New online marketing using a well
designed website is a great opportunity to introduce your product and measure
customer interest in purchasing the product. Young Entrepreneurs who have
successful track record of getting capital to expand and sell their products have
extensively taken advantage of building good websites and using web analytics
to constantly make changes to their website design to attract new customers who
are willing to give their personal contact details before the product is ready
in stock. A young local Salt lake city entrepreneur started a watch company called
“Zennick” watches and used the same new online marketing idea to successful get
his project funded from “KICKTSTRAT.com” to start manufacturing watches and
sell them to customers. In Jan 2012 they started their business and now they
are offering new models to attract both old and new customers.
Zennick launched their project @
KICKSTARTER in Dec 2011 and got first funding in Jan 2012. Before the company
looked for capital they heavily spent time building their website design to
generate interest and following. I got an opportunity to talk to one of the
founder’s at Zennick and he mentioned using Google Analytics to measure their
performance on how much the customer was interested in their product. Zennick
attributed Google analytics to play a huge role in getting their business
funded and subsequently generate revenue allowing the company to grow. He
mentioned five important indicators to look for which improved their website design
and subsequently engage customers to buy their product.
1) Do
visitors know what Zennick is selling?
The goal should
be only few customers know the name of the company to look them up but rest of them
should know about the product they are selling.
2) Does
Zennick have social media?
Zennick can be
followed in all famous social media websites like Facebook, Twitter and Google
Plus. Zennick saw a high rate of followers to their website was coming from social
media websites.
3) Does
visitor’s conversion rate for becoming member have any pattern?
Zennick was able
to streamline their marketing strategy by learning more about the followers
through social media who converted to becoming a Zennick member. They found target
market segments as followers who were interested in ski, board and biking.
4) Do
visitors bail from homepage?
Zennick felt
like if visitors are leaving from the homepage, then their website needs more design
changes to keep visitor interested in staying more time on website.
5) Was
Zennick offering different product offerings?
Zennick kept
track of how many visitors are looking at different pages on website to see
amount of the interest visitor has on the offerings.
I did open www.zennick.com and should admit that I had a
great experience learning what they offer but I am not ready to order because I
don’t usually wear a watch.
References:
- Presentations from Venture Foundation course from Fall 2012
- www.zennick.com
interesting blog. It would be great if you can provide more details about it. Thanks you
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