eTail 2003 Conference Wrap-up

eTail 2003 Conference Wrap-up

ConsumerMarketingBiz: eTail 2003 Show Wrap-Up Report: Metrics, Search Marketing & Targeted Email Raise Sales 27%

Raising online sales is all about investing in tightly-targeted direct response advertising; continually tweaking your site to get the most possible sales from the new traffic; and then, targeting your email follow-up campaigns to get return buyers. [...] Most of the sales advances of the past year have come from a combination of old-fashioned DM skills mixed with the latest Web metrics.

  • Search Marketing is the biggest new sales driver

    [paid listings + SEO + paid shopping portal listings + improving your site’s internal search function results]

  • eConsumers don’t shop on price alone

    “Less than 12% of people sort on price on Dealtime,” CEO Iggy Fanlo told attendees, “We’ve been able to demonstrate a good ROI even for manufacturers that sell direct at list price, even though their channel partners are selling for less also on our site.”

  • Usability = profits

    No design is frozen; and, design and marketing staff resources are budgeted assuming a constant year-round flow of tweaking projects.

  • Measurement linked to segmented database marketing is key

    Instead of measuring overall traffic results on the site, smart eretailers are breaking down their audiences into a variety of demographic, psychographic, lifetime value and source-driven groups, and measuring results for each group in order to decide which design tweaks and shopper-sources are winners.

  • Email marketing is also about metrics

    “Testing, testing, testing,” Quixtar’s David Ellyatt described his company’s email marketing. “We’re all still learning. You never stop testing. It’s all a cycle. You run one campaign. You learn something from it. You bring that into your next one.”

The main idea I get from this great report by MarketingSherpa is that etailers are big believers in iterative processes. If you think of offline retailers, aren’t they always moving aisles within stores and products within ailes, as well as tweaking how they drive foot traffic and sales through, say, catalogs or couponing? I’ve always thought of retail players as more flexible and willing to experiment than manufacturers, and this shows online as well.

Source:
http://www.consumermarketingbiz.com/


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  • Measurement linked to segmented database marketing is key

    Instead of measuring overall traffic results on the site, smart eretailers are breaking down their audiences into a variety of demographic, psychographic, lifetime value and source-driven groups, and measuring results for each group in order to decide which design tweaks and shopper-sources are winners.

    For example, Eddie Bauer's team measures how different customer personas interact with the site -- including frequent buyers, multi-channel buyers, buyers with no time, buyers with time to kill, etc.

    CompUSA's Coll said, "Don't throw away your business instinct, but look at the numbers. You need to do customer usability studies to find out how your customers are actually using your site. Where are they clicking? How does the behavior of the customers who find a particular link differ from that of those who don't?"

    Quantifying results by keeping a control site operating during every test is required.

    One result: Amazon has found that "multi-channel customers are the toughest customers, but they are big influencers of other customers."

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