The Math Behind Your Blog Mike Seidle Twitter: @indymike LinkedIn: http://linkedin.com/in/indymike Web: problogservice.com Personal: mikeseidle.com Other: linkingindiana.com
Why The Numbers Matters “You Cannot Manage what you Cannot Measure ” -or- You might want to sell more online. You might just want to sell ads one day. -or- You may want to make a living from blogging . -or- “ It's interesting” (OK, maybe not)
Thee Blog Types <ul><li>Ad Supported. Makes money from selling ads, affiliate or pay per click.
Ad Supported Blog Math EPC = Advertising Income ÷ Ad Clicks (try calculating EPC by author or topic) Proj. Income = (Proj PV ÷1000) (CPM) -or- Proj. Income = Proj. PV x CTR x EPC ROI = 1 – Cost/(Income-Cost)
Business Blogs <ul><li>Goal is leads or sales .
What You Need to Know </li><ul><li>Top Pages – by topic, author, day of week
Conversion Rate – by topic, author and referrer.
CPA – Cost per action: what it costs to get a lead or sale.
ROI – The bottom line is what really matters. </li></ul></ul>
Business Blogs (2) <ul><li>What You DO NOT NEED TO KNOW </li><ul><li>Conversation Rate
Business Blog Math Ecommerce: Actual CPA = Cost of Campaign / Number of Sales Projected Sales = ProjectedPV x Conversion Rate x AvgSale Lead Gen: Actual Cost Per Lead= Cost of Campaign / Number of Leads Projected Leads = Projected PV x Conversion Rate LTV List Value = Leads Generated x Lifetime Value Easy List Value = Leads Generated x Cost to Replace ROI = 1 – Cost/(Income-Cost)
Other Blogs <ul><li>What You Need to Know </li><ul><li>The usual: PV, UPV, Bounce Rate, etc...
Conversation Rate – how many coments do you get per post.
Conversation Depth – Do you get big or little comments.
Authority – how important is your blog? </li></ul></ul>
Authority Q - What makes a blog credible? A- The people in your audience. Q – What is the right audience? A – Depends. (hope that clears it up) Q – How do I find out my Authority? A. Good question...