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Yahoo! Store Case Study: How I got an $826,221.62
Sales Increase
Part 1
store 9 revenue-share project(I get paid by the click)
DISCLAIMER The STATS you are about
to see are true. Personally identifiable
information about the STORES used has been removed…
Store9, Year 0
designGOOG-friendly RTML,
pimped the cart
Store9, Year 1
seo + ppcconverting keywords,
built some links
Store9, Year 2
conversionfree shipping model,
free gift with purchase,& converting keywords
Store9, Year 3
boosting low or no growth
Store9, Year 4
Shaking the tree• Hit your email list regularly
• Track how emails perform
• Learn from your mistakes
• Segment your customers
• Keep what sticks
backgroundon me…
Snell Bros
retailerdog supplies, comics,
baseball cards pokemon, copyshop
Comics
web marketerYahoo! Store dev, RTML, SEO, PPC,
Conversion, Analytics
Gds 1997
We got a spokesmodel…… steve & click
writer/speakerblog, Y! columns, book, newsletters, webinars,
search speaker, seminars
My own blog
Ystoreblog
book
Amazon book
Rob@IR
seminars
email list [email protected]
click
about Ron and Top Right
Topright
thinking about emails
relevantcustomers
(buckets)
pic
relevantproducts
Store SERPS
View source
relevant
offer
Make me an offer…• New 2009 releases
• Liquidations
• Free shipping offers
• Free gift with purchase
• Tie into seasonal, timely
relevant
writing
Writing good emails• Be personal
• Be real
• Share good content
• Tie into seasonal, timely
tell stories
building
emails
Content comes from product
custom
RTML
Custom RTML
easy peasy mail
Get IDs from store URLs
Go to the CONTENTS page
Create a NEW ID
Edit & Update: Custom Type/Template
easy peasy mail
How I doubled
$$$
segmented 90% of customers into 3-5
buckets
What segments?• What products customers bought
• What activity customers do
• What level of expertise
• How much $$$ spend
• Where they live
• How often they order
• How long since ordered
How Top Right segmenting works…
How Top Right email tool works
How I track
$$$
My favorite email stats• Number of emails sent
• Unique emails opened
• Unique clicks
• Conversion Rate of campaign
• Number of orders
• Total Revenue
Real numbers on real emails
Old School…
indextools
Indextools: sales by entry page
Indextools 90 day graph
Y! last 120 days
topright
TopRight monthly revenue
TopRight (RPE) revenue per email
