Our Methodology: Measured Improvement

We know and respect the science of Marketing. That science is based on the fact that "what can be measured can be improved". This is the central advantage to doing business online -- because online, everything can be measured.

We take those measurements and use them to guide our efforts in a Cycle of Continuous Improvement. It's how all successful companies get successful and stay successful.

The Sales Funnel
We work with our clients to set up the means to measure -- and improve -- the key points in the "sales funnel". All ecommerce can be explained by this diagram, with some modification.

1. We measure your advertising. The click-thru rates, keyword and page rankings. And bit by bit, we use every creative means available to improve your efficiencies.

2. We look at your site entry points, home page and landing pages. Again, we constantly test new creative, offers, and copy to decrease your "bounce rate".

3. We look at the product pages. Here we explore what it takes to get the prospect to decide that this is the product for them.

4. We analyze your shopping cart; look at where people abandon the purchase, and devise new ways to keep them on the path to purchase. It is common to lose well over 50% of buyers in the shopping cart. This step has tremendous leverage.

5. We analyze your buyers, reverse engineer how they came to purchase your products, and use this intelligence to improve all the steps in the Sales Funnel.

6. Finally, we implement loyalty programs, because it's always more efficient to bring your customers back for more than to go fishing for new customers.

Marketing & Product Development Consulting for Online Businesses
www.emarketinguru.com
los angeles,california

Copyright 2007 Swan Group, LLC