Diapers.com: $89 Million Dollars in Sales a Year
August 22, 2009 by Pablo Palatnik
If you’re involved in the e-commerce game, you probably love to learn about successful players in the space, what they do, what their top executives do, believe, etc. Inc.com has a great article on co-founder, Marc Lore, of Diapers.com.
One thing I believe you should ALWAYS do as the owner of an e-commerce business is always look at what others are doing, not just your competitors or sites in your niche but overall, what successful websites are doing. What Order now buttons they use, color schemes, design, customer service functions (i.e. live chat) and features you may not have or features you may want or can implement.
Let's look at some of the search marketing essentials for this website:
Search Engine Optimization:
> You cant say enough about the SEO of this website which definitely is a big part of the business' success. Thy pretty much rank for essential keywords that drive millions of visitors each year.
1 baby items
1 babycenterstore
1 diapers com
1 diapers online
2 baby store
2 baby store online
2 da vinci cribs
2 diapers com
Paid Search Marketing: (Pay-Per-Click)
> It seems Diapers.com made a big push in Jan. 2009 in their paid search efforts. It seems they bid on over $4k keywords. They advertise in all three search engines (Google, Yahoo, and Bing.) I also wouldn't be surprise if they advertise in all contextual networks and shopping comparison engines such as Shopzilla and PriceGrabber.com.
Social Media:
> By now, I'm sure this companies social media strategy is just to let the customers take care of it such as in this example of a customer in a large Facebook group giving out a coupon for $10.00: http://ms-my.facebook.com/topic.php?uid=32352587436&topic=8669
The company doesnt seem to be on point with the opportunities that there is in the social media space. Is this their Twitter page (I believe, not 100%) and seems to be very weak in both design and followers. Should be much higher with the amount of traffic they get and acquired customers.
Traffic Stats by Compete.com:
Here is a great ad found in YouTube for Diapers.com:
In the Inc article, Marc Lore states, "When we launched the company, our biggest competitors were already at scale. We knew early on that the key would be how fast we could ship stuff, what prices we could sell for, and how many product lines we could carry."
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Comments (4)
Great sales with great domain name.
David
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Greatings, Ugh, I liked! So clear and positively.
AlexAxe
One of the biggest complicating factors is the potential for the emails used in the marketing campaign to be viewed as spam by either the recipient of the email or the spam filter provided by the Internet service provider. This potential alone creates a major complication because Internet marketers have to make a significant effort to assure their messages are not trapped by a spam filter or immediately deleted by the recipients for appearing to be spam.