So, your web site is up and running. You have developed a
great product (or are selling someone else's). You have a
great sales page. All the links work, and it looks great on
everyone's screen. But you aren't selling...anything! Why?
Because no one knows you are there!
What to do?
You must generate traffic...that is, you must generate online
visitors. They must visit your site before they will ever
have the opportunity to purchase from you.
There are many effective forms of traffic generation, but
each of them must be managed correctly to be profitable.
For example, if you are buying a low-cost volume type of
traffic and your cost per visitor is less than a tenth of a
cent, then you can have a very low conversion rate
(percentage of visitors who purchase from you) and still
generate a profit. If, on the other hand, you are paying $3
per visitor that comes to your site, then, for example, on
a $99 product, your breakeven point is 33 visitors. That is
a 3% conversion rate (considered high online). So to be in
profit you would need to have a conversion rate of better
than 3%.
Your highest quality traffic will be that of referred
traffic. Referred traffic includes visitors that are
referred by another site, or from a sales letter you may
have sent them. It also includes visitors generated after
reading an article you may have posted online. These are
the most highly qualified leads, assuming the source of the
referral accurately depicted the nature of your site.
The next highest quality traffic source is that of search
engine referrals. For example, if your site ranks within
the top 10 or 20 web sites for a particular search term,
and the visitor clicks on your site after searching for a
particular keyword or phrase in a search engine.
The next highest quality traffic source is that of targeted
pay-per-click (PPC) traffic. With this traffic, you
purchase click-thrus from visitors who have searched or
clicked on a particular search term that is relevant to
your site and offering. This traffic differs from search
engine referral traffic only in that it is a result of a
paid placement, whereas search engine referrals are
generally not from paid placements.
Next is that of ezine advertising. Ezines are niche online
newsletters that are emailed to subscribers on a regular
basis. The important thing here is to be sure to place your
advertisement in an ezine that commands the type of reader
who would normally be inclined to purchase or be interested
in your product.
After these targeted sources of traffic, there are many
untargeted sources of traffic. These include exit traffic,
pop-up or pop-under traffic, and redirect traffic. Without
going into details on the various sources of these forms of
traffic, suffice it to say this is generally untargeted
traffic. Because of that, it is generally both inexpensive
and is associated with a very low response rate. Untargeted
sources of traffic are generally better handled by using a
"landing page" that creates an initial interest in you or
your product or web site, and directs the visitor to click
through to your main page.
Talk soon,
Jeff & Charles
great product (or are selling someone else's). You have a
great sales page. All the links work, and it looks great on
everyone's screen. But you aren't selling...anything! Why?
Because no one knows you are there!
What to do?
You must generate traffic...that is, you must generate online
visitors. They must visit your site before they will ever
have the opportunity to purchase from you.
There are many effective forms of traffic generation, but
each of them must be managed correctly to be profitable.
For example, if you are buying a low-cost volume type of
traffic and your cost per visitor is less than a tenth of a
cent, then you can have a very low conversion rate
(percentage of visitors who purchase from you) and still
generate a profit. If, on the other hand, you are paying $3
per visitor that comes to your site, then, for example, on
a $99 product, your breakeven point is 33 visitors. That is
a 3% conversion rate (considered high online). So to be in
profit you would need to have a conversion rate of better
than 3%.
Your highest quality traffic will be that of referred
traffic. Referred traffic includes visitors that are
referred by another site, or from a sales letter you may
have sent them. It also includes visitors generated after
reading an article you may have posted online. These are
the most highly qualified leads, assuming the source of the
referral accurately depicted the nature of your site.
The next highest quality traffic source is that of search
engine referrals. For example, if your site ranks within
the top 10 or 20 web sites for a particular search term,
and the visitor clicks on your site after searching for a
particular keyword or phrase in a search engine.
The next highest quality traffic source is that of targeted
pay-per-click (PPC) traffic. With this traffic, you
purchase click-thrus from visitors who have searched or
clicked on a particular search term that is relevant to
your site and offering. This traffic differs from search
engine referral traffic only in that it is a result of a
paid placement, whereas search engine referrals are
generally not from paid placements.
Next is that of ezine advertising. Ezines are niche online
newsletters that are emailed to subscribers on a regular
basis. The important thing here is to be sure to place your
advertisement in an ezine that commands the type of reader
who would normally be inclined to purchase or be interested
in your product.
After these targeted sources of traffic, there are many
untargeted sources of traffic. These include exit traffic,
pop-up or pop-under traffic, and redirect traffic. Without
going into details on the various sources of these forms of
traffic, suffice it to say this is generally untargeted
traffic. Because of that, it is generally both inexpensive
and is associated with a very low response rate. Untargeted
sources of traffic are generally better handled by using a
"landing page" that creates an initial interest in you or
your product or web site, and directs the visitor to click
through to your main page.
Talk soon,
Jeff & Charles
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