Ilya Lichtenstein on traffic triage, the activity of efficiently filtering which online marketing channels are worth investing in, and which aren't:
The trick to allocating your marketing effectively is implementing some kind of traffic source triage system. When encountering a new traffic source, you want to be able to quickly and consistently categorize it into a low, medium, or high priority group, before spending any time or money testing it.
Ilya then proposes three key questions to ask about any kind of traffic, and goes into detail about how to answer them:
- Is there enough volume?
- Is the traffic cheap enough?
- Does the traffic convert well enough?
Importantly, Ilya describes ways to answer these questions without having to invest money into the traffic source.