Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building a succesful ecommerce business

888 views

Published on

A lot of entrepreneurs and startups are fascinated with e-commerce businesses. While it seems fairly simple to setup an e-commerce website on easy to use platforms such as Shopify, running an e-commerce business can be a lot more challenging.

This presentation will demystify all the elements you need to put together to run a successful e-commerce business, from how to drive traffic to an e-commerce site, how to convert visitors, to everything else behind the scenes in running a successful e-commerce business.

Presentation on building a succesful ecommerce business given by Nishant Kapoor.

Published in: Internet
  • Be the first to comment

Building a succesful ecommerce business

  1. 1. Building  a  successful   ecommerce  business   1       Nishant  Kapoor   General  Assembly,  Hong  Kong   August  13,  2014       13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  2. 2. What  is  ecommerce?   •  Why  would  someone  buy  online  when  they   can  get  the  same  item/  same  price  in  the   neighbourhood  store?   2  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  3. 3. What  is  ecommerce?   •  Long  tail  =  abundance  of  choice   •  Convenience     •  InformaMon  /  reviews   •  PersonalisaMon   •  RecommendaMons   •  Price   3  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  4. 4. What  is  ecommerce?   4   ecommerce   Digital/  Online   Retail/   Merchandising   LogisMcs   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  5. 5. 5   Ecommerce  business  models   •  Retail   •  Marketplace   •  SubscripMon   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  6. 6. Ecommerce  equa8ons   6   •  Traffic  X  Conversion  =  Orders   •  Orders  X  RetenMon  =  Customers   •  Customers  =  ?   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  7. 7. Traffic   7   •  Free   –  Organic  Search   –  Word  of  mouth   –  Social  media   –  Partnerships   –  Inbound/  Content   •  Paid   –  Paid  Search   –  Display/  Content  ads   –  Offline  =  magazines,  direct  mail,  outdoor  ads   –  Events   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  8. 8. Conversion  =  Trust   •  Building  trust   –  Design   –  Copy  (no  typos!)   –  Site  security   –  Contact  informaMon   –  Live  Chat   –  About  Us   –  CerMficaMons   –  Reviews   –  TesMmonials   8  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  9. 9. 9  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  10. 10. 10  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  11. 11. 11  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  12. 12. 12  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  13. 13. 13   PetProject.HK   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  14. 14. LifeProject.HK   14  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  15. 15. 15   PetProject  ‘About  Us’  page   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  16. 16. LifeProject  ‘About  Us’  page   16  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  17. 17. 17   Reviews   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  18. 18. 18   Reviews   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  19. 19. Reten8on  =  LEAP   •  Loyalty       –  Customer  service   –  Returns  policy   •  Enagement   –  Emails/  communicaMon   –  Social  media   –  PersonalisaMon   •  AnalyMcs     •  Plagorm/  Plugins   19  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  20. 20. Constantly  measure  and  improve   customer  sa8sfac8on   20   97%   98%   99%   3%   2%   1%   2013  Feb   2013  Oct   2014  Mar   %  Customers  would  Shop   with  us  again   Yes   No   97%   97%   100%   3%   3%   0%   2013  Feb   2013  Oct   2014  Mar   %  Customers  would   Recommend  us  to  Friends   Yes   No   76%   81%   79%   24%   17%   21%   0%   3%   2013  Feb   2013  Oct   2014  Mar   Overall  Experience   Excellent   Neutral   Poor   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  21. 21. Analy8cs!   21   0:03:12   0:02:57   0:03:40  0:03:36   0:03:57   0:03:51   0:04:00   0:04:22   0:04:00   0:03:43   0:03:32  0:03:33   Minutes  on  site  per  visit    3.89      3.75      4.23      4.29      4.42      4.32      4.82      4.95      4.86      5.66      5.54      5.69     Pages  per  visit   1.19%  1.17%   1.73%  1.69%   2.15%   1.58%   1.95%   2.05%  2.03%   2.23%   2.07%  2.09%   Conversion  %    7.4      6.8      10.0      10.9      14.1      10.6      11.9      13.2      12.7      14.0      12.9      12.1     Revenue  per  visit  -­‐  HK$   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  22. 22. Google  Analy8cs   22  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  23. 23. Google  Analy8cs  –  custom  report   23  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  24. 24. Google  Analy8cs  –  building  a  custom   report   24  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  25. 25. Google  Analy8cs  –  purchase  funnel   25  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  26. 26. Google  Analy8cs  –  building  a   purchase  funnel   26  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  27. 27. Ecommerce  technology  /  placorms   •  Own  website   – Hosted  SoluMons  –  eg.  Shopify,  Bigcommerce   – ApplicaMons  –  Magento,  OpenCart,  Prestashop   •  Marketplace  channels   – Ebay   – Amazon   – Taobao/  Tmall   27  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  28. 28. Ecommerce  Power  -­‐  Plugins!   •  Email  –  mailchimp,  constant  contact  etc   •  Targeked  segmented  emails  –  Windsor  Circle   •  Chat  –  Olark,  Zopim   •  Helpdesk  –  Zendesk,  Helpscout   •  Inventory  management   •  Social  –  JustUno   •  Cart  recovery   •  AnalyMcs  -­‐  Jirafe   •  Mobile  –  martmobi   •  Product  recommendaMons   •  Reviews  -­‐  Yotpo   •  Shopify  App  Store  hkp://apps.shopify.com/   •  Magento  Extension  Marketplace  -­‐   hkp://www.magentocommerce.com/magento-­‐connect/   28  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  29. 29. Ecommerce  Business  Model   29   hkps://docs.google.com/spreadsheets/d/1c7ZPiC3_4kOxURjp0_Ycmk7YaMBIjFIcE0kuFEFFR6c/edit?usp=sharing   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  30. 30. 30   Ecommerce  in  Hong  Kong   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  31. 31. 31   Ecommerce  in  Hong  Kong   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  32. 32. 32   Ecommerce  in  Hong  Kong   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  33. 33. 33   Ecommerce  in  Hong  Kong   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  34. 34. 34   Ecommerce  in  Hong  Kong   13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  35. 35. Pet  ecommerce  in  Hong  Kong   PetProject   Apepet   Petpetorganic   Bcpets   WNP   HKJpets   Wisepet   Physical  Store   ✗   ✔   ✔   ✔   ✔   ✔   ✗   Credit  Card   Checkout   ✔   ✗   ✔   ✗   ✔   ✔   ✗   IntuMve  UI   ✔   ✗   ✔   ✗   ✔   ✗   ✔   Email  newsleker   ✔   ✗   ✗   ✗   ✔   ✗   ✗   Flexi  returns  policy   ✔   ✗   ✗   ✗   ✗   ✗   ✔   Loyalty  Points   ✔   ✗   ✗   ✗   ✗   ✗   ✗   Automated  follow   up  emails   ✔   ✗   ✗   ✗   ✗   ✗   ✗   Product  Reviews   ✔   ✗   ✗   ✗   ✗   ✗   ✗   Languages   Eng  &  Chi   Chi   Chi   Chi   Eng   Chi   Eng   Live  Chat   ✔   ✗   ✗   ✗   ✗   ✗   ✗   SubscripMon   In  process   ✗   ✗   ✗   ✗   ✗   ✗   Mobile  site/apps   In  process   ✗   ✗   ✗   ✗   ✗   ✗   35  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  36. 36. PetProject  tes8monials   'By  the  way,  if  you  need  to  purchase  pet  food  or  treats,  etc.    I  would  recommend  this  newly  started  online  pet   shop  call  PetProject  HK.    They  have  excellent  customer  service  and  the  their  prices  are  very  reasonable   compared  to  other  ones  out  there.    Free  delivery  to  DB  if  order  over  HKD200.    Here  is  their  website:   hFp://petproject.hk/en       Their  staffs  are  very  friendly  and  speak  very  good  English.'         Posted  by  Angel  Chang  on  Discoverybayforum.com     'Thanks  for  the  delivery  this  morning.    I  am  very  happy  with  your  service  and  prices  and  you  can  count  on  me  as   a  loyal  customer.'   Gwendolyn  Moy,  Sheung  Wan     ‘I  just  ordered  some  Frontline  for  my  dogs  from  this  site  -­‐  excellent  service  hFp://www.petproject.hk/’   Posted  by  Ed  on  AsiaXpat.com  pet  forum     'You  guys  are  AMAZING!    My  Pom  had  a  sudden  change  of  food  preferences  in  which  she  suddenly  hates  all  the   food  we  got  her.  Basically  this  meant  that  she  would  have  NO  FOOD  in  2  days  and  given  the  holidays,  I  was   freaking  out  trying  to  find  a  place  to  buy  organic,  gluten  free  food  for  my  furry  baby.  THANK  YOU,  PetProject  for   accommodaYng  my  request  to  deliver  as  early  as  possible!  I  wasn't  expecYng  delivery  unYl  a[er  Christmas  but   you  guys  are  amazing!!!      Thank  you  so  much  for  organizing  so  quickly!  Merry  Christmas!,   Posted  on  our  facebook  page  by  Robbie  Alvendia     These  are  unsolicited  comments  posted  by  these  HAPPY  customers  in  public  forums  J   36  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  
  37. 37. PetProject.HK  tes8monials   I  used  to  have  to  go  to  different  pet  stores  to  buy  my  dog  food.  Now  with  PetProject,  I  can  just  sit  at  my  desk   and  order  anyYme,  day  or  night.  I  can  choose  from  many  different  types.  The  Pinnacle  Duck  &  Potato  dry  dog   food  is  not  available  in  the  stores  and  my  dog  loves  it.  He  is  picky  and  has  gone  through  5  days  without  eaYng  if   it's  something  he  does  not  like.  Now  cannot  wait  to  get  his  food  and  waits  for  it  every  day.   Alexandra  Yung,  Jul  11,  2013     Requested  to  match  the  lowest  price  I  found  online  was  not  a  problem  a  refund  was  issued  in  less  than  24   hours.  Great  service   Wanyee  Ho,  Jul  8,  2013     One  of  the  best  online  shopping  experiences  in  HK   Moray  Taylor-­‐Smith,  Jun  30,  2013     Healthy  and  good  quality  food  for  dogs.  Great  delivery  service  from  PetProject.HK   Lesley  Davies,  May  13,  2013     Promptly  responsive  &  highly  efficient!  Zachary  Yeung,  May  2,  2013   Can  easily  buy  the  product(s)  from  this  shop  and  also  save  Yme  for  purchasing.    I  will  come  to  visit  again.   Alice  Leung,  Mar  21,  2013     Very  fast  delivery.  My  cats  love  it.  Alex  Wong,  Mar  20,  2013   Smooth  communicaYon,  helpful  staff,  effecYve  delivery  !  Damien  CHAN,  Mar  13,  2013     37  13-­‐Aug-­‐2014   Nishant  Kapoor,  nishant@lifeproject.co  

×