Printers’ Web Presence — It’s All About PURLs

Although many customers hold ROI numbers close to the vest, there are ways to estimate them. Landmark Impressions, a commercial printer based in Woburn, MA, recently did a campaign for a software encryption company that resulted in 35 onsite demonstrations of its product. Using the industry’s average conversion rate of 10-15 percent, Landmark Impressions estimates that the company will likely end up with two to three sales from the campaign. At an average $250,000 per sale, that’s a great ROI.