OPA Research - What Drives Website Traffic


The Online Publishers Association (OPA) posted its latest research project The User Engagement Study  - 22 experiences that drive website usage (link to the slide presentation). First it's a must read for anyone who has any thing to do with internet marketing and second the report is well written and even provides ways to use the data. Here are the top ten experiences that drive website usage.

: Bloggers, much of the findings are applicable for blogs so take note! The following is my analysis (1) = community related experiences, (2) = knowledge related experiences, (3) = personalization/1:1 conversation, (4) = fun

1. Entertains and absorbs me (2, 4)
2. Looks out for people like me (1)
3. Regular part of my day
4. My personal time out (3)

5. A credible safe place
Sidebar: Does your blog have an about me page?
6. Connects me with others (1)
7. Touches me and expands me views (2)
8. Makes me smarter (2)

9. Turned on by ads (2,4)
10. Easy to use
11. Helps and improves me (2)
12. Is worth saving and sharing (1)

13. Tailored for me (3)
14. Guides me to other media (2)
15. Makes me feel I belong (1)
16. A way to fill my time

17. Gives me something to talk about (2)
18. My guilty pleasure (4)
19. Tries to persuade me
20. Too much
21. Worries me
20. Annoyed by ads


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» Your Web Experience from The Association Blog
Via Toby at Diva Marketing, I found this link (PDF) to a research project from the Online Publishers Association identifying the 22 “user experiences” that drive website usage. Associations should take note. The most common experiences d... [Read More]

Tracked on Jul 9, 2005 10:14:27 AM


Here's the deal. MarketingForSuccess.com is the marketing site I've built over the last two years. In the last year alone traffic has grown by 350% along with sales of my marketing manuals. In addition to my site, I have a marketing blog and write a weekly small business marketing newsletter. All of the above bring in well over a thousand visitors a day. If you want to see how to convert more site visitors to subscribers and customers take a look at www.marketingforsuccess.com. I do provide coaching via a small business marketing program and system to marketing consultants and marketing professionals primarily in the U.S. and Canada, though the manuals sell worldwide, many through my affiliate program. Hope this helps.

I enjoy your work and look forward to reading more of your blog.

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Posted by: Charlie Cook, Small Business Marketing Expert on Jul 17, 2005 1:52:54 PM

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