How
to Achieve the Swing in Golf (29.95, Gold 48.95,
Plat 67.95)
The Meaning
of Dreams (29.97)
Instant Movie
Making (24.95, Gold 34.95)
How to Achieve
Happiness Toolkit (29.99, Gold 48.99)
These links take you to the sellers description
and order Web pages. They will open in a new window.
Because
these are non-marketing related products I will not be reviewing
them here. However, I will say a couple of things here about
his inclusion of them in his lineup. It will be a place I
will do a little teaching of my own.
Many
Online Marketers would take real issue with including such
products in the same lineup with marketing products. By not
maintaining focus, they may detract from the marketing products.
On
the other hand they may also sell only because readers are
drawn in for one purpose and find something else - which is
not a bad strategy.
So
the question remains, which is correct - to include of not
to include?
The
answer relies in testing, which is not one of the strongest
subjects in Green's marketing teaching.
But
this is a place interpreting the results of testing must be
done carefully.
There
is a difference between getting a bigger bottom line (more
overal revenue) and finding the better marketing strategy.
Let me explain . . .
It
may be that if a simple test was done by including the products
on the site and then not including them, would show that including
them gets an overall greater amount of revenue.
However,
it may still detract from the greater overall "potential"
revenue.
Suppose
you include the non-related product lines and look at the
conversion rates of only the business-related products. Conversion
rate is a ratio (a percentage) of how many people visit, divided
by how many people buy. It may be that some customers are
removed from conversion to marketing products.
You
may simply think - so what? After all, they're still buying
something, so the overall site CR is still higher.
But
wait a minute! Where is the back-end? Once the customer buys
a book on golf, what does he have to sell them? Nothing. But
with the lifetime value of a customer concept, the marketing
products may sell other marketing products.
In
other words, the CR and the backend value (lifetime value)
must be considered together, not separately. You may increase
one at the expense of another, and lose out in the long run.
Most
marketing experts talk about both the concept of CR and lifetime
value, but vary rarely do they go deep enough to help you
understand the interraction of the two. If there was one expert
who probably would think to teach along these lines, my guess
would be Dan Kennedy. His teaching springs from a long history
of both offline and online marketing, and he approaches it
from a very deep level of analysis.
Sorry,
I got off on a side tangent - I'm always thinking about my
primary goal here, to teach you about the experts. But I wanted
to take a moment to let you in on my own little classroom
for a moment. Someday, maybe, if there is enough demand, I
may try my hand at writing some materials of my own.
Please
take a moment to use the feedback form on the Contact page
to let me know if I should.
Roger
Zimmerman (top)
How
to Achieve the Swing in Golf (29.95, Gold 48.95,
Plat 67.95)
The Meaning
of Dreams (29.97)
Instant Movie
Making (24.95, Gold 34.95)
How to Achieve
Happiness Toolkit (29.99, Gold 48.99)
These
links take you to the sellers description and order Web pages.
They will open in a new window.
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