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If you are trying to sell your service, drive people toward it. A good technique for
improving subscriptions, for example, is to place a ?We Value Privacy? statement
near the sign-up form. This is called point-of-action marketing.
Assure people that it is safe for them to do what you want.
Recently, Bryan Eisenberg, author of Persuasive Online Copywriting, made the
statement that placing a secure checkout symbol near the checkout typically
improves conversion rates between 5% and 15%.
Establishing Trust
Unbiased reviews and ?We Value Privacy? help to build a strong trust element in
your relationship with your site visitors. In addition, logos from companies such as
the Better Business Bureau, TRUSTe, and Public Eye can help build trust.
If you have a secure part of your site in frames, the lock (secured
symbol may not
show in the browser. When you are performing online transactions, it is a good
idea to avoid frames and display the VeriSign or Thawte secure symbols (as
applicable
.
Revenue Generating Programs
Some popular revenue programs are Google AdSense, Amazon Associates, and
other major affiliate program networks such as Commission Junction, LinkShare,
and Performics and perhaps CafePress for smaller, personal websites.
ClickBank is an affiliate program that works well for selling electronic information.
PayPal is also an easy-to-use third party payment processor. Affiliates Alert tracks
new ClickBank products for sale. All of these websites are listed in the resource
section at the end of the chapter.
If you monetize your site using AdSense, it may be worth it to limit the number of
ads that appear on the page, as more ads means you will be showing cheaper ads,
and, in some markets, the cost per click quickly drops off rapidly. I also believe the
first AdSense unit called from your source code will display the most expensive ads
possible.
Some topics may make next to nothing from pay-per-click ads, while other
industries (such as California mortgage
may earn over a dollar a click. If you can
create an idea that generates a decent amount of syndication and attracts a few
good links, you may be able to make money selling text link ads or leveraging that
authority to get pay-per-click contextual ads indexed.
If you know your industry well, then you should have a few friends in it. If your
site directly sells ad space, it is best to place a link or a few links to some of the top
sites in that space. Most people are afraid to take risks and do not see value in
something until some of their competitors do. Why not show a few fake ads so
people assume the ad space is valuable? After you gain a few advertisers, you can