Who Will Make Money on the Web?
The money makers of the future won't be the ones who can bind up the ever-unraveling threads of content into a single skein, but the ones who can make it easy for those who have a particular interest to find it quickly and easily.
How Do You Make Them Stay
While those of us in the biz have been giddily prancing about through the new tech like high school girls drunk on cheap wine, the majority of the world is still out of the club.
When qualified visitors first hit your site, they don't care about you. They don't care about your products. They don't care about what people are saying about you. They don't care about all the links you provide or your white paper libraries or where you're going to be exhibiting or who your partners are. No...when qualified visitors first hit your site, they care about one thing only: "Do I belong here?" So....how do you let them know?
Is your Site in English or Polish Only?
80% of the non-English speaking world does not even visit let alone delve into an English-only web site! This coupled with the fact that many multi-lingual individuals (a lot of who make buying decisions) prefer to surf the web in their native language. So while it may be true that English is "the universal business language", most companies miss a broad spectrum of web browsers.
Moving the Mountain
Instead of trying to make the eyeballs come to you, the alternative approach for site publishers is to go where the eyeballs already are -- or will be. Stop trying to make people find your site. Go to where the people are looking now and they will see your site.
To many webmasters are on ego trips. They think that people will thing that their site is better than the rest of those in the world. There are over 400,000,000 sites. People generally visit 10 sites regularly. Find those main sites that will send people to you and link your site there. You will get traffic.
Look where the eyeballs are now. That is where you want to be.
Building a Site with a Purpose
What is the purpose of your site? Is it a Trojan Horse? Why not? What is a "Trojan Horse Site"?
Most sites are not "Trojan Horse Sites". Most sites are ego trips for designers designed with some misconceived notion of branding or providing information about the company and its products. They are image sites. A "Trojan Horse Site" is built with a specific purpose. It lures the customer on one pretext and gets the customer to do something unrelated to the lure. They are the most successful sites on the web.
1999 will become the Year of Web Advertising ROI.
What is the right metric for ad results? It depends. Even in this most measurable of media, getting a fix on advertising results can be troublesome.
For one thing, a click-through rate is not necessarily a good indicator of advertising ROI, and certainly should not be used as a basis for pricing ad buys. Click-through is nothing more than a convenient, easy-to-get-a-handle-on measure of an ad's ability to create an impulse response.
Click-through rates say nothing about results. It's like counting the number of T-shirts given out on a street corner. You don't even know if you have reached your intended audience.
Another clear reason that click-through is the wrong metric: The rate is dropping steadily. A couple of years ago, average click rates were in the 2 percent range. NetRatings measurement of ad click-throughs shows that from May to November 1998, click rates dropped from 1.3 percent to just above 0.5 percent.
Does that mean that web advertising isn't working? Hardly. It just means that, on average, there is a lower impulse reaction to click on ad banners than there used to be.
Text Links Pull
Text links pull much better than banners but there are several other key things you must keep in mind when using them. A text link with a personal recommendation pulls about 30-60% better.
Are you Getting a Positive ROI on your Site Investment?
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please use the index number 1307.
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