e-Commerce: Everything you need to know about selling online

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  • 1. e-COMMERCE:EVERYTHING YOU NEED TO KNOW ABOUT SELLING ONLINE
  • 2. Agenda
    About me and e-CBD
    The e-commerce landscape
    How to know when you’re ready to sell online
    Shopping cart options
    Dealing with your bank – What you need to know
    The five biggest mistakes you can make
    Top ten tips for selling online
    Case Studies
    Converting visitors to sales
    Marketing your store
    Further reading
  • 3. About Me and e-CBD
    • Communications degree
    • 4. Worked in Public Relations and Journalism
    • 5. Joined e-CBD with Marilyn Strauss in 2001
    • 6. Focussed on online marketing
    • 7. Stared memery 2008
    • 8. I’m Marketing Magazine’s ‘Online Marketing Guru’
    • 9. Write regular features for Marketing Mag
  • About this Workshop
    • It’s not a lecture, it’s a workshop so if you have questions, write them down and we’ll go through them at the end.
  • How much do we know?
    • Does anyone not have a website?
    • 10. Who is already selling online?
    • 11. Who is using a payment gateway with their bank?
    • 12. Who has used PayPal
  • What does the e-commerce landscape look like?
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. How to know when you’re ready to sell online
  • 22. How to know when you’re ready
    Are people looking for what you want to sell?
    Will people buy what you sell online?
    Can you compete?
  • 23. How to know when you’re ready
    Are people looking for what you want to sell?
    Go to Google’s Keyword Tool and find out!
    https://adwords.google.com/select/KeywordToolExternal
    Example
    http://www.dogtrainingproducts.com.au
    ‘dog harness’
  • 24.
  • 25. How to know when you’re ready
    Will people buy what you sell online?
    Are there competitors online?
    Are they doing well? (Longevity, nice design, marketing budget)
    What if you’re the first to sell online? (They said no-one would buy shoes online)
    Are you selling something people need to experience? (You’ll have a hard time selling boutique wine to new customers, and easy time to existing customers)
    Are you selling something people want NOW? (Pizza sells very well online, beer does not)
  • 26. How to know when you’re ready
    Can you compete?
    Don’t compete with Amazon.com unless you’re Dymocks
    Don’t compete with eBay
    Find your niche
    But make sure it’s profitable
  • 27. How to know when you’re ready
    Finding your niche – The Long Tail
    Source: http://blog.hubpages.com/2008/10/the-long-tail-of-hubpages/
  • 28. How to know when you’re ready
    Finding your niche – The Long Tail
    Source: http://modernl.com/article/forget-the-long-tail-go-for-the-sweet-spike
  • 29. Shopping Cart Options
  • 30. Shopping Cart Options
    PayPal Buy Buttons
    PayPal Shopping Cart
    Shopping cart linked to PayPal or to your bank
  • 31. Shopping Cart Options
    PayPal – Free payment network
    Great for dipping your toe in the water
    Easy to setup
    Pay per sale
    Takes people away from your site
    People get scared of PayPal
    Doesn’t go straight to your bank
  • 32. Shopping Cart Options
    PayPal Examples
    http://blackmarketrhythmco.bandcamp.com/
    http://twollow.com
  • 33. Shopping Cart Options
    PayPal Shopping Cart
    Visit PayPal.com.au and create an account for details
  • 34. Shopping Cart Options
    Professional Shopping Cart
    • Make it look exactly how you want
    • 35. Incorporate a large database of products
    • 36. Advanced tracking and stats
    • 37. Deal with your bank, integrate with Quickbooks and make your accountant happy
    You need a merchant account
  • 38. Dealing with your bank – What you need to know
    You need a site before you can get a merchant account
    You need a payment gateway – the bank will try and sell you theirs
    Must show your full contact details
    Need a returns policy
    Show bank guidelines
    Costs:
    Per transaction
    Yearly fee
  • 39. Shopping Cart Options
    Professional Shopping Cart
    e-CBD Shopping Cart (Interspire)
  • 40. The Five Biggest e-commerce mistakes
  • 41. The Five Biggest e-commerce Mistakes
    Making the checkout process to complicated
    Being too expensive
    Looking untrustworthy
    Not doing your research
    Know your competitors back to front
    Know your conversion rates
    Know your profitibility
    Not being visible in Google
  • 42. Top ten tips for selling online
  • 43.
  • 44. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
  • 45. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
  • 46. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
    Look the most professional/trustworthy (they’ll be shopping around)
  • 47. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
    Look the most professional/trustworthy (they’ll be shopping around)
    Explain everything as well as you can (and as succinctly)
    Video, image galleries
  • 48. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
    Look the most professional/trustworthy (they’ll be shopping around)
    Explain everything as well as you can (and as succinctly)
    Video, image galleries
    Make the process super easy. Don’t make them scroll or login.
  • 49. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
    Look the most professional/trustworthy (they’ll be shopping around)
    Explain everything as well as you can (and as succinctly)
    Video, image galleries
    Make the process super easy. Don’t make them scroll or login.
    Show people’s opinions of what you’re selling
  • 50. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
    Look the most professional/trustworthy (they’ll be shopping around)
    Explain everything as well as you can (and as succinctly)
    Video, image galleries
    Make the process super easy. Don’t make them scroll or login.
    Show people’s opinions of what you’re selling
    Give an incentive for them to buy from you
  • 51. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
    Look the most professional/trustworthy (they’ll be shopping around)
    Explain everything as well as you can (and as succinctly)
    Video, image galleries
    Make the process super easy. Don’t make them scroll or login.
    Show people’s opinions of what you’re selling
    Give an incentive for them to buy from you
    Create a sense of urgency
  • 52. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
    Look the most professional/trustworthy (they’ll be shopping around)
    Explain everything as well as you can (and as succinctly)
    Video, image galleries
    Make the process super easy. Don’t make them scroll or login.
    Show people’s opinions of what you’re selling
    Give an incentive for them to buy from you
    Create a sense of urgency
    Answer their questions without them having to ask (FAQs)
  • 53. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
    Look the most professional/trustworthy (they’ll be shopping around)
    Explain everything as well as you can (and as succinctly)
    Video, image galleries
    Make the process super easy. Don’t make them scroll or login.
    Show people’s opinions of what you’re selling
    Give an incentive for them to buy from you
    Create a sense of urgency
    Answer their questions without them having to ask (FAQs)
    Make your products easy to find with intuitive searches and accurate categories
  • 54. Top ten tips for selling online
    Be the cheapest! (Online and offline – make it worth the wait for shipping)
    Look the most professional/trustworthy (they’ll be shopping around)
    Explain everything as well as you can (and as succinctly)
    Video, image galleries
    Make the process super easy. Don’t make them scroll or login.
    Show people’s opinions of what you’re selling
    Give an incentive for them to buy from you
    Create a sense of urgency
    Answer their questions without them having to ask (FAQs)
    Make your products easy to find with intuitive searches and accurate categories
    Give them a reason to come back (most sales happen to existing customers)
  • 55. Case Studies
  • 56. Case Studies
    Flowers
  • 57. Converting Visitors to Sales
  • 58. Website Optimisation
    Conversion Rate Optimisation
    Content Strategy
  • 59. Conversion Rate Optimisation (CRO)
    CRO can increase conversions by 50 - 600% in some cases
    Unoptimised sites conversion can be as low as 0.1% - 3.1%
    CRO is often looked at last when it should be first. The end result of having a site is to attract traffic that performs some action to fulfil a goal after reaching the site.
    What are your site goals? - Sales, leads, download something, read your article, sign up for your newsletter, click on your ads etc.
    CRO, Content Strategy and SEO are interlinked. SEO brings the traffic, CRO Converts the Traffics and both involve utilising a content strategy.
  • 60. Makes your site more helpful for visitors making them more likely to purchase or use your services
    Makes your site more SEO friendly which can potentially increasing your search engine traffic by 60% - 600%
    Makes your business seem professional and legitimate which builds brand confidence
    Content Strategy
  • 61. A five second home page test
  • 62.
  • 63.
  • 64.
  • 65. Legitimate/Trustworthy Design
    Easy Navigation
    Credible Logo
    Clear Value Propositions & Benefits Oriented Language
    Content Layout
    Calls to Action (CTA)
    Effective Use of Imagery
    Interactivity & Engagement
    Cull Uneccessary Content which dilutes goals
    CRO – Hit List
  • 66. CRO – Ten Actionable Tips
    Make Credible landing pages that look trustworthy and legitimate.
    Great logo
    No spelling mistakes
    Clear and modern design
    Legitimacy cues e.g. Social Media, Security logos, Awards, Testimonials etc.
    Make navigating through your site easy and clear. Use sensible navigation titles.
    Use "benefit oriented" language and headings giving strong value propositions. "Save time and money ..."
    Location - Most important offers, information etc in prime locations (top left, left side and center)
    Calls to Action (CTA):
    Size, Colour & Location as well as value proposition
    What will they get when they click "the button"?
  • 67. 6. Use images correctly:
    Hero Shots of products or services
    People using products, multiple angles, before and after etc.
    Avoid stock images where possible
    Make images clickable and include descriptions where appropriate
    7. Add a video. Studies show a video can increase conversions by 80%. Make sure it isn't set to auto-play.
    8. Use interactive content:
    Flash applications e.g. interactive maps, interactive product information, 360 views etc.
    Calculators attached to lead form e.g. savings calculator, cost calculator, get a quote etc.
    Comments and feedback forms
    Search functionality, chat functionality (where appropriate)
    9. Incorporate user testing into your design process for your website. Do a six foot test on your landing page/homepage. Also use free user testing services such as "5 Second Test" or "Click Test".
    10. Cull unnecessary content and learn to "get to the point".
  • 68.
  • 69.
  • 70.
  • 71.
  • 72. Content Strategy
    People come to a site for something: information/answers, complete a task
    They don't read much (depending on what they are looking for)
    Information is skimmed and scanned before committing to deeper reading
    Write so people can grab the information they need quickly
    Test your content on real people
  • 73. Content Strategy – Action Items
    People come to a site for something - make your content useful and helpful not just content for contents sake.
    Make content "grab and go" friendly by using good layout and sub headings. Entice them into reading more.
    Do a "Content Audit". Go through the whole site (within reason) and note all forms of content. Work out how you can:
    • Improve the layout and structure of the site
    • 74. Add new and helpful/enticing content
    • 75. Cull boring and useless content
    Ask yourself: "Would you bother looking at the content on your website?" then fix the reasons you wouldn't.
    Ask yourself for each page on your site: "Who is your audience and are you answering their questions or helping them to fulfill the task they need to perform?"
  • 76. 6. Get others to look at your site. Put together a survey. Use an anonymous 5 second test on different pages.
    7. Break up written text with headings, subheadings, bullet points, horizontal lines
    8. Make text helpful and SEO friendly by adding text links. This is the bread and butter of "The Internet" paradigm.
    9. For lots of information use a PDF download. If you have to scroll down more than 3 - 5 times maybe there is too much on the page.
    Use automatic/interactive content like widgets, calculators and areas where people can leave comments.
    FREE TIP – Buy one get one free - that such a great deal I’m actually making money by buying it – What are you “giving away”? Free shipping, internet discount, samples of a product, free trial, limited trial, upgrade discounts, promotional coupons
  • 77. Marketing your Store
  • 78. Marketing your Store
    SEO
    Email Marketing
    Social Media Marketing
    Advertising, PR and Word of Mouth
  • 79. Search Engine Optimisation
  • 80. Search Engine Optimisation
    Read!
    http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf
    http://www.google.com/support/webmasters/bin/answer.py?answer=35769
  • 81. Email Marketing
  • 82. e-CBD’s Top Email Marketing Tips
    • When someone buys something, offer them incentives to sign up to a regular newsletter
    • 83. Offer everyone on your site a newsletter with incentives, like special deals
    • 84. Send them a welcome message as soon as they’ve subscribed
    • 85. Personalise each newsletter as much as you can. Make the recipient feel special
    • 86. Tailor the subject line for your audience
    • 87. If they unsubscribe, ask why. Get feedback on what you could have done better
    • 88. Don’t send anything without testing it first!
    • 89. Track referrals on your website using Google Analytics
    • 90. Tweak your campaigns by testing different subject lines and formats. See what gets the best click through rates
  • e-CBD’s Top Email Marketing Tips
    • Send your newsletter out at lunchtime on Monday or Tuesday, or on Friday morning if you want to reach people for the weekend. These are the times when people are most active online.
    • 91. Make sure the recipients can see who it’s coming from, your name, or your company (or both).
    • 92. Remember that inboxes are smaller than computer screens. Don’t make your email too wide.
    • 93. Make sure it looks good on an iPhone
    • 94. Have a subscribe option at the bottom of emails as well as an unsubscribe. People might have forwarded their friends the email. Make it easy for them to keep getting it.
    • 95. Don’t send an email newsletter to anyone unless they’re expecting to get it. Just because they gave you their email address doesn’t mean they want you to send them a newsletter.
  • Social Media Marketing
  • 96. Social Media Marketing
    Use Facebook advertising, it’s cheap
    Setup a Facebook page for your business and give people incentives to join
    Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking
    Set up alerts for your industry (especially if no one is talking about your brand)
    Keep an eye on what people near you are saying on Twitter
    Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs.
    Create a community of interest around what you do. It takes time, but it’s worth it.
    Don’t start something you can’t finish or maintain properly or it’s a waste of time and you’re better off with Google Ads
    Use LinkedIn as a networking tool. Join groups and ask questions.
    If you want people to talk about you, be creative (or pay someone who is).
  • 97. Advertising, PR and Word of Mouth
  • 98. Advertising, PR and Word of Mouth
    You could write a book on each of these
    Each has its place, but all help to give legitimacy to an online store
    If people recognise your brand when they find you online, you’re more likely to make a sale
    Write down the names of as many online flower stores we visited before as you can remember. How many can you think of?
  • 99.
  • 100. Further Reading
  • 101. Further Reading
    Seth Godin’s Blog
    The Long Tail, by Chris Anderson
    How to Sell Online, eBook by e-CBD
  • 102. QUESTION TIME
    More Information?
    1300 733 088
    www.e-cbd.com
    sally@e-cbd.com
    matt@e-cbd.com