How to Drive Traffic to Your Site

1
How to Drive Traffic to Your Site

• Jeff Kuerzi
• Director of Sales

2
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

3
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

4
Internet Facts
5
Lexington Metropolitan Area Adults With Web Access
Source Customer Study, Clark, Martire
Bartolomeo, 1994, 1996, 1998.
6
Building Traffic
Registering with Search Engines Is Not Enough!
7
Internet Facts
8
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

9
Brand-building advertising can drive traffic

• Traditional media
• 60 of consumers enter addresses of merchants
  directly into browser.
• Harris Interactive, 2000

10
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
11
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.

12
(No Transcript)
13
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
14
Contests and Giveaways Drive Traffic
15

• 15,000 entries
• 10,000 unique people entered

16
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

17
Affiliate Programs and partnerships drive traffic
18
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 youll sell more spots!
19
Types of dot.com shoppers

• 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

20
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.

21
94 of all Web shopping comes at the expense of
offline retailers.
- Jupiter Communications, a New York Internet
Research Company
22
Topics Researched/Purchases Online
23
Thanks!