Dale Majors Owner

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Dale Majors Owner
Bikewagon.com
Website Analytics
Transitioning to your own website.
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About Bikewagon

• Started selling online in 2000, first on forums,
  then on eBay.
• Partnered with my father George in 2003
  decided to make a legitimate business out of my
  hobby.
• Coined the name Bikewagon after I was told that
  my dalepmajors eBay user ID wouldnt cut it.
• Rode bike from Canada to Mexico in 2004, toured
  3500 miles through Europe in 2006. 4 months
  touring.
• Passionate about E-Commerce plus passionate
  about cycling foundation of my online
  businesses. I love Automation.
• Two main businesses Bikewagon and Selling
  Retailer Returns/eBay.
• Employ 18 people, ship 1000 orders a week.

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Agenda

• Our Transition from eBay
• Optimizing our Website more metrics!
• Strategically building your business with Real
  Numbers

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Analytics an eBay background.

• eBay analytics
• Conversion rates
• Page views
• Reasons to sell outside of eBay
• Ever-increasing eBay fees
• Lack of control over policy changes
• Harder to build an independent brand
• Are eBay customers really YOUR customers?

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Challenges in adopting new website

• Inventory Management between two venues.
• Fixed product inventory.
• Time investment seemed too big. Intimidating.
• First website lasted 1 year
• 2 years later - a new website which lasted for 3
  months
• Current website 2 years old! Promoting it for
  last 6 months.
• SET TIME ASIDE TO WORK ON WEBSITE, START NOW!

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What would we have done differently?

• Recognized that we needed to invest more time
  and money up front on our website.
• Clearer vision of the website purpose and value
  offering
• Built it sooner on current platform
• Implement an analytics package from the
  beginning.
• Let the customers decide what to fix first.

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Website Analytics way more numbers!

• Conversion Rates.

• Which pages are visited most?

• Which pages are exited most?

• With which keywords do people find your website?

• Where are your customers coming from, which
  sites are referring them? Why? How can you get
  more of them?

• New vs. Returning visitors.

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Which sites convert? What would you do to with
this data?
Conversion Rates
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Let the Customers decide What would you do to
with this data?
Which Pages are Visited Most?
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How did they find you? What would you do to with
this data?
Which Keywords are people using?
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What would we have done differently?

• Consistently build content pages from the
  beginning
• -Set a schedule.
• Use user data to build our road map.
• Merchandised sooner according to what our
  customers wanted.

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PPC and SEO

• How much are you willing to spend for a sale?
• How much is a new customer worth to you?
• Costs of PPC
• Time spent monitoring the campaign
• What other costs are associated?
• Costs of SEO, who is doing it and how much do
  they cost?
• How will it help your site long term?
• Building a plan around each, and tracking the
  results.

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Using the Data

• Data only becomes valuable as it is applied to
  your business.
• Base your business decisions off of your data.
• Use analytics to track changes to your site.
• Use the data to plan future changes to the site,
  what are your customers asking for.
• Schedule time to study analytics on a regular
  basis.

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Take Home

• Transitioning from eBay
• - Get on a solid Platform
• - Add content consistently
• Optimizing our Website more metrics!
• Install and analytics package
• Track visitors and learn about your audience.
• Strategically building your business with Real
  Numbers
• Use the Data to make business Decisions.