Here is a classic example of what NOT to do when conducting business online. That is, unless you can afford to throw away millions of dollars.
Have you seen those ads by x10 for that tiny camera that you can hook up to your computer?
It is estimated that as many as 1/3 of ALL people surfing online have been exposed to their advertising campaign. Those are HUGE numbers.
Visit their web site if you need to refresh your memory of them and their ads: http://www.x10.com/
If they were to be judged by exposure alone, then you might think that advertising campaign has been a great success.
However, it has largely failed to convert surfers to buyers and that is true test of a successful online ad campaign.
So what happened to x10?
They sunk an enormous amount of money and faith in pop-under window form of advertising through Yahoo, online version of New York Times, at MSN web site and via pop-up window that opens as you download something off Internet.
The pop-under or pop-over windows are not a problem in and of themselves. The problem with x10 seems to have been narrow focus of their product offering.
X10 has too narrow a focus.
They are getting a lot of hits on their web site with over 25 million visitors monthly. Yet 70% of their visitors leave in first 20 seconds!
That is a LOUD chorus of people saying they find NOTHING of interest or value at that web site.
It says a great deal about products they offer and design of their web site.
Since then, x10 has tried to bring in a slightly larger range of products but it still seems very narrow.
What went wrong?
X10 failed to partner with a significant array of related online businesses that could have brought it an added source of revenue via commissions.
Such a huge flow of traffic and they cannot tap into pocketbooks of their visitors.
Even small business online can partner with likes of Dell Computer, Delta Airlines, Visa Nextcard and American Express through such affiliate programs as are offered by Linkshare, http://www.linkshare.com/