“Many a small thing has been made large by the right kind of advertising.” – Mark Twain

Are Web metrics as difficult to measure and analyze as the experts claim? Not really. At least not when you follow the marketing business model used by Agora Inc. and Early to Rise.

In the “Agora Model”… also known as the “Organic Model”… you generate sales by sending e-mail marketing messages to your opt-in list of online subscribers. And there are only two metrics that are really important in e-mail marketing: your click-through rate (CTR) and your conversion rate.

When you understand how this works – and I’m about to explain it – you can potentially multiply your online revenues 100 times. Here’s how…

When you send an e-mail marketing message to your subscriber list, it should include a hyperlink to a “landing page.” A landing page is a Web page dedicated to selling a single product, such as an e-book, course, conference, or newsletter.

The CTR is the percentage of the people you send your e-mail to who click on the link and go to your landing page. If you have 100,000 subscribers and 1,000 click on the link to go to your landing page, the CTR is 1 percent.

The CTR generally ranges between 1 percent and 10 percent. And because many factors affect it – the product, the offer, the list, the subject line – by writing a stronger e-mail message, you might be able to go from the low end of 1 percent to the high end of 10 percent… getting 10 times as many people to click to your landing page.

The conversion rate is the percentage of the people who click onto the landing page who actually buy the product. In our example, if you have 1,000 clicks to your landing page and get 10 orders, your conversion rate is 1 percent.

The conversion rate, too, usually ranges from 1 percent on the low end to 10 percent or sometimes higher on the high end. If, by writing stronger copy for your landing page, you raise your number from the low end of 1 percent to the high end of 10 percent, you would be multiplying your sales tenfold.

But here’s where the real leverage in online marketing comes into play…

If you improve your click-through rate with better e-mail copy – and boost your conversion rate with stronger landing page copy – you can potentially get 100 times more orders and revenue from every e-mail marketing message you send to your list.

Let’s say you are selling a $100 product.

You send an e-mail to your list of 100,000 subscribers. It generates a 1 percent CTR, resulting in 1,000 visits to your landing page. With a 1 percent conversion rate, you generate 10 orders, which gives you gross revenues of $1,000 for the promotion.

Now you go back and write killer copy for the e-mail and the landing page. And, again, you send it to your list of 100,000 subscribers.

This time, your e-mail generates a whopping 10 percent CTR, resulting in 10,000 clicks to the landing page. And your landing page converts 10 percent of those people to buyers, generating 1,000 orders. That means gross revenues of $100,000 – or 100 times more than your last effort.

The big boost comes from multiplying two factors: the increased CTR times the increased conversion rate. Each factor individually increases your sales results tenfold. But 10 x 10 gives you a hundredfold increase in orders and revenue.

Yes, there are other metrics to measure.

Some Internet marketers worry about e-mail open rates, for example. And I like to keep an eye on opt-out rates (which I’ll cover in a future article). But just mastering the two most important e-mail marketing metrics – the CTR and the conversion rate – can multiply your Internet marketing profits 100 times.

Even smaller increases can translate into big gains. For instance, if you just double your click-through rate and double your conversion rate, you can quadruple your sales and revenue.

Easy? No. Possible? Yes. Worth the effort? You bet.

[Ed. Note: Best-selling author Bob Bly is a contributor to ETR’s new business-building program, The Internet Money Club. Not only will this program teach you techniques that copywriting experts use to write sales-boosting copy, it will also show you how to pick a product, set up a website, and pull in targeted, qualified traffic. The Internet Money Club is entirely sold out. But you can click here to get on our waiting list.

Sign up for Bob’s free monthly e-zine, The Direct Response Letter, and get more than $100 in free bonuses.]

Bob Bly is an independent copywriter and consultant specializing in business-to-business and direct marketing. He has been hired as a consultant by such companies as Sony, Chemical Bank, J. Walter Thompson, Westinghouse, and Prentice-Hall. Bob is also the author of more than 50 books including The Complete Idiot’s Guide to Direct Marketing (Alpha Books), Targeted Public Relations, Selling Your Services, How to Promote Your Own Business, and Keeping Clients Satisfied. A phenomenal public speaker, Bob will share with you how easy it is to start your own business. Whether you’re ready to quit your job or are just looking to make a little money on the side, you’ll want to hear Bob’s advice.

Bob Bly

Bob Bly is an independent copywriter and consultant specializing in business-to-business and direct marketing. He has been hired as a consultant by such companies as Sony, Chemical Bank, J. Walter Thompson, Westinghouse, and Prentice-Hall. Bob is also the author of more than 50 books including The Complete Idiot’s Guide to Direct Marketing (Alpha Books), Targeted Public Relations, Selling Your Services, How to Promote Your Own Business, and Keeping Clients Satisfied. A phenomenal public speaker, Bob will share with you how easy it is to start your own business. Whether you’re ready to quit your job or are just looking to make a little money on the side, you’ll want to hear Bob’s advice.