They are time saving yes, but because they allow people who are interested in things like kite flying to see books at expense of people like you who want bestsellers - you pay $1.60 to subsidise kite flyers! So for bestsellers, ther is really no need to go to Amazon.... and if you don't care about you $1.60 and you don't need book urgently, it won't bother you to wait a couple of weeks equally to wait while other people get you books at a cheaper price...

If you lead them to subscribe to a free newsletter and only get 2 or 3 leads a week. You might be asking for too much information or form might not be user-friendly. Take whatever variables come into play, then tweak and test until you get desired response.

Always strive to improve your conversion ratio! We all can improve ;-)

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Evaluate campaigns Performance

There are many different tactics you can use to analyze effectiveness of your marketing campaign. Each site has different objectives; therefore, key performance measures will vary.

However, below are six basic measures you can use for evaluating performance of your campaign.

Total Unique Visitors - The number of visitors that responded to your campaign.

The call-to-action depends on your objectives - Registering for a newsletter or trial - Purchasing a product or service. - Subscribing to paid services. - Cost Per Desired Action

This is cost of generating each desired action. - It is measured by dividing total campaign expense by number of desired actions generated.

Conversion Rate - This is percentage of unique visitors completing your desired action.

It is measured by dividing total desired actions by total unique visitors.(Actionsunique hits)

Percentage ROI - Calculate return on investment for each campaign by subtracting total costs from total revenue, then dividing by total cost.

Once you've defined your performance of your campaign, you can use this campaign to test marketing message on your site, effectiveness of your offer, test appropriate variables. Tweaking your campaign will likely result in increased conversions, lower marketing costs, and improved ROI.

Shaan Yuhas shaan@roicruncher.com http://www.roicruncher.com ©Copyright 2002, Shaan Yuhas, all rights reserved.