Here is a list of things that helped sales and or profitability in 2007.
Updated website to Website builder, domain name and hosting all for one low monthly fee at Store Secured previously had been hosted through builderspot.com, which isn't a bad place to start. Although there was a ton of downtime, and they had glitches like charging customers the wrong amount on their credit cards. I had put up with them for four years, two on my previous e-commerce site. The final straw came when I could no longer have access to customer's credit card numbers for partial refunds and would have to call them to get their number again.
Began a rewards program that customers could join and earn 5% toward future purchases. Not only did this reward best customers whom I wanted to do something for, but it made so-so customers shop with us first, to build up their rewards. An unscientific sampling showed better than 50% choose to enroll in the program, Those are customers who I don't have to re-claim, they will come back without PPC advertising expense.
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Began a discount for volume purchases. If customers order a certain amount of each product they get a 5% discount on that product. This makes shipping more efficient from our end, and increases the dollars of the average order.
Began a company blog. Had long ago used articles and free distribution services to spread the word around about the company. Now the blog which is set up on a separate freebie service shows people we are here daily and not a casual thing. Use the blog to publish tips, and company news. Also make some money off the Google Ads, enough for a weekend away once a year.
Began working harder with instructors in the field. More apt to send out freebies to those who taught classes etc. These folks would spread the word to their students, and also encouraged bulk orders from these people. I am not much of a net worker by nature, but if the calls come in, I am quicker to offer special pricing etc.
A little thing, but decreased the volume of paper used in marketing and the office. Saved scrap paper for office notes and lists. Also printed newsletter included with order on the back of the invoice.
Bought a Dymo Twin Turbo printer for postage, instead of using ink jet printer for postage. Although the labels for the Dymo are more expensive than the labels for the ink jet, the amount of ink used is significantly lower.
Used the SEO toolbar in Firefox to track competitor's and our website traffic. Set up a spreadsheet and plotted the links, Google page rank, and traffic estimates by Alexa, Compete, and Quantcast. Visit it about every three months to see how we are doing.
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- Took out ads in print magazines. Be forewarned these are expensive and are hard to track their effectiveness. But it is a great way to get your logo seen by the masses in your niche.
With so much analytical horsepower available to e-commerce marketers today, it's hard to imagine how any significant metrics could possibly be overlooked. But in our e-commerce optimization practice we often find that no matter how well-stocked our clients' analytics arsenals might be, they are usually lacking a powerful set of metrics surrounding what we call "decision pages."
What Are Decision Pages?
Simply put, decision pages are those pages where visitors are presented with an offer. Most often, these pages describe a particular product and communicate its specific benefits and features. On these pages, the visitor is also presented with the price of the product and a button with which to "buy" or "add to cart." Sometimes visitors can access even more detailed
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information about the product or service from these pages, but as presented, these pages represent the "essence" of the offer. On a typical retail e-commerce site, the decision pages are usually the individual product pages.
Regardless of the specific location, decision pages are where visitors are exposed to the total "package" -- features, benefits, price, etc. Decision pages are where visitors really begin to evaluate the whole offer -- logically, emotionally, and economically. And as the moniker would imply, decision pages are where visitors formulate an initial purchase decision -- deciding whether or not to put the item into their cart, or otherwise move forward to the next step in the sales cycle.
Why Are Decision-Page Dynamics So Important?
Decision-page dynamics are important to understand because they are where almost everything comes together in the prospects' minds. Decision pages are the critical pivot-point in the whole purchase cycle. As such, decision-page dynamics represent an important moment of truth -- tactically and strategically. It's really pretty simple...drop the ball
at the decision page and you've likely lost the order.
In our consulting practice, we leverage a number of powerful decision-page metrics to help with everything from conversion-ratio improvement and order-size maximization to pricing optimization and strategy formulation. I can't cover everything in this article, but here are few of the basics to consider:
Are Visitors Reaching Your Decision Pages?
The first thing to understand is whether or not, generally speaking, your visitors are even reaching your decision pages in the first place. Depending on the depth and breadth of the product line, and the complexity of the product selection process, it's not uncommon for there to be a huge amount of fallout before reaching decision pages -- it's not good, of course, but it's not uncommon. Obviously, it's important to minimize this fallout and get as many visitors as possible into a position to view and evaluate your offerings.
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Are Decision-Page Visitors Taking The Next Step?
The next thing you'll want to understand in a general sense is whether or not visitors who reach your decision pages are taking the next step in the purchase cycle -- to the shopping cart, for example. Visitors to your decision pages have demonstrated a solid interest in the product being offered and, as such, they are more qualified prospects. Using a funnel metric to understand these prospects' willingness to take the next step at this stage is extremely valuable and actionable information, revealing a lot about how well you're addressing the prospects' decision-making criteria.
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How Are Specific Decision Pages Doing?
When visiting decision-pages, your prospects and visitors are once again voting with their mouse-clicks and telling you what they are interested in -- regardless of your ability at that point to actually sell it to them. This demonstrated interest is a reflection of demand. Sales, on the other hand, are merely a reflection of your ability to satisfy some portion of that demand. As such, sales are not necessarily an accurate reflection of the overall demand itself. By analyzing your most popular decision pages, you're gaining solid insight into how demand is really flowing on your site. You can then compare this demand-side perspective with the sales-side reality and begin to understand the most meaningful gaps between the two.
Measuring Your Moments of Truth
I've only touched on a few of the basic applications of decision-page metrics in this article. But I hope I've illustrated just how powerful this set of relatively obscure measurements can be for driving more profitable e-commerce growth. And while adding more metrics to your already overflowing arsenal may not be that appealing, I encourage you to make room -- for the purposes of improving e-commerce profitability and growth, measuring the moment of truth is hard to beat.
Rafe VanDenBerg is an e-commerce business consultant and the creator of the eCommerce Xcellerator www.eCommerceXcellerator.com [http://www.ecommercexcellerator.com] a suite of profit optimization tools and training resources for e-commerce companies and internet retailers.
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