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Fair
Measures Corporation: A case study in online
“thinking outside the box”
by: Philippa Gamse
Fair Measures
Corporation is a nationally recognized
management training company made up of
attorneys and professional speakers. They
consult with companies such as Oracle, Sun
and Cisco around preventing employee
lawsuits by treating employees with respect.
Their Web
site, at http://www.FairMeasures.com/
contains over 500 pages of free in-depth
legal information and analysis, provided for
both employers and employees. It includes a
monthly e-newsletter, and an “Ask the
Lawyers” page where visitors can post
additional questions. The site attracts
frequent media attention, and has been
featured in “HR Magazine”.
Last year
(2000), we completely restructured the site
to add content for the many employees who
come there looking for information.
Previously, we’d been concentrating on the
traditional markets for Fair Measures –
human resource professionals and managers
who hire them for workplace training
programs. But we realized that in doing so,
we were missing out on a very different
audience for their expertise – and one that
really only exists in the online context.
How did we
know this? In two main ways:
1. by looking
in our traffic analysis at the key search
phrases that brought visitors to the site;
and
2. from the
content of questions submitted to “Ask the
Lawyers”.
We could see
that many visitors were looking for
information around sexual harassment,
overtime exemptions, Internet e-mail
monitoring and privacy issues, and wrongful
termination. Employers wanted to know how to
create policies and practices that would
protect them against costly lawsuits, and
employees wanted to enforce their rights.
So, we created
a whole series of new products - instantly
downloadable online guides and sample
policies around these topics. They are
available in Word, pdf, and html formats –
at the buyer’s choice, and come with a full
money back guarantee. The price point –
currently $10 for the guides, is intended to
encourage impulse purchases.
The latest of
these products – a “Wrongful Termination
Guide” was added in April, and is now
achieving a nearly 5% conversion rate in
sales. This is far higher than the average
1-2% that is typical of most e-commerce
sites (and perhaps indicative of the current
economic climate!) And, with real-time
traffic analysis from Hitbox, we are
tweaking the language and length of our
selling pages to see what’s most effective
with each audience.
Our
downloadable products are now generating a
steady additional revenue stream, from a
source that is very different from the
traditional markets for this company.
So, lessons
learned (and still being learned) from this
exercise:
1. Be open to
new and different potential audiences for
your online business;
2. Study your
traffic analysis – there are many valuable
clues as to visitor needs that can be
translated into new products and services;
and
3. Keep
monitoring your visitor response and try new
spins on your content.
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