Comments to Numbers Should Not Dictate2007-12-27T13:48:54-07:00Practical Ecommerceinfo@practicalecommerce.comhttp://www.practicalecommerce.com/Copyright 2007 Confluence Publishing DBA Practical EcommerceMichelle Greerhttp://www.practicalecommerce.com/articles/634/Numbers-Should-Not-Dictate/#comment44942007-12-27T13:48:54-07:00True numbers depend on what type of audience your site appeals to. If you sell tech-savvy high-end products that the average internet user does not buy, chances are your users are on the latest version of IE or Firefox. If you are selling used PCs, chances are your numbers are not accurate. Numbers are still helpful though.
Regards,
Michelle Greer
http://www.volusion.comFalafulu Fisihttp://www.practicalecommerce.com/articles/634/Numbers-Should-Not-Dictate/#comment44512007-12-21T08:53:20-07:00...a plea for store owners to not use numbers as a core basis of what’s going to work and what’s not.
This is non-sense. Numbers is king. If you don't use numbers, then you're missing out on important key-indicators that drive sales. Not knowing such indicators, may leave the vendor in the dark about certain improvements that that have the potential increase profits & margins. Here are some references from former Amazon head of data-mining, Dr. Ron Kohavi:
"Emetrics 2007 talk on Controlled Experiments"
http://ai.stanford.edu/~ronnyk/2007-10EmetricsExperimenation.pdf
"Online Experiments: Lessons Learned"
http://ai.stanford.edu/~ronnyk/IEEEComputer2007OnlineExperiments.pdf
"Practical Guide to Controlled Experiments on the Web: Listen to Your Customers not to the HiPPO" (Full Paper)
http://exp-platform.com/Documents/GuideControlledExperiments.pdf
It is well-established, that using key-metrics help alot in running an ecommerce site, and this is not my word, but it...Larryhttp://www.practicalecommerce.com/articles/634/Numbers-Should-Not-Dictate/#comment44372007-12-20T03:26:26-07:00Lori, Pennies count too, I don't believe in leaving shoppers behind just because they can't afford the newest and the greatest. Let's not lose siight that part of the bottom line includes or should incloude pennies. It is called customer relations.
Customer realations is going that extra mile for the customers, like if someting is damanged in shipping, Not your problem, you might be tempted to think. On that rare occasion I receive a complaint that something was broken in shipping, the item is returned, and I re-ship it at my cost, include a letter of apology as a small gift. As a business person and a wholesaler it does not cost that much. I now have return customers, who also recommend friends.
So you spend a few pennies to make dollars.
It counts toward the bottom line.
And the great thing about today’s technology is you can do both, attract the customers with latest and the customer with the older technology, and still make money.
After all it is not about you it is about...Lorihttp://www.practicalecommerce.com/articles/634/Numbers-Should-Not-Dictate/#comment44222007-12-18T21:26:24-07:00Patricio is right - Google Analytics tell us what type of computers and software people are using. I'm doing the best I can to keep up with the bulk of my shoppers - 80%+ of whom are using Windows XP or greater, 85%+ are using cable modem or greater. I need to put my time where the money is, not where the pennies are.Patriciohttp://www.practicalecommerce.com/articles/634/Numbers-Should-Not-Dictate/#comment44212007-12-18T21:06:00-07:00Sometimes numbers really help us , for example to make a site works fine with Explorer and Safari have a cost. And if we analyze navigation information We know that Safari users are less than 1 percent of our customers. For that reason, for us is not a good idea pay the cost to make our site safari compliance.Clinthttp://www.practicalecommerce.com/articles/634/Numbers-Should-Not-Dictate/#comment44042007-12-18T07:09:42-07:00Good point. It is and will always be about the customer! If you loose site of that then you could loose potential good paying customers.
It is important to have an easy to navigate and information e-commerce website with an easy checkout process however nothing matters more than making a customer feel like you are working just for them and that you care about their purchasing happiness.
Clint