Fair Measures Corporation: A case study in online "thinking outside the box"Written by Philippa Gamse
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So, we created a whole series of new products - instantly downloadable online guides and sample policies around these topics. They are available in Word, pdf, and html formats - at buyer's choice, and come with a full money back guarantee. The price point - currently $10 for guides, is intended to encourage impulse purchases.
The latest of these products - a "Wrongful Termination Guide" was added in April, and is now achieving a nearly 5% conversion rate in sales. This is far higher than average 1-2% that is typical of most e-commerce sites (and perhaps indicative of current economic climate!) And, with real-time traffic analysis from Hitbox, we are tweaking language and length of our selling pages to see what's most effective with each audience.
Our downloadable products are now generating a steady additional revenue stream, from a source that is very different from traditional markets for this company.
So, lessons learned (and still being learned) from this exercise:
1. Be open to new and different potential audiences for your online business; 2. Study your traffic analysis - there are many valuable clues as to visitor needs that can be translated into new products and services; and 3. Keep monitoring your visitor response and try new spins on your content.
(c) 2001, Philippa Gamse
Philippa Gamse, CyberSpeaker, is an internationally recognized e-business strategist. Check out her free tipsheet "Beyond the Search Engines" for 17 ideas to promote your Website: http://www.CyberSpeaker.com/tipsheet.html Philippa can be reached at (831) 465-0317 or mailto:pgamse@CyberSpeaker.com
Creating Your Website's Promotional StrategyWritten by Shelley Lowery
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PublishInYours Subscribe: mailto:PublishInYoursemail@example.com http://www.egroups.com/group/PublishInYours Articles Archive Subscribe: mailto:firstname.lastname@example.org http://www.egroups.com/group/articles_archives Free Content Subscribe: mailto:Free-Contentemail@example.com http://www.egroups.com/group/Free-Content Article Submission Sites: ideaMarketers - http://www.ideamarketers.com/ Free Content - http://www.certificate.net/wwio/ideas.shtml Ezine Articles - http://www.ezinearticles.com/add_url.htm Search Engines: Yahoo - http://www.yahoo.com/ AltaVista - http://www.altavista.com/av/content/addurl.htm/ Hotbot - http://www.hotbot.com/addurl.asp/ Lycos - http://www.lycos.com/addasite.html/ Excite - http://www.excite.com/info/add_url/ InfoSeek - http://infoseek.go.com/AddUrl?pg=SubmitUrl.html/ WebCrawler - http://www.webcrawler.com/info/add_url/ NorthernLight - http://www.northernlight.com/docs/regurl_help.html/ Promotional Exchanges: To set up some promotional exchanges with similar websites, visit a Search Engine and type in a keyword that best describes your website. Visit some websites that are similar to yours, but not in competition. Contact webmaster to discuss your promotional exchange. This may be a link exchange, joint venture, or whatever you both decide. Your miscellaneous promotions will include; running a press release, joining traffic generating programs, buying promotional products and advertising in newspapers, magazines, etc. Press Release: CanadaOne provides a free interactive press release builder. http://www.canadaone.com/promote/pressrelease.html Gebbie Press provides over 10,000 links to print and electronic media on Internet. http://www.gebbieinc.com/ Dr. Kevin Nunley will write your press release and send it to 5,000 media. http://coldfusion.affiliateshop.com/Link3.cfm?AID=004436 Gap Enterprises will enable you to send your press release to over 7,600 media. You write your press release or they'll write it for you. http://www.gapent.com/pr/ Traffic Generating Programs: Join some traffic generating programs to build a network of websites all linking to your website. http://www.web-source.net/web/Mega_Traffic_Generators/ Promotional Products: IDit Plates - Put your web address on your vehicle. IDit Plates are a great way to continuously promote your web site. They look like chrome and blend in well with your vehicle. http://www.iditplates.net/new/2711/index.html Magnetic Signs - Full size magnetic signs for your vehicle. Get a customized sign that magnetically adheres to each side of your vehicle, advertising your website. http://www.magneticsigns.com/ iPrint - Professional printing over Internet. http://www.iprint.com/cgi-shl/index.cgi?shop=5072 PromoCity - Add your logo to any of over 500 promotional items. http://www.promocity.com/ Offline Promotions: Place ads in newspapers, magazines, on radio, TV, etc., Visit these links for complete listings: NewsDirectory Newspapers http://www.ecola.com/news/press/ Newspapers Online http://www.newspapers.com/ Commercial Magazine Publishers http://www.writelinks.com/resources/pub/Pubs-mags.htm Once you've created your promotional webpage, open it up in your browser and add it to your favorite places or bookmark it for easy daily access. Set up a specific day for your weekly and monthly promotions and perform your miscellaneous promotions as needed. Once you've implemented your promotional strategy and continuously work it each day, you'll be amazed with results of your efforts. Consistency will be key to driving massive traffic to your site.
Shelley Lowery is the moderator of Article Announce Writer and Publisher Exchange - An article announcement list providing free content to hundreds of ezines, newsletters, magazines and web sites. Writers announce your articles free. Subscribe: mailto:firstname.lastname@example.org http://www.web-source.net/articlesub.htm