June 1, 2008 The Fallacy of "Zero Sum" Marketing Strategy
In game theory, "zero-sum" describes a situation in which a participant's gain or loss is exactly balanced by the losses or gains of the other participant. What is surprising is how many brand managers in the wine industry still have a “zero sum” game mentality when it comes to direct to consumer programs and ecommerce marketing. They believe that including a consumer direct program as part of overall brand management strategy will be counterproductive because of the resulting negative impact on sales in the traditional 3-tier distribution to retailers and restaurants. Nothing could be further from the truth.
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September 30, 2007 The Shortest Path to Conversion
As a general rule, the longer it takes your visitors to reach the shopping cart, the higher the likelihood of their dropping off somewhere in the process. There are several reasons your “distance to sale” could be too complex, it’s just a matter of examining your site through the eyes of a visitor.
September 26, 2007 The Fun is in the Planning
I'll admit I'm one of those unusual people who actually love writing and perfecting a business plan. With the challenges of actually running a business, most of us tend to write our plan in the "conceptual" stage, when we're trying to raise capital, and then forget about it.
September 23, 2007 100,000 Social Networks and Counting
If you haven’t already, I would encourage everyone to check out Ning.com.
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September 18, 2007 What's the Number One Complaint About Retail Sites?
According to a Harris Interactive Survey conducted in August, poor navigation tops the list.
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September 16, 2007 Less Than 3% Of Email Is Not Spam
It's a sad world. Email is broken. There so much spam out there. Our spam appliance which reviews hundreds of thousands of emails a week (and is highly effective) rejects over 97% of all the email passed through it...
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August 29, 2007 Flipping the Sales Funnel
Most sales people are familiar with funnels. You start with prospects at the top, the majority of the prospects hop out along the way down, and portion of people funnel out the bottom as customers. How about turning that upside down?
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August 24, 2007 Tracking your Website's Online Sales Details
You can configure Google Analytics to give you detailed statistics about the products sold on your website - including the number of products sold, the revenue generated...
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August 22, 2007 Tracking your Website's Goal Performance
Usually a website has a home page or landing page that is used to make a first impression. A customer then navigates through a series of pages toward completing the goal of your website, this is known as a funnel...
August 19, 2007 Top 10 Shopping Cart Design Mistakes
My friend and old colleague Geof Harries linked me into this article from Usability News discussing research from 2002 on shopping cart design mistakes and comparing them to the mistakes made today...
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