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9561759x

  1. 1. … How I got an $826,221.62 Sales Increase Rob Snell SNELL BROS. [email_address] Yahoo! Store Case Study:
  2. 2. Yahoo! Store Case Study: How I got an $826,221.62 Sales Increase Part 1
  3. 3. store 9 revenue-share project (I get paid by the click)
  4. 4. DISCLAIMER The STATS you are about to see are true . Personally identifiable information about the STORES used has been removed…
  5. 5. Store9, Year 0
  6. 6. design GOOG-friendly RTML, pimped the cart
  7. 7. Store9, Year 1
  8. 8. seo + ppc converting keywords, built some links
  9. 9. Store9, Year 2
  10. 10. conversion free shipping model, free gift with purchase, & converting keywords
  11. 11. Store9, Year 3
  12. 12. boosting low or no growth
  13. 13. Store9, Year 4
  14. 14. Shaking the tree <ul><li>Hit your email list regularly </li></ul><ul><li>Track how emails perform </li></ul><ul><li>Learn from your mistakes </li></ul><ul><li>Segment your customers </li></ul><ul><li>Keep what sticks </li></ul>
  15. 15. background on me…
  16. 16. Snell Bros
  17. 17. retailer dog supplies, comics, baseball cards pokemon, copyshop
  18. 18. Comics
  19. 19. web marketer Yahoo! Store dev, RTML, SEO, PPC, Conversion, Analytics
  20. 20. Gds 1997
  21. 21. … steve & click We got a spokesmodel…
  22. 22. writer/speaker blog, Y! columns, book, newsletters, webinars, search speaker, seminars
  23. 23. My own blog
  24. 24. Ystoreblog
  25. 25. book
  26. 26. Amazon book
  27. 27. [email_address]
  28. 28. seminars
  29. 29. email list info @ystore.com
  30. 30. click
  31. 31. about Ron and Top Right
  32. 32. Topright
  33. 33. thinking about emails
  34. 34. relevant customers (buckets)
  35. 35. pic
  36. 38. relevant products
  37. 39. Store SERPS
  38. 40. View source
  39. 41. relevant offer
  40. 42. Make me an offer… <ul><li>New 2009 releases </li></ul><ul><li>Liquidations </li></ul><ul><li>Free shipping offers </li></ul><ul><li>Free gift with purchase </li></ul><ul><li>Tie into seasonal, timely </li></ul>
  41. 43. relevant writing
  42. 44. Writing good emails <ul><li>Be personal </li></ul><ul><li>Be real </li></ul><ul><li>Share good content </li></ul><ul><li>Tie into seasonal, timely </li></ul>
  43. 45. tell stories
  44. 46. building emails
  45. 47. Content comes from product
  46. 48. custom RTML
  47. 49. Custom RTML
  48. 50. easy peasy mail
  49. 51. Get IDs from store URLs
  50. 52. Go to the CONTENTS page
  51. 53. Create a NEW ID
  52. 54. Edit & Update: Custom Type/Template
  53. 55. easy peasy mail
  54. 56. How I doubled $$$
  55. 57. segmented 90% of customers into 3-5 buckets
  56. 58. What segments? <ul><li>What products customers bought </li></ul><ul><li>What activity customers do </li></ul><ul><li>What level of expertise </li></ul><ul><li>How much $$$ spend </li></ul><ul><li>Where they live </li></ul><ul><li>How often they order </li></ul><ul><li>How long since ordered </li></ul>
  57. 59. How Top Right segmenting works…
  58. 60. How Top Right email tool works
  59. 61. How I track $$$
  60. 62. My favorite email stats <ul><li>Number of emails sent </li></ul><ul><li>Unique emails opened </li></ul><ul><li>Unique clicks </li></ul><ul><li>Conversion Rate of campaign </li></ul><ul><li>Number of orders </li></ul><ul><li>Total Revenue </li></ul>
  61. 63. Real numbers on real emails
  62. 64. Old School…
  63. 65. indextools
  64. 66. Indextools: sales by entry page
  65. 67. Indextools 90 day graph
  66. 68. Y! last 120 days
  67. 69. topright
  68. 70. TopRight monthly revenue
  69. 71. TopRight (RPE) revenue per email
  70. 73. … How I got an $826,221.62 Sales Increase Rob Snell SNELL BROS. [email_address] Yahoo! Store Case Study:

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