A Model of the Internet Marketing Conversion Process

Q_0: Internet Universe, Q_1: Target Audience, Q_2: Visitors, Q₃: Active Visitors, Q₄: Convert

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  Awareness Efficiency: Q₁ / Q₀
  
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  Attraction Efficiency: Q2/Q1
  
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  Engagement Efficiency: Q3/2
  
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  Conversion Efficient: Q4/Q3
  

1. 
   Level of Internet Access
   
2. 
   The Consumers Influenced by using online channel
   
3. 
   The number of people who Transact Online
   

Consumer Characteristics:

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  Demographics: Age, gender, education, income, occupation, & social group.
  
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  Webograhpcis: Access methods and times, Usage location, and Connection Speed.
  
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  Personas: Thumbnail of characteristics, needs, motivations, & environment of typical website users. (e.g. Samba Bank)
  

1. 
   Build personal attributes into persona:
   
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     (demographics, psychographics, webographics)
     
2. 
   Understand that personas are just models of characteristics & environment:
   
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     (Design targets, Stereotypes, Select primary influence persona)
     
3. 
   Develop each persona scenario
   
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     Information: Leads to site registration
     
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