Let us assume for a moment that your web site is a store. Not a piece of virtual property, but a real one. Standing behind
counter, you notice where customers flow as they travel around your carefully constructed displays.Taking note of this behavior, you decide to put
latest special offers along
most visited path through
store. Each offer, of course, placed strategically alongside competing products.
Then, you sit back and watch, as visitors decide to stop and stare at
displays, ignore them and walk off, or pick up a product and put it in their basket.
Very quickly, you learn which offers work, which do not, and which never even get seen.
Now translate this into
virtual world. Your customers navigate by clicking on links. So,
question is, do you know
links being clicked? If not, you will miss out on sales, and hence profits.
One of
most innovative schemes to date has to be
Google AdSense project. It works so well because
adverts presented match
surrounding content.
Trapping which adverts are clicked, and which are not, will put you in a position to optimize
presentation so that you maximize
click-through ratio of each AdSense block.
This works in so many different ways that you could be multiplying your sales by simply reusing
same techniques and wording presented by AdSense in
rest of your site.