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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 …

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.
  • Transcript

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