Valuing A B2B Website: A Case Study Of An Industrial Products Supplier

Abstract

In this research we examine the value of a business-to-business (B2B) website of an industrial products supplier by tracking website metrics (e.g., visitors, pages/visit, time per visit, etc.), along with the associated (non-Web-based) financial measures of sales, profit and amount of merchandise sold. We recorded this data over a 15 month period that included a significant mail promotion. Our results indicate that while the promotion dramatically increased visits to the websites, it had no positive effect on sales, profit or quantity of material sold. Generally, there was no relationship between website visits and monetary measures.