How to measure the return (ROI) from investing in the website, investor (IR Website)

The IR website is not just "the item that must have" but "money making" that can be measured: the problem that investors have relationships. But didn't dare to speak

Senior management, marketing team, or investor staff (IR), everyone is probably familiar with this situation: it's time for the annual budget. And one of the programs that seem to be "black holes" are "maintenance or development of the website, investor relationship", the classic question that often floats in the meeting room is "How do we know that the money that went down is worth it?" Or "Does it really return to the company?"

This problem is the uncomfortable that many people have to face. We all know that the IR website is necessary in accordance with the rules and is the face of the company to investors. But when having to clarify "Value" in the form of tangible numbers Everything looks fuzzy. The IR website is often seen as "Cost Center" or the cost center. Rather than a "Investment" that creates a clear return Causing the budget to improve or develop to become very difficult every time

‍

Prompt: A picture of an investor relationship or the executive is sitting in the temples in front of the computer that shows graphs and numbers. With a large question mark (?) Conveys uncertainty and difficulty in proving the value of the IR website.

Why is the measure of the ROI? The investor website is "difficult" than expected?

The reason that the measurement of the rewards from the IR website becomes a challenge. Not because it is not useful. But because most of the results are "difficult to be tangible" and does not happen straightforward, like the e -commerce web that clicks immediately. See sales immediately. This problem is caused by many factors that are overlapping.

• The results are abstract: the main benefit of the IR website is to create "Trust", "transparency", and "Investor confidence", which is difficult to name the numbers into numbers.
• Complex and long routes: the impact of the IR website does not occur immediately. Analysts may download the annual report today. But to write an analysis that affects the stock price in the next three months Drawing the lines of both events together is almost impossible.
• Lack of clear measurement frames: Most companies do not have a clear frame or set a clear goal for the IR website from the beginning, so don't know what to measure. When the evaluation time There is no information in the hand to point out the success.
• Was seen as just "Document storage": Many organizations created the IR website to act as "Online document cabinet" for storing the report file or 56-1 One Report only without looking at the potential to be Proactive communication tools to build relationships with investors .

For these reasons Causing investors to become a part that has been assessed below the actual And the responsible team must fall into a difficult state to prove the value of the work that they do.

‍

Prompt: Infox images that show complex routes From the beginning is "Investors visit the IR website" branching out in many ways that are invisible, such as "increased reliability", "The decision of analysts", "long -term confidence", all of which point to the final goal is "Stable stock price" but the route looks winding and unclear.

If allowing the IR website to be just "cost" next ... What will happen?

Ignition of the measurement and proof of the IR website is not just making you more difficult, but it is the "opportunity cost" that affects the whole organization in the long run than expected. Imagine that if you still look at the IR website, it's just a burden to do it every day. What will happen?

• The budget is continuously cut: when the value cannot be proven. The first thing that will be cut when the company wants to reduce the cost is "The item that does not see the return", which the IR website always becomes the first goal.
• Miss the opportunity to meet new investors: in the digital age, small investors and institutions are mainly searching for information online If your website is old, difficult to use, or incomplete information They will immediately turn to rival companies that provide information.
• Investors' confidence decreased: Websites that are not professional and difficult to find information. Will send a negative signal to investors that the company may lack attention to transparency Which directly affects Confidence and may affect the stock price
• Unable to control the substance: when investors can't find information from your official website They will rely on an informal news source or investor dialogue. Which you cannot control the accuracy or direction of those data at all
-

Financial analysts and media need information that is easily accessible and quickly. If your website creates irritability for them It may also affect your views on your company.

Letting your IR website weak, no different from entering the battlefield without defensive shields. You are giving the opportunity for competitors and external factors to easily create a negative impact on your company.

‍

Prompt: The image compares before/After is a picture of investors smiling and joining hands with executives. With a graph of the background stock up The other side is a picture of an investor shook his head and walked away from the management. With a downtrend graph Conveys the impact of having and does not have an effective IR website

Turn the game! Change the IR website from "cost" to "investment" with 4 steps to measure Roi.

The good news is that we can change the management's perspective and prove the value of the IR website! The key is to change the way of thinking from looking. "Direct sales" to measure "Strategic value" that the website created Which can be converted back to numbers This is the 4 -step operation cycle that you can start immediately.

Step 1: Set a clear business goal (SET CLEAR OBJCICIVES)

Before measuring the results, must know what to measure Instead of aiming to float, "I want the website to improve" to change to a clear business goal such as

• Reduce the time and cost of the IR team repeatedly answering questions. By telephone/email
• Increase access to analysts and media
• Create a way to collect information on interest (Lead Generation).
• Improve communication in crisis

Step 2: Determine the indicators (KPIS) that are consistent with the target.

Once the goal is to choose KPI to help say that we are close to that target yet. Without having to be complicated at all

• Target: Reduce the reply repeatedly → KPI: Number of annual reporting/operating results, number of visitors Q&A, decrease in the number of calls for basic information.
• Target: Increase the access of analysts → KPI: Number of Email Alerts, Traffic from Reference of Financial Institutions, mentioned in an analysis.
• Target: Collect Investor data → KPI: Number of registration to participate in online activities, online form

Step 3: Amount KPI to be money

This is the most important step in calculating Return on Investment . We have to try to convert KPI to the most financial value. For example:

• Cost savings (Cost savings): Calculating how many hours IR team takes a month to answer basic questions Then multiply with the employee's wage rate, that is "cost" that you can "save" if the website provides good enough information.
• The value of Lead (Lead Value): How much is the information of 1 interested institutional investor? May be compared to the cost of doing Roadshow to meet 1 investor.
• Media Value: If reporters or analysts take information from the website to write positive news Try to assess how much money will be paid.

Step 4: Calculate Roi and present the report.

When there is complete information It's time to use the ROI formula easily.

$$ roi (\%) = \ FRAC {(\ text {Investment} - \ Text {investment cost})}} {\ text {cost}} \ times 100 $ $

The "return" is the financial value you calculated in step 3 (such as economical costs + the value of Lead) and "cost" is the cost of development and care for the website. The presentation of this type of data will change the dialogue from "Why pay" is "how can we create more returns", which is what the management wants to hear as Harvard Business Review emphasizes the importance of showing the value of investment in marketing activities?

‍

PROMPT: Beautiful and easy -to -understand infographic images, 4 steps (Objectives, KPIS, Value, Roi) with icons in each step, such as arrows, graphs, bags, silver bags, and images with % symbols to summarize the ROI measurement process of the IR website.

Example of success: When "ABC Public Company", turn the IR website to create 250% ROI.

In order to see more clearly Let's take a look at the story of "ABC Public Company", a listed company that had experienced the same problem.

Problems: ABC's IR website is an old website that is difficult to update. The IR team takes an average of 20 hours per month to answer emails and phones to send a report file and answers basic questions that cannot be found on the web. When calculating as the cost of the team Found that it was 10,000 baht per month (or 120,000 baht per year) that was lost by reason

Method: ABC decided to invest 200,000 baht in the development of all new investors websites. By focusing on the excellent user experience (UX), making all important information easy to find in a few clicks Ready to build "Resource Center" and improve the SEO strategy for investors to find more easily.

result:

• The first 6 months: The number of calls and emails. Inquiries, basic information decreased by 80%, saving the cost of employees up to 8,000 baht/month (96,000 baht/year).
• Increase new opportunities: There are 2 funds to contact directly to request more information. By reasoning that "Impressed with the transparency and the website that is easy to use." The valuation team of this opportunity is 300,000 baht (compared to the cost that has to go to the roadshow).
• More downloads: 300% of the annual reporting amount, showing significantly increased access to information.

Calculation of Roi:

• Total return (1 year): 96,000 baht (economical) + 300,000 baht (opportunity value) + 50,000 baht (assessment of access to increased information) = 446,000 baht
• Investment cost: 200,000 baht
• Net profit: 446,000 - 200,000 = 246,000 baht
• Roi: (246,000 / 200,000) * 100 = 123% within the first year!

This number has completely changed the ABC executive perspective on the IR website. From what I used to see it as a cost Now they see it as a digital asset that can truly return.

‍

Prompt: Powerful bar graph Show comparison between "Cost of investment" (short, red bar) and "returns" (high -green rods) which are divided into parts such as Cost Saings, New Opportunities, Increased Eng Engagement with outstanding ROI numbers such as "Roi 123%" to show the success of Case Study.

Checklist starts with your ROI website. Your IR website (can be used immediately).

Read here You probably want to start doing your own website, right? You don't have to wait! Try using this simple checklist to start immediately.

1. Explore the current status (Audit): Go to your IR website and try to wear a role as an investor. Try to find the latest financial information, executive names, and public relations news ... Is it easy or difficult? How much time does it take? Making UX Analysis for the IR website is a good starting point.
2. Set a goal that can be measured 1 first: Don't do everything at the same time. Choose the most painful goal first, such as "I will reduce the time to answer the same email by 30% within the next 3 months."
3. Install basic measuring tools: If not available, install Google Analytics 4 (which is free) on your website immediately. To start collecting visitors, the most frequent responsibilities, and the files that have the most download
4. Calculate your current cost: try to timer and evaluate the wages of the team that have to be lost with the question that the website should answer. This number is "the price that must be paid" if not doing anything.
5. Compare costs with the solution: bring the "price to pay" in 1 year to compare with "Investment cost" in website improvement This is the most powerful information to present to the management.
6. a simple matter first Just improve the Q&A page or make the download button to report to the bigger and clear. May have already made enormous changes

Just follow these steps You will start to have information in the hand to change the dialogue within the organization. And start traveling on the route of creating an IR website that truly creates value

‍

Prompt: Clean -look style images that look clean, with 6 topics according to the content. With each direct icon (magnifying glass, arrow target, graph, calculator, comparative graph, fruit) to make it look easy and can be used.

Common questions (Q&A): Clear all questions about ROI Web Investor Relations

I have compiled a question that is often heard. About the ROI measurement of the IR website with clear and straightforward answers. To help you to be more confident

Q1: How long does it take to see ROI from the IR website improvement?

A: Some returns will see the results quite quickly, such as reducing costs from repeated answering questions. May see clearly within 3-6 months, but the larger strategic return, such as creating reliability that affects the decisions of institutional investors. Or adjusting the perspective of analysts It may take 12-18 months. This is a long-term investment.

Q2: We will be worth the value of things that are not tangible, such as How is the "credibility"?

A: It's a very good question. We cannot direct value. But we can use "Proxy Metrics", such as surveying the satisfaction and confidence of investors before and after the web improvement. Or follow the number of media or analysts, reference information directly from our website Which is a good indicator of data reliability

Q3: Is it necessary to use expensive analysis tools?

A: In the beginning "It is not necessary." Free tools like Google Analytics 4 are powerful enough to provide almost all in -depth information. What is more important than the tool is "Conceptual framework" and "consistency" in collecting and analyzing data Start with free items first. And then consider more complex tools when needing deeper information in the future

Q4: What information on the IR website that investors are most important and affect ROI?

A: From the survey and behavior analysis The most important information is 1) clear financial results. (Both quarterly and annual) 2) Report and Investor Presentations 3) Latest stock price information and past 4) Public relations news of the company and 5) Data contacts the IR team that is clear. Is the heart of creating an effective IR website and directly affects ROI

‍

Prompt: The image of an expert cartoon is standing at the White Board, which has questions and answers (Q&A) written with confidence. Can convey clear information and solve various questions

Summary: It's time to unlock your IR website potential.

Measurement of returns from investment, investors, investors It's not a matter of finding a wonderful number that doesn't exist. But is changing the paradigm From looking at it as "The burden and cost" to look at "Strategic assets and tools"

This article has already shown that We can convert values ​​that seem to be tangible. To become a measure and numbers that can be discussed with executives Whether it is a real cost saving, creating new business opportunities, or reducing image risks All of this is the "return" that your IR website can create enormous.

Do not let your investor website are just a forgotten webpage and wait for the expiration date anymore. It's time to explore, set a goal, measure the results, and improve to unlock its true potential. And turn it into a tool that helps to fully drive the organization's success

It's time to change your IR website into a competitive advantage! If you are ready to start this trip But not sure where to start Consult a website for the development of our website, investors, and free relationships! We are ready to help you place strategies and create an IR website that is not only beautiful. But also creates true returns of investment

‍