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Mental Checklist

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Every time a visitor enters your site he/she runs through a mental checklist.  Some of the items on this list are: 1. Do I really need to buy this item? 2. Should I buy it now? 3. Is the item priced fairly? 4. Is this retailer credible? 5. Are the terms of purchase favorable? Even a single “I’m not sure” …

Whisper Marketing

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Windycityparrot.com is an e-tailer specializing in exotic bird supplies.  Their site is popular but their visit volume represents a tiny sliver of US bird supplies market.  I am sure they would love introducing more customers to their site. Here is a potential solution.  Who do exotic bird owners know?  That’s right, other exotic bird owners.  Windycityparrot.com should run a small …

Geo Mining

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You are a gourmet chocolatier.  You open Google Analytics, access Map Overlay report and segment by Transactions.  On the screen appears a heat-map of purchase data.  States that are dark green have had heavy transactions and light green states have slow activity.  You can see Michigan is a strong base, Texas and California are fairly good but Utah and Indiana …

Did You Find What You Were Looking For?

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With on-site search etailers can measure result page effectiveness by observing Search Exits and Search Refinements.  However, the big limitation with analytics is that it only answers the “what is happening?” question.  To get to “why is this happening?” we need to make a small code tweak and display this below result page (borrowed from Amazon.com)- NewEgg.com does this too…

When Data Lies

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Just because your metrics don’t show the customer has abandoned doesn’t mean she doesn’t hate your guts.  I’m not terribly fond of LegalZoom and have a fleeting feeling their agents are pushing only their most profitable products.  That said, I’m unwilling to shop around for a number of reasons- 1. I already have an account and transaction history with the …