The Web Store Marketing Breakdown

ProStores web store Solstice Supply does a burgeoning business selling discount snowboarding gear.  Like most web stores, it relies heavily on organic search.  “We have a good chance of getting free traffic because we’re not selling stuff that a lot of other people sell,” says owner and snowboarder Justin Clapick.  SEO accounts for about 50 percent of Solstice Supply's traffic, and a few other online marketing strategies drive the other half. 

Twenty-five percent comes from paid traffic, through NexTag, Google AdWords, and Shopping.com.  Justin follows a simple formula for his monthly advertising budget--he spends about two percent of his total sales.