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continuing our series on the e-commerce growth equation visitors times conversion rate times your cash multiplier minus your variable cost equals profit today we're going to be focusing in on the front of the equation visitors we're gonna begin by exploring what it means to have a healthy diverse visitor mix for many years most of the businesses in the last few years as we've discussed have focused exclusively on driving traffic through paid acquisition through a source called Facebook you know it well and measuring that on a metric called RO ass which is a function of a o V in discussing in the cash multiplier series we discuss why movement away from this singular flow it's really critical but today we want to go further into understanding of what it looks like to have a healthy front of this equation we're gonna beginning by looking at what we call the traffic PI if you go into Google Analytics and you look into your channel breakdown so we're gonna call this a channel breakdown you can see where all of your website traffic comes from and if now if you were to express that as a pie graph that would be your traffic pie we want to talk today about what an ideal state of your traffic pie is all the usual caveats included about businesses that run in lots of different ways but in a healthy business a traffic pie begins with a 50/50 split between paid and organic traffic paid organic what that means is that half of your traffic is coming from free sources and half of it are coming from paid sources now let's talk about what we mean by organic and generally how you're going to see this 50% broken up 25% of your overall traffic or 50% of your revenue is going to be coming from will actually call it about 22% ish 22 ish percent you want coming from direct traffic these are people that are putting your website in directly to their website or to your website another 20 ish percent should be coming from organic search now of course organic search is going to include branded and categorical search terms and the other percentages here are going to be a make up of email somewhere around 5 percent of your traffic but what's important about email is it's gonna be 5 percent of your traffic but ideally 15 percent of your revenue then the other 5 percent will be from what we would call referral so these give you an indication of that organic slice fifty percent of your traffic and where it should be coming from if you find yourself to be disproportionately over-index strong in one area or weak in another it's worth beginning to think of that as an entry point into exploring areas of opportunity now for some businesses if they you are in a search category where there is large categorical volume obviously there's greater...