Managing The Flood Of Web Buyers, Part 1
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Jim Coogan
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4. Testing incremental sales from Web buyer segments to measure sales and breakeven from Web buyers.
Distinguish from Two Types of Web Buyers
Not enough circulation planners distinguish between the two kinds of Web buyers: pure Web buyers and catalog-driven Web buyers. Pure Web buyers come from Web traffic and haven’t received a catalog from you. Catalog-driven Web buyers received your catalog and simply placed their order using your Web site. For pure Web buyers, the demand was created on the Web and the order was taken on the Web. As for catalog-driven Web buyers, the demand was created by your catalog and the order was taken at your shopping cart.
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- People:
- Jim Coogan
- Places:
- Santa Fe, N.M.
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Jim Coogan
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