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Part 2  Strategy and applications

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Volume or number of visitors. This is usually measured as thousands of unique visitors. 

It is preferable to using page views or hits (see Chapter 12) as a measure of effectiveness, 

since it is opportunities to communicate with individuals. A more sophisticated measure 

is reach (%) or online audience share. This is only possible using panel data or audience 

data tools such as 

www.netratings.com

 or 

www.hitwise.com

.

Example: An online bank has 1 million unique visitors per month.

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Quality or conversion rates to action. This shows what proportion of visitors from dif-

ferent sources take specific marketing outcomes on the web such as lead, sale or subscrip-

tion. 

Bounce rates

 can also be used to assess the relevance and appeal of the page that the 

visitor arrives on.

Example: Of these visitors 10% convert to an outcome such as logging in to their 

account or asking for a quote for a product.