Theory of calculating investment on a site

[Avalon]

Hi everyone,
6 months ago I encouraged my client to upgrade his listing on a vertical business site with featured listings is various categories. I used Clicktracks to tag the site to track visitors and lead conversions. Our listing is up for renewal and with the information I gathered, I made this calculation to determine if it was a good investment. Of course there's going to be some discrepancies on people calling, simply emailing etc.. but I'm simply trying to measure concrete numbers I have.

Here's the calculation I did but as a background we are only tracking up to the leads and their system doesn't allow us to track the lead's value or whether or not it became a paying lead. Regardless, it's a lead.

Total visitors 6 months: 768
Number of leads: 65
Percentage of Conversion 8.46%
Total cost of link upgrade $600 for 6 months
Total cost per visit .78

Am I right to think this was a good investment? Did I calculate the conversion properly. I would think the conversion is fair but would think it's different for every industry. This is a mailing list broker company - very competitive...

Thanks for your input

[Opie1Canopie]

I would also include the cost-per-lead number - $9.23, but that may raise a flag based on other advertising program performance.

Can you at least get an average conversion rate from lead to sale across all programs? If you had some rough numbers you could estimate revenue and that would help your cause.

And for a competitive area, an 8% conversion seems decent to me...

[Avalon]

Great name...

The converted leads in this business have a very wide range as you can imagine - it's the mailing list business so the possibilities are endless and it would virtually be impossible to set an average price.

What I do concern over is the quality of the lead. Visitor demographics and profile on this site is key here and even though the numbers are not extremely high, I just wanted to figure out how much it costs by visitor. Much of our PPC prices are much higher than .78.

Thanks for your input - I thought the lead conversion was decent also but needed a second opinion to back up my calculation...

[seomike]

And for a competitive area, an 8% conversion seems decent to me...

I agree. And if you keep that same conversion rate as traffic goes up you should show those numbers also (8% of 1000, 1500, 2000 leads.) as the site's popularity grows etc.