Page 63 - Fear Unmasked Flipbook

THE WINNERs AND lOsERs Of THE sHUTDOWN

conversion rate would be 1 percent. The cool thing
about knowing this number is that if you want to
sell ten pairs of shoes, then you simply have to send
ten times the amount of traffic to your website, and
according to your conversion rate, you will have
a high statistical probability of selling ten pairs of
shoes. Now companies were not doing anything
significantly different to their websites this year

compared to last year that we could attribute this
increase in sales, which indicates that an outside
force, such as the fear of venturing outside the
home, is having an almost 9 percent increase in the
number of people buying online.
Now, if there was a single company that was
literally made for a coronavirus economy, it is

Amazon. They invest heavily in supply chain,
logistics, and they place a high value on the customer
experience which drives them to innovate their
systems and deliver products to your door as fast as
possible. In many places, delivery can happen the
same day a purchase was made. When I was growing
up, if you wanted to buy a computer, you would
physically go to a computer store to look at all of the
new technology. You would have to go and look at

the massive speakers and TVs at Circuit City or drool
over the shiny computer cases with the cool LED
lights at CompUSA. And you would have to trust

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