However, when you analyze your statistics, you will have separate results for both links. That way you can determine how many people visited page1.htm and how many people visited page1.htm by clicking link marked '?linka'.

You can use this to test effectiveness of any or all of your links. For example, if you want to know how many people are arriving on your product page from your newsletter, your banner ad and your home page, you could set up your links as follows:

The link from your newsletter: www.yoursite.com/product.htm?newsletter The link from your banner on Yahoo: www.yoursite.com/product.htm?yahoobanner The link from your home page: www.yoursite.com/product.htm?home

When you analyze your visitor statistics you can clearly see how each of these links are performing and then act accordingly.

As there is no limit to amount of distinct links you can create, you can easily track all your links at no cost.

2) Results. In addition to benefits, your recession weary customers will want proof of results. This can be accomplished in a variety of ways. Testimonials are easiest, provided they are verifiable. You can also use online demonstrations, case studies or a number of other effective methods of showing that your product/service works.

3) Guarantee. If – for whatever reason – your product/service does not perform as expected, your customer will want a safety net. Provide a guarantee or warranty to make them feel safe about spending their hard earned money.

4) Repetition. Lastly, don’t be surprised if it takes multiple exposures to your offer before a purchase comes. Instead of usual 7-9 exposures, it may very well take 10-14 before sales come in. There are several reasons for this. Customers may need to consider, and reconsider, your offer before buying. They might need time to raise cash to pay for your product/service. Expect – and plan for – slower conversions.

Give customer what he/she needs to make a comfortable decision. By changing focus of your copy to meet qualifications of those cautious buyers in a recession, you will be able to convert leads to sales more quickly.

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