Ian Lurie // Sep 13 2007
This tool should help you decide the internet marketing medium (organic search, pay per click, e-mail, banners, etc.) on which you should focus first:
You can download it in PDF format here.
How I Created It
I’ve spent the last year collecting data from various client sites. I averaged sales, conversion rates and time-to-conversion across the sites. The sites included:
7 e-commerce sites, all B2C except for one B2B site.
2 sites where a conversion was a sales lead.
1 site where a conversion was a minimum time on site.
I can’t provide the numbers, I’m afraid, as that’d violate confidentiality. The e-commerce sites varied in gross internet sales, though, from $10,000 to $400,000 per month.
How to Read It
The upper left is the sweet spot, conversion-wise. That’s the highest conversion rate and lowest latency. The largest circles indicate the highest sales or conversions generated.
First, house e-mail lists occupy the sweet spot. So why is it so hard to convince folks to invest heavily in building their house list? I dunno…
While I split out organic and paid search (PPC), bear in mind that they support each other. Together they dwarf all other revenue or conversion sources.
While many other media are poor sales generators, they still bear consideration. A blogging campaign will often boost your organic search rankings, for instance, thereby improving your sales from organic search. Social networks may not do a thing for sales, but may make more consumers aware of your brand.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More