Divide total sales by unique visitors and you'll establish a dollar value per unique visitor. In other words, if you bring in 100 dollars in sales per 1,000 visitors, your visitors will have a value of 10 cents each. Bring in twice as many visitors and you'll bring in twice as much money. The only ways to alter this equation are to (1.) sell a higher priced product or service to the same number of visitors, or (2.) sell a higher percentage of visitors who come to your site. The percentage of visitors sold is your conversion rate. Better websites have higher conversion rates. Good luck to you.
Roy Williams is the founder and president of international ad agency
Wizard of Ads. He's also the author of numerous books on improving advertising efforts, including
The Wizard of Ads and
Secret Formulas of the Wizard of Ads.
