10 Questions You Should Ask When Building Your Ecommerce Store

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These are the slides from my presentation of the same name at the #ASDShow for #IMA in March 2014.

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10 Questions You Should Ask When Building Your Ecommerce Store

  1. 1. Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  2. 2. 10 Questions You Should Ask When Building Your Ecommerce Store 1. What’s My Unique Selling Proposition (aka What’s My Angle)?! 2. How Can I Use Product Photography As A Competitive Edge?! 3. Is There A Unique Product Description I Can Write To Drive Sales?! 4. What Do My Potential Customers Want To Know About My Product?! 5. Does My Logo and Graphic Design Convey My Brand Identity?! 6. How Can I Optimize My Fulfillment?! 7. What Can I Do To Streamline The Backend While Improving Customer Service?! 8. Will The Software Platform I’m Choosing Be Able To Still Run My Business In 5 Years?! 9. Where Am I An Expert (And I Don’t Even Know It)?! 10. How Can I Spread The Word? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  3. 3. What’s My Unique Selling Proposition (aka What’s My Angle)? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  4. 4. What’s My Unique Selling Proposition (aka What’s My Angle)? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store DirectFix.com • Over 36 million combined views on YouTube • Education Is "His Angle" • He Aims To Truly Help His Customers • Causes Him To Stand Out In A Crowded Market
  5. 5. What’s My Unique Selling Proposition (aka What’s My Angle)? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  6. 6. What’s My Unique Selling Proposition (aka What’s My Angle)? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store LotusSculpture.com • Focus On True Artisan Sculptures • Hand Selects His Artisans • Creates A Visceral Travel And Education Experience • Able To Carve Out A Premium Niche In A Budget Space
  7. 7. What’s My Unique Selling Proposition (aka What’s My Angle)? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  8. 8. What’s My Unique Selling Proposition (aka What’s My Angle)? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store Scottevest.com • Invented His Own Niche In The World Of Clothing • Served A Need In A Unique Way • Excellent Viral Marketer
  9. 9. How Can I Use Product Photography As A Competitive Edge? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  10. 10. How Can I Use Product Photography As A Competitive Edge? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  11. 11. How Can I Use Product Photography As A Competitive Edge? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store • Never Use Flash • Check Your White Balance • Use Angles To Truly Show Your Product • Add Scale With Other Objects • Use Consistent Backgrounds • Always Have The Same Aspect Ratio • Have Multiple Photos Covering Every Angle • Show Every Product Option Variation
  12. 12. How Can I Use Product Photography As A Competitive Edge? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store • Use Consistent Backgrounds and Always Have The Same Aspect Ratio
  13. 13. How Can I Use Product Photography As A Competitive Edge? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store • Have Multiple Photos Covering Every Angle and Show All Options
  14. 14. Is There A Unique Product Description I Can Write To Drive Sales? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  15. 15. Is There A Unique Product Description I Can Write To Drive Sales? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  16. 16. What Do My Potential Customers Want To Know About My Product? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  17. 17. What Do My Potential Customers Want To Know About My Product? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  18. 18. Does My Logo and Graphic Design Convey My Brand Identity? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  19. 19. Does My Logo and Graphic Design Convey My Brand Identity? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  20. 20. Does My Logo and Graphic Design Convey My Brand Identity? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store ! ! ! ! WHICH SITE WOULD YOU PURCHASE FROM?
  21. 21. Does My Logo and Graphic Design Convey My Brand Identity? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store ! ! ! ! The Difference In Price To Build These Two Sites ! IS NEGLIGIBLE AT BEST
  22. 22. How Can I Optimize My Fulfillment? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store • Customers Expect Something Akin To Amazon (Prime) • Products Should Ship Within 24 Hours (Unless Clearly Noted) • Tracking Information Should Be Automatically Emailed • Order Status Should Be Self Service
  23. 23. Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store • The Vast Majority Of Customer Service Is Informational In Nature • Provide An Easy Way To Get That Information What Can I Do To Streamline The Backend While Improving Customer Service?
  24. 24. Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store • That Doesn't Mean Don't Talk To Your Customer What Can I Do To Streamline The Backend While Improving Customer Service?
  25. 25. Will The Software Platform I’m Choosing Be Able To Still Run My Business In 5 Years? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store • How Reliable Is The Underlying Hosting? • What Is Their Historical Uptime? (Hint 99.9% isn’t very good) • Is The Upgrade Process Dangerous To Your Business? • What Kind Of Maintenance Should You Expect, Is It Onerous? • What’s The Real Scoop On Their Security Architecture? • Will I Be Hindered By A Lack Of Flexibility? • If I Grow Really Fast, Can They Keep Up? • Are There Automation Options To Streamline My Business?
  26. 26. Where Am I An Expert (And I Don’t Even Know It)? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store Start blogging, Facebooking, Pinteresting, Tweeting, etc… immediately • Facebook • Twitter • Google+ • Instagram • Tumblr • Pinterest • YouTube
  27. 27. How Can I Spread The Word? Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store • Don't Overlook "Traditional" Outlets • Rotary Club • Chamber Of Commerce • Local Press
  28. 28. Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store Questions?
  29. 29. Resources http://yeshenvenema.com/blog/product-photography-basics - Product Photography! www.ortery.com - Product Photography! www.shipworks.com - Fulfillment Optimization! www.shipstation.com - Fulfillment Optimization! www.shipwire.com - Fulfillment House! 99designs.com - Graphic Design Crowdsourcing! getbootstrap.com - Responsive Framework For Themes! analytics.google.com - Google Analytics! ! Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store
  30. 30. Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas 10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store Thank  You   @RickMiva   rwilson@mivamerchant.com   facebook.com/mivamerchant     plus.google.com/+MivaMerchant     www.mivamerchant.com        (Slides)  

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