200,000 Banner Impressions on XStreet SL

My translation agency is recognized as Official SL Solution Provider by Linden Lab since March 2009. During a promotion for solution providers I recently got 200,000 free banner impressions on XStreet SL. This means my banner would be shown 200,000 times - not necessarily to 200,000 different people. Excited about this opportunity I submit my banner and the link to Kimmora Linden, and a little later my banner went live.

One question was where I would like the banner to link? I checked out some banners and saw they mostly link to an XStreet item, some to an external website, and some to a SLURL. I asked on Plurk for feedback on banner ads, and most people reported they never click on banners at all. In the end I decided to link it to one of my free promotional offers on XStreet itself, so I can track if the banner ad made a difference.

I had no idea what to expect, or how long those impressions would last. Two hundred thousand sounded like a large number to me, but I could not estimate what kind of visitor traffic XStreet SL would receive. A banner on XStreet SL changes whenever you come to a new page. So if you look at 3 products, you will see 4 randomly selected banners (including the front page banner).

I was rather surprised how quickly the impressions got used up. Only a few hours after the banner went live, the first 10,000 impressions were gone already. In the end, the 200,000 impressions lasted about 3 days. Of course I was curious to see the results.

The XStreet backend gives a nice realtime overview about the status of a campaign. In the end my banner received 58 clicks - this means out of 200,000 times the graphic was displayed, only 58 people (0.029%) clicked on it. This is somewhat sobering, but then again I offer niche services only suitable for a small fraction of residents.

Of course, those 58 clicks might have resulted in additional exposure and business opportunities. The linked product - my Language Kiosk - is a useful tool and free of charge. Surely those people who clicked my banner should consider my kiosk an interesting thing and "buy" it.

Alas, it does not seem like this. While there is definitely an increased exposure - those 58 clicks really end up on the product page - it does not seem to result in an increased attractivity of the kiosk. The number of purchases stays in the range of sales outside the advertised period.

Conclusions

Without doubt, a timeframe of 3 days is way too short to draw any generally valid conclusions. My product is pretty niche - a service offering rather than a retail product. Nevertheless the pricetag for those 200,000 impressions would be 7,999 L$ - had I actually paid for them I would have been extremely disappointed. To cover a full week I would have needed 500,000 impressions at least, at a whopping 17,499 L$.

• To get a better impression, a merchant is well advised to do A/B testing with 2-3 different banners. My banner was static - the majority of banners is animated to overcome the "banner blindness" of most shoppers. A proper test would consist of various versions of the banner, animated and static, with different wording as well.
  
• One of the biggest problems I see is that the banners are not context sensitive. A merchant books 200k, 500k or 2 million impressions, and the ads get randomly displayed. It would make much more sense to ask for a list of keywords and/or categories, and only show the banners relevant to XStreet products of a certain category or keyword.
  
• A by definition intangible and immeasurable effect is exposure. My banner got shown 200,000 times, so a lot of people have supposedly seen it and might remember it in the future.

Still this has been a very interesting experiment, and I thank Linden Lab to give me this opportunity. I would be interested in hearing feedback both from merchants who use banner ads, as well as from shoppers who click or not click on them.

Have you clicked on a banner before? If yes, did you buy the product? If no, why not? Did you buy banner advertising before and where you happy with the results?

I look forward to hear your feedback!

Web marketplaces side by side comparison

A lot of people have written about alternatives to XStreet SL in the past weeks, most notably my friend Eloise Pasteur in her review series. There is also a good series of posts by Allegory Malaprop.What was lacking so far is a side-by-side comparison, so I took the effort of listing all of my 5 items on each of the available platforms. I focused on several aspects:

1. Storefront
   This is the personalized page that only shows your items in an overview. Many merchants link to the storefront from their blogs. The more options the storefront offers, the better for marketing purposes.
   
   
2. Individual item
   My item "Plywood Man" displayed in all available platforms. Please note that I tried to keep the same 1024-pixel window for all items. Screenshots that are larger had a horizontal scrollbar.
   
   
3. Merchant backend overview
   This is the dashboard where you see all your items as a seller, and from where you can ideally make some adjustments already.
   
   
4. Single item edit
   The edit page for a single item, showing all the available editing options
   
   
5. Seller statistics
   What kind of logs and statistics are available to merchants.

Apez.biz
This site has been around for quite some time. Apez is probably best known for their vendor system, which offers comparable (and in some aspects superior) functionality to the popular Hippo system. The technology of Apez is from what I can tell very advanced, their marketing however leaves a lot to be desired. The webpage is basically unchanged for a year now, despite the fact that the Apez team intended to relaunch it shortly after LL acquired OnRez and XStreet SL. Among the almost unknown features of Apez is the fact that you can build your own personalized storefront with them, or that you can use it to schedule payments to any avatar. Eloise's report on Apez.biz.



meta-LIFE
Meta-LIFE is a strange mixture of affiliate vending system, vendor supplier, web shopping portal and community portal. One of the most interesting features is the ability to create a "meta brand" where more than one merchant participates. Meta-LIFE also offers an in-world HUD that not only facilitates shopping, but also has social community features and allows to recommend places and people. Eloise's report on meta-LIFE.






Metaverse Exchange (MVX)
The claim to fame for this platform is that they not only serve Second Life but also the Opensim-based alternative grid "Legend City Online (LCO)". However, none of the listed terminal locations in LCO could be found, and also LCO strikes me as a bit deserted right now. While setting up the MVX account was easy enough, the concept that item photo and price are separated from item description and category is something one needs to get used to. I also did not find where to edit the listing of an already established account. Read what Eloise had to tell about Metaverse Exchange.



MySLMarket
This platform comes from German developers and offers you to add listings in English and German. However the English translation of the site is - despite the operators claim it has been cross-checked by native speakers - a little bit odd. To add a listing you need to select "Insert announcement" - which kept me quite some time to figure out. What is interesting is the idea of a "flea market", where single used items can be sold. Eloise's post on MySLMarket.



slapt.me
Among all of the alternatives to XStreet SL, slapt.me is probably the youngest, but at the same time the most vocal one. I was unable to find a proper storefront link, but all the other essentials were there. During the time I listed items on slapt.me I had to manually update my dropbox three times. While this was annoying to a certain extent, it also shows the platform is actively maintained. My personal impression is that slapt.me will be the most likely candidate for leading competitor to XStreet SL. Eloise had some not so good initial experiences, but posted an update.



Vitty
Vitty is a platform originating from Japan, which makes it an interesting option for getting a foot into the (huge) Japanese market. The English translation is remarkably good, so the usage for non-Japanese shoppers and merchants is possible. Vitty allows you to submit listings in two languages, where you can decide what languages they are. For serious merchants I suggest to make the primary listing in Japanese though. I did not had a good start with Vitty as it did not want to send me the dropbox first, but that got resolved eventually. Eloise had the same problem, so no extensive review yet.



XStreet SL
We all know XStreet SL, so just for comparison purposes the same screenshots as for the other platforms:



What else?
Apart of those 6 alternatives, a 7th is about to launch mid December. Cariama has a pleasing webpage design, but so far one can not say a lot of things. It has yet to be seen how it will work.

My personal impression is that the three most interesting platforms are Apez.biz, meta-LIFE and slapt.me. I doubt a single one of them will "make it" and obsolete the others. All have different concepts and strenghts and weaknesses. Apez definitely lacks on the marketing side - something slapt.me is agressively pushing. If you want to tap into the Japanese market, Vitty is your best bet so far, but Japanese translation is a must (and incidentally I know a good translation agency :-).

I assume merchants will need to live with maintaining multiple platforms, and need to develop strategies and maybe even tools to update listings on all of them. Definitely there are good platforms that allow you to address a broad audience and not have your eggs all in one basket.

Betting with Trinity regarding Linden Lab actions

Back in January Linden Lab announced to take over Xstreet SL and OnRez, and I had some heated discussions with my friend and SL sister Trinity Dechou about future developments.

While we both agreed that the major reason for the XStreet takeover was the control of the Linden Dollar exchange run on that site (and its eventual blending into the LindeX), we disagreed on sales commissions. Trinity assumed that in order to make XStreet even more attractive, the commissions will fall, while I was (and am) convinced that LL would be foolish to plug what turns out to be an addition to their portfolio of L$ sinks (upload fees, tier, partnering fees).

Another area of speculation was the limitation on group slots. Linden Lab keeps telling us that the 25 group limit is deeply coded into the structure of SL and that changing it is far from easy (which does not keep them from occasionally granting 26 groups). However systems like Subscribe-O-Matic have effectively taken away the pain of the group slot limitation and basically taken away any sense of urgency for the matter. While we both agreed that incorporating a SoM like system into SL would bring a whole bunch of benefits, Trinity could not agree to my speculation that rather than making a system of their own, following the XStreet/OnRez example LL simply buys Subscribe-O-Matic. She rather suggested LL will implement a two-tiered system of their own, with "real groups" as we have them now, and "watered down" groups used for announcements etc and no limitation to the number of them.

What happens if an anglophile and a Scottish lass strongly disagree on things? They wager! So on January 22 the following bet was placed:

Peter: I bet 100 L$ that by August 1st LL has bought Subscribe-O-Matic. And I bet 100 L$ that by August 1st we still have commission for sales on what used to be SLX.
Trinity: I bet 100$L that by August 1st LL won't have bought Subscribe-O-Matic and instead will have introduced their own two tier group system. And I also bet 100$L that by August 1st commissions on what was SLX will be gone.

As defined by the conditions of the bet, tonight at midnight SLT the time runs out. And as far as things look like, my beloved sister Trinity owes me 100 L$:

• We still have commission on XStreet, and while many changes have happened to the system - and some obvious ones (like unifying the XStreet balance and the in-world L$ balance) are down the road, there were no indications that the commission will fall. Unless this changes in the next 22 hours, it is a full win on my behalf.
• Linden Lab has not bought Subscribe-O-Matic, nor are there any indications or signals they will. So this is a full fail on my behalf, however...
• ... Linden Lab has neither introduced nor announced nor showing any hints that they will touch the group system in the foreseeable future. On the contrary, they still claim extending the 25 group limit will turn SL in a screeching snail if ever extended due to database issues. So this is a fail on Trinty's behalf too, and according to the conditions nobody wins this part of the bet.

There is still 22 hours to run, and the folks at Linden Lab are known for surprises. But I think I'll be 100 L$ richer by tomorrow.

Laying some pipe

Got your attention? Good! Recently I used the "Yahoo Pipes" tool for the first time, and all I can say is "W-o-w!". Yahoo Pipes is the answer to many questions, and I highly recommend you to use it.

I subscribe to three major fashion newsfeeds for SL: the massive fashion.WorldOfSL feed, Kesserett Steeplechase' Metavirtual.us feed and the relatively new fashionfeedofsl.com. Scanning those three, I think I cover about 90% of the fashion blogging community. The problem is that more and more authors crosspost their blogposts, so in worst case I get the same post up to 4 times. A minor problem is that certain topics like hair or skin do simply not interest me. I looked for a dupecheck solution, but did not find any, until finally a forum post somewhere pointed me into the direction of Yahoo Pipes.



Yahoo Pipes is a toolset that takes feeds as input, manipulates them according to rules, and creates a new feed as output. The pipe gets constructed by connecting graphical boxes containing rules and conditions wiht some sort of ribbon, thus creating a flow of data from input and output. The pipe constructions themselves are by default open - everybody can not only view how a pipe is built, but can actually clone a pipe and use it as basis for their own pipes.

The first pipe I built adressed the topic of the dupes in the fashion feed. For this it takes the three feeds as input and applies a few filters to get rid of unwanted content (for example posts without images). In the next step, three filters check for potential duplicte postings. And in a final step the headlines of the individual posts get changed so that the originating blog is easily visible. The result is stunning. From 240 posts fed into the pipe, only 42 remained after all those manipulations! You can subscribe to this pipe with any feed reader here. In case you actually do like to see skin and hair related posts, feel free to clone the pipe and remove the filters.

The second pipe I built scans the new item feeds from OnRez and Xstreet SL for freshly created freebies. While OnRez had a special feed for freebies (which just needed some rinsing), the problem with Xstreet SL was to decide whether it is a freebie or not depending on the item title. For both shopping portals obvious demo items got deleted from the feed as well as items without picture or without description. Finally the source - OnRez or Xstreet - gets added to the title. You can subscribe to the freebie feed here.

Apart from those public pipes I created some personal pipes - not visible to anybody - for special purposes. You do not need a software development background for them although it does help. The visual interface makes it easy though to combine things.

Have fun while laying pipe! ;-)