This is a great slideshow (with audio) on how to use metrics to drive the development of your web app.
Greg Sterling over on Search Engine Land shared some interesting findings the other day from a Yahoo study into consumers’ behaviour when choosing local services and providers.
The numbers regarding consumers’ choice of research tools (generic search engine vs. vertical search engine vs. internet yellow pages) are particularly interesting as there’s quite a lot of variation between verticals.
The article also has some good data about the types of terms people tend to search for.
Useful reading if you’re marketing local services.
One of the more successful UK hyperlocal sites so far, UpMyStreet, has had a makeover. It has a new homepage and, according to the site themselves, improved local business search and rating functionality.
Can Sales of Desktop Apps Predict Successful Web Apps?
Attending FOWA a couple of weeks ago got me thinking about web apps in general. With the move from desktop to web-hosted software, I’m wondering if what’s selling now in desktop versions will be a good predictor for what people will pay for in web app form? (And note that I’m talking about paying. Popularity of free apps would be a different topic entirely.)
For inspiration, have a look at Amazon UK’s current software bestseller list. Here’s how it breaks down…
This is based on a categorisation of Amazon UK’s 100 best-selling software products by units sold.
The results are no doubt skewed towards the Amazon buyer demographic. I’d guess that gamers, for example, are under-represented. Also, the average purchase price varies quite significantly by category. Education items, in particular, tend to be quite cheap, whereas operating systems and office software are rather expensive.
Anyhow, it does give an interesting idea of what currently sells in large volumes. Hidden within those categories (especially ‘Other’) is a multitude of niche products, each of which manages to sell in healthy quantities.
But Web Apps are More Than That
Of course, moving online isn’t all about who hosts your software. It’s also about easier communication and collaboration (think Facebook, for example). Top web apps won’t necessarily just be online versions of anything that existing previously in desktop form. But many will, I think, take an idea that’s worked well in the desktop era and give it a few tweaks to take advantage of the web. See Gmail, for example.
Ideas for your Next Web App
In summary, if you’re looking for inspiration to build a web app, you could do worse than finding a popular desktop app that has yet to make it to the web.
Outside.in currently powers ‘buzz maps‘ for the Washington Post that show which places are currently being mentioned most by local bloggers. No doubt they’ll be looking to set up some similar partnerships when they launch here in Britain.
The Guardian’s Oliver Luft reported on Wednesday that the Trinity Mirror-owned Liverpool Echo has launched a map-based news service where they are geotagging news stories and allowing for postcode-based searches.
According to the article, Trinity Mirror have plans to roll this out more widely.
Trinity Mirror also have other experiments with presenting news at more focused local levels, so it will be interesting to see how they get on.
(Thanks to James Thornett for mentioning the Guardian article.)
Greg Sterling has an interesting post on his Screenwerk blog on the challenges of selling SEM to small local businesses.
He argues that most small businesses don’t understand enough about SEM and all the metrics involved to evaluate an SEM service except by trying it. When they do, often the ROI is not great because several parties have to take a cut of the ad budget.
Greg goes on to suggest that SEM is probably too complex to be sold to many small businesses whose ad budgets are simply too small to get reasonable results:
It’s a disservice to sell traffic at pricing levels that are too low to deliver volume or to create unrealistic expectations with inflated claims about results. Both drive churn, which is inefficient for everyone.
I tend to agree with what Greg’s saying there, but I do wonder whether there’s an opportunity to provide low-cost templated or even fully self-service SEM services to specific verticals by providing standard sets of keywords and just varying the location that is targeted.
We could imagine a service for plumbers, say, where they would click a few checkboxes to say which, out of heating, bathroom installation, emergency call-out, etc., they provided, then select their target town and monthly budget.
That would be enough to set them up with a suitable PPC campaign with a relevant set of target keywords and monitoring tools. By automating the process, the cost could be kept low and hopefully the ROI would be more attractive.
A few questions:
- Are good SEM firms doing this anyway?
- Is the main cost involved in small business SEM actually the cost of selling to these small businesses in the first place (rather than setting up and managing the campaigns?)
- Would this even just be more or less equivalent to vertical directory sites buying traffic and selling it on?
I’d be interested to hear your thoughts.
This data has been out for a few months now, but for anyone whose business depends on advertising, it’s worth a second look.
It’s from the World Advertising Research Center’s Advertising Statistics Yearbook 2008.
UK Advertising Expenditure at current prices, 2007
|Outdoor & Transport||1,058||4.6%|
Note: Figures are inclusive of production costs.
Given the current economic climate, no doubt most of these numbers will be seeing a substantial dip next time around.
Like Localmouth, they’re aggregating content from a number of local information providers to provide guides to individual places.
Currently, the information they’re aggregating includes business listings from City’sBest and CityGuide, news from Topix, weather from WeatherBug, events from CityGuide, movies from Moviefone, photos from Flickr and videos from Truveo. They also feature their own maps and gas price information.
It looks like that’s just the beginning, though. In their developer blog they’re appealing for anyone with local content feeds to get in touch.
The interface is quite nicely done, serving the page outline first and serving the content via what are presumably AJAX updates later. As they’ve also opted to pack everything onto a single page, the result is that the user gets a big hit of information with one page load, without that page having a painfully long load time. It’s an interesting way of doing things.
So far they don’t seem to have any content for the UK. I wonder if they could use a UK-based partner ;-)
According to their own press release, HelloMetro has been awarded a trademark from the US patent office for use of the term ‘Hyperlocal’. In a comment on Search Engine Watch, their CEO explains that their use describes their service of “advertising/providing information on the goods and services of others that are of local interest”.
Astonishing! Assuming this is true, could someone please ask those patent people to brush up on their Greek? Surely hyperlocal ought to be judged a descriptive term and therefore not possible to trademark?! Sigh.