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Based on the cavalier way most websites handle their traffic, it is obvious that most companies have little appreciation for the value of this company asset. One measure of the value of traffic is the amount that companies are willing to pay to get traffic. It is not uncommon to see pay-per-click bids for traffic in the range of 20 to 50 cents per click. Banner advertisers pay about $30 for 1,000 impressions. With click-through rates on banner ads averaging .25 to .4 percent, that represents a cost per click of $7.50 to $12.00.
Assuming that the average cost is somewhere in the middle, a reasonable estimate of the cost of web site traffic would be about $1.00 per visitor. If your company’s web site receives 1,000 visitors a day, the annual value of that traffic, if one had to pay for it, would be about $365,000. Most companies pay attention to amounts like that! Yet the same companies consistently throw traffic away by letting other companies buy their traffic for pennies on the dollar or by linking to websites with less traffic than theirs or where there is no reciprocal link. What can you do? Second, give your visitors something to do that will help your company either now or in the future. Sign them up for your newsletter, offer them a contest, ask them to bookmark your site, allow them evaluate your site, sign them up for an affiliate program or give them some products or services to buy. If your site is interesting and interactive you will keep them longer and increase the chance that they will return. As advertising online becomes more and more expensive, these activities are your best hope for survival. For suggestions about how to make your site interactive, see Steps 7 and 8 of our Online Tutorial.Nancy Saltz www.OnCallGeeks.com The best FREE traffic builder we have ever found:
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