Bateman, not going to dispute you. But seriously, don't you think they have to pump up their site a little more?
Part of the game is repeat traffic. Right now, their site isn't one where I go there and get that "hey, I gotta bookmark this and come back" impulse. IMHO they need to get it closer to that point and further from the "no-frills" look it has now. The site isn't static. They can change it; they certainly should change it over time.
Someone posted another site over the weekend which is just absolutely terrific both in a business sense and a music lovers sense:
tunes.com
IMHO, that's a great model. The way they are able to offer additional suggestions that really are relevant to the titles and artists - IMHO that's a lot more important than whether it takes one or two clicks to get to the "Titanic" soundtrack (and IMHO the demo any of these concerns is targeting is likely to be very net savvy already). And they've done it really well. I've seen other sites try something like it, but they seem of offer the same 7-8 titles in a general genre.
Also, the hyperlinks in the background text, related influences, etc. That will lead to impulse buys. Also, just makes the thing more fun and informative, which is going to lead to repeat traffic.
Also, if you actually click on one of the KTEL compilations, you get a list of songs, but I didn't see any artists names next to them. Agghh!!! How can you not do that? Artists names are important. Ask yourself, are you more likely or less likely to get that marginal sale if you are able to do that? The few comps. I've bought, most of the times I've bought them because of the bands. Their club mix has the name "Prodigy" or "Chemical Brothers" on next to the song name on the ordering page, yeah, I think it'll increase sales.
Little things like that matter. I don't think the "early-adapters" for music e-commerce are the type of buyers who view music as a commodity product or aural wallpaper. So don't treat them as if you think that's how they think.
Then again, maybe their idea of their demo is different from mine. I just think the demo I'm sort of hinting at is the group that's going to be driving cash flows for the first few years.
And let's face it, the overall degree of craft (and or need for more) of the KTEL site just doesn't matter right now if you're in there trading it.
Who knows?
Good trading,
Tom |
