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
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
Lexington Metropolitan Area Adults With Web Access Source: Customer Study, Clark, Martire & Bartolomeo, 1994, 1996, 1998.
Building Traffic Registering with Search Engines Is Not Enough!
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 radio, print, television. • Not bad considering thin market concept. Harris Interactive, 2000 1
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 • AdKnowledge Q1 2000 Internet Advertising Report
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
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!
E-bivalent Newbies 5% Older, reluctant. Concerned with security Time-senstive Materialists 17% Convenience; less comparison, coupon use Fast, easy processes Harris Interactive, 2000 Click & Mortar 23% Compare online, buy offline Female, homemakers Hooked, Online & Single 16% High income, single males Game, download software, bank Innovation needed to capture Types of dot.com shoppers
Hunter-Gatherers 20% 30-49 yrs., with 2 kids Use sites that analyze an compare Looks for endorsements and testimonials Harris Interactive, 2000 Brand-loyalists 19% Go directly to site of merchant. Spend most online Most satisfied with online shopping Spends more to get what they want. Types of dot.com shoppers
94%of all Web shopping comes at theexpense of offline retailers.* * - Jupiter Communications, a New York Internet Research Company