create a Background Tiled Image Branded with Your Name

You have seen those web pages where they have the... Read More

Disability Discrimination Act (DDA) & Web Accessibility

There's been widespread speculation about the new legislation being introduced... Read More

Give Your Business a Cash Infusion

Whether you have your own business already, or are looking... Read More

Making Your Website Shine! Attract and Keep Visitors at Your Site!

When you consider the billions of individuals and companies on... Read More

Improve Conversion Rates ? Load Times

Your site is getting traffic, but conversion rates are horrible.... Read More