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Again we are back to a mistake I made in the beginning.  If forced to put a dollar figure on how much money this one cost me over my first three years I would say WELL OVER 100,000 Dollars easily.  I tell you that because again I want you to learn from my early mistakes so you don’t have to make them.  

So again let’s go to two ways our marketer with an authors site could do business one the wrong way and the other the right way.  That by the way is not opinion it is fact!  At least if your goal is to make money online it is fact.  

The wrong way – Our Marketer appears to do it all right on the surface.  In time the site looks good has excellent navigation, visitors can find what they are looking for, etc.  People email our marketer and tell her how wonderful the site is, how they love the same author etc.  She even sells quite a few books via Amazon.com or what ever affiliate program she is in.  In fact after all her expenses the site makes money every month.  

HOW THE HECK CAN THAT BE WRONG?

The right way – Our Marketer does the exact same thing as above but adds the following steps.  First she creates a opt in form and puts it on her site in fact on every page there is some call to join her email list and get “Ten things You Never Knew about Edgar Allen Poe” or some other report that will be delivered over a few days. She doesn’t send emails each day the follow up system at Aweber does it for her.  She also adds contextual ads to her site (Google Adsense or Yahoo Publisher) so if anyone clicks on them she also earns money.  

Keeping with yesterday’s lesson she tracks everything and knows the value of each visitor.  She also adds a forum to her site to further build relationships among her visitors and creates a community.  She adds a blog about her readings and you guessed it she puts Google or Yahoo ads in the forum and on her blog.  She keeps an eye out for cool items her visitors will like and news they would like and blends both news and sales copy in email messages to her list.  She takes her value per visitor (VPV), and buys all the traffic she can find for less then that value which brings her new profitable traffic each and every day.

So with the wrong way there is only one action that a visitor can take that would be considered a success and it is.  

• The visitor clicks an affiliate link and buys a copy of a book she is selling.  

On to the right way the visitor can take many actions one would call a conversion or at least a positive out come.  

• The visitor clicks an affiliate link and buys a copy of a book she is selling.  

• The visitor joins her email list (long term this is almost always worth more then one sale). 

• The visitor clicks and adsense ad or yahoo ad and generates revenue.

• The visitor becomes a fan of her blog and returns often to read it.  

• The visitor posts in her forum and makes friends with other visitors and begins to visit often.  

Now you tell me

• Which site is making its’ visitors worth the most per visit?   

• Which one will produce more money?  

• Which marketer is going to be able to bid more with PPC campaigns and which one is doing the most to develop long term business?   

• Oh one last question which is going to create more leverage in the future when the marketer rolls out a new project in a new niche?  

So make sure that as you plan sites and projects you are including as many positive outcomes as possible for your visitors. Most people simply don’t buy on the first visit and if you don’t allow for additional positive outcomes you are generally sending away 97-98 our of every 100 visitors.   

Think about that and always make sure you are maximizing the revenue from your web sites.  

~ Jack Spirko

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