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How to Drive Traffic to Your Site

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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:. Radio38 Years TV13 Years Internet5 Years. Internet Facts. - PowerPoint PPT Presentation
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How to Drive Traffic to Your Site Jeff Kuerzi Director of Sales
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Page 1: How to Drive Traffic to Your Site

How to Drive Traffic to Your Site

Jeff KuerziDirector of Sales

Page 2: How to Drive Traffic to Your Site

Internet Facts

• Radio 38 Years• TV 13 Years• Internet 5 Years

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

Page 3: How to Drive Traffic to Your Site

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

Page 4: How to Drive Traffic to Your Site

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

Page 5: How to Drive Traffic to Your Site

Lexington Metropolitan Area Adults With Web Access

y = 0.38Ln(x) + 0.0864

0%

10%

20%

30%

40%

50%

60%

70%

1994 1996 1998 2000

LexingtonForecast

Source: Customer Study, Clark, Martire & Bartolomeo, 1994, 1996, 1998.

Page 6: How to Drive Traffic to Your Site

Building Traffic

Page 7: How to Drive Traffic to Your Site

Web pages covered by the

best search engine:

16%

Internet Facts

Page 8: How to Drive Traffic to Your Site

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

Page 9: How to Drive Traffic to Your Site

Brand-building advertising can drive traffic

• Traditional media– 60% of consumers

enter addresses of merchants directly into browser.

Harris Interactive, 2000

Page 10: How to Drive Traffic to Your Site

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

Page 11: How to Drive Traffic to Your Site

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.

Page 12: How to Drive Traffic to Your Site
Page 13: How to Drive Traffic to Your Site

On-line Advertising drives trafficOn 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.

44%

32%

24%Afterviewing and clickingon ad

After viewing ad withoutclicking on it

Repeat Customerswhether or not they everclicked on ad

Conversion Events

AdKnowledge Q1 2000 Internet Advertising Report

Page 14: How to Drive Traffic to Your Site

Contests and Giveaways Drive Traffic

Page 15: How to Drive Traffic to Your Site

• 15,000 entries

• 10,000 unique people entered

Page 16: How to Drive Traffic to Your Site

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

Page 17: How to Drive Traffic to Your Site

Affiliate Programs and partnerships drive traffic

Page 18: How to Drive Traffic to Your Site

Types of dot.com shoppersA 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!

Page 19: How to Drive Traffic to Your Site

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

Page 20: How to Drive Traffic to Your Site

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.

Page 21: How to Drive Traffic to Your Site

94% of all Web shopping comes at the expense of offline retailers.*

* - Jupiter Communications, a New York Internet Research Company

Page 22: How to Drive Traffic to Your Site

Topics Researched/Purchases Online Base: # of web adults 198,315 Visitors: 61,478

% Adults % Adults % Adults % AdultsAirline 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

past 6 months based on web info past 30 days &Visited Kentucky.com

past 30 daysResearched topic online Purchase made & Visited Kentucky.com

Page 23: How to Drive Traffic to Your Site

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