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Transcript:
Hey folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. We’re going to talk about common landing page test types. Now, why even test landing pages? What we’re talking about is trying to get the conversion rate up on our pages. More conversion equals more money in the bank, which is what we’re looking for in online marketing.

So, what are the common landing page test types? The two most common are split testing and multi-variant testing. I’m going to get deep into split testing right now and save multi-variant testing for a later video.

In a split test, you have two or more versions of a particular landing page. When you’re initially starting out with a new campaign or a new test you want to make sure that these different variations are as different as possible, as they can be from one another. You really want to go as far out as you can with different ideas. So brainstorm and think of some really cool stuff, but when you put them out there, what you’re going to do is run half the traffic through each lander.

One of those is going to produce results that are better than the others. Again, you need to be tracking this stuff and have the proper analytics in place. At the end of the day, one is going to work better than the other. From that point on, that becomes your control. Then if you want to continue to do more split tests, you bring in more variations. Does this control continue to win? Who knows, you’ve got to do the tests.

Thanks for spending some time with me today. Again, my name is Charles Lumpkin. You can find more of me at CharlesLumpkin.com. Thank you.

It’s 2010 and things have changed, I remember back to 1997 when I sold my very first item on eBay long ago. It was a pair of tickets to see Elton John at Madison Square Garden in New York City. I scored some sweet lower level seats that cost me $300 bucks and then I could not get the time off to fly from Atlanta to New York so I had to sell them. I put them on eBay and started the auction at $99.00. Those tickets ended at $800 for the pair, and I was instantly HOOKED on eBay.

Of course it was years later in 2001 that we created the company that is now one of the more successful 3rd party sellers on sites like eBay, Amazon, Yahoo and the web. The ONE thing that I would attribute our multi platform success to is our constant tweaking of the brand. The ability to move and shift with the state of eCommerce has made my company successful in marketing on these different venues by simply keeping up with the Jones’ and then out pacing them.

When "everybody" is doing it, that is when we STOP doing it. When "everybody" sits, we stand. And I am personally pushing the envelope in design to really bring our look and feel to maximize the direction of the different platforms we sell on. And EACH platform has its own uniqueness, and what works on one, will not work on another. I feel like a mad scientist trying to concoct plans and scenarios to get a perfect blend and balance. So every year we look to update and redesign components of our stores and templates to keep positioning for success. So this is one of those times.

eBay is CHANGING and the entire world is changing whether you or I like it or not. And the eBay platform is NOT in the forefront of this change, their customer are. That is one of the things I think constantly gets dismissed every time eBay takes a dramatic step, the sellers scream and yell, but I NEVER hear the buyers complaining?!? Some point to declining sales on eBay to the changes on the platform, but I think a more realistic analysis would show that the declines are due to the platform not changing ENOUGH to keep pace with a very fickle consumer. Are these the correct changes? I don’t know, time will tell. What I do know is what changes will be right for my company.

eCommerce is changing rapidly and eBay MUST change just to stay competitive. You know why? Because eBay is trying to keep up with a buyer base that is changing and evolving and they are somewhat stuck with a small portion of their seller community that is fearful of any change. They are comfortable with ways of 15 years ago, still reminiscent of Beanie Babies and Jesus Toast auctions. Unfortunately time does move on and if you are not willing to move with it you get to sit on the sideline and watch. Some will close their shops, some will leave the platform, some will just give up. After you "give up the ghost", you can always create a "sideline spectator" blog site about it too if you like, I know several that choose to do that instead of actually selling on eBay…guess it pays more?!?

I found these pictures the other day on my PC and I had not seen them in years, this was my business in the early part of the last decade. I have never been so attached to a product line or ideal that I would not abandon it for success. I got in business to be successful in BUSINESS not be successful at selling a particular product to the detriment of my livelihood, WTH is that?!? There is an old saying that "pride goes before a fall", so I am not too proud to adjust my business plan instead of falling. We can not control the changes to the platform, but we can control how we react to the changes.

Sure I am like most sellers, I bitch and moan sometimes but then I have a funeral. I bury the past knowing it will NEVER return and move on to the next great thing. So here are just a few pictures of our past…

This one was early in our game, I was not too proud to use my kid as a model for our rolling coolers. This was back in 2002 when it was a novel idea and new to the market.

This was around 2004 when we were selling desktop and laptop PC’s. That was our business for years, selling electronics and PC’s. That was my dining room!!! We were eating in the living room back in a 2 bedroom condo long ago…wow.

Then I came across these pics, LOL! We got lucky and scored a van load of Tickle Me Elmos, just b4 Christmas in 2006, man those were FLYING off the shelf. We don’t even sell toys normally, but I was  happy to sell the hot Christmas toy that year and would do it again to have a successful season.

 

"Change is hard." "People hate change." Those are two of the most common quotes heard when you study change management. It occurred to me that if people hate change, they have a funny way of showing it. Every iPhone sold serves as counter-evidence. So does every text message sent, every aluminum can recycled, every new Facebook post. And I haven’t even mentioned the biggest changes: Getting married and having kids. (If people hate change, then having a kid is an awfully dumb decision.)

It puzzled me–why do some huge changes, like marriage, come joyously, while some trivial changes, like design or business plan changes, meet fierce resistance?

Some brilliant psychologists discovered that people have two separate “systems” in their brains—a rational system and an emotional system. The rational system is a thoughtful, logical planner. The emotional system is, well, emotional—and impulsive and instinctual.

When these two systems are in alignment, change can come quickly and easily (as when a dreamy-eyed couple gets married). When they’re not, change can be grueling (as anyone who has struggled to quit smoking can attest). In those situations where change is hard, is it possible to align the two systems? Is it possible to overcome our internal "schizophrenia" about change?

I am a stubborn spirit,  I simply do not have an "I QUIT" bone in my body. Neurologically I don’t have the option to just give up?!? This business is how we feed the kids, this is our business and we own it, to quit this and just get a job?!? HELL NO, that  is not a option. My ONLY option is to "meet and overcome all obstacles in my path" and that included the changes to eBay.

eBay would have to simply shut me down for me to run away from this venue. Honestly, I am not cheering the changes, I just know they are HERE to stay and that they come every year, like the seasons. After nearly 10 years in ecommerce, I not only expect them, I now have begun to embrace them. It is a challenge that I look to come at me year in and year out. But of course if I could not stand the heat, I guess then I would leave the kitchen…that day has not come. We have changed and tweaked the business model, the product lines and the pricing to stay on top of our game.

This should really be an interesting year and I am sure the next 2 change cycle announcements will not be as easy on us as this one from January. My guess is this 1st set of changes were the "easy" ones…hmmm. Gird up your self, cause there could be more arrows coming from San Jose. Will you stand or fall? Like the Elton John’s song says….I’m Still Standing (Yeah Yeah Yeah). Dayam, this video is soooo ’80’s LMAO

Elton John – I’m Still Standing

I carefully selected my neighborhood nearly 6 years ago based on its location to recreation and shopping. When we moved in years ago, this area was a booming suburban area with access to all kinds of retail locations. However since the softening of the economy back in the fall of 2007 that has changed DRAMATICALLY for the folks in our area.

Just the other day I was driving past our Mega Target with the food store and I decided to dip in and grab some meat, bread and vegetables. As I walked up to the door, there were giant red signs up on all the entry doors, uh oh….Another one bites the dust!

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In just my area of town since ‘07 the effects of the economy have seen the demise of the follow just around my house!

• Kroger’s – Moved out
• Ingle’s (a grocery store) – Closed
• Best Buy – Closed
• Old Navy – Closed
• Baskin Robins – Closed
• UPS Store – Closed
• Blockbusters – Closed
• Target Mega Store – Closed

That is just a list of the nationally recognized names. If I were to go down the list for mom and pop type operations it would be a long list. And do not get me started on the list of restaurants, banks and gas stations that either closed or changed hands. The cost of doing business gets tighter and tighter everyday. While things seem to have leveled off in our economic decline, there could be another BUST leering around the corner…what is it????

The COMMERCIAL properties bust is what I am afraid of next. We saw the effects of the economy when the housing bubble burst and banks were left with foreclosed housing. As I drive the streets today, strip malls and convenience centers are less than 1/2 full with renters. At some point I fear that many of these commercial property owners will have to go into foreclosure en-mass too. What would that do to the recovering economy?

Maybe it is just my city, town, neighborhood?!? What are you seeing as you drive your towns? Please leave your comments guys, are you seeing the effects on brick and mortar stores and shoppers?

Auctiva, a leader in tools for online sellers, is launching AMP – the Auctiva Marketplace Platform. AMP takes item information from thousands of individual e-commerce stores and groups them together into one platform that developers can use to build custom marketplaces and applications. This simple idea offers an opportunity never before seen in the e-commerce space: open development of e-commerce marketplaces. Developers can sign up and start using AMP today at www.poweredbyamp.com.

Only a handful of online marketplaces exist today. Prior to AMP, creating online marketplaces has been unattainable for most, requiring millions of dollars of investment and a sizable infrastructure. Auctiva Founder and CEO, Jeff Schlicht, says, "AMP allows developers to create whatever it is that excites them for the e-commerce world. By releasing AMP we hope to open a new range of possibilities and kick-start innovation in the e-commerce space."

As an example of what AMP can do, Auctiva is also announcing the beta release of Elefy (www.elefy.com), a marketplace with a search-driven interface. Other AMP projects currently in development by Auctiva and its partners include a marketplace for vintage items and another focusing on "green" and eco-friendly products.

A key feature of AMP is that the items for sale on the platform come from multiple "inventory providers." It is this feature that allows AMP to launch with over half a million items from Auctiva Commerce stores and from launch partner BuyitSellit. "AMP will allow our sellers to reach buyers in multiple locations, without a seller having to do any additional work," says Greg Sisung, President of BuyitSellit, LLC, "It took minimal effort to integrate with AMP, and now our sellers will see their items in new marketplaces as they are developed."

With developers able to build apps and marketplaces of all kinds, AMP seeks to put sellers’ items all over the Web instead of locking sellers into one site. Open development on AMP not only allows for multiple marketplaces, but also apps to reach mobile users, and apps to target specific audiences on social networking sites and blogs. "Developers are creative people," says Alan Lewis, AMP Product Manager, "We have only seen the beginning of what AMP can do."

 

What is a marketplace?

An online store offers items from a single seller; marketplaces offer items from multiple sellers in one place. In the same way that a farmers’ market has much more foot traffic than a roadside fruit stand, online marketplaces bring more buyers by having inventory from multiple sellers.

The Auctiva Marketplace Platform, or AMP, as we call it, is a technology framework that allows software developers to build custom marketplaces. There are lots of products that allow people to create online stores, but AMP is the first to make it easy to build online marketplaces.

Last week, I sat down with Alexis van de Wyer for an interview. Alexis is the Director of Advertising for eBay, where he holds global responsibility for launching and developing AdCommerce.

AdCommerce is eBay’s text advertising solution. He started his career in the telecom and finance industries, where he was in charge of developing and launching e-commerce and mobile commerce solutions.

While I have been aware of the AdCommerce platform, some of the recent changes and the way eBay is testing and enhancing the systems are really making AdCommerce spends very lucrative for traffic.

Alexis joined eBay in 2005 where he lead first the Product and then the Marketplace teams in Belgium. He joined the Global advertising team in 2008. Alexis holds an MBA of INSEAD (France/Singapore), an Msc in Applied Economics and an Msc in Engineering of University of Louvain (Belgium).

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About eBay AdCommerce

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You decide what you are willing to pay for each click and you are in full control of your total advertising budget. You also decide on your targeting options (by keyword or by category) and on the design of your ads.

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If you have wondered about using AdCommerce for your eBay business then this is a MUST listen interview for you. I see this tool as a viable addition to many business models for extra exposure on the eBay platform.

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Hey guys, in 2010 the efforts of ColderICE.com really is shifting and expanding. The ability to grasp some of the best minds and education is a constant obsession for me. Over the last year of doing this blog I have had the opportunity to come in contact with some AMAZING people. True thought leaders in disciplines that are critical for our small business success. One of those people is Charles Lumpkin and he has been gracious enough to provide me with some KILLER ecommerce SEO content for you guys.

Charles is an ecommerce SEO expert who deals with online marketing for enterprise and small business application. Charles has run thousands of online marketing campaigns and launched hundreds of web sites. These experiences give him a pretty good feel about which strategies deliver the best results quickly and efficiently.

Lumpkin is a huge believer in testing and market research. he likes to get into the market and understand it’s unique opportunities and weaknesses with as little time, money and effort as possible.

This is the first of several guest posts by Charles Lumpkin of CharlesLumkin.com

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Charles Lumpkin

Charles Lumpkin + Partners
http://www.CharlesLumpkin.com

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What is the nonsense of the economy of free? Well it is not that complicated it is the ability to make sales and income using FREE stuff. There are books and goodwill evangelist that are trying to convince businesses and business owners that marketing with free stuff is a good "new" idea?

How in the world is this such a new idea? Hell, that has been around at least since the phone book. You want to see the marketing of free work in the real world? Just go to a Sam’s Club on a Saturday afternoon, you get free taste samples on every aisle. Must we always state and attempt to explain the obvious to the ignorant? LMAO

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Stone Mountain, Georgia was the scene for the new eCommerce Merchants – Atlanta Chapter Meetup (eCommerceMeetup.com). The nation organization of ecommerce merchants and vendors have started to sponsor local chapters in cities like Dallas, Chicago, San Francisco and Atlanta.

I was tapped to organize the Atlanta chapter which gave me an opportunity to get plan it, but it really gave me an opportunity to meet every person that came to the event since I was greeting them personally. The Atlanta area is FULL of talented ecommerce merchants and marketer, and some of the best and brightest came and participated.

Our guest speaker was Charles Lumpkin (www.CharlesLumpkin.com) who really laid out a course for domination using SEO tactics that he have gleaned over the years from working with enterprise level SEO and SMB business consulting. Charles even gave away 2 session of FREE consultation to two luck participants whose name he pulled from the business card fishbowl.

Other lucky members got some cool gifts one won an electronic business card scanner so he can take all the cards of the member he networked with and scan it right to his PC phone book…SWEET!

All in all it was a great time. If you would like to learn more about the Atlanta group go to www.eCommerceMeetup.com and if you would like to sponsor, speak or volunteer do not hesitate to contact us!

Check out the video from the event…..

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Welcome to the new decade, it is almost hard to fathom for me still that we are in the 21st century. And equally hard to believe that we are 10 years into it, dayam I am getting old, LOL. This time of year is one of the MOST important times for your business for two reasons…

1) You just wrapped up the most busiest time of the year with Holiday sales.

2) Your data is fresh and needs to be capitalized on.

So while the rest of the year is filled with promise, you want to take time RIGHT NOW and reflect on what worked, what did not work and what you can do to make 2010 even better than 2009 for your business.

Do NOT forget that you just got a whole new set of holiday buyers that found your product during the shopping season. Be sure to calculate and strategize how to turn that occasional holiday shopper into your long time customer. Maintaining a % of these new buyers can make or break the slow 1st quarter of the new year when the economy settles down for its winters nap.

Oh well, right now I got to go do the "dreaded" year end inventory counts today for taxes. I think this is the one thing I hate doing, but glad I only have to do it 1 time a year. Till we chat again on Monday, have a wonderful and prosperous NEW YEAR!

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It is with great excitement that we announce our plans to take eCommerce Merchants local to a neighborhood near you in 2010 with the launch of eCommerce Merchants Local Chapters.

With over 5 years of successfully developing the most vibrant community of online merchants sharing best practices and educating "By sellers for sellers" we believe going local will deliver additional value for our members developing a network with other online merchants in your area and discussing the latest strategies.

We are currently seeking members who wish to help us get eCommerce Merchants Local off the ground in their area. If you would like to help coordinate the first meeting in your area, please contact Brandon at Brandon@ecmta.org for more details.

First Local Chapter: Atlanta

Our first local eCommerce Merchants Chapter is in the Atlanta, GA area and our first eCommerce Merchants Local meeting will be held on Tuesday January 12th at 6:30 PM. The topic for this meeting will be Social Marketing as well as a networking meet and greet and dinner. If you are interested in joining us in Atlanta on January 12th, please click here for more details or email Brandon at Brandon@ecmta.org.

Listen to the Interview NOW!
(press play button and be patient, it takes a minute to buffer)

OR Click to Download

Press "Play" to listen now

Ecommerce edutainment on demand  

Be sure to subscribe so you do not miss an episode.