opinion

Be Careful What You Ask For

We all want more traffic and sales for and from our websites, but have you ever thought about the downside to success?

While you might be thinking that there’s no problems that can arise from increased levels of business, the rate at which these increases (and decreases) occur and the duration of their occurrence, dramatically impact your operation.

What has me thinking about this today is news of the boost in online shopping that many “e-tailers” experienced during the Christmas buying season. For example, Amazon.com reported a new maximum of four million orders on a single day.

Four million orders in one day. Think about that for a few minutes: we’re not talking about website memberships or direct-downloads; but individual orders that must be processed, picked from stock, packed and shipped, with a goal of delivery by Christmas. Doubtless many millions of other orders were also received by Amazon over the season.

While the powerhouse e-tailer was likely focusing on ramping up temporary staffing levels and ensuring adequate stocks of in-demand items, a myriad of other issues must have arisen and been addressed as part of this process. They’ve been at it and growing for years now, which allows for predicting needs; but still, the process of preparing for this enormous level of success is costly and time-consuming.

For smaller players, planning for success is just as important, regardless of the season.

For example, I found myself unprepared for the level of traffic that The Hun sent my way after listing one of my wife’s galleries. My server exploded after it hit 30mbits/sec. which cost me both direct expenses as well as lost sales while the site was down (as well as lost sales due to the main site loading so slowly under this load). Had I better prepared for this boost, I would have been able to handle the increase in traffic and would have made more sales than I did.

The upshot of all this is that yes, people are willing to buy online – sometimes more people than you or your infrastructure can handle. By planning for success, including the positive and negative impacts of seasonal fluctuations and other factors such as major traffic influxes, you won’t see this increased level of interest turn into a disappointed pool of unsatisfied prospects.

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

To Cloud or Not to Cloud, That Is the Question

Let’s be honest. It just sounds way cooler to say your business is “in the cloud,” right? Buzzwords make everything sound chic and relevant. In fact, someone uninformed might even assume that any hosting that is not in the cloud is inferior. So what’s the truth?

Brad Mitchell ·
opinion

Tips for Boosting Ecommerce Revenue With Behavioral Insights

At our marketing agency, we focus on using real data to make better decisions for our clients. We believe every action a visitor takes on a website can tell us something important. This helps us shape our strategies and assist our clients in turning casual website visitors into loyal customers.

Lauren Bailey ·
opinion

Upcoming Visa Price Changes to Registration, Transaction Fees

Visa is updating its fee structure. Effective April 1, both the card brand’s initial nonrefundable application fee and annual renewal fee will increase from $500 to $950. Visa is also introducing a fee of 10 cents for each transaction, and 10 basis points — 0.1% — on the payment volume of certain merchant accounts.

Jonathan Corona ·
opinion

Unpacking the New Digital Services Act

Do you hear the word “regulation” and get nervous? When it comes to the EU’s Digital Services Act (DSA), you shouldn’t worry. If you’re complying with the most up-to-date card brand regulations, you can breathe a sigh of relief.

Cathy Beardsley ·
opinion

A Look at the Do's and Don'ts of Gift-With-Purchase Promos

Imagine you’re at a store, deciding between two products with similar packaging, features and pricing. You’re not predisposed toward either brand and you haven’t seen any reviews — but one of them offers, “Free gift with purchase!” Does that win you over?

Vanessa Rose ·
opinion

The Perils of Relying on ChatGPT for Legal Advice

It surprised me how many people admitted that they had used ChatGPT or similar services either to draft legal documents or to provide legal advice. “Surprised” is probably an understatement of my reaction to learning about this, as “horrified” more accurately describes my emotional response.

Corey D. Silverstein ·
opinion

Tips for Navigating a Completely Remote Job in Sexual Wellness

Anyone working in the sexual wellness and pleasure sector has at some point had to deal with issues like bias against the industry, as well as limited marketing and advertising options.

Bryony Lees ·
opinion

Free Agent Auteur: Casey Calvert Expands Her Directing Horizon

Now, having brought that highly-awarded polyamory trilogy to a close, Calvert is concluding the exclusive Lust Cinema directing chapter of her career and charting a new course out into open creative waters as a free agent.

Alejandro Freixes ·
profile

Marina Valmont: From Beauty Queen to Naked News Anchor

Marina Valmont grew up in the suburbs of Toronto, spending a lot of time walking in nature and enjoying Canada’s beautiful parks and lakes. She describes her younger self as an avid reader who spent a lot of time at the library, as well as a girly girl with a deep love for Disney, fantasy movies and Barbie.

Alejandro Freixes ·
trends

Meet the 2024 Class of Up-and-Coming Pleasure Brands to Watch

With each new year that rolls in, new pleasure brands emerge, and 2024 is no exception. Already this year, a slew of new entrants are rapidly gaining traction and recognition via social media, among retailers and distributors — and most importantly, end consumers.

Show More