Effective Online Business: Hosting, Marketing, and Management Strategies Workshop

1
Effective Online Business Hosting, Marketing,
and Management StrategiesWorkshop I -
Introduction

• Presenters
• Kelly Burke University of Hawaii at Hilo
• Steven Parente Aina Hawaiian Tropical Products
• Supported by a USDA Cooperative State Research,
  Education and Extension Service Grant through the
  University of Hawaii at Hilo and College of
  Business and Economics Dean Dr. Marcia Sakai

2
Ecommerce and the Internet Introduction to
Online Retail Overview

• The business case for e-commerce
• What is e-commerce?
• Benefits
• Some issues and options
• The Internet how it works
• Website hosting basics
• Alternatives, costs, services provided
• Website development and design basics
• Using a web hosts tools and resources
• Website management basics
• Assessing site performance
• Payment processing
• Order processing and fulfillment

3
THE BUSINESS CASE FOR HAVING A WEB SITE
4
E-Commerce Defined

• E-Commerce
• Buying, selling, or exchanging products,
  services, and information via computer networks.
  (Turban, King, Lee and Viehland 2004)
• But thats narrow
• Internet offers more E-Business includes
• Servicing customers
• Collaborating with business partners
• Supporting electronic transactions within the
  firm
• We mean the broader definition here

5
E-Commerce Business Models

• There are 2 that are most prominent
• Business to Business (B2B)
• Selling products and services to customers who
  are primarily other businesses
• Business to Consumer (B2C)
• Sells products and services to individuals
• B2B is where most of the money is
• About 97
• B2C is the most well-known
• Amazon, eBay, etc.

6
Forces Driving Online B2C Shopping

• Convenience 75
• Cost 38
• Context
• Opportunity to buy at right time and right place
• For example from my desk when I am thinking
  about or reminded about that book.

7
The Typical Online Customer

• Activity conducted online by of Internet users
• Research a product before buying 78
• Buy a product 67
• Use a search engine 84

Source Pew/Internet.org - 2005
8
The Typical Online Customer

• Percent of each group that browse online
• Age
• 18-29 64
• 30-49 56
• 50-64 36
• 65 12
• Gender
• Male 69
• Female 67
• Income
• Less than 30,000/yr 49
• 30,000-50,000 73
• 50,000-75,000 87
• More than 75,000 93

Source Pew/Internet.org - 2005
9
The Typical Online Customer

• Completed online transactions 10
• Online sessions per week 6
• Unique sites visited per week 6
• Average surfing session 31 minutes
• Time per site per week 32 minutes
• Time online per week 3 hours, 8 minutes

Source Harris Interactive, Nielson Netratings
10
Why Have a Web SiteBenefits of E-Commerce

• Increase sales
• Distributed market exposure
• Target narrow segments
• Create virtual communities which become targets
• Reduce costs
• Sales inquiries
• Price quotes
• Product availability
• Enhance product value
• Benefits work both ways selling or buying
• But are these reason enough for YOU to own a web
  site?

11
Why Have a Web SiteBenefits of E-Commerce

• Well of course a not insignificant reason to
  own a web site may be that
• Your competitors are doing it
• In our survey of Big Island Flower Growers
  (mostly small mom-and-pop businesses), 40 of
  those responding (29 out of 74) say they already
  have a web site
• Also its just not that hard or costly to do

12
HOW THE INTERNET WORKS
13
How the Web Works Uniform Resource Locators

• Browsers differ in the way they are programmed
• So if WWW is to be useful to many we need
  standard way to identify a resource
• Example
• http//www.hawaii.edu2074/kburke/course_info.htm
  l
• URLs specify
• communication method (protocol) ex http
• host name ex www.hawaii.edu
• connection port on host ex 2074
• path on web server to resource / page ex
  course_info.html

14
How the Web Works The Internet Protocol (IP)

• TCP / IP protocol for communicating
• IP addressing every device on the Internet has
  a different IP address
• Network Information Center allocates address
  blocks
• Class Address Network part Host part
• A 18.155.32.5
  18 155.32.5
• B 128.171.12.237 128.171 12.237
• C 1 92.66.12.56 192.66.12
  56

15
How the Web WorksIP Addresses and Domain Names

• IP addresses are unfriendly
• Assign a human readable name to IP addresses
• Placed in a distributed, hierarchical, lookup
  system
• In network of thousands of domain name severs
  (DNS)
• Which map domain names to IP addresses
• For example 128.171.xxx.xxx uhh.hawaii.edu

Domain Organization Name uhh.hawaii
Top Level Domain Organization Type .edu
16
How the Web WorksProtocols and Infrastructure

• Messages versus Packets
• i.e., connection vs. connectionless

Web Server
This Machine
17
Client (Browser)
Web Server
Static
Pages
Commerce Server (Storefront)
Pages
Pages
Pages
Dynamic
Product Database
Shopping Cart
Secure Transaction Server
18
WEB SITE HOSTING
19
Getting Started Hosting Issues

• Hosting
• Understanding what hosting means and your
  alternatives?
• Do-it-yourself website services
• http//www.1and1.com
• http//www.bigstep.com/
• http//store.yahoo.com/

20
Getting Started Hosting Issues

• Bandwidth
• Capabilities and specifications
• Examine the features and functions provided by
  different hosts
• Example Comparison of features at 1and1.com
• Firewall system
• Wireless delivery
• Buy, rent, or lease
• Maintenance, upgrade, and service of the
  equipment

21
Getting Started Web Hosting

• Identify what you have resources and time to do
• Identify what will be done outside the firm
• Identify which external parties will be involved
• e.g., designer, ISP, web host? commerce provider?
  
• Identify how you will assess their performance
• Decision metrics e.g., are they reliable?
• On-going performance metrics e.g., is their
  uptime what they claim?

22
What is Involved in Establishing a Web Site?

• Web site considerations

• The services wanted
• How much your company can contribute to the site,
  from manpower to electronic content
• Time to design your site
• Time to create and program your site
• Extra fees for software development
• Fees for off-the-shelf applications tools
• The size of the site

• Training requirements
• Installation and server maintenance
• Programming
• On corporate site hosting vs. off-site
• Secure Server for financial transactions
• Your bandwidth needs
• Your server capacity needs
• Location of your server at the Web company or ISP
  company location

23
WEB SITE DEVELOPMENT
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Ecommerce and the InternetBasic Site Building

• First your Domain Name
• Maybe Id like to use flowersbykelly.com
• Check at Register.com to see if its available
• 10 Steps at Yahoo! to developing your site
• http//smallbusiness.yahoo.com/webhosting/gstart.p
  hp
• Demonstration in basic site construction
• Using Yahoo! SiteWizards

25
WEB SITE MANAGEMENT
26
Ecommerce and the InternetBasic Site Management
Functions

• Example Yahoo! Merchant Solutions
• Plans and features
• Business Control Panel - Site manager
• Store editor
• Catalog manager
• Order / request processing
• Site statistics
• Order settings
• Promoting the site

27
On-line Transaction Completion
Source A.T. Kearney, 2001
28
Reasons for Abandoning On-line Purchases
Source A.T. Kearney, 2001
29
Website Management Issues The Shopping
Experience

• Industry research shows that up to 80 percent of
  shoppers abandon shopping cart before completing
  checkout
• Techniques for minimizing shopping cart
  abandonment rates
• If the billing information is the same as the
  shipping information, include a Same as billing
  information check box to automatically fill in.
• Show stock availability on the product page, so
  shoppers do not have to wait until checkout to
  determine if a product is out of stock.
• Include a link back to product page from shopping
  cart, so shoppers can easily go back to make sure
  they have selected the right item.
• Make it easy to change quantities or delete items
  from shopping cart.
• Make it easy to select or change product values
  in the shopping cart (e.g., color, size).
• Include a "Progress Indicator" (e.g., "Step 2 of
  5") on each checkout page (e.g., tabbed pages),
  so shoppers always know where they are in the
  checkout process.

Adapted from Overture.com - 2005
30
Website Management IssuesThe Shopping Experience

• Techniques for minimizing shopping cart
  abandonment rates (continued)
• Provide shipping costs early in the process, so
  shoppers are not surprised during final checkout.
  
• Include a prominent "Next Step" or "Continue with
  Checkout" button on each checkout page, so
  shoppers do not get lost.
• Keep all information on one screen on each
  checkout page, so shoppers do not have to
  frequently scroll down.
• If information is missing or filled out
  incorrectly during checkout, give meaningful
  error message that clearly describes what needs
  to be corrected.
• If you intend to add your customers to a list for
  future e-mail marketing (either from you or a
  third party), make sure your customers know this
  and can easily opt out.
• Make recommendations of additional items to buy
  based on what is already in the shopping cart.

Adapted from Overture.com - 2005
31
Web Site ManagementPayment Processing
32
Web Site ManagementPayment Processing
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Steps in Online Payment Processing

• Merchant submits credit card transaction to the
  Payment Gateway on behalf of a customer via
  secure connection from a Web site.
• Payment Gateway receives the secure transaction
  information and passes it via a secure connection
  to the Merchant Banks Processor.
• The Merchant Banks Processor submits the
  transaction to the Credit Card Interchange (a
  network of financial entities that communicate to
  manage the processing, clearing, and settlement
  of credit card transactions).
• Credit Card Interchange routes transaction to
  customers Credit Card Issuer.
• Credit Card Issuer approves / declines the
  transaction based on customers available funds
  and passes transaction results, and if approved,
  the appropriate funds, back through the Credit
  Card Interchange.
• Credit Card Interchange relays transaction
  results to Merchant Banks Processor.
• Merchant Banks Processor relays transaction
  results to Payment Gateway.
• Payment Gateway stores transaction results and
  sends them to customer and/or merchant.
• Credit Card Interchange passes appropriate funds
  for the transaction to Merchants Bank, which
  then deposits funds into the merchants bank
  account.

34
Web Site ManagementPayment Processing

• Some things to keep in mind
• The merchant needs a special Internet Merchant
  Account
• The merchant needs to arrange for service through
  an Internet entity called a Payment Gateway
• The merchant needs to submit charges for
  settlement daily or weekly
• Merchants sign-up process at VeriSign.com

35
Web Site ManagementOrder Processing and
Fulfillment
36
Web Site ManagementSteps in Order Processing
and Fulfillment

• Order validated
• Settlement of order payment
• Customer notified
• Items picked
• Inventory updated
• Items packed (with packing slip)
• Shipping labels prepared
• Shipper pickup arranged
• Shipper picks up
• Send shipping confirmation (with tracking number)
  to customer

37
Web Site ManagementOrder Processing and
Fulfillment

• Merchant has to be notified or become aware that
  an order has been placed
• One reliable person should be made responsible
  for checking / processing orders
• It should become part of their job description
• What mode of informing?
• Email?
• Manual check of the site?
• How frequently / often will the person check /
  process?

38
Web Site ManagementOrder Processing and
Fulfillment

• Customer has to be notified of order confirmation
• Method email, phone?
• Confirmation of stage in process
• Order placed
• Charge assessed to card
• Order shipped

39
Web Site ManagementOrder Processing and
Fulfillment

• Packaging
• Effective AND attractive
• Fulfillment
• Track inventory accurately
• Make sure you have enough product
• Indicate availability on web site database
  inventory
• Shipping
• Vendor(s) and methods
• Rates how much and how assessed
• included in price, flat rate, by weight, by
  number of items
• Shipment tracking
• Shipment status updates
• Remember - foreign shipping may require
  additional paperwork
• Product guarantees and returns
• Post a visible policy with explicit instructions
• Handle returns quickly

40
WEB SITE PLANNING / OPERATING CHECKLISTS AND
OTHER RESOURCES
41
Website Planning / Operating Checklist

• Have you carefully analyzed your market and
  competition?
• Do you know who your target audience is, and is
  your website speaking to them?
• Do your prices include a realistic margin for
  profit when all expenses are subtracted including
  shipping, customer service and advertising
• Are your prices competitive with similar online
  businesses?
• Are your sites objectives and purpose clear?
• Are your products or services clearly identified?
• Are the competitive advantages of your products
  or services clearly stated?
• Do you have a business plan?  Have you planned 1,
  3 and 5 years out? 
• Will your website ever make money?
• Does your staff clearly understand their
  organizational duties and who is in charge?
• How is your companys hierarchy and decision
  process handled? 
• Is there a clear path from RD to sales? How
  quickly can your company initiate innovative
  ideas and products and have them online?
• Is your websites architecture well designed and
  easy to navigate?
• Is your shopping cart easy to use? Is it secure?
• Is your electronic infrastructure set up
  efficiently? 
• Do your website, product database, shipping,
  inventory, accounting, e-mail and customer
  database integrate well with each other? 
• Is your database the hub?
• Do you have good statistical analysis software in
  place to track visitor and customer information?

42
Website Planning / Operating Checklist

• Does your website have a professional appearance
  when compared to your competition? 
• Is your text well written, concise and free of
  errors?
• Do you change your website frequently to make it
  fresh?
• Are your photos high quality and well lit?
• Are your graphics and photos optimized for the
  web?
• Do they represent your products well?
• Do you have click-to-enlarge photos of your
  products?
• Does your website load quickly?
• Is your software working well between inventory,
  fulfillment, shipping, customer service and
  accounting?
• Do you have a merchant credit card processing
  account?
• Have you decided on transaction policies, types
  of transactions, privacy policies, secure data
  storage for customer data?
• Does your staff know what to do in every
  situation?
• Are you able to fulfill orders quickly?
• Do you respond quickly to customer e-mail
  questions and service issues?
• Do you have a toll-free telephone number and can
  customers easily find someone to talk to?
• Do you or the person responsible for your website
  and marketing have intimate knowledge of the
  internet?
• How many hours per day is spent online? 
• Do you purchase, conduct business and research
  online yourself?
• Are you watching for online trends and emerging
  technologies? 

43
Other Online Resources

• A lot of small business related information -
  AllBusiness.com
• Universal online payment processing PayPal.com
• Online payment processing and transaction
  security VeriSign.com

44
Ecommerce and the Internet Conclusion

• We Talked About
• What is e-commerce and why do it?
• The Internet
• Website hosting basics
• Website development and design basics
• Website management basics
• Now You Should
• Go Out and Explore Some Web Site Options
• Maybe Even Start a Web Site
• In The Next Workshop Well Talk About
• How To Effectively Market Your Site
• Online Exchanges and Co-operatives

45
Effective Online Business Hosting, Marketing,
and Management StrategiesWorkshop 2

• Presenters
• Kelly Burke University of Hawaii at Hilo
• Steven Parente Aina Hawaiian Tropical Products
• Supported by a USDA Cooperative State Research,
  Education and Extension Service Grant through the
  University of Hawaii at Hilo and Dr. Marcia Sakai

46
Effective Online Business Marketing and
Management Strategies

• Marketing your Internet business
• Monitoring your sites performance
• Extending business opportunities - online
  exchanges / cooperatives

47
Website Marketing

• Excellent customer service
• Word of mouth is the best form of advertising
• Plan a realistic monthly marketing and
  advertising budget
• Search engines
• Directories
• Traditional off-line media

48
Website Marketing

• Domain name should suggest your service or
  products
• Ex FlowersByKelly.com or flowers-by-kelly.com
• not kelly.com
• The text in your website is critical to marketing
• Descriptive, accurate, concise
• Include keywords more than once but not too
  often

49
Website Marketing Three Objectives

• Increase Presence ? Optimize
• Drive Traffic ? Publicize
• Convert Visitors ? Monetize

50
Website Marketing

• Find out if your site is indexed
• Pages in cache
• At Google ? cachehttp//your-domain.com
• Ex cachehttp//primal-elements.com - nothing?
• Ex cachehttp//www.primalelements.com
• Number of pages indexed in domain
• At Google or Yahoo! ? siteyour-domain.com
• At Google sitewww.uhhiloagstore.com
• At Yahoo! sitewww.uhhiloagstore.com

51
Search Engine Marketing
52
Search Engine Marketing

• Combination of
• Your sites pages (content)
• Bid for placement advertising
• Sponsored results at search engine sites
• Ex search Google for bath soap

53
Search Engine Marketing Basic Design

• Most search engines use weighted point systems to
  display results in a ranked order
• Ranking is result of page grade
• Grade title description keywords H1 tags
  links-into alt descriptions number of
  images page size
• Use a tool at Summit Media to analyze your site
• http//tools.summitmedia.co.uk/spider

54
Search Engine Marketing Basic Design

• Its all about descriptive content
• Limit use of multimedia
• Limit use of graphics
• Use long descriptive link text
• Ex Here you will find a listing of all of the
  courses Dr. Burke teaches.
• Spell check and edit
• Make it easy to move around the site
• Avoid frames

55
Search Engine Marketing Optimization

• Use a descriptive Title
• No more than 40 characters including spaces
• Include keyword in title
• Ex Flowers-by-Kelly Home Page Orchids for all
  occasions
• Use meta-tags
• Description meta-tag should
• Be no more than 190 characters long
• Include keywords
• Be factual and accurate
• Include general product information
• Include information about target audience
• Not include slang, exaggeration, or hyperbole
• Keywords meta-tag
• Header H1 tags

56
Search Engine Marketing Optimization Using Meta
Tags

• Title Tag
• lttitlegtSore Okole Mountain Bikes - Home
  Pagelt/titlegt
• Description Tag
• ltMETA NAME description CONTENT Sore Okole
  Mountain Bikes is the place for all of your
  biking needs, including frames, components,
  accessories, gear and popular brands like
  Cannondale, Trek and Specializedgt
• Keywords Tag
• ltMETA NAME keywords CONTENT mountain,
  bike, bikes, Cannondale, Trek, Specialized,
  components, gear, framesgt
• Header Tag
• lth1gt Sore Okole Mountain Bicycles lt/h1gt
• Example of HTML source at Sore Okole Bicylcles

57
Search Engine Marketing Bid for Placement and
Keywords
58
Search Engine MarketingBid for Placement - PPC
Advertising

• Register with PPC system (search engine)
• Load account
• Create an advertisement
• Title, body text, link to landing page
• Choose keywords to associate with the ad
• For each keyword you associate - bid amount you
  are willing to pay for each click for the ad

59
Search Engine Marketing Keywords

• How they work
• Keyword analysis
• Keyword rank meta tag placement
  capitalization font size word position in
  document relative to other words
• Identify competitors keywords
• Look up synonyms
• Bicycle and bike
• Consider plurals and spelling mistakes
• Bicycles and bicycels
• Research the use of the keyword
• Yahoo! Advertiser Center ? Tools ? Term
  Suggestion ? Type in search term

60
Search Engine Marketing Keywords

• Keywords should attract visitors in all three
  stages of the buying cycle
• Researching
• General keywords ? mountain bikes
• Shopping (comparing)
• More focused ? cross country mountain bikes
• Purchasing
• Specific choices ? Specialized Rockhopper (a
  brand of cross-country mountain bike)

61
Search Engine Marketing Keywords

• Many sites will have to manage dozens and even
  hundreds of keywords
• Every keyword should land the visitor at the
  most relevant page for that keyword
• Example Trek should land visitor on a page
  with Trek bikes - not on the sites homepage
• Keywords may have to change to reflect
  seasonality

62
Search Engine Marketing Keywords

• Matching
• Broad
• Mountain bikes whenever search contains these
  words
• Phrase
• Mountain bikes only when search contains this
  phrase
• Could be in a search for used mountain bikes
• Exact
• downhill mountain bikes only when search
  specifies this exact order of words
• Would not show for search of mountain bikes
  downhill
• Negative
• -Used does not show when this word or phrase is
  used by someone looking for used bikes

63
Search Engine Marketing Keyword Tools

• www.Adwords.Google.com
• www.Wordtracker.com
• Searches data at large web-crawlers like
  www.Dogpile.com
• Stores two months of searches 300 million
  searches
• Number of times searched for in last 60 days
• Estimates number of searches per day
• Similar terms common misspellings
• Comparison of number of times term is searched
  for and number of pages returned for the term
• Look for term with many searches and few pages
  returned

64
Search Engine Marketing Valuing PPC Search Terms

• Determine how much gross profit (after costs) you
  make per sale
• Is there a lifetime value per customer or
• Do you value a customer as one time only?
• Calculate conversion rate
• Shop.org estimates retail industry average at
  2.4
• When possible use your own site statistics
• Calculate PPC value also called Conversion Cost
• If your gross profit is 10 per sale
• And your conversion rate is 4 (4 sales per 100
  click-throughs)
• Then your PPC value is 10 X .04 0.40 - that
  you would be willing to pay per visitor (PPC)
• In other words, you can pay 0.40 per click
  through and after 25 of them you would have paid
  25 X 0.40 10.00 but youd expect 1 of the 25
  visitors (4) to buy something - giving you that
  10.00 gross profit, covering your PPC costs

65
Search Engine Marketing Cross-linking and Other
Issues
66
Search Engine MarketingCross-linking

• Page Rank is increased by
• More links into your site
• Links into your site from more relevant sites
• Cross-linking is also a form of Branding
• Use linking strategies that enhance your
  website's position not detract from potential
  sales
• For instance, link from complementary products
  sites rather than from similar products sites
• Cross-linking sources
• Trade associations
• Companies you do business with
• Press releases and promotions
• Have content people value (ex history of lei
  making)
• Contact relevant sites
• The power of cross-linking
• Check link popularity - for ex at AltaVista.com
  - linkflowersbykelly.com

67
Search Engine Marketing What Search Engines
Dont Like

• Dont search or find it difficult to search when
  they see
• Frames, images, multimedia (ex flash,
  animation), image maps
• Avoid frames, images, animation unless necessary
• Move images and image maps to bottom of page
• Scripts, excessive formatting code
• Call external scripts dont embed in source
• Use external CSS files for formatting
• Dynamic pages too many parameters, too many
  possible pages
• Use static pages when possible
• Use one or two parameters at most
• Will not search sites that demand cookies for
  site access

68
Search Engine Marketing Submit to the Major
Engines

• AltaVista www.altavista.com
• AOL.COM Search search.aol.com
• Ask Jeeves www.askjeeves.com
• Google www.google.com
• Overture www.overture.com
• Excite www.excite.com
• Fast www.alltheweb.com
• HotBot www.hotbot.com
• Lycos www.lycos.com
• MSN Search search.msn.com
• Dont forget Froogle www.froogle.com

69
Search Directory Marketing
70
Search Directory Marketing

• Directories are different than engines
• Index by categories rather than keywords
• So there are far fewer categories
• Why submit to directories?
• Another channel of exposure
• Each one is one more link into your site
  remember cross-linking

71
Search Directory Marketing

• Major directories are
• Google Directory fed by Open Directory Project
• Yahoo! Directory
• Fourteen categories thousands of subcategories
• So may be difficult choosing a category to be
  listed in
• Submitting costs
• Open Directory Project www.dmoz.com
• LookSmart www.looksmart.com

72
Search Engine Marketing Webmaster SEO Resources

• Googles webmaster pages
• http//www.Google.com/webmasters/guidelines.html
• http//www.Google.com/webmasters/faq.html
• Yahoo help
• http//help.Yahoo.com/help/us/ysearch/index.html
• Search Engine Watch
• http//www.SearchEngineWatch.com
• Pandia Search Central
• http//www.Pandia.com
• Open Directory Project
• http//www.dmoz.org/Computers/Internet/Searching

73
Non-Search Engine Marketing
74
Non-Search Engine Marketing

• Advertising banners
• Typical ad 468 x 60 pixels (about 1 x 5)
• Are they effective?
• Click through rates of 1 3 per thousand
  impressions
• Buying them
• Costs dropping 20 for 1,000,000 impressions
  (banner.com)
• Link exchanges ex flower sellers could
  partner with gift sellers or gift-card sellers
• Remember - having link partners also looks good
  to search engines
• Are they right for your products or services?
• Banner strategies
• Banner should load quickly and have a call to
  action ex click here for
• Have inventory of 5-6 banners
• Have them rotated every 5,000-10,000 impressions
• Use multiple banner exchanges for different
  networks of targets
• Look / negotiate for more targeted exposures
  (they target using keywords that you bid on)
• Monitor click-throughs for each banner and from
  each exchange

75
Non-Search Engine Marketing

• Opt-in e-mail databases
• Promotions, e-mail marketing, direct mail
  marketing
• Build lists from store front, web site, catalogs
• Buy lists from list sellers
• Response rates higher than with banner ads as
  much as 5-10
• They are targeted
• Effectiveness of banner ads and email programs
  may be considered as Brand Building

76
Non-Search Engine Marketing

• Affiliate programs and promotional partnerships
• Pay to have leads sent to you (pay per-click or
  per-sale)
• Ex www.myaffiliateprogram.com
• Bonus point strategies can develop repeat
  business
• The importance of traditional advertising
• Print can cost 2 - 3 per sale
• Radio, television can cost 10 - 40 per sale

77
Website Marketing Follow-up Management Issues
78
Website Marketing Follow-up Management

• Collecting / analyzing visitor and customer data
• Discovering your customers patterns, wants and
  desires
• Using software to analyze the data
• Ex uhhiloagstore at Yahoo! Store
• What to analyze
• How often
• ROI (Return On Investment) from advertising and
  marketing
• Measuring advertising effectiveness
• What is your Cost Per Conversion?
• For example Google has a Conversion Tracker
  tool

79
Website Marketing Checklist

• Does your domain name make sense with your
  service or products?
• Is the text in your website descriptive, concise
  and accurate?
• Do you understand how search engines work and
  that most use a weighted point system to display
  results?
• Do you understand what bid-for-placement
  marketing is?
• Do you understand what sponsored results are in
  the search engines?
• Do you understand what cross-linking is?
• Do you know linking strategies that enhance your
  website's position and do not detract from
  potential sales?
• Do you know that some past internet marketing
  techniques can actually get your website
  penalized with the search engines?
• Have you planned for a realistic monthly
  marketing and advertising budget?
• Is online marketing such as advertising banners
  good for your products or services?
• Would traditional advertising work with your
  online presence, such as print, radio and
  television?
• Have you considered creating an opt-in e-mail
  database for promotions, e-mail marketing and
  direct mail marketing?
• Are there promotional partnerships available for
  your products or services?
• Do you have bonus point strategies in place to
  develop repeat customer traffic?
• Do you have the software in place to collect and
  analyze visitor and customer data? 
• Do you analyze it regularly and learn your
  customer patterns, wants and desires?
• Do you have a good ROI (Return On  Investment)
  from your advertising and marketing? Do you know
  how to tell?