Hi again, Jgoddard ~
Quantifying the statistics you have provided isn't easy, because there
really isn't much to weigh them against.
For instance, according to the Nielson/Net Ratings, for the week
ending February 16, 2003, Walt Disney Internet Group had 5,714,990
unique visitors, or a 6.79 percent of its market reach. The average
visitor spent 12 minutes and 43 seconds on the site.
This is measurable and quantifiable by any number of variables,
including brand recognition, advertising (on the Disney channel),
activities offered and sales on the site. For that week, it was the
15th most visited site on the Internet.
The Nielson/Net Ratings for the week ending February 16 are at:
-- http://pm.netratings.com/nnpm/owa/NRpublicreports.toppropertiesweekly
Based on the Nielsen averages, though, his page view of 2 minutes 30
seconds is better than the average statistics, which are 2 minutes and
1 second for the same week ending February 16th.
-- http://pm.netratings.com/nnpm/owa/NRpublicreports.usageweekly
Those figures, however, are hard to match or to quantify against your
customer's site - without adjusting for any of the variables (brand
recognition, advertising, etc.), which would be a figure relative to
'x' percent of the Disney stats minus the relevant factors.
In your last clarification, you mention your customer views his site
as a 'satisfactory site' with no particular goals.
Does he advertise this site at all? Or is it just a kind of "stumble"
across site? If he advertises it to 30 million viewers and is only
getting 2000 visits a week, those are deplorable stats.
On the other hand, if he advertises it to a measurable market where
the return runs at a 2-5% and gets 2000 viewers - those are very good
statistics compared to national retailers.
You didn't mention the age of the market, but if it's a younger market
(under 18 years of age), those stats are even better, due to privacy
matters and regulations involving minors and the Internet.
There are also intangibles which we haven't taken into consideration,
such as good will, increased brand awareness, etc., which should lead
to sales at the retail level, despite what may be reflected on the
Website.
There are ways to get a measurable handle on how successful the
Website may be, both in quantitative and qualitative visitors, which
could be of interest to your client. These produce measurable stats
against which he can benchmark his visitors, the 'success' of the
Website with relation to sales, etc., and short and long-term goals
can be set. But without a lot of other information or comparables
against which to measure, it's just hard to give you any meaningful
stats.
Sorry about that,
Serenata |
