Business History Books » Business Consultant » Need help with online advertising!!!
Need help with online advertising!!!
Question:
On-line marketing seems to follow the same basic trend/curve as any other form of marketing, e.g. exponential if 1) You have a product or service that meets a need or has an existing demand and 2) You are willing to work hard at the marketing effort a while before you see returns (thats the front-end slow growth tail of the exponential curve before you start the climb into fast growth). So that said: 1. The average number of hits per Web Site will vary directly with: a. The demand for your product and service – number of net surfers searching for your category b. The visibility of you Web Site – the number of search engines, directories, listings and reciprocal links you show up in. 2. Track you hits daily/weekly/monthly and note any changes you make to your site may impact the number of hits and watch the hit acceleration rate, increase in number of hits per time period to see how fast the number of hits is growing. 3. Hits to orders will probably follow the same type of exponential curve, with some lag time for critical mass of customers accessing your site. 4. Obviously many of the standard marketing principals in terms of pricing, presentation, convenience, service, etc. will apply. There are, obviously, no guarantees that you will get any hits or orders, but the Internet is going crazy and on-line commerce is starting to take off. We receive approximately 50% of our business from the Internet, which more than pays for any costs of our Web Sites. The Mansion in Historic Talladega (B&B) http://www.cris.com/~Devries Tradebank of Eastern Alabama: http://www.cris.com/~Devries/tradebank.html Please visit our Web Sites and let us know what you think! – Hide quoted text — Show quoted text – > I too am interested in on line marketing of products. Soes anybody know: > 1. average number of hits per web site? > 2. what conversion rates (hits to orders) to expect? > I am trying to project out a web marketing program for a client. all info
Response:
> I too am interested in on line marketing of products. Soes anybody know: > 1. average number of hits per web site? > 2. what conversion rates (hits to orders) to expect? > I am trying to project out a web marketing program for a client. all info
In my humble opinion, an effective web marketing program is correlated with an effective integrated marketing program . What this means is… to solely depend on the web site to bring business is as ridiculous as expecting to put one sign on a LA freeway and expect that it will be enough to generate sales. Not all business does well on the net, sales of consumer products does not seem to do all that well, and in my experience, web malls are not really the answer. In the studies I have read, the best companies to put on the net are ones that can use the web to give information to the browser about a specific topic. In Canada and the US we are inundated with advertising messages daily, and are quick to filter them out. If a company wants to use the web as an advertising tool only, the web marketing program will generally not success. However, if they have information to share, people will be linked to the site through search engines and will generally read most of the information provided. Again, in my humble opinion, if the company is wanting to use the net in its marketing plans, make sure the site is effective ( which is too long and complicated to go into here, but there are lots of great books on the subject) that their product or service fits with the web user profile ( the market is not the same as the psychograpic on users of Home Shopping Networks) and that all of their other marketing efforts point the consumer to view their site at ….. for more information. Hope this helps. Wishing you the best success, Donna Henuset Independent Business Consultant Calgary, AB Canada
Response:
I too am interested in on line marketing of products. Soes anybody know: 1. average number of hits per web site? 2. what conversion rates (hits to orders) to expect? I am trying to project out a web marketing program for a client. all info
Response:
> I too am interested in on line marketing of products. Soes anybody know: > 1. average number of hits per web site?
Well, some of my client catalog sites get 1 a day. I suspect the playboy.com site (if it exists) gets about 10,000,000 per day. Where in this spectrum your undescribed site fits I cannot say. > 2. what conversion rates (hits to orders) to expect?
This one is much harder. Some clients we have get *very* few orders. This seems to be the skelton in the closet of the Web. Not many sites are making it big on the web. Listen in on this group a bit and you’ll learn. God gave you 2 ears and one mouth – 2X listening than talking. What am I doing with ten fingers? — 510-606-5420 2582 Old First Street http://www.bonsai.com/ 510-606-5702 (fax) Livermore, CA, 94550-3155
Response:
jimdirect wrote : > I too am interested in on line marketing of products. Soes anybody > know: > 1. average number of hits per web site? > 2. what conversion rates (hits to orders) to expect? > I am trying to project out a web marketing program for a client. all > info
The average number of hits per web site is a) not available and b) not meaningful. Let me expand. The web has (probably) over a million sites. These range from individual sites where the only person to look at the site is the author themselves through to the big US sports sites with zillions of hits. An average wouldn’t make sense, even if it was possible to calculate. The next problem is what is a hit. Strictly speaking, a hit occurs when an individual file is downloaded from a site. Hence there could be 20 hits on a single page every time someone visits. Added to this is the problem that various servers across the Internet (particularly AOL but other ISPs too) will cache the latest pages that they have fetched. Hence when a browser retrieves them they are fetched from the cache and the original site has no way of knowing that they were accessed. Bad news, isn’t it ? On conversion rates, it’s like direct mail. What is the conversion rate of mail ? The answer is that it depends on the targeting of the list, the attractiveness of the offer, the copy, the addressing and the envelope etc. You might get a response between 40% (unbelievably good) to 0.001% (sack the consultant). In early 1996, Compuserve have stated that 4% of browsers that enter a mall actually buy something from it. Hope this helps and all of the best.