Archive for September, 2008

Shop.org Annual Summit in Vegas

September 28, 2008

The last show of the year that will include Celebros attendees (in the US)  is behind us. The Shop.org Annual Summit was hosted at the beautiful Mandalay Bay Resort & Casino in Las Vegas, NV last week.

While at the show, we got a chance to meet with several existing clients such as Richard Slater from HappyMothers.com and Bobby Lyons from SkinStore.com.

There were several unique inclusions to the show. For example, one-on-one critique sessions were available with industry experts. During the breaks, Fit  for Commerce provided expo hall tours to attendees. Many many attendees then wrapped up the day at the evening network event at the LAX night club.

Better ROI Guaranteed- Pay Attention to What Shoppers Want

September 22, 2008

Okay, so what does my previous post on Google, Sesame Street and diminishing (or adapting) attention spans have to do with eCommerce?

Well, for starters, I’d say Google’s always a relevant topic. Google is interesting and innovative, and it’s always fun to watch what the big G is up to.

And on a practical level, which eTailer doesn’t have an Adwords account? Doesn’t spend resources on SEO techniques to get to the top of Google’s organic listings? Google is infinitely relevant to online retailers.

As for diminishing attention spans, being able to recognize the different ways humans adapt to absorbing and interpreting information is key for retailers who want to succeed.

When building an online store, you have to think about how shoppers think AND act, both in the physical and virtual domain. You can start with self-inquiry. How do I notice an item in a bricks-and-mortar store? What draws my attention? What makes me more likely to buy?

Now, online, how do I recreate that level of interest, interaction and engagement? What more can I give my customers in a virtual world?

Sure in a mall, there’s the risk that shoppers can physically transport themselves from store to store if they don’t find what they want or are unhappy with the service, but this requires some actual effort.

Online it’s super easy to leave a store. Another store is just a click away. There is almost no investment required for an individual to jump from store to store (the person does not have to physically move, does not have to say no to an inquiring salesperson, feel personally bad about not making a purchase, etc.). That’s why you need to keep your online shop interesting, engaging and easy-to-navigate.

Force shoppers to pay attention to your wares by making them easy to find. Allow spontaneous purchases with one-click shopping. Keep your site fresh and relevant. Adjust with the times, seasons and your inventory. Incorporate interactivity into your site.

In short, make your online store the kind of place you’d like to be. Or as the title says, pay attention to what shoppers want.

Google, Sesame Street and the Laws of the Diminishing Attention Span

September 16, 2008

Phew that’s a mouthful. But if I was doing my phD, that would be the title of my dissertation (no one go stealing that!).

The diminishing attention span is one of the staples of the wax-nostalgic set of those believing there was once some form of true stability in this world. Ah, when I was young, “x” was so much better.

Let’s be at least a little realistic here.

Prices have always seemed high to us mere mortals. Children always seem to be getting more spoiled, more cheeky and more self-entitled.  And when exactly was there affordable housing in a major city center?

Now we’re getting to my point here, the “evils” of the world have always existed, in some relative form.  In other words, as far back as memory goes (and that’s not far if we believe the very question) haven’t attention spans always been shrinking or drifting?

Whether or not Sesame Street has had a (negative) effect on children’s attention span and their ability to learn (rather than be entertained), has been debated by parents, educators and the self-diagnosed ADD for years. Instead of simply learning the alphabet, seated straight spined at desk, children now learned their ABC’s from singing and dancing Muppets. How children, and therefore adults learned began to change, and not everyone was sure (or continues to be sure) that this was a good thing.

So, now here’s the real point, is Google (being almost the generic name for search engines) the Sesame Street of this generation?  As Nicholas Carr in his article in The Atlantic on Google and the diminishing attention span asks “Is Google Making Us Stupid?”

Carr, once an avid reader, laments his diminishing ability to concentrate or read long passages.

“Now my concentration often starts to drift after two or three pages. I get fidgety, lose the thread, begin looking for something else to do. I feel as if I’m always dragging my wayward brain back to the text. The deep reading that used to come naturally has become a struggle.”

The culprit? Not aging, but the changing ways in which we learn. Thanks to, the Internet, and the Internet’s best-friend, Google.  He continues:

“I think I know what’s going on. For more than a decade now, I’ve been spending a lot of time online, searching and surfing and sometimes adding to the great databases of the Internet…. When I mention my troubles with reading to friends and acquaintances—literary types, most of them—many say they’re having similar experiences. The more they use the Web, the more they have to fight to stay focused on long pieces of writing.”

With the easy access to information, that in itself contains further hyper-linked information, all just a click away, our minds (and eyes) tend to wander, perhaps in the very fashion of a meandering, tangential conversation. We can now only read in spinets. The quest for educational entertainment (or entertaining education) has simply moved to today’s media forum – from television to the Internet, from grade school to office cubicle.

Is it all that early childhood television watching that made us so impressionable? Is that why we need a singing alphabet to learn to read and a search engine to help us forget that we once knew how? Or is it simply a matter of things simply changing.

 

Selling Virtually Nothing for Literally A Lot

September 8, 2008

How brilliant are the facebook virtual gifts?

Not only do they sell the absolute most random “things”, but they’re all only $1. Who doesn’t think $1’s worth a bit of a laugh at least? It’s the perfect impulse buy.

And apparently, it’s darned lucrative. The gift application is estimated to bring in between $28,500,000 and $43,500,000 in revenues to facebook per year. And since it requires no physical inventory and no actual shipping, it’s pretty much all profit.

But as in any online search and/or shopping scenario, somethings always stay true. As I recently read on CNET News:

“The vast majority of Facebook gifts are bought from the first screen of gifts in the directory–almost 80 percent of the total sales come from the group of the first 20 gifts. This points to the self-reinforcing nature of popularity (the crowdiness of crowds rather than the wisdom of crowds) when popularity data is made public.”

The first sentence is obviously true in any search engine. People tend not to click past the first page of google query results, for example, or purchase items “hidden” further in a store’s online inventory.

Re the attraction of “the crowdiness of crowds” vs. “the wisdom of crowds,” well that’s a philosohpy of its own.

It’s quite likely that facebook virtual gifts do not feature dynamic adjustment to reflect shoppers’ actual purchases. It’s more likely, certainly for the homepage gift offering, that the recommended “product” is one suggested internally by the big brains behind facebook. So this would of course support the crowdiness theory.

On the other hand, google, as far as we know, is more wisdom based, with a fine tuning of display results between links, clicks and relevance.

Either way, it turns out, it’s good to be on top.