Ecommerce Bootcamp 2013 – Outdoor Retailer Winter Market


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Looking to expand your business from startup to superstar? It’s time to start selling your products online. Join small business ecommerce expert, Matt Winn from Volusion, as he whips your business into shape to start selling online, or expand your already running online business.

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Ecommerce Bootcamp 2013 – Outdoor Retailer Winter Market

  1. 1. Ecommerce Boot Camp: Pump Up Your Business in 60 Minutes Matt Winn, Social Media Manager Copyright ©2012 Outdoor Industry Association | All rights reserved. Copyright ©2012 Outdoor Industry Association | All rights reserved. 1
  2. 2. Howdy, y’all! Matt Winn Social Media Manager, Volusion • Chief Blogger: The Ecommerce Authority • Join me on YouTube every Tuesday • Aspiring cook, certified nerd • Small-town Texan
  3. 3. Who’s with us? You have an offline business, but want to get online You’re already online, but want to sell more
  4. 4. Today’s training schedule Basic training Ecommerce circuit Cooldown & Q&A
  5. 5. Basic TrainingGetting Started in Ecommerce 1) Secure your inventory 4) Select a domain name 2) Decide on a solution 5) Pick a payment option 3) Build your 6) Protect your store ecommerce site
  6. 6. 1) Secure your inventory • Work with something you’re passionate about • Self-created or from a third party • Drop-shipping • Warehouses • Determine your pricing strategy2) Decide on a solution• Open Source - built from scratch, total control• Licensed - some control, uploaded locally• Hosted - updates, security, hosting
  7. 7. 3) Build your ecommerce site• Create categories and upload products• Move on to information pages to complete the site• Consider design and branding every step of the way4) Select a domain name• Pick a name that is short and easy to remember• Find a web address that is descriptive of your business• Decide between .com, .net or .biz
  8. 8. 5) Determine how you’ll get paid• Use PayPal or Google Checkout at a minimum• Decide on using a personal or business bank account• Research and apply for credit card processing6) Protect your store • Purchase a SSL certificate • Learn the signs of fraudulent orders • Achieve PCI compliance or certification
  9. 9. Today’s training schedule Basic training Ecommerce circuit Cooldown & Q&A
  10. 10. Exercise 1: Ecommerce Design & UXQ: Why is site design so important?A: CREDIBILITY68%a of US online shoppers agree that they will distrust a site that has an unprofessional appearance75%a of web users make judgments on the credibility of a company based on its site design
  11. 11. Make your homepage count
  12. 12. Customer Service Search Branded Easy to navigateGood use ofreal estate Clear CTA Another navigation option
  13. 13. Sell with your product pages
  14. 14. Breadcrumbs Pricing InfoBeautiful productphotography OptionsCustomer reviews& Social sharing
  15. 15. Ideal product description• Benefit-oriented• Well-written• Easily digestible• SEO friendly• Speaks to customers Yet another upsell and/or cross-sell
  16. 16. Exercise 2: Marketing your storeQ: Why is marketing especially important forecommerce?A: CLUTTER130,859,083 Registered domains in the US alone2.4 Billion Internet users around the world
  17. 17. Different Types of Internet MarketingIt’s all about finding the right mix:• Search Engine Optimization (SEO)• Pay per Click Advertising (PPC)• Social Media Marketing• Email Marketing
  18. 18. Get started with SEO, nowFigure out what keywords to target: • Brainstorm as many ideas as possible • Look at what your competitors are doing • Pick out which keywords you want to pursueTurn your findings into action: • Optimize pages and link build for popular keywords • Create content geared towards less obvious keywords • Focus your SEO efforts in specific parts of your siteSEO has one secret: GOOD CONTENT!
  19. 19. Exercise 3: Delivering ExceptionalCustomer ServiceQ: Why is customer service so important toecommerce?A: RETENTION7X Acquiring a new customer can cost 6 to 7 times more than retaining an existing customer (Frederick Reichheld, Bain & Company)85% Of customers are willing to pay more than the standard price, if a great customer experience is involved (RightNow)
  20. 20. Work to increase customer retentionCustomer service is the new marketingSome ideas to help you get started: • Remember that customer service is unique to your business • Find problem areas via customer surveys and CRM analysis • Under promise, over deliver • Provide special deals to keep customers coming back for more
  21. 21. Exercise 4: Expanding through socialcommerceQ: Why is social commerce important?A: REACH
  22. 22. Grow your social presence Know why people follow your brand: 1. To receive discounts and promotions 2. To show others they like your brand 3. To receive access to exclusive information 4. To get updates and news about the company
  23. 23. Today’s training schedule Basic training Ecommerce circuit Cooldown & Q&A
  24. 24. Top 6 Pieces of Humble Advice 1. Be patient and work steadily 2. Don’t overcommit yourself 3. Focus on one area at a time 4. Create smaller, actionable goals 5. Sales won’t happen overnight 6. Focus on your product and your customers
  25. 25. Want more? Of course you do! @volusion
  26. 26. VOLUSION EcommerceBoot CAMP Cool Down – Q&A
  27. 27. Thank You Copyright ©2012 Outdoor Industry Association | All rights reserved. Copyright ©2012 Outdoor Industry Association | All rights reserved. 27