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.I will show you how toeasily increase this to 1.5 - 2% (a 1000%increase).You can get it as high as 4%, butanything higher than this is extremely rare.Don t take this low purchase ratio as an insultor a sign that you are a failure.If you owned astore in a physical mall and 99% of yourpotential customers walked out the door youshould be very concerned.With a virtual storethis is normal, so be prepared for it and don ttake it personally.abc@aol.com is not awalking, talking person and you don't have theperson to person contact so that you can batyour eyes and "charm wallets out of pockets" (alittle joke on my part just in case you weretaking me too seriously& but you get my point).What if you are selling a product that could befound in any local store? How do you getInsider Secrets 2 - 57 NOTES:customers to buy from you? The key is to offersomething that they cannot get locally.For example, if you were selling music CD s,instead of just offering the titles and prices, youcould have a background page available for eachmajor artist.When someone clicks on MichaelBolton s new album, there might be a link to ashort stats page, biography, or even fan clubpage (if there is one - ha!) for Michael Bolton.You may even have a certain section of yourwebpage for what you recommend as the "greatalbums of all time".You could have a specialdeal where after the first 4 CD s are purchased,the fifth one is half price or something to thateffect.All of these items will add supplementaryvalue to your product that will enticeconsumers to buy from you instead of at alocal store.When music shoppers go into a retail store, theyare going to find the CD that they want andleave.But if they come to your virtual store, youcan educate them, tease them, give theminformation and bonuses they cannot get at theretail store, offer selection the retail storecannot, and make the purchase interesting.Thiswill keep them at your site and entice them toexplore, buy more, and come back next timethey re in the market for compact discs.It is absolutely necessary to collect and analyzewebsite statistics in order to plan your futuremarketing strategies.In other words, you wantto keep track of (at a minimum):" who is viewing your website (i.e.whatdomain name they are registered at suchas AOL, Netcom, MSN, etc.)," the number of visitors and pageviews youreceive per day/week/month,Insider Secrets 2 - 58 NOTES:" which pages are accessed the most," what hours of the day your site receivesthe most traffic," what website did the visitor come from?Most ISP s will supply you with this information.There are many different statistics you canreceive.For example, some will only give you thenumber of files that were accessed (how manyhits you had per page); others will let you knowhow many people went to that page, did notdownload the whole thing and went somewhereelse.It is detailed information like this that youneed to improve your site.It may for example,show your graphics are too big and people arenot waiting to download and leaving.Let's say that your business offers two productsthat are accessible from your home page;bookshelf brand A, and bookshelf brand B.Unfortunately, sales of Brand B (althoughproduct quality and brand name recognition issimilar) are slumping severely.By viewing yourserver logs you might find out only 1/3 thenumber of people visiting brand A s page areeven hitting brand B s link! This problem can beaddressed in a number of ways - page layout,creating different graphics for the two products,etc.If you go ahead and alter your site, you can thenmonitor the traffic and see how the changeshave affected sales.It might turn out brand B issimply not as desirable as brand A, or it mayturn out that an adjustment to the site structurewas all that was necessary for boosting sales ofB.We have tried many website statisticalprograms& and by far the best is a productInsider Secrets 2 - 59 NOTES:called WebTrends.Some of you may have heardof it.You get some of the information from the ISP,but not the "really good" information that youcan use to really improve your site and make itsell better.Here are some of the things that it can tell youfrom your website logs:" How many unique visitors you had, howmany page views, how many people visitedmore than once& all per day, per week, orper month" How long people stay at your site (and howlong they stay at your most popular pages)to see what pages are the most interestingto your visitors and which you have toimprove on" What are the "least requested pages"(i.e.which pages to change or get rid of)" What are the "top exit pages" - where yourvisitors are getting bored.so change thatpage" Tracks "flow" through the site.what pathpeople take through the site (where theyenter the site and what pages they go tofrom there).This is critical to make sureyou are leading people to your salesletter" If you have downloadable files (likesoftware, video files, etc.), it will show youthe stats on what files are downloaded themost/least to tell you which ones peopleare "hot" for" How about a list of client errors your visitorencountered so that you can fix them (sovisitors do not have this problem again)Insider Secrets 2 - 60 NOTES:" What other websites sent you the mosttraffic.It will check to see where the visitorcame from and keep track of all this -critical to your success and see what linksare making you money" What keywords and key phrases people areusing to find your site through searchengines& how many of each searchengines sent these customer to you andunder which keywords - this is criticalinformation for search engine targeting.Knowing how high you are ranked insearch engines under certain keywords&and how many people are actually clickingon your link for each search engine is adifferent story." How many spiders visited your site (i.e.didAltaVista or Infoseek re-catalog your sitethis month?)" What were your most popular pages (andhow long they stayed there for)" What pages visitors found your sitethrough at first (which webpage they cometo first in your site).And which was theleast popular entry pages" What webpages visitors came into the mostand just left without surfing the site (theseare the pages you need to change to keepvisitors at your site!)" Where your visitors are coming from (whatcountry and what states)& gives you greatstats on targeting your market based ongeographical location" What were you busiest times of the day,week, weekend, etc.Insider Secrets 2 - 61 NOTES:" Letting you know what "page not found"errors your visitors were getting and whatpage they were trying to access (so you canbuild that page or redirect that page so youdon t lose visitors)
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