The Inside Scoop on Product Size, Price, and Sales

  • Jason@DPD
  • September 17, 2010
  • No Comments

Here at DPD we maintain a content delivery and ecommerce network that delivers thousands of products. This generates a mountain of data on product sizes, product prices, sales volume, most popular product types, etc.

We’re serious about our privacy policy though, and we never share or sell sales information about any vendor or their product performance to 3rd parties. We do however use anonymous sales and product data to plan our infrastructure and future features to to provide the best possible service to our vendors.

This data includes things like product size, product price, product type (video, pdf, etc.), and how many sales they’ve had. This helps us gauge our storage and bandwidth requirements and is a crucial tool for us to make sure we have enough capacity to meet demand.

In this post we’d like to share a few of those anonymous product statistics with you for fun and informational purposes. For the sake of simplicity we’ll look only at products that are being sold in US Dollars (which accounts for the vast majority of DPD products).

Largest Products

First up, we’ll look at the top 10 largest products being delivered with DPD along with their price and how many times they’ve been purchased. As stated above, to keep this anonymous we’ve stripped all product names and IDs and we’re just looking at the raw size and transaction data.

 Size (MB)   Product Price   Purchase Count 
3141 49.00 122
2882 48.50 572
2882 97.00 2038
2882 48.50 58
2116 19.95 87
2048 67.00 58
2048 49.00 97
2025 29.00 421
1722 15.95 3
1695 39.95 11

Almost without exception these large 1, 2, and 3GB+ files are all video products. These might be training videos or independent films for example.

Before we make any determinations or correlations, lets look at a little more data.

Most Expensive Products

Next we’ll look at the top 10 most expensive products in our system. This table includes data for single item products, not any combos that might be made up of other collections of products at a higher price.

 Size (MB)   Product Price   Purchase Count 
4 $4,795.00 1
$1,000.00 20
2 $999.00 1
1 $995.00 1
2 $699.00 97
3 $500.00 1
70 $499.99 1
1631 $498.00 3
2 $495.00 4
$397.00 3

You’ll notice in this table that there are a couple products without a size. These are keycode products where the vendor is selling a software key, more than likely to activate a shareware or trail version of software or to unlock access to a subscription area on a website.

With one exception these most expensive products are all very small, which typically means the product is a PDF ebook, spreadsheet, or other non-multimedia document. You’ll also notice that the purchase count averages very low for expensive products.

Best Selling products

Finally, we’ll look at the data for the most popular products in the DPD system. These products are ordered by the number of sales, not the net sales amount.

 Size (MB)   Product Price   Purchase Count 
1 $4.99 4394
$79.00 3454
5 $39.95 3360
$8.04 2982
3 $29.00 2922
3 $57.00 2619
1 $10.00 2418
9 $19.99 2199
2882 $97.00 2038
11 $25.00 1756

The thing we find most striking about this final table are the small product sizes. These files are almost all PDF products, scripts, small programs, website themes, or other non-multimedia products.

There is also a fairly wide range of product prices in this list- they range anywhere from $4.99 to $97.99. It’s interesting that the #2 product at $7.99 outsells the #4 product which is almost 1/10 the price. However, its important to take sales volume in to account when looking at pricing your own product.

For example:

4394 x $4.99 = $21,926.06

2982 x $8.04 = $23,975.28

1756 x $25.00 = $43,900.00

While cheaper products do tend to sell more copies, net income definitely favors the higher priced product.

Also, from looking at this information one might conclude that information products such as PDFs and other smaller products tend to sell more than large multimedia files like video. Of course, without knowing the specific products and their marketing efforts it would all just be conjecture.

You can see right off the bat why DPD can afford to give so much more product storage space compared to our competitors- while we do store many HUGE files, the most popular files in our system are relatively small, allowing us to average the total bandwidth and disk space costs and provide a better value to everyone. Number #9 on the list? We lose money on that guy every month. Thats ok though as long as everyone doesn’t have a wildly popular 2.8GB product 🙂

We’re developers here at DPD and we love analyzing raw technical and sales data. We’ve purposely left this post open to interpretation, and we’re interested in what you think.

Drop us a comment and tell us what conclusions you’ve come up with from looking at this data!

DPD Browser / Platform Stats

  • Jason@DPD
  • February 18, 2010
  • No Comments

Browser Usage ChartWe’re in the middle of a pretty big overhaul of the DPD user interface right now. Because we want DPD to work for the vast majority of our users (and their customers on the cart and delivery pages) we keep a close eye on our visitor platform / browser statistics.

We don’t compile statistics for individual stores or sites (and don’t want to)- these are aggregate numbers across every product, delivery page, cart, and the DPD site itself.

I thought I’d share some basic usage statistics with everyone so they can get some insight in to their fellow vendors as well as the visitors that purchase from their sites:

Platform / Operating System (top 5):

There are really no surprises here.

  1. Windows 85.94%
  2. Macintosh 12.49%
  3. Linux 0.78%
  4. iPhone 0.38%
  5. iPod 0.12%

Browser (top 5):

The Browser stats were interesting to us with Firefox being used more than Internet Explorer among our users and buyers.

  1. Firefox 46.40%
  2. Internet Explorer 36.17%
  3. Safari 8.24%
  4. Chrome 7.09%
  5. Opera 1.60%

Screen Resolutions:

When designing an interface your user’s screen resolution is vitally important- DPD is currently 955px wide to accomidate a 1024×768 resolution monitor. After looking at these statistics we might start thinking about targeting the 1280×1024 width, giving us approx. 220 more pixels of width to work with (about 22% more space).

  1. 1024×768 22.50%
  2. 1280×800 19.31%
  3. 1440×900 11.01%
  4. 1280×1024 10.34%
  5. 1680×1050 8.54%
  6. 1366×768 4.73%
  7. 1920×1200 3.30%
  8. 1920×1080 3.11%
  9. 1152×864 2.48%
  10. 1280×768 1.73%
  11. 1600×900 1.53%
  12. 1280×960 1.35%
  13. 800×600 1.35%

Digging Deeper with Windows

With 85.94%, Windows is far and away the most popular operating system on DPD (and with the entire world). Another thing we have to keep a keen eye on is what Windows and IE version everyone is using- There are drastic differences in how things are displayed between different IE versions and spending time making it work in all of them is something most designers dread.

Windows Breakdown:

From these numbers we can tell that less than 1% (0.54% to be exact) use a Windows operating system older than Windows XP. Vista and Windows 7 are slowly taking over though, with 40.81% of the total.

  1. XP 58.22%
  2. Vista 27.86%
  3. 7 12.95%
  4. Server 2003 0.43%
  5. 98 0.24%
  6. 2000 0.20%
  7. ME 0.06%
  8. 95 0.04%

Internet Explorer Breakdown:

The most critical stat for interface designers and developers is the IE version statistics. There are entire sites dedicated to designer’s hate of IE6, and IE7- while slightly better- is not loved much at all either. IE8 it approaching standards compliance and reaching parity with the Webkit (Safari, Chrome) and Gecko (Firefox) rendering engines, so we’re happy that the majority of our users are installing the free upgrade from Microsoft.

  1. IE 8 56.36%
  2. IE 7 31.89%
  3. IE 6 11.66%
  4. IE 4 0.09%

Occasionally we’ll get a support ticket about having to horizontal scroll to see the entire DPD web page, or about transparent images not displaying correctly in Windows 98. We don’t really have a good reply for these people other than to urge them to upgrade their browser or operating system.

Seriously folks, if you’re using IE6 please go upgrade to IE8– it’s free from Microsoft, more secure, and renders the entire web better. Or try a new browser- DPD actually looks better in Chrome, Safari, or Firefox because of the additional CSS properties these browsers support like rounded corners and drop shadows! All three alternates listed are available for both IE and Mac and are free!

As developers of a service that serves thousands of vendors, tens of thousands of customers, and hundreds of thousands worth of transactions a year we can’t focus our time and energy on the 0.46% of our visitors and shoppers who are using a 12 year old operating system like Windows 98 with IE4- it’s not fair to the other 99.54% of our users who use modern operating systems and browsers and would be better served by us developing new features and improvements.

We hope this was an interesting look at some statistics behind DPD. If there is any interest in future updates we might make a post like this again in the future- let us know what you think!