What Do These Online Retail Statistics For 2008 Show?

SPECIAL COMMENTARY

By Michael Lambet, CEO of MerchantAdvantage

Well, here we are at the end of 2008 and everyone is either holding their breath to see how things went, or shouting expletives about what they already think they know.  As with all matters of such magnitude, the online retail environment had some bumps, and some interesting growth as well.

After a quick review of some serious statistics by comScore– I was pleased to see the online retail segment that we address almost doubling in volume over last year.  In the face of our current economic setting this is no small feat.

In one portion of the statistics e-commerce revenue was divided into “Referral Tactict” categories such as: Search, e-mail, Comparison Shopping, Coupons and Other.  As a preliminary statement they note that over 33% of online sales activity occurred through a referral mechanism as listed within their Referral Tactic categories, and this overall statistic is up a few percentage points from last year.

You can, and should review their detailed stats when you have the time, but I found this particular chart enlightening.  Quickly, the tactics and parameters were – Search which was down a few points (no surprise there), e-mail was up a bit, Comparison Shopping was almost double the previous year, Coupons were up slightly, and the “Other” category was down.

SEARCH – Sales referrals from Search is one category, and I didn’t see a clear distinction between SEM and SEO.  In either case, the measurement as it stands shows a subtle drop.  I believe there are two main factors that lead to this drop:

1. Monthly cost of SEM in click costs has gone up (though not necessarily the cost per click) and SEO fees are up as well (to the firms hired to “enhance and optimize”, and   
2. Merchants have become more savvy about tracking click to purchase conversions, and are diverting efforts to those that they know will convert.

EMAIL- Email has grown in percentage points, despite the “DON’T SPAM ME” epidemic. It really just goes to show you that there is a way around virtually every marketing obstacle.  With appropriate email partners such as Blue Hornet and Vertical Response, there’s no reason retailers shouldn’t be re-marketing to their existing consumers.  So, revenues caused by emailed referrals was up from 11% last year to just over 16% all “referral tactic” based marketing for online retailers.

COMPARISON SHOPPING – We prefer the acronym CSE be translated as Consumer Shopping Engine these days. But, this category jumps from 2.5% of referral based revenues to 4.7%.

This number may be a bit deceiving as it shows itself as the percentage of all revenues, but not all online retailers use CSEs. So, the question arises, of those merchants using CSEs, which percentage of their referral based revenues are attributed to CSEs?  Obviously more than 4.7%.  So, it’s great being a part of a company that helps merchants market in a segment that is becoming more and more successful.

COUPONS - Coupons went up, but from 1.1% to 1.8%. I think that coupon sites have gotten a bad rap; the thought being that only cost conscious consumers (sometimes called bottom dwellers) use them.  True or not, these are consumers you likely would not have found as they do not frequent your site, nor do they necessarily frequent Consumer Shopping Engines or any other more traditional marketing venues.

There are a few pricing models, but none of them are expensive, and once you’ve got a cost conscious consumer, you presumably have convinced them that you provide a cost effective product line. So, re-market to these humans…  All in all Coupons are clearly becoming a more popular venue.

OTHER – Hmmmmmm. Well, I am an advocate of using unique methods and exploring your options.  Further, Web 2.0 and other new “inventions” have really come a long way. So, in general I’d say the “Other” category should have gone up.   But “nay nay” says comScore.

I would suggest that random and lesser known parts of the “Other” category brought down some of the more successful components of the other grouping.  Product reviews, blogs, and the like seem to be doing well for those merchants with the time to pursue such efforts.  I am wondering how much of the “Other” category is Print, billboards or even standing out in the street and yelling.  Anyway, this ever so broad category was down from 28.7% to 22.9% - which I think is a significant amount, even if it doesn’t really suggest any particular call to action.

Although the 2008 Holiday shopping season grew ever so modestly (6%) over 2007, I think too much focus is placed on the “Modestly”  and “Holiday” season words, and not enough on 2008  vs.  2007. 

Perhaps online retailers need to look more at the rest of the year (9% growth) as an area of focus.  Online retailers, and retailers in general have simply accepted that November and December are THE MONTHS to make all the years revenues look good.  They were never happy about entrusting two months for their overall annual profitability. And yet that consistently is where they look for the big bucks.  Why slight those other pleasant months by not giving them your attentions?

Even if your individual profits only grew 6% over what you would have made without additional efforts, that can often offset a somewhat disastrous holiday season.  And if that disastrous season don’t happen, papa’s gonna buy you a brand new wagon!  (translated: all the better for you).

So, I guess what I’m trying to extrapolate from this information is that sometimes you have to fight the fights that you can win, and that may not be so seasonal as you thought.

-- Michael Lambert, CEO, MerchantAdvantage

Survey Says: Site Search, SEO and Email Marketing are Key for E-tailing Success

eTaildTail and MerchantAdvantage are proud to offer insights from our friends in the ecommerce and mobile commerce industries to help online merchants improve their online maketing efforts and increase sales and return on ad spend.

This week, Geoff Brash of SLI Systems, the industry leader in intelligent storefront site search solutions, provides an insightful look into those technologies that help online merchants most effectively.

The study, and Geoff's subsequent commentary, covers what technologies online merchants found the most important to implement today to improve onsite conversions and build trust in the marketplace of their storefront and brand.

Thank you Geoff for participating in the eTaildTail community and helping us all learn a little bit more on how to be effective etailers!

Guest Commentary from Geoff Brash, SLI Systems:

"Are you giving top priority – and adequate resources – to making the most of site search, SEO, and e-mail marketing? 

We recently polled more than 300 U.S. retailers about what e-commerce technologies matter the most when promoting their online businesses, and these three e-commerce technologies scored the highest among several others, including user-generated content, static and dynamic ads, social media and more.  In fact, 90% of the survey participants said that search is a “critical,” “very important” or “important” factor in the success of their business. 

Those surveyed also said that the effectiveness of site search and SEO will continue to get better over the next three years.  Meanwhile, 40% of the retailer respondents are testing out new online tools as a way to strengthen their marketing efforts, by starting company blogs and podcasts. 

Almost the same number (38%) said that user-generated content – for example, ratings and reviews – is also gaining in popularity.  Have you incorporated any of these innovative approaches into your marketing efforts? 

What have your experiences been?

There are many more interesting findings from our survey, including the fact that about 90% of the retailers who tracked results said that after adding site search, sales increased or conversion rates improved.   

With the holiday season just around the corner, now is the perfect time to incorporate some of these important technologies if you’re not already.

If you’re interested in seeing the full results of our survey, please visit www.sli-systems.com."

Thank you Geoff and onward we charge to make our online storefronts the most productive that they can be for the Holiday shopping season -- even in a touch economy.

-- Chip Arndt

Marketing Sherpa Helps Us All With Advice on Email

eTaildTail friends over at Marketing Sherpa have some excellent advice and insight on using email as a marketing tool for any online retailer to start the week.

Anne Holland, Content Director at Marketing Sherpa, makes some insightful comments on the importance of the "subject line" of your emails.

Here are the beginning of Anne's comments. Please click on the lick below to read the rest.  It is free and just might help you all get some more opens, click backs to you, and a full read of your email campaigns.

-- Chip

by Anne Holland, Content Director of Marketing Sherpa

"Have you noticed? Some marketers and email publishers are testing shorter and shorter subject lines.

In the old days, we’d all try to fit in as many descriptive words as possible to increase the chances the inbox skimmer’s eye would land on a word that delighted it, and you’d grab the open. Not any more..."

<<<CLICK HERE>>> to read more after the jump -- Anne writes very well and it is a quick read!

Beanbasket Announces New Gift Modules: Online Retailers Can Give Consumers More Choices with Easier Setup with Gift Certificates, Gift Guide, Gift Reminders, and Flexible Gift Wrapping tools

Just in time for the holidays...or at least all of the holidays after this month and into 2008!

I always love it when shopping cart platforms expand their offerings to better leverage what consumers and online merchants are clamoring for everyday. 

Just this week, eTaildTail friends over at Beanbasket introduced some excellent new features to help differentiate their online merchant offerings to customers from other shopping cart technology platforms. 

These new features are excellent for site functionality, site "stickiness," better service offerings, and up selling opportunities. 

Also, online merchants can market some of these new features into many online marketing channels, as shopping desintation sites, comparison shopping engines, and marketplaces to encourage and entice customers to come to their online storefront to shop! 

If you need help doing this give MerchantAdvantage a shout. We can help and yes, I am a co-founder of MerchantAdvantage, so I am a little bias on how we can, help but seeing how we can help is FREE so you have nothing to lose and everything to gain!

So....some please check out some great upgrades from Bean Basket and thank you Beanbasket for sharing them with the eTaildTail community.

-- Chip

From my fiends at Beanbasket -- and call Jim O'Neill at 920-954-0807 ext 204 if you have any questions or are interested in their products -- tell Jim, "Chip sent you!" 

(getting to be a familiar phrase! Isn't it? LOL)

"Beanbasket.com, a leading e-commerce service provider, announces the new, enhanced gift modules with its latest software release.  These modules include gift certificates, gift guides, gift reminders, and flexible gift wrapping options.  With the gift giving season upon us, merchants will be able to offer consumers more options when buying gifts online.  Says Mike Harper, Beanbasket’s president, "This new gift module suite is focused on putting more tools in our merchant's hands to help increase conversions and create a deeper relationship between our merchants and their target audience."

Gift Certificates, a proven money maker for retailers, make it easy for consumers to choose a sure-to-satisfy option.  Gift certificates create loyalty, repeat business, and are almost always redeemed in excess of the original purchase.  Consumers may redeem the certificate in whole, partially, or in combination with other credit card check-out and options like PayPal.

With the Gift Guide, consumers can receive suggestions regarding gift ideas based on budget and number of recipients.  Merchants can preselect options to ensure hot sellers and/or overstocked items are promoted.  Corporate buyers will especially appreciate this useful and time saving tool.   

Gift Reminders offer another way to encourage loyalty.  Consumers can quickly and easily save important dates like birthdays and anniversaries and an email from the merchant will make sure that the consumer avoids an embarrassing oversight and that the merchant's products are top of mind. 

Flexible gift wrapping options allow busy consumers an easy way to save time.  Merchants can predetermine which items can be gift wrapped and whether or not a charge will apply.  Consumers can also enter gift messages for added personalization. 

The combination of options with the new enhanced gift modules allow merchants to easily offer their customers a way to set reminders, select multiple gifts, have them wrapped, and checkout with their own gift certificate.  Or make gift giving super easy by choosing to add Gift Certificates to their gift list!

About Beanbasket:  Beanbasket.com provides a high performance, extremely flexible, search-optimized eCommerce platform to fit almost any business model.  Serving retailers in almost every industry, Beanbasket.com offers two platforms for merchants of almost any size to maximize their sales potential. 

Beanbasket Business Builder:   Built upon reliable, enterprise-class servers, Beanbasket BB is the right solution for businesses looking to provide an attractive, efficient, and functional web store. Beanbasket.com's store model allows seamless integration into your new site design - easy to manage and update - with high-level product administration, inventory reporting and tracking, shipping options, customer notification, affiliate tracking and much more. Plus it is backed by 128bit SSL security and 24X7X365 support.

Beanbasket Enterprise:   All the features of Business builder but with Multi-Channel Order Management System for web stores, call centers, direct mail, and demand TV.  Incredible flexibility allows profit center management, call center scripting, campaign management, multiple warehouse fulfillment, and "every touch" CRM system and much more.  Beanbasket Enterprise is designed to take you to the next level of eCommerce sales."

SLIDES AND AUDIO Now Available of "Online Marketing Alternatives Webinar for Small to Mid Sized Businesses"

Hello eTaildTail community....I thought the webinar today was full of great information and great examples of some sample marketing campaigns you can execute with as little as $1,500 a month.

If you missed today's MerchantAdvantage webinar on "Alternative Online Marketing Methods for Small to Mid Sized Online Merchants" you can download the slides and audio from the front of MerchantAdvantage's site.

>>>> CLICK HERE and it is FREE! <<<<<<<<<

Over 250 people participated in the webinar, so don't miss out!  Enjoy

--- Chip

Prepared For the Holidays Properly? Last Minute Hints for Online Merchants to Grow Sales

Okay, much of the following information probably has been addressed by each of you, but it is worth noting again as you still have time to ensure that you have least considered some merchandizing tips for the holiday season, which may be helpful to bring in more sales and new loyal customers.

There is no question that shopping online during the holidays has increased and with the advent of mobile commerce it will grow. I am one of those who do not agree with Wall Street analysts and Research companies that online shopping is going to level off by 2010. It will continue to grow as the next generation of young folks “lives and breathes” online and on their cellular devices.  As long as online retailers continue to be innovative to reach them and understand the power of the functionalities of new cellualr devices (as the Iphone ....and others will follow) = online retail will grow. Period. 

But that is 2010 and it is now 2007.  So what can you do right now to make online shoppers’ experiences more robust so they buy more products from you? 

Some of the tips are obvious, others may not be, and I sure you all have ones that I have not thought of, so, at the very least, I hope the following stimulates conversation within your company to make your shopping season the best that it can be!

1. Comprehensive Content for Product Descriptions on Storefront AND Data Feeds to Marketing Channels, Shopping Destination Sites, Comparison Shopping Engines and Affiliate Sites

This seems so obvious yet many online merchants fail to think like “all” consumers and instead list products how they would like them listed, often missing important information that a buyer might want to see before a purchase.

Tip: Every detail is important to list: good pictures, side view pictures of products, product number (especially if it is electronics), manufacturer name, unique product descriptions (descriptions provided by the manufacturer are often boring and if you use them without providing your own “twist” what differentiates you from others selling the same thing?), easy to read and understand shipping costs, all in cost, product review(s), and “hacker safe” site logo(s), to name just a few.

2. SEO, Keyword Buys Should Mirror Your Product Catalog and Be Directed to Proper Landing Pages on Your Storefront

Sounds obvious right? 

It is astonishing how many online merchants spend lots of money on SEO and keywords yet fail to have the “linked reference” that pops up on a search engine or shopping comparison site direct back to the properly optimized and exciting offers on your storefront.  Think of it like walking into a brick and mortar store through the supply room.  Would you be excited to buy a product if that was the entrance? 

Of course, you need to direct the consumer to a landing page with the product they are looking for, but that landing page can have “helpful” ideas for other products, specials, upsell promos, and other exciting marketing language to draw customers deeper into your storefront. 

Tip: For a perfect example of what I am referring to see www.Cooking.com

3. Avoid all “Controllable” System Roadblocks to a Consumer Buying a Product

We are all human and by definition are imperfect, but we can certainly try to eliminate things that would turn off any customer.

Tip: Pretend you are a customer and go through the entire process and all possible options to buy a product from you. 

a. call your 800 number and see what they do, feel how they treat you, listen to what they say on the phone, hear the tone in their voice, and then determine if the person answering that call is presenting your company in the best light, and, most importantly,  do they make it easy for you to take the next step to purchase a prodcut and if you don't want to purchase make you want to come back?

b. Make an online purchase on your storefront, make two, make three = go through the entire process and determine if it is efficient, the shopping cart is efficient and easy to use, the payment process system is easy, there is excellent follow through, polite email or personal follow up, and on time delivery.

c. Know your inventory levels and, if you run out, make sure you have a system in place to guide an excited customer through the proper channels to get them that product "soon" and/or guide them to another “suggested and similar” product and let them know when and if the product will be available.

d. Try new technologies, as online live chat, for excellent customer follow up, product education and the like. AND make sure that these new ideas do not interfere with executing what you are already doing very well, ergo, only adopt new technologies if you have the time, money and resources to execute them well and not leave behind what you are already doing well.

Remember, human beings are imperfect so excellent customer service cultures are not easy to build and they are even easier to destroy.

4. Promotions Might Sound Great But They Can Destroy Margins

This is a hard one as we all want to “give away a freebie”, but these freebies, if not controlled properly, can destroy profits and frankly make your business look cheap, from the marketing side.

Creative solutions, discounted shipping, free shipping, special promotions for purchases over a certain dollar amount, special follow on coupons, and many other things are all great and need to be managed properly.

Tip: There lots of ways to do this, be savvy, think, do your research on how others do it and check out www.LLBean.com -- this is not the only site to look into but they do a nice job of packaging a sale with clicks and links to gift cards, promotions, gift wrapping and the like.

5. MultiChannel..If You Can

Simple.  If you have a brick and mortar location, offer an off line, in-store pick up option online = this brings the customer to you twice!

6. MultiChannel Marketing…IfYou Can

Simple. Use and test more than a few marketing channels, affiliate sites, comparison shopping engines, shopping destination sites, and other areas to market your storefront product catalog.  Try a new type of fun marketing effort called "couparison shopping" over at www.MyCoupons.com -- I kind of like it and it is different = it just may lead to great sales and branding.

If you are confused by what I mean check out www.MerchantAdvantage.com and see what they can do to help guide you, they also have a comprehensive lists of shopping destination sites to test and see which ones may work best for you.

7. Gift Cards….Gift Cards….Gift Cards….Did I say Gift Cards?

They work.  How is that for blunt?

Gift cards work because they are often bought in addition to a purchase, instead of a purchase (by indecisive people like me…LOL) and best of all they are cash upfront in your pocket.

Again see how www.LLBean.com does it for reference purposes. 

Tip: Yes, you have to have a good system in place to manage this promotion and yes, some people redeem gift cards months later, but sometimes they don’t and you still made money.

Oh yeah, always have an expiration date on the card for easier management purposes (some say no…I say yes…you decide what is best for you).  If you do use gift cards let them expire in a 8-12 months – 6 months is too short.

AND FINALLY THE MOST IMPORTANT TWO:

8. Establish Cut Off Dates for Holiday Deliveries

Simple....and make sure that you make it easy to read and the language is clear.  For example:

Last Day to Ship to Arrive Before December 20 is _________
Last Day to Ship to Arrive Before December 21 is _________
Last Day to Ship to Arrive Before December 24 is ___________.....you get the point.

Tip: Place a nice little “box” with this information on the original landing page, the shopping cart page, and the final check out page (prominently on the last two).

9. Be Nice, Follow Up, Be Human, and Love Your Customer

Emails are easy ways to communicate and bond with your customer and professionally cover the following important follow up items:

1. thank you for visiting our site and looking at our products
2. thank you for your order = order confirmation
3. tracking information to follow order
4. delivery confirmation (always a nice touch)
5. exposure and awareness of new product launches, specials, and promotions
6. thank you for being a customer, loyal customer, preferred customer
7. newsletter follow up (if you have one)
8. Other?!?...be creative!

Tip: Never underestimate the power of the 3 P’s to customer follow up in any form of direct electronic or personal direct communication: Polite, Prompt, and Precise!!!

Good luck as you prepare for the holiday shopping season.

Case Study: Single Email Led to the Best Product Launch Ever - Test Results

For this week, I will have 3 more posts (no one will be reading on Friday before a long weekend....right? LOL), besides this one, related to just shopping comparison sites.  So please feel free to come back as I will give you all a comprehensive list of sites (yes you do have choices and not just the 5-10 that most companies tell you to feed your to), which ones might perform better for you than others for various reasons, and some simple financial advice on how you CAN afford to try shopping comparison sites!  -- Ed

As the eTaildTail community is in the midst of the school season and is gearing up for the holiday season, I thought it might be a good idea to share new thoughts on product launch ideas. Nothing is better than reading a real case study from Marketing Sherpa, who I think do an excellent job! Check them out if you want to join to get excellent research: www.MarketingSherpa.com

A New Bicycle Launch (Trek Bike): Case Study #CS790:

SUMMARY:

Marketers at manufacturing firms face an email dilemma because they're often launching single products with months of downtime in between. It’s not only hard to build online relationships this way, but it’s difficult to come up with a truly targeted list that finds relevancy in a one-product offer.

See how a well-known bicycle maker combined a smartly designed email and directed traffic to a microsite to achieve the biggest product launch in their three-decade history.

CHALLENGE:

Until a few months ago, Casey Kohner, B-to-C Ecommerce Manager, Trek Bicycle Corp., was responsible for running the online store featuring bike-related accessories and using email to sign up repeat customers. But then his bosses decided it was time to see if email would work as a key driver in their high-end bike launches.

So, Kohner and his team sat down to put together a plan to transition from emails promoting low-to-medium-ticket apparel, shoes and other gear to bikes costing thousands of dollars. And since Trek doesn’t sell their bikes directly, the program had to drive prospects to local retail partners.

“We had done some lifestyle messaging that we thought could be applied,” Kohner says. “However, you are never sure how steep the learning curve will be until you start testing.” They wondered if email sending consumers to a microsite could translate click traffic into foot traffic for such a high-end niche product.

CAMPAIGN:

Kohner and his team tested email when they launched their new $580 Trek Lime line this spring, but the effort didn’t lift sales above their expectations. Still, he was confident that a similar strategy with a more targeted list would work. It needed to, because up next was a campaign for their Madone series bikes, which retails for anywhere from $2,000 up to $8,600.

Here are the five steps they took:

-> Step #1. Extract a relevant list

Knowing that avid biking aficionados like learning about emerging products, Kohner knew they could select more than just past bike purchasers from their permission-based database and still maintain relevancy. So, they extracted those who had opted in for Tour de France promotions in the past two years. This list ended up being around 100,000 names.

-> Step #2. Craft the message

For the design of the email, Kohner and his team wanted to avoid a busy look and feel (i.e., gobs of imagery), so they balanced the text around two photos. “The story needs more than pictures to be told. Also, if they don’t click through, we’ve at least provided some content that creates awareness for the Madone.”

Other differences:

- They paid more attention to placement and made sure to put an image, text and a call to action above the fold.
- Instead of “Click here” hyperlinked copy, they used “See the new Madone” toward the top of the design and in the middle section.
- Giving a strategic nod to where many of the list names originated, they used a hyperlinked photo of brand partner and Tour de France hero Lance Armstrong.
- To promote the brand name and the manufacturer’s rich tradition in the subject line, they went longer than normal: “The all-new Madone has arrived. Everything else is history.”

-> Step #3. Send traffic to a dedicated microsite

All emails were directed to a microsite that further told the story of the new bike. With a sleek and mostly black design, the microsite featured four sections:
o A New History
o Technology
o Madone Line-up
o Make History

Each of those four sections broke into smaller areas with content designed to appeal to the most-ardent bike enthusiast. For instance, people who clicked on Technology were taken to a section called “What’s Behind the Ride,” which included six subsections:
o Efficiency
o Components
o Integration
o Strength
o Performance
o Comfort

The microsite also included links to a FAQ page and a blog where consumers could sign up to receive the latest updates on deliveries, bike demos, events news and a video. In all, it contained more than 20 sections and subsections describing the new model, as well as various PDFs that contained even techier information for those who were truly interested.

-> Step #4. Encourage opt-ins on the microsite

One final piece to the microsite was including an opt-in link for consumers who found it through search engine queries. Growing their email list was secondary to the original goal, but the form was easy enough to add. Plus, the names collected would become valuable prospects for future campaigns.

They offered five ways to receive updates:
o Email
o Skype
o AOL Instant Messenger
o Twitter (your time line)
o Twitter (direct)

-> Step #5. Create buzz/ready the stores

Next, Kohner and his team kept the news of the product launch under wraps until the week before the launch. They did this to:
o Create a strong buzz among retailers and bloggers
o Keep the details on proprietary features, such as the Madone’s special frame, hush hush.

Three days before the product launch, they announced the bike at an exclusive corporate event for their top 100 national and international retailers. Then, they express-couriered marketing materials to retail partners and sent an email promotion that introduced the microsite as well as the steps they needed to follow to get the product in stock.

On the day of the product launch, they sent the consumer email message and launched the microsite.

RESULTS:

Kohner and his team’s efforts were rewarded in dramatic fashion, as the campaign for the Madone was instrumental in achieving two words every marketer loves to hear: sold out. Indeed, their retail partners have been buzzing with sales activity all summer long.

“Everything worked,” Kohner says. “In terms of marketing execution, planning and sales, we consider it to be the overall best product launch we have done in our company’s [31-year] history. Right now, you basically cannot get the new Madone. It’s back-ordered until October. The email campaign was a key component to that success.”

For the email itself, they had a 21% open rate and 43% clickthrough rate. Also, they saw a lift of 10% to their opt-in email and RSS programs.

In addition, Kohner was more than satisfied with changes to the email design:
- 41% clicked on the top “See the Madone” link.
- 26% clicked on the lower “See the Madone” link.
- 19% clicked on the main image.
- 14% clicked on the link to the online version of the email to view it in their Web browser.

“What’s interesting here is that the call-to-action links were number one and number two in terms of clicks, which indicates that this design engaged our customers,” Kohner says. “And it tells us that a significant percentage actually took the time to read the content.”

Useful links related to this article

Creative samples from Trek's product launch:
http://www.marketingsherpa.com/cs/trekmadone/study.html

Bronto Software Inc. - email service provider who executed the campaigns on the back end:
http://bronto.com/

Hanson Dodge Creative - agency who developed the microsite:
http://www.hansondodge.com/

Madone microsite:
http://www2.trekbikes.com/madone/

Trek Bicycles Corp.:
http://trekbikes.com