Pyramid Marketing, 2: The Results

Ian Lurie

pyramid hierarchy
A few folks have very astutely asked me whether my test on generated quality, targeted traffic.

The answer is a qualified ‘yes’.

So far I’ve received as much traffic in any 24-hour period as I usually get in a week. Average time on the site is down to about 3 minutes from 4 minutes. Average page views per visitor is the same – 2 page views per session, with an important qualifier: That includes RSS feed views. Take out the RSS feed and it’s closer to 7 pages per session.

I have about 15 more folks on the site’s notification e-mail list, too.

However, I haven’t sold a single book. Sniff.

I’m collecting these stats while stoned on DayQuil and corralling two sugar-crazed children. So while they may be inaccurate, I can vouch for their consistent inaccuracy.

Regardless, the upshot is: More traffic, and apparently interested visitors, but no high-value conversions (book sales). Standing on its own doesn’t look like a great ad value, but it does look like a good way to jump-start a campaign. Plus, if someone buys an ad above yours, you get a full refund…

Ian Lurie

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at

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  1. makes me think that maybe you need a teaser product or something with a lower price point
    maybe an audio of the book for $9?
    or a couple of free sample chapters?
    or it could be as simple as a ‘buy the book’ link in the top nav!
    what about sample audio chapters sent to all the podcast directories??
    good luck!

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