ROI Of A Corporate Site – How Is To Return Money, Invested In The Internet.
Design procedure of ROI for companies of different scale should be different. It is represented to me that it is necessary to carry to minority sites of very small (for which site – the most part of their actives) and very big companies (especially selling actions at a stock exchange). In the first case almost all profit of the company is connected with a site, in the second – the site becomes first of all the PR-tool and influences profit under laws of the genre.
The majority of owners of corporate sites are made by average on the size of the company. They have a certain real business: manufacture, trade or services and somehow represent it to the Internet. As a result of site work in the company address its visitors: call by phone, write on e-mail, and then buy goods. How is to understand on how many visitors of a site influence profit, in what degree is the promoted site increase in sales?
On my supervision, the advantage of a site is the most obvious to business in a situation when business exists for a long time, and the site is created recently (however a site decent and its attendance is correctly organized). More often in first three-five months of its work in the company some buyers will address, the profit on which purchases will allow to pay back expenses for creation and site advancement.
The site role in a situation when both business and a site exist for a long time is less appreciable and is more difficult in the account. On the one hand, the site consumes resources (money and personnel working hours), on the other hand, increases sales. How is to understand what it is more?
So, simple recommendations about calculation of ROI for an average site:
1. We will begin with expenses. They develop of cost of a site creation, its support and the attendance organization. The first figure is final; two last constantly demand resources. Thus, the account part of the project «a corporate site» is not a constant. It is constantly increasing indicator. Also there is only one way to get profit from site– to organize incomes of site work, which will exceed cost of its support.
Why do sites die? More often for the reason that their owners have incorrectly estimated volume of resources, which is required for their work or in general assumed that the site will start to make profit itself, having forgotten about necessity of advancement of a site and advertising in the Internet.
2. Incomes. Each site is the multipurpose tool.
Usually it:
– Represents the company, its products and services;
– Generates references in the company of new clients, buyers and partners;
– Serves existing buyers and clients.
Also the site carries out other important functions, for example:
– Involves new people;
– Searches for partners and investors;
– Supervises quality of the goods, services, personnel work etc.
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