Increase Web Site Traffic: About Your Business Web Site Promotion
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Chapter 1: Before You Start

About Your Business


I'm not going to spend a lot time discussing your business, or how you should run it - that's not only beyond the scope of this eBook - but it's also something that you should know considerably more about than anything I could say. However, I will make two small suggestions...


First Suggestion:

Before you start promoting your web site, you ought to at least have a general idea of how you intend to convert web site visitors into revenue, and how much profit you can realistically expect to earn per visitor.

Why?

Answer: Because the average amount of profit you earn per visitor (including repeat/regular visitors if applicable) will greatly affect which types of web promotion are appropriate for your business.
  • If you earn a high profit per average visitor:

    Imagine that you sold a product or service, which makes on $100 profit per sale, and you expect to sell to 1% of your web site visitors. This would mean, on average, you would make $1 (1% of $100) per visitor. So, assuming you could maintain the 1% sales conversion ratio and $100 profit per sale figures, you would increase your profits by any marketing or advertising strategy that attracted additional visitors at less than $1 each (1% of $100 = $1).

  • If you earn a low profit per average visitor:

    Imagine that you operated a web site that earned revenue by showing banner advertisements. If your average visitor viewed 3 web pages on your site (each containing 2 banner ads), and you earned (for example) $5 per thousand banner displays ("CPM"), you'd only be earning ( 3 X 2 X $5 ) / 1000 = $0.03 per average visitor. Thus, in this case, marketing and advertising strategies which attracted visitors at a cost of more than $0.03 each, would not be profitable for you.

Second Suggestion:

You should also consider whether a person repeatedly visiting your site, is useful and profitable for your business (and hence a goal of your site design and marketing strategies):
  • If you only have one product and the customer has bought it, then it may not particularly help you to encourage your customers to visit your site again and again.

  • If you earn revenue every time a person visits your site (like the low profit banner advertising scenario above), unprofitable marketing campaigns can become worthwhile if you can encourage enough of your new visitors to visit regularly.
Of course most web sites can get some benefit from repeat visitors - for example, even if you only have one product, it might take a few visitors from a prospect before they decide to buy - or, for example, you might be able to leverage repeat visitors into free advertising (see Idea 27: Sticky Content). But, there is a big difference between something that provides only some benefit (which means it is at best a peripheral goal of your site), and something which is at the core of your strategy.


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