Watch the Right Numbers

How many page views your site gets may well be less important than how many conversions or commitments you get as compared to your number of unique visitors. Before you overwhelm yourself with site statistics, ask yourself what the mission of the site is and how effective you currently are at getting visitors into the right bucket or funnel. Also ask yourself if what you expect is truly reasonable from a first-time visitor, or if it might not be more likely that he or she will “pull the trigger” after getting to know you or your company’s offerings better. In short, shoot for the moon, but don’t expect the unattainable. You may only wind up frustrating yourself. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at

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