• Like
Rob Snell's 2010 PUBCON SOUTH Keynote: Real World Ecommerce w/ Yahoo! Store
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Rob Snell's 2010 PUBCON SOUTH Keynote: Real World Ecommerce w/ Yahoo! Store

  • 2,827 views
Published

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,827
On SlideShare
0
From Embeds
0
Number of Embeds
5

Actions

Shares
Downloads
29
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Since all of our customers had dogs, we added a few lines of premium dog food ,
  • 1997 E-commerce consulting specializing in Y! Yahoo! let’s me write and speak to their 50,000 retailers Write my own blog, do Seminars
  • 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.
  • Which features are important
  • 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.
  • We spent hundreds of hours working on this thing: writing descriptions, and taking pictures, and re-designing a completely updated version of our dog-supply catalog. We printed 5000 copies, and mailed a catalog to every single former customer on our mailing list. I’m exhausted. And what happened? Nothing. We got virtually no response — in six months we took in about $5,000 in orders, which was nowhere near enough to offset our lost sales.
  • 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.

Transcript

  • 1. Real World Ecommerce ROB SNELL robsnell.com
  • 2. @clickthedog
  • 3. @gundogsupply
  • 4. 1972
  • 5. catalog
  • 6.  
  • 7.  
  • 8. Classified ads
  • 9. Old catalog
  • 10. 1979
  • 11. Flood house pic
  • 12.  
  • 13. 1983
  • 14.  
  • 15. Dog Store
  • 16. 1988
  • 17.  
  • 18. 1996
  • 19.  
  • 20. 1989-Mar 1997: Dog Store
  • 21. B&w catalog Plan B
  • 22.  
  • 23.  
  • 24.  
  • 25. 2001
  • 26. Year 4: Store vs. Web
  • 27.  
  • 28. 2004
  • 29. Web Sales February-June 2003 “ normal”
  • 30. Web Sales February-June 2004 “ not normal”
  • 31. What’s wrong with our Yahoo! Store? We need to have a “conversation”
  • 32. One big honking change
  • 33.  
  • 34. Web Sales Before 1997 2004 2010
  • 35. Web Sales Before 1997 2004 2010
  • 36. Web Sales After 1997 2004 2010
  • 37. Web Sales Actual Lift 1997 2004 2010 $10 million
  • 38. $10,354,767.23 additional sales
  • 39. Not just for ecommerce sites…
  • 40. Need to communicate 3 things:
  • 41. Steve is an expert in dog training & supplies.
  • 42. Steve says this product is what you need for your dog .
  • 43. Please buy it from us.
  • 44.  
  • 45. Steve is an expert.
  • 46. pic Establish authority.
  • 47. Show, don’t tell.
  • 48. (Steve’s been doing this for a while)
  • 49.  
  • 50.  
  • 51. (Steve has 16 dogs.)
  • 52.  
  • 53. pic
  • 54. Example
  • 55.  
  • 56.  
  • 57.  
  • 58.  
  • 59.  
  • 60.  
  • 61.  
  • 62.  
  • 63.  
  • 64. (Steve knows dog training gear.)
  • 65.  
  • 66.  
  • 67.  
  • 68. “ I have been using the same model e-collar since 1998. I have tried at least 50 or 60 new systems over the last 11 years …I started using a prototype in September 2008 and have not looked back..”
  • 69. (Steve knows hunting.)
  • 70.  
  • 71. PIC: Better in the field
  • 72. PIC: Better in the field
  • 73.  
  • 74. Put it on the Web site, Blog, Facebook, Flickr, and Youtube
  • 75. Put a name and a face on your site Make a name for yourself online.
  • 76. homepage
  • 77. pic
  • 78. People buy from people
  • 79. Stats tell what works
  • 80. … Google’s even better
  • 81. Steve says this product is what you need for your dog.
  • 82. Recommend products that solve customers’ problems “ Tired of losing your dog? Buy this tracking collar!” :
  • 83. Tell folks what to buy w/ buyers’ guides
  • 84. Buyers’ guides 50% higher conversion rate Visitors entering on than visitors who enter on a section / category page
  • 85.  
  • 86. Quick Picks: Collar Chart
  • 87. Explain Concepts
  • 88. Help Me Choose
  • 89. Help Me Choose
  • 90. >>>>>>>
  • 91. Express your opinions with product reviews
  • 92. Example Review
  • 93. Provide commentary on product pages
  • 94. And this
  • 95. “ The SD-1825 is so cool it is now the only training collar I will use on my bird dogs and retrievers.” Endorse products you use:
  • 96. “ To get the full range out of a system there should be nothing between the transmitter and the receiver. Realistically, this isn't going to happen in most of the places that we spend time with our dogs, so the actual usable range will be less …” Be honest:
  • 97. “ My expectations for the Garmin Astro were really high. I wanted it to be amazing but I expected it to fall short. Boy, was I wrong .” -- Steve Snell Show enthusiasm:
  • 98. more content drives more traffic opinions provided since 2003
  • 99. How do you make all of this content?
  • 100.  
  • 101. Write unique product descriptions
  • 102. Provide more info than anyone
  • 103. Tip: Write one new paragraph for every $10 in item price
  • 104. You have this
  • 105. Google loves unique content
  • 106. Tired of searching for your hunting dog in tall grass or dense cover? Now you can leave the hunting entirely to him. Introducing Astro, the first high sensitivity GPS-enabled dog tracking system for hunters and sportsmen. This unique system pinpoints your dog’s position and shows you exactly where he is, even when you can’t see or hear him. Manufacturer’s product description:
  • 107. 1-10 of 1770 Lazy And this
  • 108.  
  • 109. Provide more photos than anyone
  • 110.  
  • 111.  
  • 112.  
  • 113.  
  • 114. Product shots: LiteStage.com
  • 115. >>>>>>>
  • 116. 1) Record everything
  • 117. Got $60? Get an Olympus VN-6200 PC.
  • 118.  
  • 119. 2) Interview folks. Transcribe audio into text.
  • 120.  
  • 121. Rob: How do you teach a dog how to sit? Steve: Well the simple way to do it is to start with a little bitty puppy. And when we are feeding a little bitty puppy, we don’t just put the food down and let him run up and eat. We start to teach patience and discipline. The simple way to do it is you set the food bowl down, take the puppy, and make him sit. You just physically take him by the collar. You put your hand on his back right below the tail and just force him into a sit. With an eight week old puppy it is a pretty simple thing to do. They are small and they are wiggly, but they can’t fight you. You make him sit there for about five seconds tops. All we are trying to do is get him in the position and physically make him understand that just because he wants to go, he can’t go. You do it real quick, like I said, five seconds, and then you release him. You release him with whatever command you want it to be. I use, “All right. OK.” Just be consistent with it. Rob: How long does it take him to learn? Steve: Not long. You usually feed puppies two or three times a day, so you are getting in little short training sessions. Each time you increase it a second or two. Now you have got him sitting there for 10 seconds or 15 seconds. Three days later he is sitting there for a minute. Pavlov man; that is all it is.
  • 122. 3) Take products and play “ 20 Questions”
  • 123. Who ? What? When? Where? Why? How Much?
  • 124. 4) Take photos of everything!
  • 125.  
  • 126.  
  • 127.  
  • 128.  
  • 129. 5) Shoot video of anything you can demo
  • 130.  
  • 131.  
  • 132.  
  • 133.  
  • 134.  
  • 135.  
  • 136.  
  • 137. 5) Turn your answers to customer emails into product FAQs
  • 138. WORD.doc > 1000 page Warner’s wisdom
  • 139.  
  • 140. “ Liberate ” manufacturer created content
  • 141. *It’s easier to get forgiveness than permission: Nothing contained on this web site should be construed as granting, by implication, estoppel, or otherwise, any license or right to distribute, modify, transmit, use, re-use, or re-post any of Innotek®, Inc. Intellectual Property displayed on this web site without the express written permission of Innotek®, Inc.
  • 142.  
  • 143.  
  • 144. Transcribe DVDs & Videos
  • 145. Text from packaging & POP
  • 146. Make manufacturer images your own Make stock MFG images your own
  • 147.  
  • 148.  
  • 149. Guy: How can I stop my barking dog? Steve: I love my bark limiter! It works! Buy one!
  • 150.  
  • 151. Why buy?
  • 152. Be price competitive
  • 153. Tell folks why they should pick you!
  • 154.  
  • 155. Tell folks there’s no risk shopping with you
  • 156.  
  • 157. Tell folks you have it & when they’ll get it
  • 158.  
  • 159. Get answers to your questions, fast
  • 160.  
  • 161. You can always talk to a human
  • 162. Everyone says they give great customer service
  • 163. If it’s an opinion , let your customers do the talking.
  • 164. “ Customer service at Gun Dog Supply is excellent! If you shop anywhere else, you are wasting your time! ”
  • 165.  
  • 166. Find your Steve
  • 167. who | what | why compelling content: text, pix, video
  • 168. Web Sales Actual Lift 1997 2004 2010 $10 million
  • 169. more info / free stuff: RobSnell.com 4:15pm Spotlight Session: C