Not sure if this is entirely relevant here, but it’s a question i’ve run into recently after listing to some podcasts in the CRO space.
There’s a lot of ways we can frame measuring improvements to a website.
One way we may look at improvements, is simply in terms of profit. We will make changes to the website that increase profit.
Increasing metrics like time-on-site, engagement, and shares are important, in so far as they increase company profit (short and long-term).
I think this approach is worthwhile because it places a clear value on the work we’re doing and answers good questions like, (1) why are we doing this? (2) How will we know we succeeded?
I’m wondering though, how might we ascribe a dollar value to something like, reformatting a site’s navigation using card sorting? or increasing pages-per-visit? or improving some visual/emotional design. these things are surely important, but offhand I’m not sure how to ascribe a dollar value.
translating the value of this work seems important.
maybe this is a bit unnecessary though.