Webmaster/E-commerce Director, Portfolio - Advanced Web Page Features, John Lutz

John H. Lutz III

6920 Roosevelt Way NE #207, Seattle WA 98115
Accepting interviews for: PA, NY, NJ, DE, MD, DC, VA, CA and WA.
Cell: 206-713-8182, E-mail: jl@johnlutz.com
Resume: www.johnlutz.com/resume/ecommerce/index.htm

Portfolio Of Highlighted Web Pages and E-marketing Work

E-marketing, Uability and Editing for Increased Sales Effectiveness
Advanced Code Features | Current Projects | Graphics | Personal Profile

The below content is 2004 portfolio content. See also: 2006 Advanced Features Code Examples

Online Shopping Main Page: www.ayurvedaonline.com/Merchant2/merchant.mvc
- Produced New Online Store from scratch, using MIVA shopping cart and MIVAScript.
- Added all of the product category links - to clearly show what products are for sale.
- Grouped popular products into Bundles of 3-4 items, significantly raising the average sale per transaction. For examples, see the Current Specials product category.
- Added School Fees and Spa Services to the online store to majorly improve the sales per transaction and increase interest in the site's affiliate program.
- Added MIVA's Affiliate program (an in-house managed program; wrote all program details, affiliate payout details, installed required coding). Some details are still being added to enhance the program.
- Added top left text explaining "monographs" - the detailed science behind the products - to enhance branding and legitimacy of the products (improving sales effectiveness of the pages). The monographs also provide searchable content.
- Added scientific looking photo for enhanced legitimacy of the products, improving image and sales effectiveness.
E-news signup page: www.ayurvedaonline.com/enewssignup.htm
- Matt Wright's formmail CGI/Perl script.
- Notice the Address, City, State, Zip and Phone fields are all optional. If a visitor fill out all of this information, they are considered a higher level prospect than someone who only fills in the Name and E-mail fields.
- Visitors who fill out all of the information on this page receive a call from the Admissions Director and a hard copy Course Catalog in the mail.
- Visitors who fill in just the Name and E-mail fields are only sent e-newsletters.
- After filling out this form, users get directed to a *major promo page* for the site - a "thank you for signing up page", where they are offered a free book and 50% off product purchases on the site's top products...based on calling the school/clinic: www.ayurvedaonline.com/marketing/enews_signup_autoresponder.htm. The call is then directed to the school's Admissions Director, who evaluates the consumer's interest as a prospective student, and provides further details about enrollment in the school's educational programs.
- Many/most other web sites (including the top sites on the Internet) do not utilize these simple and effective sales methods.
Message Board: http://www.ayurvedaonline.com/bbs/index.sht.
- CGI/Perl script used to produce the message board.
- Added as a tool to help change the site from a "business card" to portal format.
- Wrote the sales-formatted reply by the business owner to "Re: Ayurvedic Teaching Clinic", in regards to a request for info about internship at a local Ayurvedic Teaching Clinic.
Students Page, Student Message board: http://www.ayurvedaonline.com/bbs2/students.htm.
- Password protected directory, using HTTP user authentification for web servers. Using .htpasswd and .htaccess files on an Apache web server.
- Use username: AYU2004, and password: students to view this page (which is a new page, not yet being utilized frequently by students)
- CGI/Perl scripting used to produce the message board.
- Designed graphics, wrote all text. This page is also utilized as promotional tool to promote the upcoming Level 2 courses to current students in the Level 1 course.
- Used to add value to students/customers, and enhance learning opportunities.
- One of the first student message boards on the Internet (for an established alternative medicine school).
- Advertised (meaning a visible link was placed) on the site's home page to define a member's only area (and encourage in interest in becoming a "member"/new student).
CSS - Cascading Style Sheets:
- Currently used it to produce the colored scroll bars on all web pages on www.ayurvedaonline.com and text formatting for many pages of the site.
JavaScript:

I've had quite a bit of training in JavaScript, and I regularly use it when needed.
Soon, I'll be adding JavaScript code to the Dosha Quiz web page on ayurvedaonline.com, to calculate the quiz results.
Copy & paste the following example of JavaScript into your web browser:

javascript: alert("JavaScript Rules!"); alert("I can help your site become a Mover and Shaker on Alexa.com - and achieve a top 1000 site ranking!!!!!");

HTML/XHTML:
- Currently the site's code needs some work! Not sure what caused the problem, but much of the HTML recently was converted to long run-on paragraphs. Currently the business is in a rapid growth phase, with a need for increased funding to support misc. web projects - such as cleaning up this code. For now, I've cleaned up the code on many of the commonly edited pages. The code and pages will be due for a major update soon (templates would be very helpful). The business is currently highly focused on web marketing and gaining web traffic, so for now, these tasks are on hold.
Site Statistics:
- Page views: approx. 1.5 million/year.
- Average page load time: .5 seconds, faster than 94% of other pages on the Internet.
- 3500 files, 430 pages, 14,000 links.