Penetration = [unique visitors to home page] / [unique visitors]
Penetration reflects the percentage of site visitors that go beyond your organization's home page. It's not uncommon for Web sites to lose 50% or more of its visitors before the home page finishes loading. A home page that has 5,000 visitors a month with a penetration of less than 50% may be less effective than a site with 4,000 visitors with higher penetration.
Conversion = [unique visitors taking desired action] / [unique visitors]
Conversion reflects the percentage of site visitors that take a desired action. You can measure the conversion for several actions simultaneously. For example, the percentage of site visitors that purchase online; and the percentage site visitors that subscribe to your organization's electronic newsletter.
Goals & Funnels
For non-ecommerce sites, goal conversions are the primary metric for assessing how well a site fulfills business objectives. Website statistics allow to identify conversion trends for any one of your goals or for your overall conversions and conversion value.

• Title statements must contain keywords/phrases
• Meta Tag statements must contain keywords/phrases
• Target no more than 5 keywords/phrases per page
• Text links must appear on every page
• NO FRAMES! in your site design
• Avoid Picture map navigation
• Create and maintain a Reciprocal Links page
• Use Alt text behind all graphics
• Make sure your address, telephone & fax number, and e-mail address,
  are easily found on the site.
• Research the Competition.

Our Search Engine Optimization service helps your website move closer to the top or stay at the top if it already is there. Our program includes evaluating your website for Search Engine "friendliness", make sure that the basics of optimization are covered and building relevant backlinks to your site from other websites.

• A website, consisting of text, images and possibly audio and video elements used to convey the company's message, to inform existing and potential customers of the features and benefits of the company's products and/or services. The website may or may not include the ability to capture leads on potential customers or directly sell a product or service online. A website can be the offline equivalent of a brochure or a mail order catalog and is a great way to establish your business identity.
• Search Engine Marketing (SEM), which is marketing a website via search engines, either by improving the site's natural (organic) ranking through search engine optimization (SEO), buying pay-per-click (PPC) ads (the cost of which is referred to as cost-per-click or CPC) with search engines which are based on selected keywords and then displayed on search engine results pages when those keywords are used in a search, and/or on other websites whose content includes the keywords specified, pay-for-inclusion (PFI) listings in website directories. PFI listings are similar to offline yellow page listings.
• E-mail marketing, which is a method of distributing information about a product or service or for soliciting feedback from customers about a product or service through e-mail. E-mail addresses of customers and prospective customers may be collected or purchased. Various methods are used, such as the regular distribution of newsletters or mass mailing of offers related to the company's product or services. E-mail marketing is essentially the online equivalent of direct mail marketing.
• Banner advertising, which is the placement of ads on a website for a fee usually based on cost per thousand impressions (CPM). Offline this would be similar to traditional advertising in newspapers or magazines.
• Online promotion, including press release distribution, which involves placing a newsworthy story about a company, its website, its people, and/or its products/services with on online wire service, or blog (web log) activity, which is the act of posting comments, expressing opinions or making announcements in a discussion forum. Blog marketing can be accomplished in blogs either by hosting your own blog or by posting comments and/or URLs in other blogs related to your product or service.

• Making sure not to damage the "goodwill" of your existing website in particular with search engine placement
• Using "Search Engine Friendly" technologies
• Designing content and structure that is "friendly" to the visitor, your "customers"

A typical conversion rate will be between 0.5%-8% depending on the sector, target market and quality of the site and proposition. How can you convert Website Visitors into Actual Buyers?

• Unique Selling Point (USP):
  Your USP is what sets you apart from your competition. If a visitor goes to several sites looking for a product, why would they decide to buy from you instead of somewhere else?
• Memorable Experience:
  A good site will include good product description and good related (free) information (articles, advice, reviews and so on). Good information will help the user in their buying process and help differentiate yourself from your competition. If people remember your website, they will likely come back and tell their friends.
• Trust:
  Most people are still cautious when buying online, and rightly so. There are plenty of people you really shouldn't give your credit card information to! It's important to give the potential customer every reason to trust you. Make it easy for visitors to find your address (not a P.O. Box) and phone number. Showing a Privacy Policy can also help the user to trust you. Design and content also play a part in trust. Good design and accurate content give off a professional feeling.
• Browser Accessibility:
  Many designers only pay attention to Internet Explorer. The number most often quoted is that 80-85% of web users are using IE on Windows, which means that an average site that doesn't work in anything else could easily be losing 15-20% of sales if the website doesn't work properly in other browsers like Firefox, Safari, Opera to name a few. Also, people will increasingly access websites with their mobile phones or look up driving directions to your business. Have you ever tried to navigate through your website on a mobile phone? You might be surprised!