Developing traffic expectations

From: Steven Katz <steven-lists_at_idma.com>
Date: Wed 19 Mar 2003 18:03:33 -0600

Hello. I've been charged with the task of developing traffic
expectations for an adult Web site with a sales- and membership-
based revenue model. Income estimates will be drawn from the
traffic expectations.

I have provided the relevant section of the income estimate
spreadsheet (as html) here: http://www.idma.com/traffic.html

The 'number of monthly impressions' row represents the number of
impressions that will result from our marketing efforts, which is
budgeted to accomplish the numbers indicated. Therefore, it
serves as a reliable number from which to base the remaining site
usage estimates.

My questions relate to 1. how to achieve the desired impressions,
and 2. how to develop realistic traffic expectations.

1. What methods of online marketing would you suggest for
achieving the targeted number of impressions? What would be your
expectations of the advertising cost of achieving the desired
number of impressions? What methods of offline marketing have
been shown to effectively increase site traffic?

2. How would you develop the remaining site usage estimates:
monthly site visits, new memberships, attrition rate? I would
like to provide conservative estimates and be able to back them
up with reason. I was unable to convince the competition to share
their site stats with me, even as a prospective advertiser. What
available information might provide me with a basis for making
intelligent estimates? Any general feelings about these numbers,
whether by reason or premonition?

I'm glad to have found this list, and look forward to reading
your thoughts.

Steve






Received on Wed Mar 19 2003 - 18:03:33 CST