The website www.ipott.com lists software from across the globe. There are close to 5500 software as of date, in 130 odd categories.  We get queries on various topics.  There are quite a few innovative services.  But every time when a user queries on the listing, we seem to be having the same debate.    “How many visitors can you assure?” , “how may confirmed clicks will I receive”, “how many lead will you provide?”, “what are my guaranteed numbers”.  My answer remains the same, “I can’t give you a numbers or  assurance, all I can give you is an exposure guarantee”. I know for sure, my answer is not appreciated. But that’s the whole truth.

One needs to understand the typicality of web in order to understand my statement.  So below I will talk about the global trends and then about iPOTT trends..

First I will begin with a Global trend.    Every listing or ad gets displayed to a user as a result of a search.   As usual lets take the example of Google.

• SEARCH:  Search for TrustIT on Google.  You get some results.  As a user you will go through the results.
• IMPRESSION: There are some 10,800,000 results for keyword  TrustIT. The number of times a page gets listed during search is the impressions.  With a single search all the 10,800,000 web links have created one impression each.
• CLICK:   Generally most of the links in the first page of the search results grabs attention. Notice there  are two or three links pertaining to iPOTT  TurstIT in the first page itself.  No user goes beyond 3 or 4 pages.  And as a user you tend to click some the links from the initial pages.  This is the CLICK.
• CLICK though RATE:  As mentioned only some of the impressions get clicked.    The % of clicks for the total impressions is the CTR or click through rate.
• CONVERSION:  When the user is taken to a page which has a goal and purpose and if the same is achieved then the conversion has occurred.  Eg:  if the goal is to get a user to subscribe and if he does there is a conversion.

Take the example below:

Observe the co-relation between all the above.  More impressions give more clicks and more clicks bring more conversion and a better click through rate.   So increasing impressions increases clicks and CTR.   Notice another aspect, the number of impressions is in the control of the users performing the search.  We will go with another example: This gives an idea on  co-relation between what the buyer wants and what is being offered .

1. HR software in India has 12,800,000 results in Google
2. Ink saving software in India  has 122,000 results
3. Tea plantation management  software  in India brings 23,700 results

continue reading in my next post.. dont get left behind subscribe now!