Dollarizing your results makes it much easier to avoid some pretty common pitfalls online.  For example, we all know that in order for a website to be profitable, it needs traffic – a steady stream of people coming to it.  The pitfall that most make is to measure the effectiveness of marketing activities based on the impact that those activities have on the number of people visiting the website.  The problem is that this is a gross over-simplification.  The easiest way to avoid this common pitfall is to dollarize your website’s traffic.  This is done by calculating the value (in dollars) of a visitor coming to your website.  The formula for this is: amount of sales / # of website visits = visit value in $$$.  With this formula it is easy to see whether or not increasing traffic is also increasing sales, or if the increase in traffic is from people who don’t buy.
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