:: Volume 6, Issue 5 - June, 2006 ::

Thank You for Your Interest in Empowering Your Business on the Web
And thank you for your interest in receiving this newsletter.

When talking about Visitors, think 'Quality' and not 'Quantity'

In the early 1990s, a study found that in the mountain resort town of Banff, Alberta, American tourists outnumbered Japanese tourists by a small margin. More importantly, though, that same study found that American tourists spent an average of $17 per visitor whereas the average Japanese visitor spent $57 --- a difference of over 300%! Even though a few more American visitors walked the streets of the town and poked their heads into the shops, the local merchants were wise enough to start hiring staff who could speak both English AND Japanese. Even many of the local waiters made the effort to start learning a little basic Japanese!

In the late 90s when the markets shifted to include travelers from China, well it doesn't take much imagination to know what they did next --- the merchants watched, measured, evaluated and adapted again. And they didn't base their decisions solely on the number of visitors to the town

So what difference does this make to your business and the web? Read on...

"My site gets a million hits per day!" Remember the buzz a few years ago about website 'hits'? "How many hits does your site get?"

Irrelevant!

One page on your website can be many 'hits', and a visitor can look at a page many times, so the new metric became 'unique visits': that is to say how many 'unique visitors' come to your site in a given period is far more important than how many 'hits' your site gets.

Well, we're going to take this one step further yet. We propose that how many unique visits your site gets is equally unimportant.

On the web, 'visits' are made up of contact by humans and/or programs, and do nothing more than waste bandwidth and CPU power, which you pay for at your hosting provider.

As we all know, a visitor doesn't necessarily make you any money. To make money takes a lead and ultimately a customer.

So the truly important question is: how many customers does your site generate in a given period?

Now, once you know how many leads and customers your site generates, wouldn't it be nice to know where they're coming from? After all, you don't want to have to pay for all that traffic made up of visitors who don't buy.

If you know that 90% of your website's visitors come and leave without being converted to customers, and 90% of your traffic finds you through search engines because you have an article that mentions a 'free duck pâté recipe', wouldn't you remove this page and then measure the results? After all, this page is likely attracting huge amounts of traffic from visitors who don't buy anything (unless of course you sell a variety of duck pâté recipes on your site).

At Globi we've said time and time again that your site needs a purpose --- and it's usually to generate a lead or make a sale. So wouldn't it make good business sense then to incorporate into your customer conversion routine a tracking mechanism to show where your customers come from so you can then know precisely where to invest more money and effort into attracting visitors from that source? Then, like the merchants of Banff, you could compare your traffic to your sales, instead of just arbitrarily trying to understand your traffic.

If you need help deciphering your own visitor traffic, you know where to find us.

Contact Globi today to find out how you can track and measure your leads and increase sales.

Did you know?

Globi is proud to announce QuickSites+, for the client who needs a simple, custom web solution to establish their presence on the web. Quick, Easy, Professional and … get this --- only $699!

To take the first step in moving your business to the next level, call us toll free at
1-866-569-7728 or email tim@globi.ca.

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Until next month, we remain your humble messenger to the internet.

Globi Web Solutions
1023 - 12th Ave SW
Calgary, Alberta, T2R 0J5
Phone: (403) 229-3800
E-mail: admin@globi.ca
Web Site: http://www.globi.ca

Copyright © 2010 Globi Web Solutions. All Rights Reserved. No part of this newsletter may be reproduced in whole or in part without the inclusion of Globi Web Solutions' Reprint Permission below.

Reprint Permission

Although this material is subject to copyright, please feel free to reprint this publication, in whole or in part, in your company publication, in training, presentations, or wherever you feel this would be of benefit. This also holds true for members of the media. All we ask (actually, we insist) is that you use the following credit line:

Reprinted with permission from Globi Web Solutions, a leading Website Design and Development Company based in Calgary. For further resources and information, go to globi.ca. Copyright © 2010 Globi Web Solutions.