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Selling Online

Selling online.

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Selling Online

  1. 1. Selling Online Workshop
  2. 2. Online Shopping – its Everywhere!
  3. 3. E-commerce Landscape• Online sales account for 10% of all UK retail sales• 50% (and rising) of store purchases informed by online research• 24 – 44 year olds are most active online buyers
  4. 4. Christmas on the internet• 18% of all sales were internet sales• 84m visits to retail websites on Christmas eve• 107m Christmas Day visitors  86% increase from 2011• 113m Boxing Day visitors  14m hours online
  5. 5. Search terms Christmas/Boxing day?• Next sale’• Debenhams sale’• Marks and Spencer sale’• John Lewis sale.• 30% of consumers over Christmas using mobile device
  6. 6. The time is NOW!• Online sales are growing at 17% each year• UK has largest e-retail economy with over 37 million online shoppers• Average spend £1,165 a year (the highest amount in the world)
  7. 7. Stop and Think Is e-commerce right for you and your business – product or service? Do you have the skills and systems needed? Can you provide good customer experience and after-sales support online?
  8. 8. What’s your favourite?• What’s your favourite websites to buy from?• Why?
  9. 9. Planning to…..Sell Online• What do you want to sell?• Decide which system is best – volume, prices, audiences• Start building a catalogue of products or portfolio of services• Determine which payment system to use• Start spreading the word...
  10. 10. Who’sBuyingWhat?
  11. 11. Ways to Sell• Marketplaces- Ebay, Amazon, Etsy, Folksy…• DIY – your own website with e-commerce functions and payment system• Individual stores – Goodsie, Shopify, Bigcartel
  12. 12. Amazon – current
  13. 13. Case Study Kindred Rose• Small CMS e-commerce website• Social media• newsletter
  14. 14. Website – owned content
  15. 15. Facebook
  16. 16. Twitter
  17. 17. Key pointers to selling online successfully Tips to selling online…
  18. 18. People don’t always buy becausethey NEED somethingA 6 letter word….
  19. 19. Desire
  20. 20. Getting people to buy…….• Tone of voice• Information – detailed as possible, materials, size, colour, options• Images – from all angles, enlargement, background• Video? How?• Call to action
  21. 21. Advice for servicesAppearance is critical, first impressions lastCheap products can win on priceFacebook – IntegrityReviews and Testimonials
  22. 22. Tone of voice
  23. 23. Reviews &Testimonials
  24. 24. Payments• Easy payment methods – with options• Secure transaction and PayPal (SagePay or similar)• Number of items in stock• Clear postage charges• Flat rate fee or price per item• Recommendation
  25. 25. Opportunities for up selling?• Spend over £30 – free postage• Buy two get one free• ‘Customers who bought this also bought’• Vouchers - Groupon
  26. 26. Legislation• Distance Selling Regulations• Data Protection Act• Intellectual property• Consumer protection legislation• Exclusions on restricted goods• Specific regulation - food and drink
  27. 27. Online Selling Directive•The European Directive on Distance Selling(Directive 97/7/EC)•Shopping from home is also known as distanceselling and includes purchases made by e-mail, fax, telephone, Internet shopping and mailorder. Distance selling involves communicationbetween a supplier and a consumer where theyare not in each others physical presence.
  28. 28. When Things Go Wrong• Watch out for the protection on offer from various systems – all will have an agreement which you sign up to and provide protection• Ebay and Amazon have specific seller agreements and resolution centres for any disputes• Preloved, Gumtree and others do not provide cover or act in disputes – they are advertising sites
  29. 29. PayPal Protection
  30. 30. How do we get people there?Getting people to your site
  31. 31. 3 keys to direct traffic • Search engines• Real world marketing • Social media
  32. 32. Search Engine Marketing• Keywords – 2-3 phrases per page• Updates – keep updating your site• Links – links from other sites
  33. 33. Real world marketing • Postcards • Mailshots • Advertising• Business cards
  34. 34. Social media • Twitter• Facebook • LinkedIn
  35. 35. Re Cap• Key things to take from today…
  36. 36. Make it Compelling, Make it Easy• Reduce time filling in forms – e.g. one-click purchasing• No registration• Recommendations• Ratings• Cross-sell• Use product reviews• Promises and Guarantees• Web exclusive deals• Use video – engagement• Content is currency• Build your user communities – engage, inform, develop
  37. 37. Store Design• Clear navigation – low click levels• Prominent search feature• High impact current image• Deep links into the site• Commitment to buy – call to action• Reinforce trust – images, endorsements• Good copy• Responsive/fast loading images
  38. 38. Payments and Pricing• Add up your costs- direct and associated• Look at your rivals - do you have competitive advantage?• Consider ‘loss leaders’ approach on web• Price versus value• Shipping costs – how to communicate• Credit card or payment system fees
  39. 39. Online Transactions• Payments using cards are ‘card-not-present’• Higher risks of fraud and banks require operations within their rules (and therefore accept higher level of risk themselves)• Method – depends on volume of sale

Selling online.

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