1. Online marketing is an iterative  - not static - process

• A successful online strategy anticipates constant monitoring of your site statistics to draw conclusions from your traffic patterns. This feedback loop allows you to make modifications to your messaging, your tactics and your allocation of resources.
  
  

2. Everything is quantifiable on the net except “why?”

• Who: while we can’t trace individuals, by analyzing where your traffic originates, we can get a pretty good idea of who your market is. For instance, we can run facebook ads aimed at a specific demographics (ie women over 40 vs. men under 30) and trace results based on click through rates.
• What: we can trace what they are looking for (through searches and PPC feedback) and what need brought them to the site.
• Where: we can track the specific location from where people are coming from.
• When: apart from the specifics of who visited when, you’ll begin to see general patterns over time that may influence tactical decisions, like when to send out an email blast.
• How: We can trace how people act on your site and how they got there via referral results.
  
  

3. Start with a niche and expand from there.

• Targeting a niche allows you to start small and ramp up your spending when you “strike a vein”. Traditional media like print and television are expensive and offer few opportunities to quantify effectiveness. Online spending offers incredible amount of buyer data allowing you to dip your toe before making a big buy.
  
  

4. The customer votes with their mouse

• There are three things to watch: 1) how long do they spend on your site 2) where do they spend the most time and 3) do they convert. The most reliable feedback you’ll receive is what people actually do when confronted with the choices you've presented.
  
  

5. Success is not about traffic, it’s about conversions.

• Getting lots of traffic on your site is just a wasted opportunity if your conversion rates are low. You need to have a clearly defined action that you want people to take when they arrive at your site and design the entire site with that end in mind. The ultimate measure of your sites effectiveness is the traffic to conversion ratio.
  
  

6. Failure to convert is the result of a failure to build trust.

• While you may not know exactly why people don’t trust you enough to give you their business, you’ve probably failed to effectively implement the principles of persuasion. By discovering and applying these principles, along with an adaptive approach, results can be improved.