$10,000,000
ROB SNELL
robsnell.com
Reasons to be Real
Background
Kitchen table
Old school
folks on WWW
2004
What’s wrong
with our store?
We need to have
a “conversation”
Web Sales Before
1997 2004 2010
dogs
hunting
One big
change
homepage
Web Sales Before
1997 2004 2010
Web Sales After
1997 2004 2010
Web Sales Actual Lift
1997 2004 2010
$10 million
$10,354,767.23
additional sales
Need to
communicate
3 things:
Steve Snell
is a dog training
supplies expert.
This product
is what you
should buy.
Please buy
it from us.
1
Steve Snell
is a dog training
supplies expert.
Be a real
person.
Put a face
with your name
on your store!
homepage
Build
rapport.
People buy from people
Be personal…
Establish
authority.
pic
Establish
authority.
Steve’s been
doing this for
a while
pic
Steve has
13 dogs
Example
Steve knows
hunting
gear
PIC: Better
in the field
PIC: Better
in the field
Steve knows
dog training gear
“I have tried at least 50 or 60 new
systems over the last 11 years…”
2
This product
is what you
should buy.
Offer
solutions.
“Tired of losing your dog? Buy this tracking collar!” :
Recommend products that
solve customers’ problems
Tell folks
what to buy w/
buyers’ guides
Buyers’ guides
50% higher
conversion rate
Visitors entering on
than visitors who enter on a section / category page
Express your
opinions with
product reviews
Example Review
Endorse
the products
that you use
“So cool it is
now the only
training collar I
will use on my
bird dogs and
retrievers.”
3
Ask for
the order.
Please buy it
from us.
Be price
competitive
Tell folks
why they should
pick you!
Tell folks
there’s no risk
shopping with you
Get answers to your
questions, fast
“Customer service at Gun Dog Supply is
excellent! If you shop anywhere else,
you are wasting your time!”
Guy: How can I stop my barking dog?
Steve: I love my bark
limiter! It works! Buy one!
Find your
Steve
Web Sales Actual Lift
1997 2004 2010
$10 million
A D V E R T I S E M E N T
E-commerce
Seminars
in 2011
email
info@ystore.com
Slides + free stuff:
RobSnell.com
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
Ecommerce Optimization PUBCON 2010
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Ecommerce Optimization PUBCON 2010

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  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over.
    It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses.
    And the PET MARKET is no different.
  • Ecommerce Optimization PUBCON 2010

    1. 1. $10,000,000 ROB SNELL robsnell.com Reasons to be Real
    2. 2. Background
    3. 3. Kitchen table
    4. 4. Old school folks on WWW
    5. 5. 2004
    6. 6. What’s wrong with our store? We need to have a “conversation”
    7. 7. Web Sales Before 1997 2004 2010
    8. 8. dogs
    9. 9. hunting
    10. 10. One big change
    11. 11. homepage
    12. 12. Web Sales Before 1997 2004 2010
    13. 13. Web Sales After 1997 2004 2010
    14. 14. Web Sales Actual Lift 1997 2004 2010 $10 million
    15. 15. $10,354,767.23 additional sales
    16. 16. Need to communicate 3 things:
    17. 17. Steve Snell is a dog training supplies expert.
    18. 18. This product is what you should buy.
    19. 19. Please buy it from us.
    20. 20. 1
    21. 21. Steve Snell is a dog training supplies expert.
    22. 22. Be a real person.
    23. 23. Put a face with your name on your store!
    24. 24. homepage
    25. 25. Build rapport.
    26. 26. People buy from people Be personal…
    27. 27. Establish authority.
    28. 28. pic Establish authority.
    29. 29. Steve’s been doing this for a while
    30. 30. pic
    31. 31. Steve has 13 dogs
    32. 32. Example
    33. 33. Steve knows hunting
    34. 34. gear
    35. 35. PIC: Better in the field
    36. 36. PIC: Better in the field
    37. 37. Steve knows dog training gear
    38. 38. “I have tried at least 50 or 60 new systems over the last 11 years…”
    39. 39. 2
    40. 40. This product is what you should buy.
    41. 41. Offer solutions.
    42. 42. “Tired of losing your dog? Buy this tracking collar!” : Recommend products that solve customers’ problems
    43. 43. Tell folks what to buy w/ buyers’ guides
    44. 44. Buyers’ guides 50% higher conversion rate Visitors entering on than visitors who enter on a section / category page
    45. 45. Express your opinions with product reviews
    46. 46. Example Review
    47. 47. Endorse the products that you use
    48. 48. “So cool it is now the only training collar I will use on my bird dogs and retrievers.”
    49. 49. 3
    50. 50. Ask for the order.
    51. 51. Please buy it from us.
    52. 52. Be price competitive
    53. 53. Tell folks why they should pick you!
    54. 54. Tell folks there’s no risk shopping with you
    55. 55. Get answers to your questions, fast
    56. 56. “Customer service at Gun Dog Supply is excellent! If you shop anywhere else, you are wasting your time!”
    57. 57. Guy: How can I stop my barking dog? Steve: I love my bark limiter! It works! Buy one!
    58. 58. Find your Steve
    59. 59. Web Sales Actual Lift 1997 2004 2010 $10 million
    60. 60. A D V E R T I S E M E N T E-commerce Seminars in 2011
    61. 61. email info@ystore.com
    62. 62. Slides + free stuff: RobSnell.com

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