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

Note: This is a 2003/04 portfolio. See also 2006 portfolio.

  1. Online School Registration and Affiliate Program:
    • Added all school enrollment fees and tuition payment options to the site's shopping cart web pages to allow for online registration, and to produce a powerful tool for affiliate marketing.
    • This affiliate program will strongly encourage many other web sites to join the program and help promote sales of the school's courses, products and services.
    • The links received from the affiliate web sites will help the site achieve a top 50,000 site ranking very quickly - likely within the next 8 weeks - as receiving links from other sites is one of the most powerful way to raise a site's ranking on search engines.
    • Likely the first affiliate program of it's kind for a well-known alternative medicine school in the US - and definitely the first of it's kind for an Ayurvedic school.
    • Currently finalizing program details, product descriptions and updating graphics for shopping cart items.
  2. Ayurvedaonline.com Home Page: www.ayurvedaonline.com
    The business includes an alternative medicine school, a natural medicine clinic & spa, a natural product dispensary and an online store.
    Key sales features:
    • The upper green tab navigation clearly highlights the three companies owned by business and featured on the site.
    • All links within the black area below the upper green navigation were added to increase content (and therefore search results), to add consumer friendly areas to the site, and to move towards changing the site into a portal format from its original "business card" format.
    • The student picture (a highlight of the page) includes rollover alt text which direct visitors to the main income generating page of the site - the school's main page.
    • The lower left navigation links were added to all pages to increase visits to online registration related web pages for the school.
    • The page body text was added (the original home page had a few links and almost zero text on the body of the page).
    • The wellness spa is a new business and category of site content, and a forth tab will soon be added to the top of all of the web pages for this content.
    • The lower bulleted body text was added to the Home Page to clearly describe the school's programs (again, the main marketing goal of the site is to enroll new students...at 5K each).
    • The right navigation was added to increase the visibility of the site's main product categories.
    • Highly visible online registration links for the school's courses were added to the left of the page.
    • Clear, simple navigation throughout the pages (which could of course use some updated graphics, but works for now...also, JavaScript rollover links will soon be added to the right product category links on all pages).
    • As mentioned elsewhere in this portfolio, much of the site's HTML code is currently in a run-on format, likely due to a problem with a previous version of Dreamweaver, or possibly due to multiple uploads & downloads from different computers. Some behind the scenes HTML formatting and addition of white space are definitely needed!
    • Also, please note: the site is currently optimized for 800x600 resolution. I will soon be changing this to left aligned 800x600 to display well on all screen resolutions.
  3. The Alternative Medicine School's Main Page: www.ayurvedaonline.com/academy/info.htm
    One of the most important pages of the site (along with the Home Page and the Affiliate Program Details Page).
    • Rewrote the school's mission statement, then changed it into the current bulleted and bold format.
    • Clear details for online registration were added to the Academy Main Page, with multiple links to this page from the home page and all other site pages.
    • The picture on the page is of the School's Director with one of the top teachers in the field - a very well known author - for brand alignment purposes.
    • Added the simple navigation to the course details and admissions application/sign-up form - with links to the online store for payment options and online registration.
    • Very visible links to the faculty and advisors - who are outstanding, very well-known in their field, and a very effective sales tool for the school.
    • The academic polices, FAQ and course schedule link is a major sales tool for the site. FAQ answers are formatted in an order designed to lead with branding and promoting authentification within the field, followed with many links to online course registration. Suggested that individual classes should be available as distance learning courses. Wrote all of the needed content. One $450 class and $50 in suggested reading items sold 8 days later!
  4. Online Shopping Main Page: www.ayurvedaonline.com/Merchant2/merchant.mvc
    • Produced New Online Store from scratch, using MIVA shopping cart and MIVAScript.
    • Added many 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. See the current specials product category for examples.
    • 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 individual distance learning courses to the online store - as their own category, and cross-merchandized throughout the site (see ayurvedic cookbooks and liver and detoxification support categories) to increase the marketing opportunities for these higher dollar items.
    • 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 completed.
    • 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 sales effectiveness.
    • Link back to Home Page is somewhat hidden - to keep visitors on the shopping pages a little longer.
  5. Natural Medicine Clinic's Main Page: www.ayurvedaonline.com/clinic/info.html
    • Added all of the middle links and content to increase usability and effectiveness of the clinic section of the site.
    • Produced and promoted package deals for purchases of multiple services offered by the clinic at a reduced price for the consumer, resulting in a higher sale per transaction for the business. See www.ayurvedaonline.com/clinic/fees.html for details.
    • This page definitely needs some new pictures and a new layout!!!
  6. Recipes Main Page: www.ayurvedaonline.com/recipes/index.htm
    • I pushed for the addition of this section of content to the site...received approval...then added 42 new recipe web pages. Food words are some of the most highly searched words on the Internet. These pages regularly are some of the most popular pages of the web site. Also, the recipe pages have a first page ranking on a Google search for Ayurvedic Recipes.
    • These pages add to production of a positive brand image, helping to promote the site as an authority in the field.
    • Used to "give away free, consumer friendly content" to help build an online community of users, and give visitors a reason to return to the site.
    • Used as a tool to receive free links from other sites without having to request them (which is a key to raising the site's Google search results).
    • "Word of mouse content" - users forward links to their friends - which results in free marketing for the site.
  7. Dosha Quiz Main Page (a mind-body type questionnaire): www.ayurvedaonline.com/info/threedoshas.html:
    • Very similar marketing benefits as the recipe pages.
    • Very popular page (second highest traffic page on the site, after the home page)...provides interesting, consumer friendly content.
    • I pushed for the addition of this content to the site, then completed parts of the project on my own time. These pages are now often the site's second most visited pages.
    • The second paragraph has a link to the actual quiz. A JavaScript score tabulating feature will be added shortly to the quiz web page.
    • Quizzes are a popular feature with web users, and an effective tool to interact with visitors.
    • Both pages have links at the bottom of the pages that lead to shopping lists for consumers based on their body type, and product sales ("landmines" of cross merchandised products).
    • Products are grouped into bundles of three to four products specific for each Dosha type. I suggested and gained approval to add these bundles and the quiz content. The site now has significant product sales of products in the $45 to $60 price range - rather than constant single product sales in the $17 range (increased sales per transaction). This led to the business owner requesting that the business' product catalog be rewritten in this format.
    • Additionally, Dosha Specific product categories were added to the online store, and filled with products specific for each Dosha type - which has proven to be very effective.
  8. Detoxification Article: www.ayurvedaonline.com/info/livercleanse.htm
    • A page with a similar format...an article with lead-ins to bundles of products for sale.
    • This content category (Health Articles) was added to increase the scope of the site content.
    • The detoxification product bundles have also helped raise the site's average sale per transaction.
    • Detoxification is a popular category with consumers, and these product bundles have sold well.
  9. News and Events Page: www.ayurvedaonline.com/news/index.htm: .
    • This section was added to enhance the portal format of the site and to promote the school's events - such as Open House events...which are primarily used as a promotional tool for enrollment of new students.
    • The school now promotes and sells individual weekends of classes, in addition to full program enrollments.
    • Utilized the top news events (with a very well-known speaker), www.ayurvedaonline.com/marketing/graduation.htm, - as regular promotional tools for the site by placing them within the News & Events jump page. This way these pages are easily seen by visitors - much more so than in a past events type web page.
    • Suggested and wrote the business' first two press releases, then added these articles to the News and Events pages. See the Master's Degree page, http://www.ayurvedaonline.com/academy/mastersinayurveda.htm, and the first press release article for the business: http://www.ayurvedaonline.com/news/ayurveda.htm.
  10. 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 form's 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.
  11. Win-Win Marketing Examples: www.ayurvedaonline.com/news/nov1704enews.htm
    • *Recently sent this e-mail out to the 9000 contact database requesting research articles for posting online (for content & searchability...and free marketing - users can show friends the web page address of their articles). We will be sending the top 5 submitters a free herbal product of their choice ($20 - $30 value). Recipes and food words are some of the top search terms on the Internet, so receiving more recipes would increase searchability, and provide the site with more (very popular) content for visitors...and hopefully help us increase message board postings (more searchable content) and research articles (more searchable content), while promoting the $5,000 courses offered by the school (the main goal)...Internet marketing sure is a multilevel process!
    • Another win-win marketing example: www.ayurvedaonline.com/info/depression.ppt#256,1, Ayurveda Defining Depression in each Dosha. One of the marketing example I'm most proud of...I contacted a student who wrote a nice paper on depression for her school project. I let her know that the school Director liked paper, and that we wanted to post it on our web site to share with our site's visitors (with her approval). She was very, very happy to hear this! She said she couldn't wait to show her parents, once it was posted online. The site's benefit: searchable, well-written content to benefit our search results and add some interesting content for our visitors. Also, I informed her that she could add to the paper if she'd like anytime, and that she could feel free to use the page address in resumes...as she is now a published author! So the site gets, content, searchability, some free marketing, and the student (who wrote on and researched depression), was overjoyed to be the first student paper we selected for posting on our web site!
  12. E-newsletter written for Whole Foods Market: www.altmedlinks.com/resume/web/enewsletter.htm
    • Displays my research and writing skills, and my knowledge of the natural products industry. Wrote all content, designed header graphic.
  13. Contact Building and Direct Marketing:
    • Developed a 9000 member MS Outlook contact database, in 45 targeted e-mail categories, from initial handwritten lists and miscellaneous MS Excel & Word files (original contact lists contained approx. 700 contacts)…
    • Obtained approx. 2000 highly relevant new contacts through free web searches.
    • Hardcopy mailers sent 10-12 times per year using Outlook/Word/Excel Mail Merge feature.
    • Manage 90% of all incoming business e-mail (including the School Director’s primary e-mail account), and all outgoing e-marketing campaigns… Approx. 6000 e-mails sent & received per month for each of the last 12 months.
    • See also: e-newsletters and autoresponders.
  14. Google search results and advertising with Google's AdWords (the "Promotional Links" column on the right of Google web pages):
    • Obtained multiple #1 and first page rankings on Google for general searches on Google and Google Adwords (text ads displayed on the right of Google search pages).
    • Examples of Google general search 1st page results: "ayurvedic education", "ayurvedic training ", "ayurvedic recipes", "ayurvedic products" and "ayurvedic academy".
    • Examples of Google Adwords 1st page search results: "ayurvedic college", "shirodhara", "ayurvedic"... look for ads on right titled: Ayurvedic Edu. and Products - for www.ayurvedaonline.com. Note: "ayurvedic college" is the name of a competitor's business. I suggested using this phrase so our ad would show up on Google searches for the other school's web site!
    • Currently leading all competitors in the field - in regards to traffic growth, and most competitors in overall traffic. Will likely become the highest traffic site in the category...with #1 ranking on Google for most relevant search terms within the next 12 weeks.
  15. Google Ranking Improvement Tools:
    • Developed powerful, effective tools for increasing Google ranking - currently being implemented with significant success.
    • These tools increase Google results, track progress as they are implemented, and they are free (for the most part, minus labor).
  16. Traffic Reports: See www.ayurvedaonline.com/wusage for current site traffic.
    • View overall accesses by month, week, and day.
    • Details are available by clicking on specific months, weeks and days.
    • Note: 4600% growth in traffic/visits over the last 14 months (easily seen on the month view). This was achieved while the business was very focused on direct marketing and other projects - rather that building a web presence. Also, while I'm spending hours and hours working on this web portfolio!
  17. Message Board: http://www.ayurvedaonline.com/bbs/index.sht.
    • 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.
    • CGI/Perl scripting used to produce the message board.
  18. 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 these pages.
    • 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 in the US.
  19. Message Board Promoting Tools (not in use yet, likely utilized within the next two weeks; as of 4/21/05):
  20. Other E-newsletters & Autoresponders: Most have been produced in the following format...Provide to free, useful content, then add in promotion material for the school's events and/or online product sales promotions. Also, the goal is to effectively answer all information requests - in a sales closing manner. I write most of the content for all of the e-newsletters for the business.
  21. To be added to this portfolio shortly:
    • Security checklist
    • Additional e-marketing examples and customer retention efforts.
    • Sample E-marketing Action Plans and Top 10 Common E-marketing Improvements.
    • Freelance Skills Master List.
    • Project Management examples.
    • Major completed task list and categories.
    • Successful sales lead source tracking.
    • Schedule page for promotions and vendor tracking.
    • Examples from previous portfolios
    • AML usability examples.
    • Original research
    • Flash and other graphics work

 

Cover Letter | Resume | Overview of Skills | Personal Profile
Internet Marketing Portfolio | Additional Work History | Sitemap | jl@johnlutz.com