Day 2: How to Create a Tenfold Increase in Your Online Store Sales

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Day 2: How to Create a Tenfold Increase in Your Online Store Sales

  1. 1. Relentless Innovation: Howto Create a Tenfold Increase in Your Online Store SalesRob Snell, Gun Dog Supply
  2. 2. $10,000,000 Reasons to be RealRob SnellGun Dog Supply
  3. 3. @clickthedog
  4. 4. 1972
  5. 5. Kitchen table
  6. 6. Old schoolfolks on WWW
  7. 7. 1997
  8. 8. Web Sales Before 1997 2004 2010
  9. 9. 2004
  10. 10. Web Sales March-June 2003 normal
  11. 11. Web Sales March-June 2004 not normal
  12. 12. What s wrong with our store?We need to have a conversation
  13. 13. dogs
  14. 14. hunting
  15. 15. One bigchange
  16. 16. homepage
  17. 17. Web Sales Before 1997 2004 2010
  18. 18. Web Sales After 1997 2004 2010
  19. 19. Web Sales Actual Lift $10 million 1997 2004 2010
  20. 20. $10,354,767.23additional sales
  21. 21. Need tocommunicate3 things:
  22. 22. Steve Snellis a dog trainingsupplies expert.
  23. 23. This product is what you should buy.
  24. 24. Please buyit from us.
  25. 25. 1
  26. 26. Steve Snellis a dog trainingsupplies expert.
  27. 27. pic Establish authority via product knowledge expertise
  28. 28. Steve s beendoing this for a while
  29. 29. pic
  30. 30. Steve knows dogs
  31. 31. Example
  32. 32. Steve knowshunting
  33. 33. gear
  34. 34. PIC: Betterin the field
  35. 35. PIC: Betterin the field
  36. 36. Steve knowsdog training gear
  37. 37. I have tried at least 50 or 60 newsystems over the last 11 years…
  38. 38. 2
  39. 39. This product is what you should buy.
  40. 40. Give folkssolutionsto problems
  41. 41. Recommend products thatsolve customers problems Tired of losing your dog? Buy this tracking collar! :
  42. 42. Tell folkswhat to buy withexpert picks
  43. 43. Educate folks withbuyers guides
  44. 44. Quick Picks: Collar Chart
  45. 45. Explain Concepts
  46. 46. Help Me Choose
  47. 47. Visitors entering onBuyers guides50% higher conversion ratethan visitors who enter on a section / category page
  48. 48. Express your opinionsin product reviews
  49. 49. Example Review
  50. 50. Example Review
  51. 51. Be honest: To get the full range out of a system thereshould be nothing between the transmitterand the receiver. Realistically, this isntgoing to happen in most of the placesthat we spend time with our dogs, so theactual usable range will be less …
  52. 52. Endorsethe products that you use
  53. 53. So cool it is nowthe only trainingcollar I will useon my bird dogsand retrievers.
  54. 54. 3
  55. 55. Please buy it from us.
  56. 56. Be price competitive
  57. 57. Put a name and a faceon your store
  58. 58. Be personal.
  59. 59. People buy from people
  60. 60. Answer customer questions fast!
  61. 61. Tell folkswhy they should pick you!
  62. 62. Tell folks there s no riskshopping with you
  63. 63. Takeaways?
  64. 64. Humanizeyour store
  65. 65. Write with yourunique voice
  66. 66. Demonstrate expertise
  67. 67. Leverage productknowledge
  68. 68. Recommendbest products
  69. 69. Bludgeon folkswith value adds
  70. 70. Find your Steve
  71. 71. Web Sales Actual Lift $10 million 1997 2004 2010
  72. 72. Guy: How can I stop my barking dog? Steve: I love my bark limiter! It works! Buy one!
  73. 73. more info / free stuff: RobSnell.com

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