Average Sale per Referrer

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CHR

CHR

Design matters
Nov 28, 2002
8,951
8,442
113
Anaheim
www.avantegardens.com
State / Prov
CA
I'm getting ready for a meeting with the AT&T YP rep *heh* and have analyzed our order tracking numbers to be armed with the best info possible.

One stat I hadn't paid much attention to was 'average sale' by referrer. IMO it gives us an idea of the quality and type of visitors being sent from a site.

Here are our average online per order sales (flowers only, excluding delivery and tax) by referrer:

MSN/Live $ 79.68 (no ads)
CitySearch $ 79.20 (paid listing)
Yahoo Local $ 78.90 (minimal monthly fee for listing)
Yahoo Yellow Pages $ 68.50 (included in YP.com fee)
Google search $ 67.10 (no ads)
Yahoo search $ 65.46 (no ads)
YellowPages.com $ 58.20 (paid listing)
Google Local/Maps $ 56.90 (no ad)

We have less traffic from MSN/Live than G, Y or either of their local versions, so the higher average may be due to a couple large orders pushing the number up.

YP.com had a slightly higher average than Google Maps/Local, but the traffic from G Local was significantly higher.

FYI, based on the fixed cost of the YP.com listing (and also counting the traffic from AT&T's other properties like yp.yahoo.com, we spent more than $7/click... and you can be sure that won't happen again.
 
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Nice tracking and Great info.
 
How Much

Bigted said:
Cathy, if you have the same salesman (sal?) that I have, you should take it easy on him. He was absolutely devastated when he left Visser's.

My metric for this type of advertising is cost per order. Of course that assumes all orders are average orders.
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how much do you allow ( cost ) to obtain an order thru yellow pages or other venues for that matter? last year our yellow pages was costing us around $13 an order. which i deemed too high and reduced our ad this year. any other thoughts from anyone....
 
Hey just ask your rep what happened to Green Cottage?

Since they had the top listing they should of done well.

Hey also let me know if your rep shows up. I heard that they are on strike and I still have not heard anything from my Rep in almost 30days. And if its Mark let him know I'm still waiting for my video ad link. Its only been 5 months. Oh and my yahoo local still shows I am closed 7 days week. Very nice since they control the yahoo listing except my tracking link still dosen't show.

Yellowbook is also great. I signed up with them 1 1/2 years ago and the North Book had no listing the mini books had the correct ads. The Central book was okay except the ads where wrong in the mini books big ol Teleflora sign on them. The west coast book had no ad and finally the south county book (Wrong AD) I love seeing that Teleflora sign on my yellowbook ads. Needless to say some people are not getting their money.
 
Eric S said:
Hey just ask your rep what happened to Green Cottage?
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LOL. (For non-Orange County folks) That company came in with guns and wallets a blazin' last fall and bought the #1 local slot. They are completely gone from YP.com after only 8-9 months.

Hey also let me know if your rep shows up.
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He did. Yet another new one (but not Sal).

Very nice since they control the yahoo listing except my tracking link still dosen't show.
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Have you tried claiming your local listing on your own? I claimed ours via Yahoo direct and run an enhanced listing for about $10/mo.

I love seeing that Teleflora sign on my yellowbook ads. Needless to say some people are not getting their money.
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Got a screen shot? They're still telling members they won't compete with them in the YP's.
 
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