10 Things Every Online
   Merchant Must Do!

Rick Wilson
President/COO
Miva Merchant
10 Things Every Online Merchant Must Do!
• KWMYSS (Know What Makes You So Special)

• Setup Google Analytics (And Use It)
...
KWMYSS (Know What Makes You So Special)




• If I Want To Buy Anything I'll Go To
  Amazon

• When I Want To Buy Somethin...
KWMYSS (Know What Makes You So Special)
Setup Google Analytics (And Use It)


• Answers Who/What/Where/When/Why/
  How

• Tells You What Your Customers Are
  Doin...
Setup Google Analytics (And Use It)
Build, Convey and Create TRUST



• When You Sell Online You Have 2 Choices:

  • Build A Trust Premium

  • Sell At A Ris...
Build, Convey and Create TRUST
Build, Convey and Create TRUST
PROMOTE, PROMOTE, PROMOTE




• Selling Online Is NOT The Field Of Dreams

• Google AdWords Is Not A Sufficient Strategy

...
PROMOTE, PROMOTE, PROMOTE
Make It Easy To Buy



• People Shop Online For Convenience

• People Don't Want A Treasure Hunt

• Test Your Checkout Pro...
Make It Easy To Buy
Make It Convenient To Buy




• People Shop Online For Convenience

• I'll Say It Again

• Let Your Customers Pay Their Wa...
Make It Convenient To Buy
Make It Convenient To Buy
Focus On What Actually Sells



• Track What Sells

• Know Your Profit Margin

• Customer A

  • Sells 150,000+ Products

 ...
OPTIMIZE, OPTIMIZE, OPTIMIZE




• Succeeding Online Comes Down To 2
  Things:

 • Getting Traffic

 • Converting Traffic
OPTIMIZE, OPTIMIZE, OPTIMIZE

      HOMEWORK
Be Social




• Social Networking Can Add To Your Bottom Line

• It's Not As Scary As You Think

• It Won't Take Up All Yo...
Be Social
Be Social
KEEP IT SIMPLE!




Complexity Will Kill Your Business
Contact Info:

Rick Wilson
President/COO
Miva Merchant

5060 Shoreham Place
Suite 330
San Diego, CA 92122

(p) 858-490-257...
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10 Things Every Online Merchant Must Do

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Learn what every e-commerce business owner needs to do to be successful. Presented by Rick Wilson, President of Miva Merchant, at the Internet Merchants Association conference in 2010.

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10 Things Every Online Merchant Must Do

  1. 1. 10 Things Every Online Merchant Must Do! Rick Wilson President/COO Miva Merchant
  2. 2. 10 Things Every Online Merchant Must Do! • KWMYSS (Know What Makes You So Special) • Setup Google Analytics (And Use It) • Build, Convey and Create TRUST • PROMOTE, PROMOTE, PROMOTE • Make It Easy To Buy • Make It Convenient To Buy • Focus On What Actually Sells • OPTIMIZE, OPTIMIZE, OPTIMIZE • Be Social • KEEP IT SIMPLE!
  3. 3. KWMYSS (Know What Makes You So Special) • If I Want To Buy Anything I'll Go To Amazon • When I Want To Buy Something Special, I Seek Out A Specialized Merchant • What Is Your Specialty?
  4. 4. KWMYSS (Know What Makes You So Special)
  5. 5. Setup Google Analytics (And Use It) • Answers Who/What/Where/When/Why/ How • Tells You What Your Customers Are Doing • Calculate Your Conversion Rate • Find What Works • Find What Fails
  6. 6. Setup Google Analytics (And Use It)
  7. 7. Build, Convey and Create TRUST • When You Sell Online You Have 2 Choices: • Build A Trust Premium • Sell At A Risk Discount • Ways To Build Trust: • Make It Easy To Contact You (Phone Too) • Display Trust Seals • Have A Simple Yet Professional Design
  8. 8. Build, Convey and Create TRUST
  9. 9. Build, Convey and Create TRUST
  10. 10. PROMOTE, PROMOTE, PROMOTE • Selling Online Is NOT The Field Of Dreams • Google AdWords Is Not A Sufficient Strategy • If You Find Your Customers, You Make It Easy For Them To Find You • There's A Number Of Cheap Ways To Get The Word Out, Just Be Creative
  11. 11. PROMOTE, PROMOTE, PROMOTE
  12. 12. Make It Easy To Buy • People Shop Online For Convenience • People Don't Want A Treasure Hunt • Test Your Checkout Process • Fix It • Test Your Checkout Process Again • Fix It Again
  13. 13. Make It Easy To Buy
  14. 14. Make It Convenient To Buy • People Shop Online For Convenience • I'll Say It Again • Let Your Customers Pay Their Way • Use "Alternative Payment Options" - PayPal, Google Checkout, Checkout By Amazon • If I Have To Stop The Checkout Process, I Might Just Change My Mind
  15. 15. Make It Convenient To Buy
  16. 16. Make It Convenient To Buy
  17. 17. Focus On What Actually Sells • Track What Sells • Know Your Profit Margin • Customer A • Sells 150,000+ Products • Only 16,000 or so Sell In A Given Year • Less than 200 Products Make Up 90%+ Of Their Sales Volume
  18. 18. OPTIMIZE, OPTIMIZE, OPTIMIZE • Succeeding Online Comes Down To 2 Things: • Getting Traffic • Converting Traffic
  19. 19. OPTIMIZE, OPTIMIZE, OPTIMIZE HOMEWORK
  20. 20. Be Social • Social Networking Can Add To Your Bottom Line • It's Not As Scary As You Think • It Won't Take Up All Your Time (Unless You Let It) • Your Customers Want To Know They're Heard • Build Customer Loyalty And Repeat Customers
  21. 21. Be Social
  22. 22. Be Social
  23. 23. KEEP IT SIMPLE! Complexity Will Kill Your Business
  24. 24. Contact Info: Rick Wilson President/COO Miva Merchant 5060 Shoreham Place Suite 330 San Diego, CA 92122 (p) 858-490-2570 (e) rwilson@mivamerchant.com
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