Continuing with example, number of people who view banner ad and actually click on it over to your site is click-thru number. The click-thru percentage is ascertained by dividing number of click-thrus by number of page visits. For example, if 50 people clicked-thru to your site from banner, and there were a total of 1000 banner views (because there were 1000 views to that page that had banner ad on it), then equation would be 50 divided by 1000, or 5%. (You could also use unique visits to calculate this percentage: 50/800 = 6.25%.)

Leads acquired is how many people actually filled out a form on your site or called as a result of banner ad. In other words, user saw banner ad on another site, clicked banner thru to your site, and then actually gave you their information via a web form or phone call.

Cost per lead is very important. The lower this is better. You calculate this by dividing total cost by number of leads, in this case $500 divided by 20 leads, or $25 per lead.

The lead conversion rate is percentage of new leads you obtained from visitors driven to your web page as a direct result of banner ad. Of course this page needs a call to action in order to convert a visitor to a lead. A call to action is a statement on page that says “Call today” and gives a phone number or is a link that points someone to a web form.

If your banner ad cost $500 and you got 20 leads (leads acquired), then your cost per lead for this banner ad campaign was $25.

If 2 people out of 20 new leads actually bought your product or service, then your lead to sales ratio is 1/10 or 10%.

Obviously, whole point of all this is to increase last number, our final sales. By monitoring all these numbers continuously and systematically, we can gain an almost omnipotent view of our various e-marketing campaigns. We can then leverage that knowledge to improve each initiative to yield best results.

Look for Part 2 of this two-part series. It will explain how to get all initial web statistics to plug into these formulas. It will also describe a great method for obtaining accurate click-thru numbers.

Good luck number crunching! The better you get at it, more sales you’ll create.

Jason OConnor is President of Oak Web Works The synthesis of Web marketing, design, and technology Jason is a Web development expert, e-strategist, and e-marketer who is trying to affect the future of the Internet in a highly positive way

http://www.oakwebworks.com

True O'pt-In lists go a stage further. They capture prospects mind.

Your aim is to intellectually and emotionally involve list with you and your business.

Do not fall into trap of sending occasional mails from an autoresponder to your single or double O'pt-In list and think that is enough.

You must motivate people with useful offers, as well as intellectual and emotional triggers to remain on list AND to buy from you.

O'pt-In e-mail lists can be :

* Purchased

=> Sidebar - What List Pushers don't want you to know You have no easily checked evidence of : * How long ago names were obtained * Where names were culled from * Which competitors have same names * A genuine interest in your offer from list <=

* Home Grown.

Building your own list from Targeted and Warm Traffic is slower but surer way to succeed.

The key is to nurture your lists and turn them into True O'pt-In lists and not just a collection of names and addresses.

Putting It All Together -----------------------

Your Prime "Paid" strategy should be :

Start PPC (and CPA) campaigns Capture names and e-mail addresses Develop autoresponder messages using Triggers and Motivators to create True O'pt-In Lists

Your Prime "F'ree" strategy should be :

Start a SEO exercise Compliment SEO with an self syndication campaign Capture names and e-mail addresses Develop autoresponder messages using Triggers and Motivators to create True O'pt-In Lists

=> Sidebar * The two strategies above will create Warm Traffic in volume and help you build responsive True O'pt-In lists. The Paid route will deliver results faster. The F'ree route will deliver Volume. <=

However, to make a decisive move to super marketers bracket, you need Traffic and lists in even bigger quantities. Here is how to explode volume.

A) Build a themed web site with highly O'ptimised content pages. B) For each content page develop offshoot pages that are equally highly O'ptimised.

The result is a tree like structure. For an example let's say your theme site is about Golf.

* Your home page is about Golf in general.

* Your main content pages include Putting, driving, chipping, pitching, mental game.

* Each main content page has sub content pages so under Putting Pitch marks and repairs, grass types, reading green etc.

If all pages in this structure are keyword phrase O'ptimised your Warm and targeted Traffic will literally explode.

How do you build so many O'ptimised pages ?

The old "not recommended" way was to build Search Engine friendly, people unfriendly Doorway pages.

For a new Search Engine and People friendly, way to do this there are two tools you should look at in Relevant Resources Section.

Relevant Resources ------------------ Learn Pay Per Click Tactics => http://www.anysurf.com - Practice for low cost on this engine => http://www.payperclicktools.com - Information on PPC => http://www.payperclicksearchengines.com - PPC directory

Simply Easier Marketing 1 - First Competitive Advantage => http://www.simplyeasier.com/ownarticles.html - HTML version => http://www.simplyeasier.com/articles/affiliates.txt - Text Version

How To Build An O'pt-In List F'ree e-course => http://www.simplyeasier.com/Optin heOptinstrategy/

Build True O'pt-In Lists with intellectual and emotional triggers => http://www.simplyeasier.com/21mm

An unusual Cost Per Action Solution => http://www.simplyeasier.com/articles/radio.txt

Syndicate yourself with F'ree Press Releases and articles => http://www.simplyeasier.com/articles/press.txt => http://www.simplyeasier.com/articles/how2write.txt

Build Search Engine and People Friendly Web Content Pages => http://www.trafficequalizer.com => http://www.rankingpower.com

Other relevant articles:

All Website Traffic Is Not Created Equal By Angela Wu (c) 2004 http://onlinebusinessbasics.com/article.html

Ten Tips to Top of Search Engines By (c) 2004 Jill Whalen http://www.highrankings.com

------------------------------------------------------------ Charles Kangethe of http://www.simplyeasier.com is a leading new wave marketer and a published author from England. The "Simply Easier" brand name is your guarantee of high value, quality Marketing Products, Services and Resources. ------------------------------------------------------------