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Marketing Tricks on a Web Site that work.
$19.95 is a whole lot cheaper then $20.00, but everyone knows that.
CygnusX1




msg:244781
 10:56 pm on Nov 15, 2003 (gmt 0)

Hi Everyone,

I have a topic that I haven’t been able to find here, and would like everyone’s ideas that they have used which work. I don’t want to hear about advertising on other websites or pay per clicks. Not even about having more inbound links will help your sales.

I want to hear about website tricks that relate to sales that are on your website. For example: $19.95 is much cheaper then $20.00, or having by the item price “SALE” in red and bold.

I would like to hear of marketing tricks that are done on your website that you feel are helping to increase your sales. Maybe we can learn a few new tricks from each other.

I’ll start. I have found that once someone wants to buy one of our products that we can charge an extra $1.00 more then we need to in shipping. For example: I have a product that cost me $2.40 to ship including packaging. But I charge $6.95 for shipping and handling. It only takes me 4 minutes to get it ready for shipping. Keep in mind that I still have to take it to the post office and that cost me in time and gas, but if you take 10 packages or more each trip, then the trip is well worth it. Especially if I have to go to the post office to check our P.O. box anyway.

I want to hear tricks that you have learned.

 

SirromX




msg:244811
 8:43 pm on Jan 9, 2004 (gmt 0)

Don't know about a good book, but there is a website that has some great information about selling online. www.Grokdotcom.com

If you can ignore the stripped look, the actual content is great.

tomld2




msg:244812
 8:56 pm on Jan 9, 2004 (gmt 0)

Herath, that's a dynamite tip! What about the IP tracking that tells you your city and state? That would work as well. If a message said "All items shipped to 'San Diego, CA', are shipped free if ordered by midnight!". I imagine that would be very effective!

Herath




msg:244813
 9:12 pm on Jan 9, 2004 (gmt 0)

Tomld2

I wouldn't go city deep. Geo IP mapping is not 100% accurate. For example, allmost all AOL users in the East cost resolves to a Virginia IP.

So, if you go city deep, somone buying from Ohio will get a 'Virginia' message.

We are doing it only for country. It gets it right 90% of the time.

tomld2




msg:244814
 9:28 pm on Jan 9, 2004 (gmt 0)

Oh, that's too bad. This makes me curious if there are any other marketing tactics that bring a personalized touch to buyers. Any ideas?

mktman




msg:244815
 6:32 am on Jan 10, 2004 (gmt 0)

Well if they could log in then you could give people a site specially programmed for them. They tell you where they live specifically and then your content reflects their registration data, (specific shipping charges, targeted sales, ect..) and if your really good, it could try to up sell on something they have bought in the past. (Not sure about the technical side of this or price, maybe only for the big dogs).

I would still allow them buy without registration, but maybe offer an incentive for signingup, like free shipping on their first order or something free with their order.

I would also add that when you are leading the customer on through the sales process to give them the option at each step to "buy now" or to continue to learn more about the "benefits" (good tip) of the product. Don't sell the steak, sell the sizzle as they say. This gives you the opportunity to break down the apprehension about buying online or from you store for the first time.

Oh and it may have been said before on here, but show your physical address, a telephone number and a picture of you and your staff and if you have one, your bricks and morter store. This ups the trust level, cause not only do you have to sell the product, you have to build trust between you and the consumer.

Everyone keep up the good posts, I look forward to reading more of them.

tomld2




msg:244816
 7:03 am on Jan 10, 2004 (gmt 0)

Yeah if you get them to register, you can deliver a highly targeted site. However that's more of a tactic AFTER the customers first purchase. Unfortunately my product is more of a time shot deal, so getting the customer to purchase initially is the big challange.

Keep the tips coming folks, so far we have shared EXCELLENT advice.

By the way, what are your visitor to sale conversion ratios? Sadly mine is about 0.8%.

tomld2




msg:244817
 7:08 am on Jan 10, 2004 (gmt 0)

I have a thought. Does offering your site in several languages increase foreign sales? Anyone tried this?

tgotchi




msg:244818
 2:37 am on Jan 11, 2004 (gmt 0)

I used the geo-targeting product from. It can pinpoint every visitor down to city level. With the longitude and longitude provided, I would calculate the distance and approximate shipping cost immediately. My international order went up to 30% after that.

[edited by: agerhart at 3:24 pm (utc) on Jan. 15, 2004]

mktman




msg:244819
 9:31 pm on Jan 11, 2004 (gmt 0)

I have typed my own ip into iplocation and geo and it comes up that I'm in Winnipeg Canada, when I'm actually in Alberta, Canada. There is about a 1500km difference. So I would say if alot of ISP's do this then ip tracking to the city may look incorrect to many and make you look incompetent.

mktman




msg:244820
 3:14 pm on Jan 15, 2004 (gmt 0)

Well I wanted to keep this post going, so I'll post something I put up on another forum. Over there branding was being discussed and I thought there was some confusion about what branding was, so here is a quick, basic definition, well at least my definition.

First, lets ensure that we seperate a brand and a brand identity, because these are two different things.

Brand Identity is a companys logo (mine should be in avatar), tagline (Just do it - Nike), corporate colors, font styles and even smells (ever walk by a KFC), music .... Your brand identity makes it easier for customers to identify your product or business and also represents your brand. Note that I said represents, not defines your brand.

Your brand is a much more intangible thing than logos and taglines. At it's core it is really your customers perception of your business and it's products. It is your job as an businessperson/marketer to mold that perception into an image that will enable you make more sales and profits. Like another poster said, every interaction or communication between your business and your customers adds or detracts from your brand ex. advertising, public relations, Customer Service, charity support, store organization, it's an ongoing process that is either going up or down.

So where to start, right? Begin by defining the values and traits your business will standby. (They should be inline with what your target market finds important). Is it being trustworthy, hardworking, innovative, cool, professional, funny...

Example:
If you were to ask a 15yo basketball player why he wears Nike's he might say," Nike is cool and I'm a hardcore player and I need them to be able to compete like the pros". You could say in this instance that Nike's brand is "cool, competitive, professional". These are the values and traits they represent to their target market.

I like the analogy of thinking of a brand as a person. Think of your best friend right now, what do they look like? how do they dress? ---That is their brand identity. Now ask your self why are they your friend? Are they honest, careing, funny, energetic? Whatever your answer is = their brand. Think of a product or company the same way, they each have their own personality.

That personality is represented by the logo, the tagline, the colors, the smells... People will eventuley associate a logo with certain values and traits. If the brand is focused on "innovative and high quality" then the customer doesn't have to question whether the product is the best because they know a GE symbol on it means it is. (GE, Sony whatever...)

The most important thing when it comes to brand strategy is to NOT COMPROMISE YOUR BRAND VALUES. Do not claim to be about trustworthyness and use a picture of your grandmother in your ads and then overcharge on shipping . Think through your choosen set of values, belief, traits and make sure you can live with them in the long run. When a choice between saving a few bucks and staying true to your brand, PICK YOUR BRAND!

Now you probably don't have the $$$ to implement fancy advertising to quickly build your brand, but that doesn't mean it's futile, it just may take awhile. Focus on what's important to your target market and stay true to your business values, whatever they maybe. With every important business decision think about how it will affect your brand. Many do it without even knowing it because they do business based on their own personal values and never let the cusomter down.

Branding is always important, except maybe when your customer only buys on price. The higher the profit margin you want and the more competitive your industry, the more important branding is to your company.

Mktman

Gareth Parkin




msg:244821
 9:06 am on Jan 16, 2004 (gmt 0)

We found testamonials are a great way to reassure people to buy - our sales went up when we added these to our site.

Plenty of calls to action - its so easy to order simply click or call. Telephone Number and Email large.

Picture of a girl on phone to give a personal feel, people still like to think that real people are there behind the scenes.

Simple steps to order - Step 1 - Step 2 - Step 3

Free DVD or similar with every order

Guaranteed service, Guaranteed quality, Guaranteed fast turnaround. Next day delivery by special delivery.

Ad copy such as - great savings - our lowest prices yet - special offers - Save as much as - New exclusive product -

Plenty of ways for clients to contact you - email , phone, fax - fast quote options.

Why should I buy from? - reassure your visitor that they have found the right product, the right company and the right price

hope this helps - have a look at www.ideasbynet.com you may pick up some ideas from here or www.adgiftdiscounts.biz

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