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efficiency indicators at a stage «web site Visiting»

The web site of the advertiser is one of the most important elements of efficiency of advertising influence. Efficiency of Internet advertising in many respects depends on, whether the Internet user without any difficulties on a web site of the advertiser can find all its interesting information necessary for decision-making on acquisition of the goods, or for any others actions favorable for the advertiser.

The basic indicators at this stage:

• number of unique users;

• number of visitings;

• frequency of visiting;

• number of new users;

• a geographic distribution of users;

• number of viewings of pages;

• depth of viewing;

• ways on a web site;

• length of visiting;

• cost of the unique user;

• visiting cost.

Number of unique users

Number of unique users (unique visitors) - number of not repeating Internet users who have visited a web site of the advertiser for the certain period of time. Each unique

The user can visit a web site any number of times. Differently is a number of the involved audience.

With a view of an estimation of efficiency of various advertising platforms and separate elements of advertising it is necessary to consider not only the users who have got on a web site of the advertiser after a clique, but also the users who have independently found a web site of the advertiser after viewing of advertising. That is, if the user "has not cluck" on the advertising message at once it does not mean, that advertising has not rendered on it any influence. Modern means allow to compare an audience to which accepted advertising with an audience visited vebyosajta the advertiser.

By such comparison it is necessary to consider, that some users who accepted advertising, and were familiar with the advertised goods or firm earlier. Thus, on a web site of the advertiser they could get as thanks to that they already knew about the given goods or firm, and thanks to a spent advertising campaign. Action of both factors simultaneously also is not excluded.

The big interest can represent the audience comparison, visiting web site of the advertiser prior to the beginning of carrying out of publicity, and audiences the advertising involved directly. The given comparison can answer on a question — by means of advertising the new audience or an audience which was already familiar with vebyosajtom the advertiser is involved.

Number of visitings

Visiting (visit or "session") - visiting by the user of a web site: from the moment of calling till the exit moment. Each user can visit some time a web site.

In an ideal case of one cliques should lead to one visiting but as it was already marked, a part of users for the various reasons after a clique do not get on a web site of the advertiser. It is necessary to consider also,

That a part of users can not click on the advertising message, and simply remember it, and then find a web site of the advertiser independently. Thus, the part of visitings will be provided at the expense of users passed on the advertising message, other part — at the expense of users remembered advertising and found a web site of the advertiser independently. It is expedient to consider those and other users separately.

Besides, it is necessary to consider, that a part of users passed to a web site of the advertiser as on advertising, and it is independent, will come repeatedly.

For the account of repeated visitings and the account of the users, the found web site independently, important value plays a choice of the period of fixing of these calling as users can come both during advertising campaign carrying out, and after some time after its termination.

Frequency of visiting

Frequency visiting - the relation of number of visitings to number of unique users. Differently - how many on the average time users come on a web site of the advertiser for the certain period of time. It is calculated under the formula:

Where SF - frequency of visiting;

V - number of visitings;

UU - number of unique users.

Frequency of visiting can characterise interest of users in the goods.

Number of new users

Usually for the advertiser it is important to involve a new audience, therefore it is necessary to compare also the involved audience from audiences,

Visiting web site of the advertiser and prior to the beginning of an advertising campaign. Important value in this case plays a choice of a method of definition of the audience, visiting web site to an advertising campaign. In the elementary case this audience can be defined as all users who have visited a web site of the advertiser during the certain period prior to the beginning of an advertising campaign. Other method is based on captive audience definition.

At such comparison it is necessary to take into consideration:

• the more an audience to which will accept the advertising message on an advertising platform, the above probability of its crossing with an old audience of a web site of the advertiser;

• the more an old audience of a web site of the advertiser, the above probability of its crossing with an audience of advertising platforms.

The author had been developed the corresponding technique based on revealing of crossing of an audience, by the involved Internet advertising, as with the general number of the unique users who have passed to a web site of the advertiser by means of a clique or without it, so from the audiences, passed only by means of a clique. It is necessary, as an audience, passed means a clique, it is possible to carry directly to results of an advertising campaign, and the users who have come on a web site independently, were able to do it both under the influence of the advertising message, and irrespective of it.

Let's illustrate a technique on an example. We will admit, that within a month prior to the beginning of an advertising campaign on a web site of the advertiser by means of the special program tool the audience in 10000 unique users has been fixed, that is these are those the Internet - users who and without Internet advertising means have visited vebyosajt. Then within a month the advertising campaign has been spent. Advertising scope has constituted 500000 users from whom 5000 have passed to a web site of the advertiser by means of a clique and 2000 more users,

Covered by advertising, have passed to a web site independently. That is, 7000 users covered by advertising, have visited a web site of the advertiser. However the advertiser interests, whether advertising of the same users has involved, that earlier and without advertising came on a web site. For this purpose these audiences (tab have been compared. 3.5).

Table 3.5

Comparison of audiences

Way of transition on vebyosajt advertising-lja after advertising viewing The size of an audience, unik, users From them were on vebyosajte to an advertising campaign % Crossings
Means a clique 5000 500 10 %
Without a clique 2000 1700 85 %
In total 7000 2200 31,4 %

♦ From the resulted data it is possible to draw a conclusion, that only a small part of Internet users, before happening on a web site of the advertiser, have again come by means of a clique during an advertising campaign. 90 % of an audience passed to a web site to advertisers by means of a clique are new, that positively characterises the made choice of media means.

The overwhelming part of the Internet users who have seen advertising and not cluck on it, but come on a web site of the advertiser, is that

• the audience, as visited a web site earlier, and only 15 % from this audience can be carried to results of an advertising campaign.

Geographic distribution of users

Data about geographic location of the users who have come on a web site of the advertiser, frequently are one of the most important components at an estimation of efficiency of Internet advertising. For example, if points of sale of the advertised goods are only in Moscow the advertiser the share of the Moscow will interest first of all

I audiences.

It is necessary to consider data on a geographic distribution and at other stages of interaction of the user with the advertising information:

• numbers of the displays, the covered advertising audience;

• klikov, sessions, the visitors of the web site who has come by means of advertising;

• actions (clients, orders, references, registration, etc.). Having analysed this information it will be possible to draw conclusions about

The most attractive region for carrying out of the subsequent advertising campaigns.

For example, the geographic distribution of the Internet users who have visited a web site after viewing of advertising, can be such (tables 3.6, 3.7):

Table 3.6

Geographic distribution of Internet users, unique

Users

Region \the Platform AND IN WITH D E In total
Moscow 200 100 On 400 90 900
St.-Petersburg 50 70 40 100 25 285
Krasnodar territory 30 50 55 40 15 190
Sverdlovsk area 10 20 13 30 16 89
Novosibirsk area 5 30 17 40 14 106
The Samara area 5 30 25 40 3 103
Other regions of Russia 200 200 60 50 3 513
Other countries 100 400 80 100 4 684
In total 600 900 400 800 170 2870

Table 3.7

Geographic distribution of Internet users, %

Region \the Platform AND IN WITH D E The general
Moscow 33,3 % 11,1 % 27,5 % 50,0 % 52,9 % 31,4 %
St.-Petersburg 8,3 % 7,8 % 10,0 % 12,5 % 14,7 % 9,9 %
Krasnodar territory 5,0 % 5,6 % 13,8 % 5,0 % 8,8 % 6,6 %
Sverdlovsk area 1,7 % 2,2 % 3,3 % 3,8 % 9,4 % 3,1 %
Novosibirsk area 0,8 % 3,3 % 4,3 % 5,0 % 8,2 % 3,7 %
The Samara area 0,8 % 3,3 % 6,3 % 5,0 % . 1,8 % 3,6 %
Other regions of Russia 33,3 % 22,2 % 15,0 % 6,3 % 1,8 % 17,9 %
Other countries 16,7 % 44,4 % 20,0 % 12,5 % 2,4 % 23,8 %
In total 100,0 % 100,0 % 100,0 % 100,0 % 100,0 % 100,0 %

Number of viewings of pages

Number of viewings of pages (page impressions) - the general number of demonstrations to Internet users of the web pages which are coming under to the account, including repeated demonstrations. Each user for one visiting can see some pages.

The advertiser attendance both separate pages, and groups of pages of a web site can interest. For example, the number of viewings of pages with the price-list or the address can characterise interest of Internet users to the firm goods as the direct reference on firm and goods purchase can become following action.

Depth of viewing

Depth of viewing is defined by number of the seen pages each user for one visiting. It is calculated under the formula:

= (9)

Where GP - depth of viewing;

PI - number of viewings of pages;

V - number of visitings.

The big depth of viewing can testify to interest of Internet users.

Ways on a web site

Important value for an estimation of efficiency of Internet advertising and planning of new advertising campaigns can have the analysis of the basic routes of moving of Internet users on a web site of the advertiser. At such analysis it is possible to draw conclusions on the basic interests of Internet users, behavioural characteristics, convenience of navigation of a web site, etc.

Length of visiting

The length of visiting is defined by quantity of time, the spent user on a web site of the advertiser for one visiting.

The more time the user spends on a web site, the, theoretically, he is more interested, but, on the other hand, it can testify about zatrudnennosti navigation on a web site (the user cannot quickly find the necessary information, therefore it is forced to spend more time). Therefore the given indicator is necessary for considering taking into account an orientation of a web site, its problems, conveniences of navigation, etc. However users from various platforms on a web site of the advertiser are in identical conditions, therefore longer visitings at users from a certain platform can be treated from the positive point of view.

Cost of the unique user

Average cost of the unique user. It is calculated under the formula:

()

srii = — UU

Where CPUU — cost of the unique user;

With - cost of placing of advertising;

UU - number of unique users.

The given indicator characterises expenses for attraction of one unique user for a web site of the advertiser.

Visiting cost

Average cost of one visiting. It is calculated under the formula:

And ’

(11)

Where CPV — visiting cost;

With - cost of placing of advertising;

V - number of visitings.

3.2.4.

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A source: DEJNEKIN TIHON VIKTOROVICH. ESTIMATION of EFFICIENCY of ENTERPRISE ACTIVITY In INTERNET ADVERTISING SPHERE. The DISSERTATION on competition of a scientific degree of a Cand.Econ.Sci. Moscow -. 2003

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