Making your direct to consumer work

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Making Your Direct To Consumer Work.

Making Your Direct To Consumer Work.

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  • 1. Making Your Direct To Consumer Work
  • 2. Today’s 3 Questions
    How do you get the second order?
    How do you convert online visitors to buyers?
    How do you connect with customers via email?
  • 3. Before We Get Started
  • 4. Key Take Away’s
    Philosophy -> Process -> Technology*
    Keep It Simple To Start
    Measure & Refine
    *Credit: Bronwyn Ney – Hall Wine
  • 5. How Do You Get The Second Order?
  • 6. The Out Of Town Visitor
  • 7. Why The 2nd Order Is Important
    Total Customers
    Total Dollar Volume
    Source: Vin65
    Source: Vin65 Internal Data
  • 8. Why The 2nd Order Is Important
    Repeat customers spend 33% more than new customers
    Referrals among repeat customers are 107% greater than new customers
    It costs six times more to sell something to a prospect than to sell the same thing to a customer.
    Source: About.com
  • 9. Simple Steps
    1. Capture their information
  • 10. Simple Steps
    2. Immediately Send Email
    Train them to open your email
  • 11. Simple Steps
    3. Follow Up 10-15 days later – with an incentive to place second order.
  • 12. Simple Steps
    4. Measure & Refine Approach
  • 13. How Do You ConvertVisitors Online?
  • 14. The Web Visitor
    Abandoning carts
  • 15. Conversion Rate
    Source: Vin65 Internal Data
  • 16. Simple Steps
    Get A Professional Design
  • 17. Simple Steps
    Get A Great Product Page
    Large Photo
    Clear Pricing
    Product Detail
    Consumer Ratings & Reviews
    Social Media
  • 18. Simple Steps
    Modern Shopping Cart Experience
  • 19. Simple Steps
    Modern Checkout
    One Page Checkout
    No Forced Registration
    No Distractions
    Security/Assurance Messages
    Order Summary
    Visible Shipping
  • 20. Simple Steps
    Remove Friction Points
    No Minimum Quantities
    Don’t Force Accounts
    Watch Form Fatigue
  • 21. Simple Steps
    Measure & Refine Approach
  • 22. How Do Your ConnectVia Email?
  • 23. The Email Story
  • 24. Average Open Rates
    Source: Vin65
    Source: Vin65 Internal Data
  • 25. Email Training
    After 4 Emails – 91.4% chance the customer has been trained to either open or not open.
    Source: Vin65
    Source: Vin65 Internal Data
  • 26. Simple Steps
    Short concise copy
    A compelling image
    A great incentive
    A sense of urgency
  • 27. Simple Steps
    Don’t overload with multiple products
  • 28. Simple Steps
    Segment your List
    See my CRM presentation on segmentation
    Personalize
  • 29. Simple Steps
    Point of the email is to get customer to click to a page
  • 30. Simple Steps
    Measure & Refine Approach
  • 31. Conclusion
  • 32. Conclusion
    Philosophy -> Process -> Technology*
    Keep It Simple To Start
    Measure & Refine