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.

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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  • 1. 10 Things Every Online Merchant Must Do! Rick Wilson President/COO Miva Merchant
  • 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. 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. KWMYSS (Know What Makes You So Special)
  • 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. Setup Google Analytics (And Use It)
  • 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. Build, Convey and Create TRUST
  • 9. Build, Convey and Create TRUST
  • 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. PROMOTE, PROMOTE, PROMOTE
  • 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. Make It Easy To Buy
  • 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. Make It Convenient To Buy
  • 16. Make It Convenient To Buy
  • 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. OPTIMIZE, OPTIMIZE, OPTIMIZE • Succeeding Online Comes Down To 2 Things: • Getting Traffic • Converting Traffic
  • 19. OPTIMIZE, OPTIMIZE, OPTIMIZE HOMEWORK
  • 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. Be Social
  • 22. Be Social
  • 23. KEEP IT SIMPLE! Complexity Will Kill Your Business
  • 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