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Online or Internet 

revenue contribution 

(ORC)

An assessment of 

the direct or indirect 

contribution of the 

Internet to sales, 

usually expressed as a 

percentage of overall 

sales revenue.

Conversion 

marketing

Using marketing 

communications to 

maximise conversion of 

potential customers to 

actual customers.

Figure 5.13

Arena Flowers

Source: www.arenaflowers.com.

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Part 2  Strategy and applications

So, to assess the potential impact of digital channels it is useful to put in place tracking 

or research which assesses the  cross-  channel conversions at different stages in the buying 

process. For example, phone numbers which are unique to the website can be used as an 

indication of the volume of callers to a contact centre influenced by the website. This insight 

can then be built into budget models of sales levels such as that shown in Figure 5.14. This 

shows that of the 100,000 unique visitors in a period we can determine that 5,000 (5%) may 

actually become offline leads.

The