How to Drive Traffic to Your Site

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How to Drive Traffic to Your Site Powered By Docstoc
					How to Drive Traffic to Your Site


             Jeff Kuerzi
          Director of Sales
Internet Facts
  The Internet is one of the fastest growing
  mediums in history. To reach 50 million users
  it took:

• Radio         38 Years
• TV            13 Years
• Internet      5 Years
    Internet Facts
 There are over 3.6 million web sites and over
  1.5 billion web pages on the Internet
 There are 4,400 new websites launched each day

   There are over 196,000,000 web users
   The web ads over 147,671 new users each day
    Internet Facts
 There are over 3.6 million web sites and over
  1.5 billion web pages on the Internet
 There are 4,400 new websites launched each day

   There are over 196,000,000 web users
   The web ads over 147,671 new users each day
           Lexington Metropolitan Area Adults With Web Access


             70%

             60%

             50%

             40%
                                                                                   Lexington
                                                                                   Forecast
             30%
                                                                          y = 0.38Ln(x) + 0.0864
             20%

             10%

              0%
                         1994          1996          1998          2000

Source: Customer Study, Clark, Martire & Bartolomeo, 1994, 1996, 1998.
Building Traffic
Internet Facts


           Web pages
         covered by the
       best search engine:

                 16%
How the web is used is changing.

US consumers now regularly turn to the
 Internet for news:

     Only 3% retrieved news information
      online in 1996*
     Now 25% of US consumers go online to
      obtain news at least 4 times per week.*



* Radio and Television News Directors Foundation
Brand-building advertising can drive
traffic
                   • Traditional media
                     – 60% of consumers
                       enter addresses of
                       merchants directly
                       into browser.

                     Harris Interactive, 2000
But it does “little” to effect online
spending
• Only 6% began
  search online after
  seeing an ad
  “offline” such as               1
  radio, print,
  television.
• Not bad considering
  thin market concept.

Harris Interactive, 2000
On-line advertising drives traffic
• Key word banner
  ads for
  Kentucky.com at
  Yahoo.com
• Highly trackable by
  ad, day, hour of
  day, referring
  domain, etc.
    On-line Advertising drives traffic
On average, across multiple advertisers and campaigns tracked by AdKnowledge over the last 6 months, there
are more conversion events from users who only viewed an ad, but did not click, than from users who clicked.

            This yields three important conclusions:
            1. The potential ROI impact of Internet advertising is much greater than previously thought,
            because advertisers only track sales from clicks and tend to ignore the brand impact on sales.
            2. Advertisers who base decisions only on clicks or even post-click conversions may miss
            important effects of their campaign, including the impact of an impression on the propensity to
            convert.
            3. As noted in our Q# 1999 Online Advertising Report, Repeat Conversions are also a significant
            source of returns on an advertising investment.



   Conversion Events                                                          Afterviewing and clicking
                                                                              on ad
                                                            24%
                       44%                                                    After viewing ad without
                                                                              clicking on it

                                                                              Repeat Customers
                                                                              whether or not they ever
                                                           32%                clicked on ad
         AdKnowledge Q1 2000 Internet Advertising Report
Contests and Giveaways Drive Traffic
• 15,000
  entries

• 10,000
  unique
  people
  entered
E-mail Pushes Drive Traffic
                   • 15,000 addresses
                   • 9,800 e-mails sent
                   • 2,000 failed
                   • 7,900 net
                   • 26% or 2,054
                   • 1% unsubscribe
                   • 3% forwarded to
                     friend
                   • 40% of friends
                     entered
Affiliate Programs and partnerships
drive traffic
Types of dot.com shoppers

A breakdown of shoppers into understandable,
identifiable segments to help with site design
and marketing efforts.

Help your customers understand this to help
them sell more product and you’ll sell more
spots!
Types of dot.com shoppers
• E-bivalent Newbies         • Click & Mortar
  – 5%                         – 23%
  – Older, reluctant.          – Compare online, buy
  – Concerned with               offline
    security                   – Female, homemakers
• Time-senstive              • Hooked, Online &
  Materialists                 Single
  – 17%                        – 16%
  – Convenience; less          – High income, single
    comparison, coupon           males
    use                        – Game, download
  – Fast, easy processes         software, bank
                               – Innovation needed to
  Harris Interactive, 2000
                                 capture
Types of dot.com shoppers
• Hunter-Gatherers                 • Brand-loyalists
     – 20%                           – 19%
     – 30-49 yrs., with 2 kids
     – Use sites that analyze an
                                     – Go directly to site
       compare                         of merchant.
     – Looks for endorsements        – Spend most online
       and testimonials
                                     – Most satisfied
                                       with online
                                       shopping
                                     – Spends more to
Harris Interactive, 2000
                                       get what they
                                       want.
   94% of all Web shopping comes at
       the expense of offline retailers.*


* - Jupiter Communications, a New York Internet Research Company
Topics Researched/Purchases Online
Base: # of web adults             198,315            Visitors:        61,478
                             Researched topic online &Visited Kentucky.com      Purchase made      & Visited Kentucky.com
                                  past 6 months            past 30 days        based on web info         past 30 days
                                  %         Adults        %         Adults       %        Adults       %          Adults
Airline tickets/hotel/travel         43%      85,275         32%      19,673       32%     63,461         47%       28,894
Things to do-Destination             39%      77,343         54%      33,198       16%     31,730         22%       13,525
Entertainment/Sp. Events             32%      63,461         11%       6,763       11%     21,815         17%       10,451
Books                                29%      57,511         37%      22,747       22%     43,629         27%       16,599
Stocks, bonds, etc                   25%      49,579         26%      15,984       13%     25,781         13%        7,992
Computer hard/software               30%      59,495         40%      24,591       17%     33,714         19%       11,681
Music, cd's, tapes                   25%      49,579         33%      20,288       15%     29,747         19%       11,681
Movie Listings/times                 21%      41,646         41%      25,206        8%     15,865         15%        9,222
New & Used vehicles                  22%      43,629         34%      20,902        7%     13,882         11%        6,763
Local things to do                   18%      35,697         31%      19,058        6%     11,899          8%        4,918
Restaurant Info/Carryout             11%      21,815         15%       9,222        3%       5,949         6%        3,689
Consumer Electronics                 18%      35,697         37%      22,747        8%     15,865         17%       10,451
Clothing & Shoes                     14%      27,764         21%      12,910        7%     13,882         11%        6,763
Flowers/Gifts                        11%      21,815         14%       8,607        6%     11,899          5%        3,074
Antique/Collectibles                 13%      25,781         13%       7,992        5%       9,916         3%        1,844
Sporting Goods                       14%      27,764         21%      12,910        6%     11,899         10%        6,148
Toys                                   7%     13,882         11%       6,763        4%       7,933         6%        3,689
Drugs/Pharm.                         10%      19,832         16%       9,836        2%       3,966         4%        2,459
Autoparts/Accessories                11%      21,815         15%       9,222        5%       9,916         7%        4,303
Groceries/Food                         5%      9,916           5%      3,074        2%       3,966         0%           -
Insurance                              7%     13,882         11%       6,763        2%       3,966         2%        1,230
Other goods/services                 15%      29,747         17%      10,451        7%     13,882          9%        5,533
None of these                        15%      29,747           9%      5,533       36%     71,393         26%       15,984