Ecommerce Boot Camp


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Feel the ecommerce burn in no time at all with Volusion's Ecommerce Boot Camp. You'll learn how to start your online business the right way, then get the goods on how to design, market and grow your ecommerce site.

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  • OlgaPump up the jamEye of the TigerLet’s get physical Are you ready to rumble?Space Jam Thank you to the Austin Internet Marketing Meetup for having us. 0 We’re usually in the audience ourselves and are really excited to present information about ecommerce. We’re an ecommerce company in Austin, Texas and are home to over 20,000 online businesses. Our best knowledge comes from our customers and we’re excited to share some of that information with you.
  • Ecommerce Boot Camp

    1. 1. Welcome to the Austin Internet Marketing<br />Meetup-SEO/SEM/SMO/PPC<br />VOLUSION Ecommerce <br />Boot CAMP<br />FEEL THE BURN IN 60 MINUTES<br />#ecommbootcamp<br />
    2. 2. Meet the drill sergeants <br />Molly Sylestine<br /><ul><li>Helped hundreds of businesses jumpstart their ecommerce efforts
    3. 3. Favorite ecommerce tool: Free shipping alerts
    4. 4. Favorite blog: Bakerella</li></ul>Matt Winn <br /><ul><li>Learn something new about ecommerce in 2 minutes, every Tuesday with Matt at
    5. 5. Favorite ecommerce tool: Abandoned cart emails
    6. 6. Favorites blogs: HubSpot & CopyBlogger</li></li></ul><li>Who’s with us?<br />You have an offline business, but want to get online<br />You have an idea for something to sell online<br />You’re already online, but want to sell more<br />
    7. 7. Today’s training schedule<br /><ul><li> Number crunches
    8. 8. Basic training
    9. 9. Ecommerce circuit
    10. 10. Cooldown & Q&A </li></li></ul><li>Number Crunches<br />$279B<br />US Ecommerce projected to be a $279 Billion industry by 2015 (Forrester)<br />61%<br />61% of shoppers begin their research for purchases online (Website Magazine<br />53%<br />By 2014, 53% of total retail sales (online and offline) will be affected by the Web (Forrester)<br />84%<br />84% of consumers said they were more likely to check online for reviews prior to making a purchase compared to twelve months ago (Retail Bulletin) <br />
    11. 11. Why you need to shape up!<br />“A company website is just a basic, must-have marketing tool for the 21st Century.” (Entrepreneur)<br />Ecommerce levels the playing field between you and your largest competitors<br />Selling online provides an opportunity to extend your business across geographies<br />Ecommerce sites allows for heightened <br />customer relationships and referrals <br />It’s a business<br />necessity!<br />
    12. 12. Why you need to shape up!<br />It’s all about the Benjamins<br />Ecommerce Sales (millions): 2002-2010<br />
    13. 13. Why you need to shape up!<br />Ecommerce is growing faster than retail <br />YOY Revenue Growth – Ecommerce vs. Retail<br />
    14. 14. Today’s training schedule<br /><ul><li> Number crunches
    15. 15. Basic training
    16. 16. Ecommerce circuit
    17. 17. Cooldown & Q&A </li></li></ul><li>Basic Training<br />Getting Started in Ecommerce<br />4) Select a domain name<br />5) Determine how you’ll get paid<br />6) Protect your store<br />Secure your inventory<br />Decide on a solution<br />Build your ecommerce site<br />
    18. 18. 1) Secure your inventory <br /><ul><li>Work with something you’re passionate about
    19. 19. Self-created or from a third party
    20. 20. Drop-shipping
    21. 21. Warehouses
    22. 22. Determine your pricing strategy </li></ul>2) Decide on a solution <br /><ul><li>Open Source - built from scratch, total control
    23. 23. Licensed - some control, uploaded locally
    24. 24. Hosted - updates, security, hosting</li></li></ul><li>3) Build your ecommerce site <br /><ul><li>Start with product and category pages
    25. 25. Move on to information pages to complete the site
    26. 26. Consider design and branding every step of the way</li></ul>4) Select a domain name<br /><ul><li>Pick a name that is short and easy to remember
    27. 27. Find a web address that is descriptive of your business
    28. 28. Decide between .com, .net or .biz</li></li></ul><li>5) Determine how you’ll get paid <br /><ul><li>Use PayPal or Google Checkout at a minimum
    29. 29. Decide on using a personal or business bank account
    30. 30. Research and apply for credit card processing</li></ul>6) Protect your store <br /><ul><li>Purchase a SSL certificate
    31. 31. Learn the signs of fraudulent orders
    32. 32. Achieve PCI compliance or certification</li></li></ul><li>Today’s training schedule<br /><ul><li> Number crunches
    33. 33. Basic training
    34. 34. Ecommerce circuit
    35. 35. Cooldown & Q&A </li></li></ul><li>The Ecommerce Circuit<br />4 Exercises to Achieve Success<br />Design <br />Marketing<br />Customer Service<br />Social Commerce<br />
    36. 36. Exercise 1: Ecommerce Design<br />Q: Why is site design so important?<br />A: CREDIBILITY <br />68% a<br />of US online shoppers agree that they will distrust a site that has an unprofessional appearance<br />75% a<br />of web users make judgments on the credibility <br />of a company based on its site design <br />
    37. 37. Template/Navigation<br />Make it interesting, easy to navigate, branded and include social media links and contact info<br />Homepage<br />Include call to action features, promos and possibly a slideshow<br />Category Pages<br />Make it clean and subcategories easy to navigate<br />Design Elements <br />Working on core strength <br />
    38. 38. Branded<br />Social Media <br />Easy to Navigate<br />Calls to Action<br />
    39. 39. Design Elements <br />Working on core strength <br />Product Pages<br />Have great product photos, good descriptions, alternate views, color swatches, sizes, prices, specs and reviews<br />Informational Pages<br />Complete your website and give it personality by adding extras like an about us page, a store locator, contact pages and more<br />Landing Pages<br />Use these to extend your business to targeted audiences via marketing promos, PPC, SEO or featuring specific product categories<br />Social Media Design<br />Make sure you have branded yourself across all channels<br />ea<br />
    40. 40. Exercise 2: Marketing your store<br />Q: Why is marketing especially important for ecommerce?<br />A: CLUTTER <br />130,859,083 <br />Registered domains in the US alone (WhoIs)<br />Internet users around the world (United Nations)<br />Online advertising spending in the US topped in 2010 (eMarketer)<br />2 Billion<br />$26 Billion<br />
    41. 41. Get started with PPC/FB ads<br />Increased sales- the most obvious benefit but there are more.<br />Branding/brand awareness<br />Improved credibility- appearing in both organic search results and paid search results builds trust with shoppers because it makes your company look like a credible, established, large company<br />Beat your competition- whether you’re doing PPC or not, your competition is, so don’t let them steal your traffic with their online ads<br />
    42. 42. Get started with SEO, now<br />Preparation and patience are virtues<br />Analyze the current state of your SEO health:<br /><ul><li>Refer to analytics to discover your most popular keywords
    43. 43. Don’t ignore the long tail – leverage it all you can
    44. 44. See if you’re cannibalizing yourself across your website
    45. 45. Compare your progress with your rivals</li></ul>Turn your findings into action:<br /><ul><li>Optimize pages and link build for popular keywords
    46. 46. Create content geared toward the long tail
    47. 47. Focus your SEO efforts in specific parts of your site
    48. 48. Utilize keywords for various stages of the buying cycle</li></li></ul><li>Don’t forget shopping feeds<br /><ul><li>Increased exposure of products
    49. 49. Help to qualify traffic by weeding out the window shoppers
    50. 50. You can target really specific shoppers
    51. 51. Free: Google, Bing,
    52. 52. Paid: Shopzilla, Nextag, Amazon (ads)</li></li></ul><li>Exercise 3: Delivering Exceptional <br />Customer Service <br />Q: Why is customer service so important to ecommerce?<br />A: RETENTION<br />7X<br />Acquiring a new customer can cost 6 to 7 times more than retaining an existing customer (Frederick Reichheld, Bain & Company)<br />Of customers are willing to pay more than the standard price, if a great customer experience is involved (RightNow)<br />Of Americans report that quality customer service is more important to them in today’s economic environment, and will spend an average 9% more when they believe a company provides excellent service (American Express)<br />85% <br />61%<br />
    53. 53. Happy customers impact your bottom line<br />
    54. 54. Work to increase customer retention<br />Customer service is the new marketing <br />Some ideas to help you get started:<br /><ul><li>Remember that customer service is unique to your business
    55. 55. Find problem areas via customer surveys and CRM analysis
    56. 56. Segment your customers, give each a specific carrot
    57. 57. Under promise, over deliver
    58. 58. Provide special deals to keep customers coming back for more</li></li></ul><li>Exercise 4: Expanding through social commerce<br />Q: Why is social commerce important?<br />A: REACH<br />
    59. 59. 55%<br />High product ratings will increase likelihood of purchase for 55% of consumers. (eConsultancy, July 2010)<br />Of users believe a brand should have a social media presence (Business in Social Media Study)<br />For businesses of all sizes, companies that have blogs have 79% more Twitter followers than those that don’t. (HubSpot)<br />93% <br />79%<br />Followers of brands are more likely to purchase (HubSpot)<br /> 67% more on Twitter 51% more on Facebook<br />
    60. 60. Grow your social presence<br />Know why people follow your brand:<br />To receive discounts and promotions<br />To show others they like your brand<br />To receive access to exclusive information<br />To get updates and news about the company<br />
    61. 61. Grow your social presence<br />Try these ideas!<br /><ul><li>Segment your promoters and detractors
    62. 62. Reach out and touch someone
    63. 63. Share good content (again)
    64. 64. Sell your products directly through social media</li></ul>Don’t be afraid to ask<br /><ul><li>75% of Facebook users liked a brand because they were directly invited (MarketingProfs)
    65. 65. Place your icons everywhere, provide incentives, run contests, be creative!</li></li></ul><li>Today’s training schedule<br /><ul><li> Number crunches
    66. 66. Basic training
    67. 67. Ecommerce circuit
    68. 68. Cooldown & Q&A </li></li></ul><li>Nutrition Guide<br />Send us a your feedback on today’s presentation to and we’ll send you a hefty PDF that contains 101 awesome ecommerce tips!<br />
    69. 69. Ecommerce, spoken here<br /><br /><br />@volusion<br /><br /><br />
    70. 70. The Austin Internet Marketing<br />Meetup-SEO/SEM/SMO/PPC<br />VOLUSION Ecommerce <br />Boot CAMP<br />Cool Down – Q&A <br />
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