Because AmbientWeather.com sells tens of thousands of products, it's critical to track each product's popularity among customers. Once top performers are identified, the company can work to ensure that these products are found by customers in the fewest number of clicks. Additionally, the company can optimize other site pages that contain less popular products, so they receive more prominent placement in search resultsâmaximizing sales.
Edelman uses Yahoo Web Analytics to monitor traffic to the site, visitor entry points and navigation paths (i.e. which web pages people are coming in on and clicking to), customer bounce rate, and most importantly, purchases.
“You’re flying blind if you don't have some kind of Web Analytics tool,” Edelman says. “It may seem almost random if you don’t have a toolkit that allows you to figure out what people are searching for, what your conversion rate is, and whether pay-for-placement advertising is converting to actual dollars.”
By tracking this kind of information, Edelman can identify fluctuations in visits and sales, and optimize his store, inventory, and marketing accordingly.
Ambient Weather operates so efficiently, it requires only an eight-man team to run the $8.6 million business. Edelman says automation and tools available through Yahoo have helped make that possible.
Because the ecommerce site has experienced so much success within certain categories, Edelman is planning to launch an entirely new sister website to better focus on associated products. Eventually, he hopes to use Yahoo Merchant Solutions to create a number of niche websites targeted at different markets and focused on different product categories.
Who: Ambient Weather.com
Product Used: Yahoo Merchant Solutions
Highlighted Feature: Web Analytics
Results: Business doubled after the company launched its ecommerce site with Yahoo Merchant Solutions; growth has been so substantial, it plans to launch additional sites to better showcase certain product categories.