Segment 2 of 3
When Out of the Box Isn’t Enough
Extending beyond Miva & the Power of SaaS components (that work well together)
45min + 15min Q&A
Speaker: Bryan Landaburu, President, Fuze
In this session we will look beyond what miva and stock module customization can do for your store. These days consumers are exposed to performance standards, features and functions on mainstream internet retailer websites (rei.com, target.com, sears.com, etc) and they have the same expectations when they get to your store. Part of running an expanding business, means at some point you need to add automation to the process, or custom solutions to meet your needs. While developing these solutions could cost millions, there are tools available to smaller merchants now that bring the powerful features of mainstream sites to small businesses like yours. This panel of experts will explain their vision for SaaS and integrating with Miva. On this panel you will find a collection of the top Miva developers and hosting companies together in one place.
Panel:
- Bryan Landaburu (moderator/segment speaker) @fuze
- Fuze - cms & architecture, reviews
- Scott Zielinski - B7 - SearchSpring @b7i
- Susan Petracco - NetBlazon - FeedExact, AccurateTax, MAP@spetracco
- Mike Heberle - PowerReviews - importance of customer feedback
- (absent)Barney Stone - StoneEdge (tbd) - dealing with bulk orders, integration, etc.@barneystone
Visit http://ifuze.com/miva for a full overview
When Out Of The Box Isnt Enough | Extending Beyond Miva | Miva Conference 2010
1. twitter #mmconf | @fuze
Miva Conference 2010 | session two
When out of the box isn t enough.
When out of the box isn’t enough
a three segment track presented by
Bryan Landaburu (@fuze)
President
Fuze
2. twitter #mmconf | @fuze
Recap of session one
Recap of session one
If you joined us, then you saw some of these solutions in play.
If not, welcome.
4. twitter #mmconf | @fuze
Panelists
• Bryan Landaburu, President, FUZEblox CMS @fuze
• Scott Zielinski ‐ B7 ‐ SearchSpring @b7i
• Susan Petracco ‐ N tBl
S P t NetBlazon ‐ F dE t A
FeedExact, AccurateTax @spetracco
t T @ t
• Mike Heberle ‐ PowerReviews
• Barney Stone ‐ StoneEdge (tbd) @barneystone
Barney Stone ‐ StoneEdge (tbd) @barneystone
6. twitter #mmconf | @fuze
What exactly is SaaS?
• The Acronym means • In practice it means
Software as a Service – nothing to install
• I
In actuality, it is similar to
t lit it i i il t – limited maintenance
limited maintenance
leasing functionality – uptime reliability
– easy to integrate
• Almost every industry has
y y
– easy to cancel
SaaS solutions
(if you aren't happy)
• Gaining validity and – huge feature set
popularity because of the
l it b f th – rapid deployment
progression of web
technology
9. twitter #mmconf | @fuze
Particulars
• A digitally‐led agency est. 2003
• We develop & execute campaigns
for clients nationwide that include:
– Web, application, system, UI design
– Content Management Systems
– Business process design
p g
– E‐mail marketing
– Blog strategy
– Social & mixed media campaigns
p g
– E‐Commerce development
– Search Marketing (SEO/PPC)
– Advanced analytics
d a ced a a yt cs
– Traditional creative services
14. twitter #mmconf | @fuze
FUZEblox defined…
• FUZEblox is a loose framework of modular content management
functions, which are assembled a la carte for your specific needs,
functions which are assembled a la carte for your specific needs
including and especially the ability to have a robust, fast, secure
CMS that lives side‐by‐side with your Miva Merchant store.
• Here’s where it fits…
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Fuze Gear System Handles all store content, promotions,
company pages blog, etc. Also
pages, blog etc
maintains overall structural elements.
FUZEblox
CMS
SearchSpring
S hS i
Intra‐site
Generates fly out navigation, left rail Search
facets, compare, configure,
PPC campaign landings, etc.
MivaSQL
Handles all product and cat
images, product displays,
maintains all customer and
order data, integrates with
data
back-office systems for order
processing & fulfillment.
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Beta features at‐a‐glance
• Add/edit/delete (w/versioning): • Specialty Applications
– Users – Compatible with Miva Merchant 5x
– Sections or categories and pages
g p g (and beyond)
– Press releases – Compatible with SearchSpring
– Blog posts & comments – Testimonial management
(multi author) – Contact form capture
– Landing pages – Co‐registration
• Promotional admin – Commercial Real Estate
• Global & page level Meta & SEO
p g – Residential Real Estate
settings – Event setup & registration
• Document & Media Management – Home (or any) promotional admin
• Search optimized by default
Search optimized by default • DESIGNED FOR BUSINESS USERS,
,
• Incredibly fast NOT PROGRAMMERS
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SaaS Site S
S S S Search
SaaS = Software as a service
- A l ti
Analytics
- Faceted Navigation
g
- Automated SEO
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Why is Site Search so important for online retailers?
Site Search is critical to the online shopping experience:
According to MarketingSherpa:
Visitors spend an average of 8 seconds before deciding whether
to remain on a website
60% of merchants find site search optimization to be the second most
effective way to boost sales (the first is showing the customer's basket
contents on all pages)
43% of visitors to online retail sites say the very first thing they do is
type the name of the product or category they're shopping for into
the search box
Forrester projects that 47% of online retailer revenue comes from
repeat customers
25. twitter #mmconf | @fuze
Why is Site Search so important for online retailers?
Customers ant
C stomers want information q ickl Faceted na igation enables c stomers to dictate
quickly. navigation customers
the shopping experience by choosing the shortest navigation path.
Examples:
Is the customer a value seeker? Let them filter by price or special offers
Brand affinity? They can search & filter by brand name
Engage! An intuitive and interactive shopping interface maximizes engagement
Gain Insight! Tap into the voice of y
g p your customer - internal site search keywords
y
provides the best insight into customer intent. Gauge product demand and identify
customer needs to better address purchasing, merchandising and customer service.
Attract New Customers! Leverage those same customer voices to enhance SEM
efforts. Internal site search queries can be leveraged to improve SEO as well as paid
search performance.
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Why is Site Search so important for online retailers?
The
Th percentage of shoppers who use site search typically range f
t f h h it h t i ll from 10% t 25%
to 25%,
yet that segment can drive 50% or more of sales revenue!
Site Search has a big impact on revenue!
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How does Site Search improve the bottom line?
Effective site search increases the average order size (item qty per order)
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How does Site Search improve the bottom line?
SearchSpring i
S hS i improves th purchase rate f new visitors (
the h t for i it (remember th t 8 second
b that d
window?)
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How does Site Search improve the bottom line?
Shoppers who search exhibit a hi h propensity to buy. Th average conversion
Sh h h hibit higher it t b The i
rate for site search users among large, successful retailers is 3x higher than
visitors those that just browse.
For this particular example, SearchSpring exceeds the 3x benchmark and routinely
Delivers double digit conversion rates for visits with Site Search!
30. twitter #mmconf | @fuze
How does Site Search improve the bottom line?
Increase average order value (AOV)
Improve the purchase rate of first-time visitors
first time
Increase total quantity of items sold
Increase number of unique items sold
Cultivate customer loyalty and repeat business
Increase productivity for in house sales and marketing staff
in-house
Lift conversion and boost sales
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Site Search Analytics
Do you know what y
y your customers are searching for?
g
Are they finding what they are looking for?
How many sales / conversions result from your site search?
42. twitter #mmconf | @fuze
next up
AccurateTax & FeedExact
AccurateTax & FeedExact
Susan Petracco, NetBlazon
@spetracco
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Helps retailers meet and maintain compliance with
sales tax laws
l l
Priced based on number of calls, so the cost is
Priced based on number of calls so the cost is
roughly based on # of sales
Supports destination‐based taxes, product‐
based taxes, and sales tax holidays
based taxes and sales tax holidays
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Step 1: Install the module and assign the states you
are responsible for collecting sales tax in
are responsible for collecting sales tax in
Step 2: Customer’s address is “scrubbed” during
checkout to determine correct taxing jurisdiction(s)
h k ()
Step 3: Sales tax rates are calculated based on
scrubbed address and products in basket
Step 4: Sales tax and order information is stored for
Step 4: Sales tax and order information is stored for
reporting and remittance purposes
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Three solution “flavors”
Basic – provides sales tax rates only
Advanced – Add
Ad d Address Scrubbing and Sales tax rates
S bbi dS l t t
Enterprise – Advanced features plus Product Tax Class
Support
Support
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Takes one set of product information (a “feed”) from a
retailer s store
retailer’s store
Formats it to meet the requirements of each
Formats it to meet the requirements of each
CSE, market place, or affiliate network
Gathers data on clicks and sales to report on
ROI from each product and channel
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What is a Comparison Shopping Engine (CSE)?
Your Website
You pay a CSE
per click, and
pp
checkout happens
on your website.
48. twitter #mmconf | @fuze
What is a Marketplace?
Customer checks out You withdraw your
on th i website, and
their b it d balance after th
b l ft the
you pay a flat fee or commissons or it
percentage of the gets transferred to
order (CPO or cost-
( y
your bank account.
per order).
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What is an Affiliate Network?
Your Website
You pay a
p y
commission to
both the affiliate
and the network in
exchange for the
sale (not the click).
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Consumers Want Reviews
• 68% of online shoppers read 4 reviews or more before
purchasing
• 83% surveyed said they would trust user reviews over a
critic
• 64% of consumers want to see user reviews on
websites
2/3 of consumers are using reviews
of consumers are using reviews
in their normal shopping process!
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Retailers Get Results
Retailers Get Results
Conversion Avg Order Value
Products with Reviews 26-74%* Increased
8-10%*
Cart Size
Site Wide Conversion 13-15%*
*case study available - http://www.powerreviews.com/case-studies.php
56. twitter #mmconf | @fuze
Retailers Get Results
Retailers Get Results
Newsletter Marketing Product Sales
Click Thru 5-8% Total site sales 26%*
Conversion 14-17% Improved customer confidence
AOV 50-85% The product decision
The merchant experience
*case study available - http://www.powerreviews.com/case-studies.php
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PowerReviews Features
PowerReviews Features
Review Snapshot
Service Comments
Buyer Badges
Add Images
Add Video
Post to Blog
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Next session tomorrow…
Marketing Simplified.
Marketing Simplified
Making marketing and managing your time a little less of a
g g g gy
perfunctory process.