[Webinar February 2012] Online Merchandising: Setting up Your Store for Success

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[Webinar February 2012] Online Merchandising: Setting up Your Store for Success

  1. 1. Groove Webinar Series February 2012
  2. 2. Ethan Giffin Mack McGee CEO VP Sales & Marketing Groove Commerce Groove CommerceFebruary 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 2
  3. 3. With over a decade of industry experience Ethan E. Giffinin eCommerce, SEO and the dynamic CEO & Foundertechnologies that drive them Ethan Giffinfounded Groove Commerce to be a ethan@groovecommerce.comboutique web agency that provides Twitter: @Opieenterprise class service for onlineretailers.This blend of industry and agencyexperience has made Ethan a sought afterspeaker and panelist at top eventsincluding: Internet Retailer, MagentoImagine, eTail, Search Engine Strategies(SES), SMX, American MarketingAssociation, PubCon and Ad:Tech.Currently, as CEO Ethan is leading thecharge to make Groove Commerce theMid-Atlantic’s premier Magento partner. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 3
  4. 4. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 4
  5. 5. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 5
  6. 6. Why Should I Buy? “Choose the words that make your prospects realize that what they really want is what you actually offer.” - Bryan Eisenberg, Clickz – March 2001February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 6
  7. 7. Products for Top Selling Promotion Products •Low Traffic •High Traffic •High Conversion •High Conversion Conversion Products to Products Need Remove Optimization •Low Traffic •High Traffic •Low Conversion •Low Conversion TrafficFebruary 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 7
  8. 8. Out of the Box Options with Magento Upsells Related Cross Sells • Items your • Appear on the • Items that appear customer would Product page on the Shopping ideally buy instead Cart page of the product they • Meant to be are viewing. purchased in • Can be easily addition to the added onto an • Might be higher item the customer order quality, higher is viewing margin, more • Simple, Low Cost popular, etcFebruary 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 8
  9. 9. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 9
  10. 10. • Focus on Top Level Categories• Too Many Options Cause Confusion• Drive Customers into the Proper Funnel• Customize Experience Based on Customer• Be Careful of Billboard Overload February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 10
  11. 11. Everyone Wants to Pile Stuff on Your Home Page. “Common over-the-top visual elements include wild background colors, giant graphical billboards taking up prime page real estate, garish text treatments in headlines and buttons, visual embellishments and flourishes on unimportant parts of the page, and unnecessary animation or video.” - Tim Ash, CEO Site TunersFebruary 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 11
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  15. 15. 1. Think About Button Action on Category Pages2. Don’t Always Assume “Add to Cart”3. Base on Cost or Complexity4. How Do Customers Purchase?5. Test “Add to Cart” versus “Buy Now”6. Test Button Color February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 15
  16. 16. 1. Overlay Flags on Top of Your Product Images 2. Modifier Words - New! - What’s Hot - Top Rated - Buyers Choice - Sale! - More Colors 3. Set via Product AttributeFebruary 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 16
  17. 17. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 17
  18. 18. "The Linksys E2000 offers selectable dual-band Wireless-N technology and extended range to provide wireless coverage throughout your home. Cisco Connect"February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 18
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  24. 24. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 24
  25. 25. • Review Your Ready to Buy Box• Is it in Stock?• When Does it Ship?• Change Product Image with Color Option• Create Product Bundles to Beat MAP• Always Be Testing! February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 25
  26. 26. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 26
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  29. 29. • Site Search Results Dynamically Sorted Based on Sales• Include Cross Sells/Recommended Products on Receipt Emails• Show Related Products within your Content Areas/Blogs• Create Look Books via Pinterest February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 29
  30. 30. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 30
  31. 31. • Create a Site Wide Discount/Sale• Free Shipping over $XX• Free Gift with Purchase• Free Gift Card with Order over $XX• Buy X, Get 1 Free• Provide a Rebate for Social Engagement February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 31
  32. 32. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 32
  33. 33. • Predictive Intent – PersonalMerchant• SearchSpring - eCommerce Search• Aheadworks - Bought This Also Bought• Aheadworks - Frequently Bought Together• Iceberg Commerce - Product Video Gallery February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 33
  34. 34. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 34
  35. 35. Our goal is to bridge the gap betweenmarketing and technology and deliver auser-friendly, high converting product toeach one of our clients. 2400 Boston Street,Services include: Suite 320, • eCommerce Website Design Baltimore, Maryland 21224 • Magento Development & Integration www.groovecommerce.com • eCommerce Site Analysis • Conversion Rate Consulting • Search Engine Optimization (SEO) • Social Media Marketing • Pay Per Click (PPC) Management February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 35
  36. 36. February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 36

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