Navigating Ecommerce Choices


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There are so many choices when it comes to jumping into ecommerce. First of all, should you? Do you have the right product or service to succeed, or will you fall flat? Is there a way to know ahead. Then suppose you choose to jump in, what platform should you choose - hosted, distributed, or plug and play buy-now buttons? The what app is best? What features should you insist on? What dangers should you watch out for. This presentation covers it all.

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  • I’m going to be very candid about mistakes we made because the same dangers and pitfalls exist today. First ecommerce store didn’t even include a relational database. It was all driven by text files. Left development when freeware came on the scene. But hacking, bugs, tech support kept us up at night.
  • Ideas are cheap and everyone has them. Have you done the competitive research? Is there a need?
  • Your competitor is a click away and everyone is price shoppingTime suck – phone calls, tech support, fulfillment, keep up with competitive research, and of course, marketing
  • Keywords matter. Provide information and you’ll show up for informational queries. This is still your target market.
  • Ideas are cheap and everyone has them. Have you done the competitive research? Is there a need?
  • Navigating Ecommerce Choices

    1. 1. EMBRACE ECOMMERCE Selling online has gotten easier!
    2. 2. Kat & Mouse HISTORY
    3. 3. SHOULD YOU? It takes more than an idea.
    4. 4. DO YOUR RESEARCH • Is there a need? • Can you compete on price? • Do you have the time? And…
    5. 5. WILL THEY FIND YOU IN GOOGLE? • Google query – Check # of results – Check strength of competition – Check PPC
    6. 6. WILL THEY FIND YOU IN GOOGLE? Example Anti-aging skin cream How to protect my skin from aging
    7. 7. WILL THEY FIND YOU IN GOOGLE? Example Hair straightener How to straighten my hair
    8. 8. WHAT PLATFORM? • • • • Hosted/SAS Distributed Custom Drop-in, Form
    9. 9. HOSTED STORES BENEFIT: You work on running your business instead of dealing with technical issues. SEE COMPARISON See Amazon store Great Shopify review – – – – – Shopify BigCommerce Volusion Amazon Webstore Godaddy, etc.
    10. 10. DISTRIBUTED STORES BENEFIT: Open source so you can customize. Also cheaper. – – – – – Magento X-Cart Prestashop SEO-Cart OsCommerce
    11. 11. DROP-IN FORMS & BUY-NOW BUTTONS BENEFIT: Easiest way to integrate sales into a website. Great for when you just have a handful of products. – – – – Paypal Google Wallet Formstack Fleapay
    12. 12. CUSTOM STORES BENEFIT Get anything you want. PROBLEM It’s completely up to you and your developers to maintain.
    13. 13. CMS STORES (Wordpress, Joomla, Drupal) BENEFIT Fully integrated with your CMS or blog platform. Get the benefit of the CMS features, like community, blogging, etc. Great for small stores. Example of Wordpress stores: Bucci Sunglasses Vanilla.COMpany PROBLEM Not as robust or feature rich – YET! No one to turn to for help except developers or unresponsive forums.
    14. 14. HOW TO CHOOSE? Compare in this order: • Features • Reviews • What’s your maintenance plan • Price
    15. 15. NEEDS & RECOMMENDED FEATURES • • • • • • POS if you need it SEO Promotions, Latest, Greatest Social, Reviews Deals, Freebies, Free Shipping Remarketing, Email
    16. 16. WATCH OUT FOR Shopify apps • • • • • Scalability Security Hidden app fees Support fees Discontent in forums
    17. 17. TAKING PAYMENTS • It’s up to you… – Merchant Account • • Costco Elavon Bluepay – Gateway ** – SSL certificate
    18. 18. TAKING PAYMENTS • It’s up to them… – Paypal – Built in • • • • Shopify Big Commerce Volusion Amazon
    19. 19. TAKING PAYMENTS Paypal, Amazon, Google Wallet Benefits – Buyer doesn’t have to fill out 15 fields – Less cart abandonment – Saves records in one plcae
    21. 21. MARKETING TOOLS • Loyalty program –Sloyalty (Shopify, BigCommerce) See other Shopify apps • • • • • • Retention Factory Adroll Social sharing rewards Newsletter plugin Affiliates Facebook
    22. 22. WHEN TO USE WORDPRESS • • • • • • If yours is an informational site as well You don’t have a lot of products You don’t care about cool features You don’t mind looking after upkeep You want to save money You already have a Wordpress site
    23. 23. INCORPORATING ECOMMERCE INTO WORDPRESS – WP CARTS WooCommerce Extensions 5 minutes to install. Install plugin in admin. – – – – WooCommerce Jigoshop Shopp Cart66
    24. 24. INCORPORATING ECOMMERCE INTO WORDPRESS – Other carts Either put blog or shop in subdirectory • Example: or Build matching skin Some stores have Wordpress plugins
    25. 25. “I started by posting instructional videos and product reviews in Youtube. Three months later, sales increased 67%.” Read the story. SHOULD YOU? She did. And now she’s a millionaire.
    26. 26. QUESTIONS OUR SERVICES GET RESULTS • Optimized Web Development • Search Engine Optimization • Web Market Analytics • Pay per Click Campaigns • Local SEO - citations, reviews • Content Management • Google Places Optimization • Social Media Marketing (408) 647-2327
    27. 27. MAY 1st Campbell Community Center MAY 1st Campbell Community Center