october-2009

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University Place Conference Center & Hotel IUPUI Experience Chancellor’s. While in Indianapolis - visit Chancellor’s! Mention GO and receive a 10% discount. Located inside University Place Conference Center & Hotel 850 W. Michigan St. Indianapolis, IN 46202 www.universityplace.iupui.edu Offer expires 2/28/2010 Enjoy a quality hotel room at a discount hotel price. We are located 1 mile from the Philadelphia Airport We offer: F Local & Long Distance calls R 24 Hrs Shuttle Service E Wireless Internet E Continental Breakfast Show your (valid) ticket & get $5 OFF 215-492-0700 www.microtelinn.com Fall Special: Rates from $99.00 based upon availability. Mention Code “ATSS”
TECHNOLOGY Build A Better Cart GET MORE VALUE FROM YOUR ONLINE SHOPPING CART WITH JUST A FEW SMALL CHANGES. BY LEE GIMPEL ILLUSTRATION BY TRAY BUTLER It may only be October, but holiday shopping season is upon us. For businesses—especially ones that depend on e-commerce—this is a make-orbreak time of year. The research firm comScore reports that US online spending last November and December was $25.5 billion—compared to $102 billion total the rest of the year. By 2013, Forrester Research predicts that annual US online sales will reach $229 billion. However, a <strong>2009</strong> PayPal study showed the average value of goods placed in a shopping cart but not purchased was $109—which means there’s room for improvement. Do it now before the shoppers come calling. ALL SYSTEMS GO For small businesses, it’s not necessary to hire a developer to build a shopping cart system from scratch. “A hosted solution that ranges from $25 to $150 a month should suffice,” says Michelle Greer, social media manager at Interspire. Volusion and UltraCart are two good options. SHIP UP Online shoppers expect shipping costs. However, the PayPal study found that the top reason people abandoned items was expensive shipping. Disclosing fees upfront—even if they’re high—might keep some customers from fleeing (as many as 40%, according to the study). If you expect shoppers to put something in a cart, then go through a lengthy process just to find the delivery price, think again. PLASTIC PLUS Giving people payment options beyond BUSINESS MasterCard and Visa can pay off, says Bala Janakiraman, a principal product manager with Litle & Co., a provider of payment management services. In addition to adding other credit cards, accept electronic checks or alternative payments like PayPal or Stored Value. Javelin Strategy & Research estimates that by 2013, nearly a third of all online retail transactions will use alternative payments. And Litle & Co. reports that one of its clients, Jewelry TV, brought in 45,000 new customers during the holiday season by adding Bill Me Later to their online billing portfolio. KEEP SELLING Consider the cavalcade of up-sell or crosssell options. It can be tough striking a balance between adding value for the customer (and your own bottom line) and making the purchasing process drag on too long. But most shoppers haven’t looked at everything you offer and will likely appreciate a few logical “you might also like” suggestions. One could point to Amazon’s approach of recommending complementary books—and look how that little online store has turned out. OCTOBER <strong>2009</strong> GO MAGAZINE 081
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THERE’S NOTHING STOPPING YOU Rick
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Aké, Mayan ruins ns in Cancu cun O
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don’t fly dry vapor distilled pur
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PHOTOGRAPH BY MITCHELL FUNK/GETTY I
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PHOTOGRAPH BY WALTER BIBIKOW/PHOTOL
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012 LET’S GO EVENTS October OCT O
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©2009 AirTran Airways and Aircell
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THE EXPERTS IN CARPAL TUNNEL SYNDRO
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FLOWCHART IT’S HALLOWEEN! ARE YOU
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after 20 years - and bypass surgery
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BEAUTY Getaway Gorgeous STREAMLINE
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Protect Your Legacy A True Master P
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028 LET’S GO HOME TURF WAYNE’S
Page 30 and 31: There’s a seat to the beach waiti
Page 33 and 34: PHOTOGRAPH BY RUSSELL GORDON/AURORA
Page 35 and 36: PHOTOGRAPHS BY MEDIOIMAGES/PHOTODIS
Page 37 and 38: Earn Your MBA on the Fly Soar to ne
Page 39 and 40: TIME to find our lslands. DAILY FLI
Page 41 and 42: jokes with Margarita, my instructor
Page 44 and 45: 044 ON THE TOWN: CANCUN Th e Old To
Page 46 and 47: Take the family or just take a brea
Page 48 and 49: 048 ON THE TOWN: CANCUN grass growi
Page 50 and 51: we believe believe you deserve worl
Page 52 and 53: 052 ON THE TOWN: CANCUN Centro was
Page 54 and 55: N O R T H C A R O L I N A SANDHILLS
Page 56 and 57: 056 His courses, replete with scene
Page 58 and 59: is carved out of an old quarry wher
Page 60 and 61: 060 VICTIMS OF TIME WHILE THE MINER
Page 62 and 63: 062 Fire will torch the western par
Page 64 and 65: 064 (thi (th (thi (th (thi ( th s s
Page 66 and 67: 066 ON A MILD SUMMER EVENING IN ZIO
Page 68 and 69: 068 from, says Veronica Volny of Me
Page 70 and 71: 070 COVER STORY GO MAGAZINE OCTOBER
Page 72 and 73: 072 COVER STORY There are millions
Page 74 and 75: 074 COVER STORY GO MAGAZINE OCTOBER
Page 76 and 77: THIS YEAR’S BEST GAMING GETAWAY!
Page 78 and 79: 078 BUSINESS THE CLOSING BELL BY JA
Page 82 and 83: Financial Services CHARLESTON FALL
Page 84 and 85: 084 BUSINESS THE CASE FOR… THE CA
Page 86 and 87: For Reservations call 1-800-734-739
Page 88 and 89: 088 BUSINESS LEARN HOW TO PITCH: Fa
Page 90 and 91: 090 BUSINESS GO MAGAZINE OCTOBER 20
Page 92 and 93: 092 BUSINESS Watching TV—actual s
Page 94 and 95: ARE UGLY TOENAILS KEEPING YOUR FEET
Page 96 and 97: Worldwide franchise opportunities a
Page 98 and 99: SPECIAL ADVERTISING SECTION
Page 100 and 101: marketplace Make an island getaway
Page 102 and 103: Nov. 19 - Jan. 3 Tree of Light Star
Page 104 and 105: 104 Akron/Canton OHIO GO SHOP RUBBE
Page 106 and 107: OFFICIAL CREDIT CARD Weekend Rates
Page 108 and 109: 108 Atlanta CONT’D GEORGIA HAIRST
Page 110 and 111: 110 Boston MASSACHUSETTS — Diane
Page 112 and 113: 112 Charleston WEST VIRGINIA GO SHO
Page 114 and 115: 114 Columbus OHIO — Betsa Marsh G
Page 116 and 117: 116 Denver CONT’D COLORADO GO EAT
Page 118 and 119: 118 Ft. Myers FLORIDA — Libby McM
Page 120 and 121: 120 Indianapolis INDIANA — Susan
Page 122 and 123: 122 Knoxville TENNESSEE — Rose Ke
Page 124 and 125: 124 Los Angeles CONT’D CALIFORNIA
Page 126 and 127: 126 Milwaukee CONT’D WISCONSIN KE
Page 128 and 129: 128 New Orleans CONT’D LOUISIANA
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130 Newport News/ Williamsburg VIRG
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132 Pensacola FLORIDA — Shannon C
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134 Pittsburgh PENNSYLVANIA — And
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136 Richmond CONT’D VIRGINIA GO E
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138 San Diego CALIFORNIA — Wendy
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140 Sarasota/ Bradenton CONT’D FL
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142 Washington, DC CONT’D DULLES/
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Commercial-Free Music Pop Rock 4 5
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Making air travel better ByePass On
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AIRWEAR To purchase these and other
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• 150 • October 2009 MORE FOR Y
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Sudoku BY REIKO MCLAUGHLIN Fill in
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Sony ® Digital Noise Canceling hea
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