Like so many facets of direct marketing, improving Web-site conversions depends as much on applying an appropriate focus, some common sense and thorough planning as it does on adopting the latest technological breakthrough. Indeed, 43 percent of Web executives, marketers, developers and IT managers said conversion rates are the most important Web-site metrics they track, according to a survey from NetIQ. Itโs astonishing, then, that 66 percent didnโt know their own conversion rates. Whatโs needed? The logical first step toward improving conversion rates โ and overall Web-site performance โ is to apply some of the same knowledge you use in initiatives for
Creative
Many catalogers who use customer testimonials say this creative element boosts sales and adds a friendly touch to their brands. Below are some things to consider if you, too, want to utilize this creative element in your print catalogs. Testimonials Work Most catalogers report a general boost in product performance when they use testimonials, although many admit they donโt scientifically measure the impact. โI used testimonials at Gardenerโs Supply and think they can be really powerful catalog marketing tools,โ says Susan Stone Russel, the former circulation manager at Gardenerโs Supply catalog, and currently a manager at Intuit. โMy main objective
When you call a catalog advertising agency, designer or copywriter, you expect to have things your way. After all, you have the cash. While you certainly can have things your way, the strongest-selling catalogs generally are those in which the cataloger has worked as a partner with โ not a dictator to โ the creative team. How can you bring a detailed knowledge of your product line and customers to the table, without smothering the creative process with non-negotiable rules? Following are four guidelines that may help. 1. Leave your quirks at the door. A national manufacturer with a highly respected brand launched
As a business-to-business (b-to-b) cataloger, you know that your large catalog is an essential selling tool, as well as a brand differentiator. Its benchmarks of success may include strong revenues, remarkable customer response and overall profitability. A good strategy for any catalogโs mailing frequency should be based on the bookโs anticipated order-response curve. But when you create a large b-to-b catalog thatโs expected to have a shelf life of four, six or even 12 months, how can you ensure that it keeps selling well during its entire campaign? The following 10 steps can help. 1. Understand the order-response curve. This is defined
Many catalog managers have an idea of what they want their brand to be, only to learn through trial and error that what they want it to be may not be what it is. Likewise, in an effort to deliver something exciting to a catalog client, many creative agencies suggest remaking a brand to become more appealing to a different audience (e.g., younger, hipper, wealthier). Certainly, there may be legitimate reasons to redo your brand, but understand that itโs a difficult and complex process requiring thought and expertise to execute. Making an abrupt change and unveiling a new creative or merchandising concept could
โMartha! Itโs here! Itโs here!โ Everyone jostles one another as they rush the catalog into the front room and sit down to read. โLet me read it first!โ โNo, me!โ โDonโt wrinkle it!โ While they donโt say so out loud, I think many catalogers envision the above scene when their catalogs arrive in the homes of their target audiences. And for a few of your better customers, this scene may not be too far off. Studies have shown that catalogs are more positively received by consumers than any other form of direct mail. But assuming youโve already covered all the basics (and so your
Good circulation planning and merchandising are the keys to success for a catalog company. Knowing how many books to circulate can be determined by calculating a catalog break-even point. But determining the number of pages your catalogs should include can be more difficult and somewhat more arbitrary. This month, Iโll look at basic criteria that can help determine the best page counts for your catalogs. Iโll also review the economics of adding pages to a book. Pages increase response, and the economics generally are favorable, provided thereโs enough good merchandise available to support additional square inches of selling space. The decision to
Hereโs an analogy: Home page is to Web site as storefront is to retail and cover is to catalog. In short, itโs the first impression prospects have of your company, and a critical one at that. In fact, a home page has to work even harder than a retail storefront or print cover because it must facilitate transactions further on in the site, says Bridget Fahrland, executive creative director at e-business consultancy Fry Multimedia. โIt canโt just be about catching the eye. Something there has to get [customers] to go deeper,โ she explains. Though much of home page design depends on each catalogerโs
Want to know the secret to stellar search engine rankings for your catalog? Itโs not technical tweaks or coding tricks. Page-one search engine rankings on spidering search engines such as Google and Inktomi mostly hinge on one thing: your Web site copy. Search engine optimization (SEO) writing entails expertly weaving keyphrases (e.g., cashmere sweaters, menโs digital watches) throughout your online marketing text. Proper keyphrase research and positioning will reward you with top-tier rankings and online branding. But if you starve the search engine and ignore your keyphrases, your site rankings may slump. Brand Your Business, Beat Your Competition If youโve ever believed that your
The fish are the last to discover the sea, so says the Chinese proverb. This analogy may stretch to Godiva, whose staffers had been working so closely with its site they werenโt sure what was needed to make it even better. According to Beth Brown, Godivaโs senior manager of interactive, prior to an October 2001 makeover the companyโs interactive group tweaked its site based only on competitive benchmarking and intuition. โBefore, I literally had mock-ups [of page designs] and would ask [my staff] what they thought,โ she says. This time, Brown sought advice directly from customers with usability testing. Brown and