Conversion rates

by visit or by visitor ?

[fom2001uk]

I just read somewhere that conversion rates for small-ticket items (gifts, etc) should really be calculated using VISITS because each visit is a potential buy.

Of course, the conversion rates based on visits is much lower than it would be based on VISITOR. My understanding is that the industry standard is to use unique VISITORS.

Which way should I go. I know which figure would keep the clients happy :-)

[George]

I am no expert, but I use Visitors on my shop (20,000 visits per month!!).

Only because if I shop, I will go to several sites several times until I have determined the best deal for me. Could be 3 to 6 visits before I decide, therefore visits is meaningless. However, VISITORS are more difficult to count :)

George

[fom2001uk]

That's a good point George, but what if your site gets a lot of repeat visits ?

Would visits not be a more relistic measurement then ?

[George]

Each site is different certainly. I can only say from my side, I get loads of repeat visitors, and each visit draws me nearer to a sale.

However, you can overload on info, so I always try to focus on the important bits. There are plenty of people that come to the site, having used an odd phrase to find me, only to discover I do not offer anything they want. (I sell suits direct from the warehouse, not "Warehouse Suits", get me?!?!)

I really am not interested in them, as they are not interested in me.

I am interested in the people who find what they want, are not sure, go away, come back, buy. The others are just "fog" to confuse you. You will always get people who do not want your service, so while it is great to say, I get x visitors, ...so what? How much do you sell!

IMHO :)

(You understand I am very opinionated on this, it is a bit of a axe I grind! Hope it helps.)
George

[ggrot]

Well, the important question to be answered is what information are you looking for. Generally, visitors is a better statistic, because you can evaluate how much you can be willing to pay for that visitor. If you count visits, often times the first visit costs you money (via ppc or ads or whatever) and the others are free (bookmarks, type-in, etc). If you count visitors, you can figure out the total amount you are willing to pay for a click on ppc or some other ad campaign.

[George]

GGot,
Spot on, thanks for filling in that gaping hole I forgot!

George

[bigjohnt]

Good call GGrot. I agree totally.
Repeat visitors are generally "free" if you have done your job in branding, or even getting them to bookmark rather than search.

I read just recently that search listings are not only better at gaining the "immediate" customer, but also at generating brand awareness, and repeat visitors via bookmarks, or URL typing. <Darned if I remember where, or I'd URL you. AND these visitors have a much higher conversion rate <naturally - if they made an effort to return, they had a reason.>