I have often wanted to calculate the conversion rate value per click on corporate and private websites and portals I work on - and I have done so in a couple of cases and came up surprised - somewhat. I can't talk details - but I can talk about generalities.
It turns out that simple things like selling a service, a laptop or computer, a trip are easy to quantify and calculate an overall conversion and a conversion per click/visit/etc.
But things like Branding value - telling your story ……much, much harder to get a dollar value per click out it. In fact, it probably true that Branding campaigns - things meant to enhance reputation - won't do well for typical conversion calculation - because what is being conveyed is "intangible" and it may not be quantifiable…but I'm working on that problem right now - trying to figure out a way to quantify the value of a brand and branding.
I suspect, and the end of the day, in order to get conversion values for a branding or informational effort, a lot of pre-planning and sequential presentation of information is needed - as well as viral tracking (IE: if you send out an email and it goes to 6 people after you send it … can you track the influence of it).
But getting back to tracking the value of a click - in dollars - not all clicks are equal. In one case, the main part of the page that takes up more real estate gets a lot more traffic - but no so many conversions. Another part of the page is much smaller - generated many less clicks but generates many more conversions. That means the smaller part of the page is actually worth a lot more than the larger part. Hmm…. except the larger part is about branding while the smaller is about …selling stuff.
So what do we make out this……. you need to look at your pages and decide what it all means. If a click on one link is worth 500.00 dollars and a click on another is worth 50.00 - need to decide what your goals are.
If your goals are branding - then you might want to put some work in to qualifying the true value of the 50.00 link. If your goals are selling more stuff ……you might want to switch the links ….
But I'll tell you this….if your goal is Branding …and you want to show branding got better because of what you did ….or eventually ….someone else - much higher up in the value chain will take notice and do that very same calulation they want to and take actions based on it.
