The document discusses how to define and measure the return on investment (ROI) of site search. It provides an example where 90% of site traffic comes from search, and search drives 40% of conversions. For info pages the value is £10,000 with £9,000 from search, leading to £3,600 in value. For leads the value is £5,000 with £2,000 from search, leading to £800 in value. For direct sales the value is £100,000 with £60,000 from search, leading to £24,000 in value. In total, search contributes £28,400 in monthly value, and assuming 40% of that is attributable to search, the ROI is

1. How much is site search worth?
How to define conversion and measure ROI
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2. This is the best photo I could find
John Tomlinson
Head of Communications
@JohnRTomlinson
Colbenson
Conversion through search & social media
@Colbenson

3. How much of your site uses search?

4. What’s the point of it?

5. What’s the value of it?

6. How much of your site is driven by search
Info Lead Direct sale
£10,000 £5,000 £100,000

7. What is success?
How do we define conversion?

8. Where are these conversions
coming from?

9. How much of your site is driven by search
Info Lead Direct sale
£10,000 £5,000 £100,000
90% 40% 60%

10. How much of your site is driven by search
Info Lead Direct sale
£10,000 £5,000 £100,000
90% 40% 60%
£9,000 £2,000 £60,000

11. What’s happening now?

12. How much of your site is driven by search
Info Lead Direct sale
£10,000 £5,000 £100,000
90% 40% 60%
£9,000 £2,000 £60,000
x 40% = £3,600 £800 £24,000

13. How much of your site is driven by search
Info Lead Direct sale
£10,000 £5,000 £100,000
90% 40% 60%
£9,000 £2,000 £60,000
x 40% = £3,600 + £800 + £24,000 = £28,400

14. How much of your site is driven by search
Info Lead Direct sale
£10,000 £5,000 £100,000
90% 40% 60%
£9,000 £2,000 £60,000
x 40% = £3,600 + £800 + £24,000 =
£28,400 x 40% =

15. £11,360
per month

17. www.colbenson.com
@Colbenson