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As some of you know, in addition to the blog we also have a commercial site where we sell various things for kids. We have a problem with that site that requires some candid opinions in order to get it fixed, and so I am asking all of you bloggers and writers and tweeters and facebookers, who I am certain are capable of voicing your opinion, to have a look at the site and to let us know what is wrong.
Here’s the issue–our bounce rate is WAY too high, and we don’t know why. At first we thought it was the prices on our goods, so we designed ads that included the price boldly in the ad copy. Our bounce rate actually went up! It’s now higher than it is on the blog, which should never happen.
Bounce rate, for those who don;t know, is the percentage of visitors who land on any given page, and then exit the site from that same page without seeing any others.
What we would like for you to do is this:
- Imagine that you have seen an ad for a Killer Whale book that features a picture of the book’s cover, it’s actual price, and the brief description “Kids’ Book about Killer Whales.” Also imagine that the ad interested you enough to click it.
- Go to http://fabulosokids.com/index.php/departments/libros/killer-whales.html to simulate your ad click.
- Note the things you like or dislike about the page, especially if you see something that makes you want to leave. Be super critical. Beleive me, you won’t hurt our feelings. We really need to know what you think.
- Otherwise, let us know the reasons you might click an ad as described above other than for an intent to buy.
You can make your comments on the “Contact Us” form on the website. If you would like to remain anonymous, you can fill in the name field with “anonymous” and use the e-mail address neco@fabulosokids.com. Or, if you would prefer, you can e-mail me directly at brucew@fabulosokids.com although you won’t be anonymous in that case. I would actually prefer the latter so that I can ask follow-up questions if they come to me.
Anything you think about the page or about the reasons that you click ads might be helpful, so please don’t feel like you don’t have something profound enough to write down. I would also love to hear from others who have e-stores who experienced the same issues and who found a way to overcome them. Knowing everyone’s opinion is the important part.
Just in case you decide to remain anonymous, please let me thank everyone in advance who helps us figure this thing out. We are a very small business that depends on its customers and friends to learn how to improve. Without all of you, we simply can’t get better, and I thank you for supporting us.
Maybe you can have a readable section of the book- where you can actually read a passage or page? Besides that one suggestion, I can’t imagine no one buying if they’ve clicked on the ad…. BB2U
Thank you! We appreciate your taking time to tell us what you think! It’s a great suggestion to boot–we’ll defintely look into making it happen. Thanks again!
Your store page looks good overall. Very clean and user friendly. Easy to follow. I think one of the hardest parts of being in the book business is that you have to compete with Amazon. For example, I know that Amazon usually has the cheapest book prices so I always compare prices to them. For this book, Amazon offers it for $1 less. It’s hard to compete with one of the biggest retailers in the world on price so I don’t think you necessarily need to match their pricing. Your unique angle is that you foster diversity, positivity, multiculturalism – for the Killer Whale book, if I were looking for a whale book, I would not expect it on your site as I wouldn’t be sure what the connection was between killer whales and what your site represents. The dual language books – those are what I would expect on your site and it would be great if you carried more types of languages. You have potential here, just stay true to your unique angle.
As in the past, excellent insights Maria. You’re precisely right about competing with Amazon–it’s impossible, and one of the reasons that I think putting the price in the advertising is important to avoid generating clicks by people who are expecting an Amazon type price. Correct thinking?
I’ll also mention that I chose the Killer Whale book for this “survey” for two reasons–first, we had never advertised it in any way, so I could be sure that the clicks that were landing on it were in response to the survey. Second, it’s in English, and since I was soliciting an English speaking audience, I didn’t want comments that would say “I wouldn’t buy a Spanish book.” It’s actually part of a set–one English, one Spanish.
My issue is that the dual language books are bouncing when people are clicking ads with the exact elements that I included in the hypothetical ad for this question. Bouncing by slightly more than double what any of the guidance or literature says to expect. We’re spending roughly $127 per $10 of sales. As a start-up I expect to have a negative ROI, but not that broad. We feel like we have potential too with the beasic premise of the business, but it is becoming apparent that we are missing the boat in some way. I think part of it may be that the message is too diluted as I have been impatient and sought sales over message, but otherwise, I am at a loss. Any thoughts?
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I aree with both comments above. Book selling is hard to start up profitably when you have Amazon as your big competition. Your site looks wonderful – bright, cheerful & very pleasing to the eye. I found it to be user friendly and I really do think you have something with the bilingual books. I think that should be your focus. Is it possible to branch out into other languages? I know that when I taught preschool Spanish I would have LOVED a site like yours. I had trouble finding good bilingual books to match the kids themes, lessons etc. Wishing you luck!
Thanks Bern–we thought the same thing about teachers. Any idea how we can reach out the them to let them know we are out here?
Love your website! Its Linky party time again at http://www.thesouthernproductqueen.com/2011/12/27/the-linky-party-1227-1231/ Thanks for sharing!