Posts Tagged ‘web-based business’

BREAK POINT TWO

March 8th, 2010

Orders are easy; you get the money, you give some of it to your supplier, the supplier handles the rest. It is very simple, very straightforward. Analytic reporting and analyzing is something that is our personal responsibility as the website owner. No one is going to twist our arm and make us do anything, like a supplier would for a delinquent payment, yet this is something far more important to the success of your business.

Always Keep a Log

Always Keep a Log

The way in which you log is not as important as it is that you are logging your results. Be it in a spreadsheet that you will track results, or in a notepad, the important thing is you find something that works for you. The spreadsheet is the ‘normal’ answer, but if you’re not comfortable with it, don’t use it! Write by hand if that’s better for you, write it in a simple word processing document. This has to be something that is easy for you, or you are going to think of excuses not to do it.

A lot of marketing is going to boil down to running PPC campaigns, changing text on your homepage, and a host of other seemingly small, similar things. If we do not take the time to analyze what our efforts are actually doing, then there is no point in doing it. We cannot throw money or time into a machine, and expect results. We have to see in what areas our advertising is succeeding, and where it is failing, and change things accordingly. There are no hard or fast answers that can be given; your market is unique, and you have to work within it to be successful.

But with a little bit of extra planning, and weekly due diligence, we’ll be able to take full advantage of all that advertising gives us. Running a business is work, but if we take that little extra effort day to day, we’ll be pleasantly surprised by the results!

Wal Mart Already Did It

March 3rd, 2010

One of the most common problems people come up against when starting a website is immediately trying to stack themselves side by side with a retail giant like Wal Mart. Why bother trying to sell my item? Someone can just go buy it at a big store for half my cost anyway.

And you know what, they’re right. If you’re trying to offer something to your customers online that they can buy at a big chain store that’s ten minutes away, why are they going to wait a few days for it to ship? You’re not going to compete if you’re trying to go toe to toe with a bruiser like that. They don’t have decades of experience and billions of dollars in their corner doing nothing.

Instead, we want to consider what strengths we have as a dropship site that a large-scale store would not. Our primary advantage lies in that we are not carrying any inventory ourselves. An inventory choice made by a brick and mortar store is weighed carefully. They have to purchase in high enough volume that they can reasonably meet the demand for the item. If the item isn’t guaranteed to do at least moderately well, they can stand to lose a pretty penny if it doesn’t move.

Brick and mortar stores have to choose the safer path. They’re choosing what will appeal most broadly. They cannot afford to take a chance on a strange product line that would only appeal to true experts. As a dropship site we can.

We are not buying our items in massive quantities all at once. If a product line we have to offer tanks and doesn’t sell, its a hop, skip and a delete button away from being gone. We’re not going to have to liquidate the item to get precious floor space. When we want it gone, it’s gone.

We are much more free to experiment; we can try items that might not be universally popular, but will gather a dedicated following. We can offer a wide variety of similar items without having to worry they’re too similar. We’re giving a depth of options that many stores just cannot compare to.

So when someone asks why you want to sell linens when someone can just grab a quick set from Wal Mart, remind them confidently that while basic cloth and Superman patterns are great, there’s a wide world out there that the discerning buyer is going to look for, and they’re more often than not going to find their mega stores wanting.

You’re Selling WHAT?

March 1st, 2010

Chances are very good that you’ve been asked that broad question at many junctures as you’ve started your business and built your empire online. You might have a stock response to the question: You go into a short little blurb about what your research determined, laughingly saying, “I KNOW that sounds weird, but the numbers work, I swear!”, and noting slyly at the end that you’ve noticed that you have just the thing that they’ve needed all along without ever even realizing it! At the end of the conversation, if they have a good handle on what it is you’re selling there, you feel like you’ve done your job.

The concept is simple, but often it does not translate fully into the smaller aspects of the principle. We want to convey well to our visitors, or our friends what the site is about, when it comes down to describing what it is we’re selling to our prospective buyers.

When you’re talking to your friend about that great thing that you have to offer, or even that great thing that you’ve just purchased, do you do so in very brief sentences, or do you try and talk it up a bit, helping to convey just how great it was that you made the purchase? When my brother gets that fancy new iPhone, he doesn’t tell me “Yeah, its an Apple iPhone, new in box.”. He regales me with its awesome features. He can check his email with it anywhere; talk about convenient! He has an app that tracks how often he does this or does that. He is a happy customer; he is confident in his decision. Of course he’s going to try and share that enthusiasm with me, in the hopes maybe I’ll get one too!

The same is true for us online. What we’re presenting our buyers with is a chance to get something that is going to fast become indispensable. We’re not selling a simple item, we’re selling something that is going to make your life better just having picked it up. We want to convey that in our descriptions.

In an online world where overt advertisement is often frowned upon, a product description is our one place to flout that rule. People are looking to the description to sell the item to them. If it’s boring, or if it’s not descriptive, they’re not going to be sold on it. We want to make sure whenever we’re given an opportunity to really sell our item to our customer we take full advantage of it. If we present our item as mundane or hardly out of the ordinary, our buyers are going to feel the same… and so are our sales!

Break Point One

February 25th, 2010

First and foremost, you’ve got to have the tools for the job. We’ve touched on this before, but repetition, as they say, is part of remembering, so we’re going to shine the spotlight here again: You are going to want Google Analytics. Now, let’s be fair. Google Analytics is the grand daddy of them all, but the corollary to this rule is You Want Some Sort of Tracking Program.

If you decide on Google Analytics, that’s great. If you’re a Piwik guy, a Chartbeat gal, a Mint man, or any combination thereof of the existing alternatives to Analytics, you’re also fine. The main point is we want to make sure we’re tracking what is happening to the site. You’re also going to want to get familiar with the terminology. If words like “Click Through Rate” or “Bounce Rate” sounds like gibberish, and their corresponding acronyms “CTR” or “BR” are also like Greek to you, you’re going to want to fix that.

Without familiarity with your program, the results that you’re seeing are widely irrelevant. If you’re sorting through gibberish, it could be the best information in the world, but it wouldn’t mean anything. As a quick cheat sheet, here are two terms to remember:

Click-Through-Rate (CTR): CTR is used as a measurement of the success of your marketing campaign. In simple terms, if you have an add that is posted in 100 places, and 25 people actually click on the link and go through, you have a 25% click through rate. But this is a bit of an oversimplification, as this applies primarily to banners you have “out there” in cyberspace.

A more accurate description of CTR would be “number of clicks” divided by “number of impressions”. An “impression” is simply a single appearance of an advertisement appearing on a web page.

Bounce Rate: Bounce rate is a term used to describe the trend of a person visiting your site, with the intention of tracking where it is that people are ‘bouncing’, or leaving the site. The formula used to calculate bounce rate is: Bounce Rate = Total Number of Visits Viewing One Page divided by the Total Number of Visits.

But all of this is just information if we do nothing with it. The second aspect of properly watching your site lies in recording. This may sound like an obvious statement, but it is very easy to ‘not remember’ to track down your latest change, or this day’s or this week’s report. It is in recording that the most amount of self-discipline is required, and can in fact be one of the most difficult parts of managing your website.

I’ll Be Watching You

February 23rd, 2010

Always Watching

Always Watching

In the immortal words of Sting (and The Police), every breath your site takes, every move it makes, you need to be watching it. It may sound silly, but every minor change that you make to our website can have drastic effects on your website and the traffic which you receive, so it is very important that you’re watching your site diligently, and determining what is doing what. Is your new PPC campaign flourishing, or is it dead in the water? Are people grooving on that new logo you’ve got there, or is it having them running scared? If we’re not paying attention to this, we’re wasting time, and we’re losing money… both in costs we’re paying out, and in revenue we’re not capturing! There are a few key points to being vigilant, which we are going to go through this week!

As an overview, there are two main points which we will be focusing on: First and foremost, we’re going to walk through what exactly it means to ‘track’ what we’re doing. Secondly, and equally as important, we’re going to talk about ways to record what all of that means.

A lot of website tracking and ‘maintenance’ is not something that anyone is going to ‘force’ us to do; the responsibility falls on us to take care of our site, and make sure that what we’re working on and what we’re doing to market it is having any effect, be it positive or negative. We’re not going to have someone pushing us to keep following through with these steps, and they may seem mundane, but proper, diligent review of our site on a week to week or day to day basis is going to make the difference between a site that is doing well, and a site that is struggling to get off of the ground!

Rule Two: WHY ARE YOU YELLING? Use Bold and Caps Lock Judiciously!

February 16th, 2010

The caps lock key seems a great way to draw some attention, and bolding that text is probably fine. And in the latter case, you’re right. Using bold on a little bit of text helps to make it stand out. Having all bold text gets very distracting very quickly. Bold draws attention to a word, or a phrase, but having everything in bold takes away from that. All it does, at that point, is make the site look bad. Some resolutions have bold text appear accompanied with a lot of eyestrain, so you’ll have visitors that will get out of there quickly, no questions asked.

YELLING

Sometimes it is appropriate to YELL, this is one of those times.

Another common problem is caps lock. All capitalized letters, in the new rules of text-based communication, denotes an effect that translates into yelling. HAVING ALL CAPITALIZED TEXT SURE DOES DRAW ATTENTION, but it does not look very professional. Instead of making a banner, changing the text, formatting the paragraph differently, or simply doing something, the common idea is that it is a lazy way to try and draw attention, and isn’t very professional at all.

Bold text is a great asset, but overuse of it removes its benefit, and only makes it look unprofessional and distracting. The same is true for having a word all in capital letters; the safe way to do it, if you need to emphasize a word, is to use italics.

Rule One: Not “Wrong” Isn’t “Right” | GoGo Dropship

February 16th, 2010

One of the most common spelling errors that people run into on their website is using homonyms incorrectly. One of the most common offenders is “web site” versus “web sight”. The common spell checkers out there aren’t going to catch it, as sight certainly isn’t a fake word, or even a misspelled word, but it isn’t the right word.

Make certain you are sending the “right” message.

Make certain you are sending the “right” message.

As part of this rule, the tense of the word is also important. You want to have the proper suffix for the job; -ing and -ed are our friends. It looks like we’re lazy and may drive away traffic when “We Are Have A Great Sale This Month!” on our website.

Making a mistake like that sends a message to your potential customers that you wrote things quickly, and may not have caught the mistake. We want to present ourselves as professionally as possible, so in addition to using the ever handy spell-check, read your sentence out loud before you submit the change. If it sounds wrong to you, change it until it sounds right!

I Fought the Law (But the Law Won)

January 13th, 2010

A lot of new business owners are sometimes confused by the necessity of setting up a proper business entity, or going through the effort of getting a Federal EIN number, or state tax identification number. Many think that this is an unnecessary step, especially considering the time involved to get this information. To understand the importance of this documentation, one must understand the way that dropshipping and product sourcing work.

When we wish to begin our business, the common assumption is that we go straight to the manufacturer and move forward directly from there. If we’re going to be the next Footlocker, we should go right to Nike, let them know we want some shoes, and then we’re good to go, right?

Wrong. A manufacturer typically does not want to have anything to do with any company that is not capable of purchasing from them in massive quantities. The reason for this is they are selling the product at a mark up over manufacturing cost, which is typically very far beneath its eventual retail cost. To make it worth their effort, they need to sell in large quantities… sometimes numbering in the hundreds of thousands of units at once! Most up and coming stores, be it brick and mortar or online, simply cannot do that. What are they to do?

The solution that was reached is that another company will come forward and purchase the inventory from the manufacturer, and resell it to us in smaller quantities. This company, the distributor, typically has capital, but is not interested in marketing or advertising. They are more than happy to resell the item in a smaller quantity, allowing us a foothold in the industry. It is through these distributors that the concept of dropshipping came into being.

However, how does this all relate to our initial question of the necessity of these identification numbers? The answer is simple; there is a barrier of entry necessary for these distributors to ensure that they are dealing with actual members of the trade. Most manufacturers do not want their product hitting the market at just above-cost. They don’t want individuals purchasing their items at next to nothing, as many manufacturers have lucrative arrangements with departments stores and the like to sell their product. If everyone was going to be able to sell for a fraction of the store cost online, why would anyone ever go to the store?

This is a very bad scenario for the manufacturer, regardless of how nice it might be for us as consumers, and to combat this many manufacturers require any distributor that they work with to verify that anyone whom they resell their product to is a licensed member of the trade… hence the necessity for us as prospective resellers to have this documentation.

With this hard restriction on most suppliers, it is very important that we do go through the tasks of establishing our identification numbers, federal or state, so that when we do get to the point where we have a supplier we want to work with, we’re not stuck in a rut, entirely unable to move forward because our supplier is requiring legal documentation that we just don’t have. We may try to fight this step, but in the end, if we want to move forward with our business, we’re going to have to get legal, or get out.

Dollars and Sense | GoGo Dropship

January 5th, 2010

One of the biggest steps in finalizing your dropship website is finally mapping out the potential earnings. Its a step that is intimidating to some, but it is vital that we go through this process as a prelude to the actual creation of our site, rather than after we’ve gone through all the sweat and elbow grease to get our website up and running.

The reason for this is simple; if we do not see if our supplier or niche is going to be competitive before creating the site, we put ourselves in a very bad position if we’re now finding this out after the fact. For the sake of example, let’s say that we’ve found a great supplier that’s going to provide us with all our remote control car needs. They have a ton of available products, and they’re bursting at the seams with variety. Sounds like a slam dunk so far.

We figure that the variety speaks for itself, and the price is probably right, so we move forward, spend a few weeks making a great website to complement the supplier and the products… weeks go by, and we still haven’t seen hide nor hair of a sale. The products are great, the website is solid. Why aren’t we getting a sale?

Needing to know what we’re doing wrong, we decide to take a look at one of our competitor’s websites. Their site is pretty good; ours might be better… but their retail price is our wholesale price! This could be a fluke, we say, and we look at another site. Uh oh, their retail price is a little higher, but still lower than ours by a fair bit.

One time is luck, two times may be coincidence… so we take a look at a third site. Lo and behold, this one has followed suite; its lower than all the rest! All of these are sites we found just looking up our product. Chances are very good that our customers who are looking around can see these as well.

Now we’re stuck with a site all complete, but a supplier that just doesn’t seem to compete. We either have to market really aggressively, or cut into our profit per item; either way we look at it, the only way to make things work at this point is to take some losses, and hope for the best.

But how do we avoid this situation? There are a few techniques that we can utilize to avoid landing ourselves in such a pickle, which we will discuss in our next article!

For more information, please visit GoGo Dropship.

The Dropship Advantage

December 3rd, 2009

A common question that many people ask when getting into the e-commerce industry is, “Why should I bother?  Anything I can sell, someone can just buy at Walmart!”

It is a fair question; if big department stores can carry almost any conceivable product, why is it that anyone bothers to work online in the first place?  If we want to dropship, are we just doomed right from the start?

The answer, fortunately, is a resounding “NO!”.  What many people fail to realize is that the size of a department store is a great strength, but it is also a great weakness.  Your friendly neighborhood stores have to purchase each and every last individual item that they wish to sell to their customers.  Every decision is made off of painstaking research into what items have the broadest appeal, and bulk purchases are made accordingly.  As part of this model, there is not a lot of room for experimentation or error.  This isn’t the case with a dropshipping site.

With the freedom that the internet has afforded us as consumers, that model is becoming more and more antiquated.  Where it was once acceptable to simply purchase whatever was available at the store, as you had no real choice but a lengthy mail order process, if even that, we can now go online and look for our product, and see if anyone is selling anything a bit more tailored to our own preferences, not wherever the average consumer interest lies!

This affords us a great opportunity as dropship websites to hit these markets, at very little cost to ourselves.  We are not carrying any inventory, so any item that we place in our store from a supplier is simply an option on the table for our customers.  If the item sells poorly, we are not out any initial investment, or anything like that, we simply know that it is not popular, and we can replace it if we’d like to, but we’re under no obligation to do so. 

We are not losing any inventory space by having that item available, and in fact we are making ourselves more appealing to customers, who see the variety of items that we have to offer, rather then being shoehorned into purchasing whatever is most generically desirable.

We have to remember that working at the dropship level, we have the freedom to have a much more varied and interesting product line, and this freedom is something that the big stores cannot emulate.  Our inventory can be as vast and varied as we’d like, and at no cost to us, it is they who are unable to compete, not us!