2. Visit their web sites and find out whether they have any advertising or buttons that link you off to areas where you can make purchases. If not you have yourself what I call a 'Dead Site".

3. Your next move is to call company and ask for Web Master. Ask this person whether he/she thinks that management/owner would like to generate additional non-core product revenue. If answer is yes you make an appointment to meet Web Master and his/her boss as soon as possible.

4. You will need to work out a compensation agreement with company that may be a flat fee coming out of revenue generated or it could be a percentage of total gross revenue generated as a result of your efforts.

5. The next step is to monetize site through use of an Affiliate Program Manager. This is a NO cost process that places advertising and links into sites that pay commissions. There are some very good firms out there that have whole process down to a science. http://www.commissionjunction.com is one such company that can accomplish this for you.

6. The last part of puzzle is to do some promotion of site. This can be accomplished by putting out a press release or by writing an article about company and submitting it to a trade publication. You should state clearly that web site is new and improved and that it now offers much more to visitor than simply information about company. You want to create an experience for those who visit site.

There are thousands of companies out there that have no idea that their web site can make a respectable income. You need to show them that traffic currently visiting site can be grown and that monetizing web site will make an impact on bottom line.

To Your Wealth!!!

Dave Hertner

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We've been using and recommending Web Trends to clients for years primarily because of its interface and functionality. It's a browser-enabled app, meaning anyone with a browser (IE or Netscape) can view reports and data. The reports are presented in a straightforward manner that includes basic pie chart or bar types of graphics - you can easily tell at a glance what your visitor traffic was for a given period, where they came from, what pages they visited and how long they stayed on specific pages. You don't need to be a technologist or a marketing geek to use this application - see below for practical tips.

Practical Usage

So what do you want to measure and what type of custom reports do you want to run once you get software installed? You will want to measure how much traffic (visitors) is coming to your web site per day, week, month, where they are coming from (country of origin), and where visitors going on your web site; i.e. home page, internal pages and of these what specific pages; i.e. About Us Products, Services your Shopping Cart, etc. Pay careful attention to usage times, how long people are staying on specific pages; too long may indicate they can't figure out your content, or your content is so good its meaningful and educational. For example, if your "White Paper Resource" section is most frequently visited and visitor sessions (time elements) are long (2-4 minutes) then this means your content is being well received. But, if everyone is just reading your White Papers but not filling out your response forms then you may need to alter some aspects of your business processes and how you communicate them via your web site.

Web Trends compliments ongoing advertising campaigns and processes - it lets you capture critical ROI ("Return on Investment") information by giving you an accurate picture of traffic and usage patterns that should correlate with what your ad agency or marketing partner is telling you or confirming with their own reports. For example: If your deploying an opt-in e-mail campaign and bringing people to a specific "landing page" (specific page where people are directed to that may include an "offer") you need to carefully monitor if people are clicking through to page and how long they are staying and/or going to your shopping cart to purchase a product or a registration fulfillment page. If session times (how long they stay on a page) are short and people aren't filling out a form or converting (purchasing or taking a specific action) then you clearly have some work to do on your web site content and or business processes.