Three proven ways to sell more wine online - this presentation reviews our data and shows several way you can increase sales

1. 3 Ways to
Sell More Wine Online

2. Hello, my name is
Andrew Kamphuis

3. 3 Ways to
Sell More Wine Online

4. Ecommerce is Hard

5. 220,000 Wine Labels Registered

6. Wine on Google

7. Buy Wine Online on Google

8. Competition is Everywhere

9. Fast Paced Ecommerce World

10. Hyper Fast Delivery

11. Hyper Customization

12. Hyper Convenience

13. How Do You Compete?

14. What Would Chuck Do?

15. Wine & Ecommerce

17. Mindset

18. Ecommerce Is Growing
0
50
100
150
200
250
2008 2009 2010 2011 2012 2013 2014
US Ecommerce Sales in Billions

19. DTC Wine Is Growing
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
2010 2011 2012 2013

20. Vin65 Platform DTC
0
100000000
200000000
300000000
400000000
500000000
600000000
2013 2014

21. 1000+ Ecomm Sites on Vin65

22. Mindset

23. Mindset

24. Vin65 Top 20%
-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
500,000,000
Bottom 80% Top 20%

25. 3 Things to Focus on

26. 1) Your Best Weapon

28. Email Is The Most Effective
Digital Marketing Tactic

29. Add To Cart – Referrers
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Email Search Social

30. Last 250,000 Transactions
0 20000 40000 60000 80000 100000 120000
Search Engine
Email

31. 2014 Conversion Rate
0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00%
Search Engine
Email

32. What Makes A Great Email?

33. Vin65 Platform Email Open Rates
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Average 26% Open Rate

34. Customers Want Value

35. Focus on the Subject Line
Roundhouse Riesling on Sale until Tuesday
Ninja Wine Party! Join us on June 21st
Black Belt Blowout Sale Starts Now

36. Single Focus

37. Simple Is Better

38. Mobile Friendly

39. Personalize

40. Give Something Away

41. 0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Time To Send

42. Transaction Email

43. Cart Abandonment Email

44. Credit Card Decline

45. Order Tracking

46. Building Your Email List

48. Re-Engage Inactive Subscribers

49. Chun Kuk Do

50. Yellow Belt
If you aren't collecting email addresses in the tasting room
 Next 20 visitors – ask for email address
 Wait 5 days – send a thank you email
 Check in 30 days to see the effect

51. Green Belt
If you're not segmenting your email list
 Next email blast – segment into 4 groups and
tailor the message
 Prospects, First Time Buyer, Repeat Buyer, Club
Member
 Monitor results

52. Black Belt
 Implement a Progressive Profiling Campaign

53. 2) Use Technology

54. Get mobile

55. Mobile

56. Vin65 Mobile Traffic
0%
5%
10%
15%
20%
25%
30%
35%
Nov 2010 Nov 2011 Nov 2012 Nov 2013 Nov 2014
Dec 2014
Desktop 55.9%
Mobile 31.1%
Tablet 13.0%

57. What Makes a Great Mobile Site?

58. Seamless Responsive Design

59. Simplify The Page

60. Simplify Forms

61. Secure

62. Faster

63. Shop Your Own Site

64. Mobile Isn't The Only Technology
You Should Care About
Chuck would use different
weapons for different battles.

65. Action Emails

66. Deep Systems Integration

67. SMS Messaging

68. Social Integration

69. Chun Kuk Do

70. Yellow Belt
If you have never done this before
 Using your mobile phone, surf your website and buy a
bottle of wine – pretend you are a first time visitor
 Go through the complete process

71. Green Belt
If you're not sending abandon cart emails
 Find a technology stack that will let you setup
 Abandoned Cart Email
 Credit Card has Expired Email

72. Black Belt
 Start an SMS Marketing List

73. 3) User Experience

74. After Sales Experience

75. What's a Great User Experience?

76. Homepage

77. Timely Offer

78. Single Call to Action

79. Simple Navigation

80. Links to Customer Service

81. Cart Menu

82. No Outdated Content

83. Category /Product List Page

84. Focus On Buyers' NeedsFocus On Buyers' Needs

85. Action Message

86. 81% of Repeat Buyers

87. Pagination / Sortable

88. No Large Blocks of Copy

89. Product Drilldown

90. Big Photo

91. Action Message

92. Buy Button

93. Availability

94. Customer Ratings and Reviews

95. Detailed Product Info

96. Recommended Products

97. Cart

98. Buttons Guide the User

99. Update / Remove Product

100. Visible Product

101. Estimated Order Total

102. Clean Checkout

103. Navigation Removed

104. Minimal Questions

105. Order Info

106. Secure

107. SMS Option

108. Not Forced to Create an Account

109. The Experience Doesn't End
When The Checkout Happens

110. Order Confirmation

111. Order Has Shipped

112. Order Delivery Date

113. Delivery Exception

114. SMS Message Around Delivery

115. SMS Delivery Exception

116. After Sales Follow Up

117. What About Shipping Fees?

118. High Shipping = Bad Experience

119. Chun Kuk Do

120. Yellow Belt
If your website is missing – add:
 Beautiful bottle shots
 Guest checkout
 Immediate order confirmation email

121. Green Belt
If your website is missing – add:
 Google Analytics
 Order shipping confirmation email
 Reasonable shipping costs

122. Black Belt
 A/B test your website
 Notify customers on delivery date and delivery
exception
 Fine tune your site monthly

123. Almost Done 

124. Sell More Wine Online
 Email is your best weapon
 Technology matters
 Get the experience right

126. andrew@vin65.com
@andrewkamphuis