Is Your E-commerce Site Losing Customers?

Sharon Taylor

Optimize Customer Entry Points

Will increase site stickinessAnd thus online revenue streams$7.29 trillion worldwide by 2004

Need to Know

Ways in which customers reach your siteWhich pages are most popularWhat ad campaigns are workingHow to use partnerships with other on-

line businesses to attract new customersNeed effective range of customer entry

points

Attracting Those Customers

Use monitoring and analytic tools to:Pinpoint troublesome Web pagesTarget audiences & user demographics

Use online advertisementsBanner ads or static adsClick-through rates are lowBuilds name recognition

Online Market Research Services

Create surveysGet instant feedback from targeted

customersEntry point marketingSearch engine optimizationPartnership building

Search Engines

Valuable entry point for your siteRegister with as many as possibleIntraPromote will submit key words and

product information for youProper use of metatags and descriptionsEngine profile editors

Getting Customers from Other Sites

ReferralsBanner advertisementsBuild strong partnershipsMay advertise for free on partner’s siteExamine Web logs to find new partners

Tools of the Trade

For monitoring and analyzing site trafficWho visits a siteWhere they came fromWhat pages they accessedMeasure success of adsSee which sites are referring customers

The Data Being Analyzed

Is kept in Web logsIdentifies problem pointsPinpoint search engine referralsAnd keyword usageDetermine potential partnershipsTarget ads campaigns to specific groupsPredict trends in site usage

Marketing Solutions & Reports

ProsEnhance customer interactionOptimize search results Increase click-through rates

ConsDifficult to monitors without toolsCan be expensive