MEC Retailer's Research Log

March 17 Clinic Notes

NOTES:

We will be adding notes here throughout the call. Please refresh the page when instructed to do so.

Merchant A - Yahoo! Store Results
Test Duration	1 Month
Yahoo! Store Sales	$5,136.23
Net Profit (40% Margin)	$2,054.49
Yahoo! Store Fee	$49.95
Yahoo! 3.5% of Sales	$179.77
Yahoo! $0.10 per Item Fee	$184.30
Total Profit	$1,640.47
ROI	396.23%

Merchant A - Projected Annual Yahoo! Store
Revenue Projections (Before a Yahoo! Store was added)	$944,202.72
Store Profit Projections (Before a Yahoo! Store was added)	$100,843.40
ROI (Before a Yahoo! Store was added)	36.43%
Revenue Projections (With the addition of a Yahoo! Store)	$1,005,837.48
Store Profit Projections (With the addition of a Yahoo! Store)	$120,529.04
ROI (With the addition of a Yahoo! Store)	43.47%

Merchant B - Yahoo! Store Results
Test Duration	1 Month
Yahoo! Store Sales	$4,505.85
Net Profit (40% Margin)	$1,802.34
Yahoo! Shopping Clicks	16,619
CPC (with 20% discount)	$0.40
CPC Fees	$6,647.60
Total Profit	- $4,845.26

For information on the "new" Yahoo! Stores, visit:
http://smallbusiness.yahoo.com/merchant/

For more information on getting a non-Yahoo! store listed in Yahoo! Shopping, visit Yahoo Product Submit:
https://productsubmit.adcentral.yahoo.com/sspi/us/index2?SS=3027042

URLs

1. Six Yahoo Stores Tested:
http://www.marketingexperiments.com/members/retailers/yahoo_stores.cfm

2. Yahoo Store Advice Index:
http://www.marketingexperiments.com/members/retailers/yahoo/index_pg.cfm

Orlando Conference

We are pleased to announce our first ever:

2004 Conversion Ratio Optimization Conference

This is your only opportunity to meet with the research team at MarketingExperiments.Com in a very small, intimate, interactive work session. You will also be able to personally talk with the highly successful research partners from our case studies and learn, firsthand, how they grew their business.

The entire event is designed to let you ask relevant questions, and get practical help with your marketing. It is unique in these six respects:

• The event is limited to just 50 executives.
• It will feature an interactive, audience-directed format with interviews, and (very small) breakout consultant sessions.
• The Speaker/Attendee ratio is just 1:5.
• Live, real-time experiments will be run during the conference.
• The conference will include an five-star dinner, where you will be seated at a small table with the speaker or expert of your choice. You'll be able to ask questions and develop new relationships. (Seating is limited; selections are first-come-first-serve. The earlier you register, the the more likely you will be able to reserve your first choice).
• It will be held in Orlando, at Disney with a single price that includes the (1)conference, the (2)dinner with an expert, and your (3)overnight hotel.

The conference will cover:

Optimizing Your Comparison Search Engine Campaigns
Optimizing Your Subscription Path
Optimizing Your Google and Overture Campaigns
Optimizing Your Order Process
Optimizing Your Landing Pages
Optimizing Your Auction Listings and Your Yahoo! Store

To find out more, please visit:
http://www.marketingexperiments.com/conf_orlando.cfm

BIO:

Dr. Flint McGlaughlin

The Marketing Experiments Journal is published by Digital Trust Inc. (DTI). Dr. Flint McGlaughlin is the Director of DTI.

Dr. McGlaughlin is a pioneer in strategy and communications. His primary research is focused on discovering the most effective means to market intellectual assets across the Internet.

Dr. McGlaughlin has advised more than 1500 companies including, AT&T, The Federal Reserve, Pitney Bowes, and Merrill Lynch. He has conducted over 2000 hours of keynote speaking. He has directed the development of more than 20,000 web pages.

Dr. McGlaughlin currently serves as the Co-Executive Producer of the new FOX Family series: "Courage" - hosted by actor Danny Glover. He also serves as a senior advisor or board member to twelve growing companies, and four charitable foundations.

His writing and television production activities have, thus far, won two Tellys, an Edwin Murrough, and an Emmy.

Dr. McGlaughlin is quick to acknowledge that the research at MEC is largely dependent on the intense, focused efforts of the Lab's Leadership Team.

March 4 Clinic Notes

BIO:

Dr. Flint McGlaughlin

The Marketing Experiments Journal is published by Digital Trust Inc. (DTI). Dr. Flint McGlaughlin is the Director of DTI.

Dr. McGlaughlin is a pioneer in strategy and communications. His primary research is focused on discovering the most effective means to market intellectual assets across the Internet.

Dr. McGlaughlin has advised more than 1500 companies including, AT&T, The Federal Reserve, Pitney Bowes, and Merrill Lynch. He has conducted over 2000 hours of keynote speaking. He has directed the development of more than 20,000 web pages.

Dr. McGlaughlin currently serves as the Co-Executive Producer of the new FOX Family series: "Courage" - hosted by actor Danny Glover. He also serves as a senior advisor or board member to twelve growing companies, and four charitable foundations.

His writing and television production activities have, thus far, won two Tellys, an Edwin Murrough, and an Emmy.

Dr. McGlaughlin is quick to acknowledge that the research at MEC is largely dependent on the intense, focused efforts of the Lab's Leadership Team.

NOTES:

Example emails:

Subject: take control of the lending process

Consumer loans for any reason regardless of credit
We have you approved
http://www.prairielenders.com

Get off list below
http://www.listleaver.com

DC ENTERPRISES - 9 Tanbark Circuit - Werrington Downs - nsw 2747 - Australia

-------------------------------------

Hello,
bugfjwznahsly dyksuedank qpwhofbeonsj
Would you refinance if you knew
you could save thousands?
zmbyvxbflftd mmdvjfnjll kjqhoubotungob wxsqgfbprohuvi
Refinance today to a much lower rate,
save $$$, and/or buy the home of your dreams!
http://www.gwestar.biz/index.php?a=3
(copy&paste in browser)

Thanks,
Michelle

--------------


Refinance today to as low as 1.5%!

Buy the home of your dreams!

Visit our website for details

http://www.cangetcoolstuff.com/L20/index.php

-------------------------

Original email copy:

Christmas Blowout!

coupon code GIFT
5% off any purchase

Offer expires December 31st
Not valid with any other offer

ONLY 1 COUPON PER ORDER

(CLICK-THROUGH URL)

Click here to send this to a friend:
(LINK)

(SUBSCRIPTION AND REMOVAL INFO)

Revised Email Copy:

This e-bulletin is strictly for customers that have shopped with us or who have requested to be notified of special clearances.

Hello:

We are liquidating post-Christmas inventory, and to make sure our pricing is attractive, we have SURVEYED the top five resellers on the Net.

As of Thursday, March 4, 2 PM EST, these are the LOWEST prices on the Internet. (Sources: Pricewatch.com, Nextag.com, Pricegrabber.com, and Bizrate.com)

(PRODUCT LIST AND TRACKING URLS - Items 1-5 in the results below)

+++ Special Note: Spend over $250 and receive FREE Ground shipping. Simply enter coupon code FREEGROUND on the checkout page.

Your time is valuable; thanks for shopping with us!

(SIGNATURE)

(CUSTOMER SERVICE INFO)

(PRIVACY AND UNSUBSCRIPTION INFO)

Email Campaign Click-Through Results Based on a Single Message Sent to 58,777 Customers
ITEM	CLICKS	CTR
Item 1	652	1.11%
Item 2	163	0.28%
Item 3	424	0.72%
Item 4	1172	1.99%
Item 5	366	0.62%
TOTAL	2777	4.72%

Increase in Orders over a Four-Day Period Compared to the Same Four Days in the Previous Week
DAY	ORDERS	PREVIOUS WEEK	PERCENT INCREASE
Day 1	121	106	14.15%
Day 2	133	81	64.20%
Day 3	73	55	32.73%
Day 4	65	45	44.44%
TOTAL	392	287	36.59%

URLs

1. Email Capture Tested:
http://www.marketingexperiments.com/members/retailers/email_capture.cfm

2. Email Capture Pop-Ups Tested:
http://www.marketingexperiments.com/members/retailers/email_capture_popups.cfm

Orlando Conference

We are pleased to announce our first ever:

2004 Conversion Ratio Optimization Conference

This is your only opportunity to meet with the research team at MarketingExperiments.Com in a very small, intimate, interactive work session. You will also be able to personally talk with the highly successful research partners from our case studies and learn, firsthand, how they grew their business.

The entire event is designed to let you ask relevant questions, and get practical help with your marketing. It is unique in these six respects:

• The event is limited to just 50 executives.
• It will feature an interactive, audience-directed format with interviews, and (very small) breakout consultant sessions.
• The Speaker/Attendee ratio is just 1:5.
• Live, real-time experiments will be run during the conference.
• The conference will include an five-star dinner, where you will be seated at a small table with the speaker or expert of your choice. You'll be able to ask questions and develop new relationships. (Seating is limited; selections are first-come-first-serve. The earlier you register, the the more likely you will be able to reserve your first choice).
• It will be held in Orlando, at Disney with a single price that includes the (1)conference, the (2)dinner with an expert, and your (3)overnight hotel.

The conference will cover:

Optimizing Your Comparison Search Engine Campaigns
Optimizing Your Subscription Path
Optimizing Your Google and Overture Campaigns
Optimizing Your Order Process
Optimizing Your Landing Pages
Optimizing Your Auction Listings and Your Yahoo! Store

To find out more, please visit:
http://www.marketingexperiments.com/conf_orlando.cfm