Promotion Purchases, Measuring The Effectiveness, Web Marketing Communication

Promotion Purchases, Measuring The Effectiveness, Web Marketing Communication

The process of Web marketing communication. The attractiveness of having a Web site for the organization depends on the number of potentially interested surfers on the Web. 

i. The awareness efficiency

Awareness efficiency = people aware of the site / people with Web access. To get aware surfers to find the Web site. 

Active seekers are those who intentionally seek to hit the Web site.

Passive seekers are primary purpose in surfing, not necessarily to hit the Web site. 

ii. The Locatability/attractability efficiency

How effectively the organization is able to convert aware surfers into Web site hits?

Attractability efficiency = hits on the site / people aware of the site 

iii. The Contact efficiency

Converting the hits to visits. This measures how effectively the organization transforms Web site hits into visits. The hit should be interesting, hold the visitor's attention, and persuade them to stay awhile to browse. 

Contact efficiency = active visitors / hits on the site

iv. The Conversion efficiency, turn visitors into purchasers

The conversionefficiency = purchases / active visitors

v. Converting purchases into re-purchases, the loyal customers. Update and refreshing of the Web site regularly, the purchase satisfaction and feedback to improve the products.

Retention efficiency = repurchases / purchases

vi. The overall average Web site efficiency index

Web site efficiency = 1/5 ∑(i+ii+...+v)

The weighted average index = 1/5 ∑(i+ii+...+v) x Ui

Ui is the weighting accorded to each of the five efficiency indices in the model.

Reference

Watson, R.T., Berthon, P., Pitt, L. F. & Zinkham, G. M. (2008). Electronic Commerce: The Strategic Perspective. Global Text Project. Licensed under a Creative Commons Attribution 3.0 License.