Website ROI calculator v. 1.

Our projects
1 Demo

Figures

Campaign 2010

Choose status:

ENDED

- ROI goal: 100%

Err:502

Err:502

Err:502

Reach ROI goal in:

Err:502

2 Web

2008-2010
Err:502

- ROI goal: 50%

Select status: Err:502 Reach ROI goal in:

ACTIVE Err:502 Err:502

3 Web

2011-2012

Select status:

ACTIVE

- ROI goal: 80%

Err:502 Err:502 Err:502

Err:502

Reach ROI goal in:

4 <Title>

- ROI goal: 120% Err:502

Select status: Err:502 Reach ROI goal in:

NOT STARTED Err:502 Err:502

5 <Title>

- ROI goal: 120% Err:502

Select status: Err:502 Reach ROI goal in:

NOT STARTED Err:502 Err:502

6 <Title>

- ROI goal: 120% Err:502

Select status: Err:502 Reach ROI goal in:

NOT STARTED Err:502 Err:502

days

% days

% days

% days

% days

% days

By Anders Hoff, Netlife Research www.netliferesearch.com

Comments

The campaign ended on -89,79 % only. We were nowhere near our ROI goal. We therefore terminate the campaign and focus on other efforts. It would take 4192 days to reach our ROI goal.

We would have had to use massive additional campaigns to make up for the low response, which would not be profitable.

Excellent results!

The new website has a lower prognosis than the result for the website in 2008-2010. We need to do something!

Demo Campaign 2010

Figures updated: Currency: Updated by: Goals ROI goal, percent: ROI goal, days:

11/9/2010 USD$ Aron

100 % 200 days

Expenditure/revenue
Statistics Site launch date: Site ran for: # of visitors:

Figures
4/1/2010 Err:502 days 12345 unique

Net # of visitors: Pageviews: Average pageviews:

12000 unique 26890 pages 2.18 pages per visitor

Development and operations costs

USD$

Development costs: Concept development: Operation, hosting, support:

30000 10000 4000

Internal resources: Other costs

4000 0

SUM development/operation=

Marketing costs

USD$

Newspaper ads: Radio ads: Ad in magazine: Sponsorships:

10000 3000 1000 0

SUM marketing=

SUM dev+operation+marketing=

Calls to action and revenue

Value in USD$

1 unique visit

10000

0.2

Shared site on Facebook

400

0.8

User became a customer (via web)

38

90

Phoned customer service ("call me"-button)

65

Phoned an employee

10

Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: SUM revenue=

0 0 0 0 0 0 0 0

0 0 0 0 0 0 0 0

Revenue/Costs

ROI=
Revenue / costs=

Break even after:

Will reach ROI goal of +100% after:

Prognosis, ROI:

Measures to increase ROI

Problem Date Responsible

Bounce rate in the home page is too high

3/2/2010 Jason

Nobody gives Facebook "likes"

3/2/2010 Mia

Number of complaints is high

3/5/2010 Anders

48000

14000

62000

SUM

2000

320

3420

520

70

0 0 0 0 0 0 0 0 6330

-89.79
10.21

Err:502

Err:502

Err:502

Priority

HIGH

MEDIUM

LOW

At each evaluation point (e.g. per month, per quarter), when you have new figures, duplicate the sheet by selecting "Duplicate" in the tab meny (bottom of sheet). Then you have a record for each measuring period, and can see the effect of particular efforts.

We would like a returnROI goal within 200 days, if not we will either introduce additional measures in the campaign, or We want to reach our of +100% reallocate the resources to other activities.

Comments

Some of the visitors were the developer and people from our own organization, as seen in "Visitors" in Google Analytics

Pageviews for all visitors

Average pageviews for all visitors

Web Developer Inc. Web Developer Inc. Hosting Company Inc.

Stipulated value, internal man hours

If the ad refers to other channels in addition to the website, allocate a proportion of the total costs to the website.

Includes the cost of man hours for developing the ad

Sum costs

The users rembered the brand and campaign message. Survey indicate that users remember our logo and main message.

Each share gives on average 8 views - i.e. people who see our campaign message. Each view on Facebook is calculated to 0.1 USD.

Average value of customer buying on the web. (Average customer length: 3 years, return per year: 30 USD)

15% of those phoning customer service buy additional products. Average sales 8 USD per call.

When users talk to a company representative/employee, there is a 10 % chance of upselling

Sum in USD$

% - for profitability, ROI must be higher than 0% % of investment is returned

days after launch - if the current rate of traffic and activity persists

days after launch - if the current rate of traffic and activity persists

% ROI based on the time period in question - considering all expenses for the entire period are added - and the current rate of traffic and activity persists

Solution

Calls to action are unclear on the home page. Functions need to be more clearly communicated.

Few incentives to join. We will bring this up on our next group meeting.

Talk to customer service and find out what the top reasons for complaints are.

Web 2008-2010

Figures updated: Currency: Updated by: Goals ROI goal, percent: ROI goal, days:

12/31/2009 USD$ Jarod

50 % 730 days

Expenditure/revenue
Statistics Site launch date:

Figures
1/1/2008

Site ran for: # of visitors:

Err:502 days 10000 unique

Net # of visitors: Pageviews: Average pageviews:

9700 unique 22000 pages 2.2 pages per visitor

Development and operations costs Development costs: Concept development: Operation, hosting, support: 30000 5000 3000

USD$

Internal resources: Other costs:

20000 0

SUM development/operation=

Marketing costs

USD$

Google Adwords: Radio ads: Ad in magazine: Sponsorships:

2000 0 0 0 0

SUM marketing=

SUM dev+operation+marketing=

Calls to action and revenue User became a customer (via web)

# 120

Value in USD$ 900

Phoned customer service ("call me"-button)

65

20

Phoned an employee

10

20

Shared site on Twitter

931

0.2

Became member of the Facebook group

123

8 0 0 0 0 0 0 0 0

Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: SUM revenue=

0 0 0 0 0 0 0 0

Revenue/Costs

ROI=
Revenue / costs=

Break even after:

Will reach ROI goal of +50% after:

Prognosis, ROI:

Measures to increase ROI

Problem

Date

Responsible

58000

2000

60000

SUM 108000

1300

200

186.2

984 0 0 0 0 0 0 0 0 110670.2

84.45
184.45

Err:502

Err:502

Err:502

Priority

At each evaluation point (e.g. per month, per quarter), when you have new figures, duplicate the sheet by selecting "Duplicate" in the tab meny (bottom of sheet). Then you have a record for each measuring period, and can see the effect of particular efforts.

We would like a returnROI goal within 730 days, if not we will either introduce additional measures in the campaign, or reallocate We want to reach our of +50% the resources to other activities.

Comments

Site launched 1. January 2010, but the statistics ran from 11. January 2010.

Some of the visitors were the developer and people from our own organization, as seen in "Visitors" in Google Analytics

Pageviews for all visitors

Average pageviews for all visitors

Web Developer Inc. Web Developer Inc. Hosting Company Inc.

Stipulated value, internal man hours

If the ad refers to other channels in addition to the website, allocate a proportion of the total costs to the website.

Includes the cost of man hours for developing the ad

Sum costs

Average customer relationship: 3 years, return per year 300

15% of those phoning customer service buy additional products

When users talk to a company representative/employee, there is a 10 % chance of upselling

Twitter gives us traffic, and twitter users have more pageviews, hence the 2 USD

Sum in USD$

% - for profitability, ROI must be higher than 0% % of investment is returned

days after launch - if the current rate of traffic and activity persists

days after launch - if the current rate of traffic and activity persists

% ROI based on the time period in question - considering all expenses for the entire period are added - and the current rate of traffic and activity persists

Solution

Web 2011-2012

Figures updated: Currency: Updated by: Goals ROI goal, percent: ROI goal, days:

4/30/2011 USD$ Peter

80 % 730 days

Expenditure/revenue
Statistics Site launch date:

Figures
1/1/2011

Site ran for: # of visitors:

Err:502 days 45123 unique

Net # of visitors: Pageviews: Average pageviews:

42000 unique 67200 pages 1.49 pages per visitor

Development and operations costs Development costs: Concept development: Operation, hosting, support: 120000 50000 30000

USD$

Internal resources: Other costs:

100000 0

SUM development/operation=

Marketing costs

USD$

Newspaper ads: Radio ads: Ad in magazine: Sponsorships:

70000 60000 25000

0 SUM marketing=

SUM dev+operation+marketing=

Calls to action and revenue

Value in USD$

User became a customer (via web)

97

900

Phoned customer service ("call me"-button)

65

20

Phoned an employee

10

20

Shared site on Twitter

931

0.2

Became member of the Facebook group

54

Quiz - How much do you know about us?

8000

Select action: Select action: Select action: Select action: Select action: Select action: Select action: SUM revenue=

0 0 0 0 0 0 0

0 0 0 0 0 0 0

Revenue/Costs

ROI=
Revenue / costs=

Break even after:

Will reach ROI goal of +80% after:

Prognosis, ROI:

Measures to increase ROI

Problem Date Responsible

300000

155000

455000

SUM

87300

1300

200

186.2

270

32000

0 0 0 0 0 0 0 121256.2

-73.35
26.65

Err:502

Err:502

Err:502

Priority

At each evaluation point (e.g. per month, per quarter), when you have new figures, duplicate the sheet by selecting "Duplicate" in the tab meny (bottom of sheet). Then you have a record for each measuring period, and can see the effect of particular efforts.

We would like a returnROI goal within 730 days, if not we will either introduce additional measures in the campaign, or reallocate the We want to reach our of +80% resources to other activities.

Comments

Site launched 1. January 2010, but the statistics ran from 11. January 2010.

Some of the visitors were the developer and people from our own organization, as seen in "Visitors" in Google Analytics

Pageviews for all visitors

Average pageviews for all visitors

Web Developer Inc. Web Developer Inc. Hosting Company Inc.

Stipulated value, internal man hours

If the ad refers to other channels in addition to the website, allocate a proportion of the total costs to the website.

Includes the cost of man hours for developing the ad

Sum costs

Average customer relationship: 3 years, average return per year 300

15% of those phoning customer service buy additional products

When users talk to a company representative/employee, there is a 10 % chance of upselling

4-6% of our traffic comes from Twitter. Average clickrate is 2, thus 0.2 dollars in return.

We use Facebook active, and it seems to give a good response/click rate. Thus the value per add is set to 5 dollars.

Users need to do research (learn about our services) in order to take part in the quiz, hense a value of 4 USD

Sum in USD$

% - for profitability, ROI must be higher than 0% % of investment is returned

days after launch - if the current rate of traffic and activity persists

days after launch - if the current rate of traffic and activity persists

% ROI based on the time period in question - considering all expenses for the entire period are added - and the current rat of traffic and activity persists

Solution

<Title>

Figures updated: Currency: Updated by: Goals ROI goal, percent: ROI goal, days:

4/30/2011 <Currency> <Name>

120 % 365 days

Expenditure/revenue
Statistics Site launch date: Site ran for: # of visitors:

Figures
1/1/2011 Err:502 days 10000 unique

Net # of visitors: Pageviews: Average pageviews:

9800 unique 10000 pages 1 pages per visitor

Development and operations costs Development costs: 10000

<Currency>

Concept development: Operation, hosting, support:

0 0 0

Internal resources: Other costs

SUM development/operation=

Marketing costs Newspaper ads: Radio ads: Ad in magazine: Sponsorships:

<Currency> 0 0 0 0 0 0

SUM marketing=

SUM dev+operation+marketing=

Calls to action and revenue 1 unique first-time-visitor Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: SUM revenue=

# 1000 0 0 0 0 0 0 0 0 0 0 0 0

Value in <Currency> 0.1 0 0 0 0 0 0 0 0 0 0 0 0

Revenue/Costs

ROI=
Revenue / costs=

Break even after:

Will reach ROI goal of +120% after:

Prognosis, ROI:

Measures to increase ROI

Problem Date Responsible

10000

10000

SUM 100 0 0 0 0 0 0 0 0 0 0 0 0 100

-99
1

Err:502

Err:502

Err:502

Priority

At each evaluation point (e.g. per month, per quarter), when you have new figures, duplicate the sheet by selecting "Duplicate" in the tab meny (bottom of sheet). Then you have a record for each measuring period, and can see the effect of particular efforts.

We would like a returnROI goal within 365 days, if not we will either introduce additional measures in the campaign, or reallocate the We want to reach our of 20% resources to other activities.

Comments

Some of the visitors were the developer and people from our own organization, as seen in "Visitors" in Google Analytics

Pageviews for all visitors

Average pageviews for all visitors

Web Developer Inc.

Web Developer Inc. Hosting Company Inc.

Stipulated value, internal man hours

Sum costs

Sum in <Currency>

% - for profitability, ROI must be higher than 0% % of investment is returned

days after launch - if the current rate of traffic and activity persists

days after launch - if the current rate of traffic and activity persists

% ROI based on the time period in question - considering all expenses for the entire period are added - and the current rat of traffic and activity persists

Solution

<Title>

Figures updated: Currency: Updated by: Goals ROI goal, percent: ROI goal, days:

4/30/2011 <Currency> <Name>

120 % 365 days

Expenditure/revenue
Statistics Site launch date: Site ran for: # of visitors:

Figures
1/1/2011 Err:502 days 10000 unique

Net # of visitors: Pageviews: Average pageviews:

9800 unique 10000 pages 1 pages per visitor

Development and operations costs Development costs: 10000

<Currency>

Concept development: Operation, hosting, support:

0 0 0

Internal resources: Other costs

SUM development/operation=

Marketing costs Newspaper ads: Radio ads: Ad in magazine: Sponsorships:

<Currency> 0 0 0 0 0 0

SUM marketing=

SUM dev+operation+marketing=

Calls to action and revenue 1 unique first-time-visitor Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: SUM revenue=

# 1000 0 0 0 0 0 0 0 0 0 0 0 0

Value in <Currency> 0.1 0 0 0 0 0 0 0 0 0 0 0 0

Revenue/Costs

ROI=
Revenue / costs=

Break even after:

Will reach ROI goal of +120% after:

Prognosis, ROI:

Measures to increase ROI

Problem Date Responsible

10000

10000

SUM 100 0 0 0 0 0 0 0 0 0 0 0 0 100

-99
1

Err:502

Err:502

Err:502

Priority

At each evaluation point (e.g. per month, per quarter), when you have new figures, duplicate the sheet by selecting "Duplicate" in the tab meny (bottom of sheet). Then you have a record for each measuring period, and can see the effect of particular efforts.

We would like a returnROI goal within 365 days, if not we will either introduce additional measures in the campaign, or reallocate the We want to reach our of 20% resources to other activities.

Comments

Some of the visitors were the developer and people from our own organization, as seen in "Visitors" in Google Analytics

Pageviews for all visitors

Average pageviews for all visitors

Web Developer Inc.

Web Developer Inc. Hosting Company Inc.

Stipulated value, internal man hours

Sum costs

Sum in <Currency>

% - for profitability, ROI must be higher than 0% % of investment is returned

days after launch - if the current rate of traffic and activity persists

days after launch - if the current rate of traffic and activity persists

% ROI based on the time period in question - considering all expenses for the entire period are added - and the current rat of traffic and activity persists

Solution

<Title>

Figures updated: Currency: Updated by: Goals ROI goal, percent: ROI goal, days:

4/30/2011 <Currency> <Name>

120 % 365 days

Expenditure/revenue
Statistics Site launch date: Site ran for: # of visitors:

Figures
1/1/2011 Err:502 days 10000 unique

Net # of visitors: Pageviews: Average pageviews:

9800 unique 10000 pages 1 pages per visitor

Development and operations costs Development costs: 10000

<Currency>

Concept development: Operation, hosting, support:

0 0 0

Internal resources: Other costs

SUM development/operation=

Marketing costs Newspaper ads: Radio ads: Ad in magazine: Sponsorships:

<Currency> 0 0 0 0 0 0

SUM marketing=

SUM dev+operation+marketing=

Calls to action and revenue 1 unique first-time-visitor Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: Select action: SUM revenue=

# 1000 0 0 0 0 0 0 0 0 0 0 0 0

Value in <Currency> 0.1 0 0 0 0 0 0 0 0 0 0 0 0

Revenue/Costs

ROI=
Revenue / costs=

Break even after:

Will reach ROI goal of +120% after:

Prognosis, ROI:

Measures to increase ROI

Problem Date Responsible

10000

10000

SUM 100 0 0 0 0 0 0 0 0 0 0 0 0 100

-99
1

Err:502

Err:502

Err:502

Priority

At each evaluation point (e.g. per month, per quarter), when you have new figures, duplicate the sheet by selecting "Duplicate" in the tab meny (bottom of sheet). Then you have a record for each measuring period, and can see the effect of particular efforts.

We would like a returnROI goal within 365 days, if not we will either introduce additional measures in the campaign, or reallocate the We want to reach our of 20% resources to other activities.

Comments

Some of the visitors were the developer and people from our own organization, as seen in "Visitors" in Google Analytics

Pageviews for all visitors

Average pageviews for all visitors

Web Developer Inc.

Web Developer Inc. Hosting Company Inc.

Stipulated value, internal man hours

Sum costs

Sum in <Currency>

% - for profitability, ROI must be higher than 0% % of investment is returned

days after launch - if the current rate of traffic and activity persists

days after launch - if the current rate of traffic and activity persists

% ROI based on the time period in question - considering all expenses for the entire period are added - and the current rat of traffic and activity persists

Solution

Calls to action suggestions:

Select action: Brand 1 unique first-time-visitor 1 unique revisiting 1 unique visit Social media Shared site on Facebook Shared site on Twitter Bookmarked site on Delicious

Became member of the Facebook group Visit on FourSquare Tagged on Flickr

Video view, YouTube, embedded

Registration for event, Meetup.com Link on Digg Tip a friend in e-mail Competitions

Quiz - How much do you know about us? Online game - Hangman

Competition - send us your picture

Ads

1 view, large ad 1 view, small ad Click, text ad

Customer

User became a customer (via web)

Subscribed to newsletter, e-mail Subscribed to newsletter, SMS Subscribed to RSS-feed Content Read article Read short article Viewed content section Read press release Read a twitter message

Contact Contact us via e-mail

Phoned customer service ("call me"-button) Phoned an employee Sent a letter Call me e-Commerce Shopping - added to cart Shopping - saved shopping cart Shopping - went through checkout Returning goods Negative Complaint about x

Did not complete the survey Did not complete checkout

What is the value of them seeing our logo?

Is the value different for revisiting users?

The user shared a link to us on Twitter

If the quiz require the user to surf around the page to find the answer, it will give a higher value

Although the newsletter is free, the user might still be treated as a customer, since you are delivering a product (content)

Negative value!

Negative value! Negative value!