In this presentation, we discuss some of the most critical things that e-commerce website owners need to keep in mind. In the actual presentation, we had a number of amazing discussions about many related areas of e-commerce as well.
Mythology is history’s way of story-telling. In modern times, there’s not better mythology than movies.
Three reasons… First, we’ve seen great success with our way of doing business. If we spread some of that knowledge, then maybe you can benefit from that and grow your own businesses too. Second, we believe that every website is an e-commerce website. Third… next slide!
If we’re all growing our businesses, we’re growing DNN!
12.5% or 1/8 or divide by 8
We need to grow this pie together. The bigger our pie is, the more we get.
Talk about the importance of lead generation and marketing
Talk about why you need to be careful with discount programs
Tell the store of Geoffrey’s Jewelers
Other behaviors Discount code in e-mail newsletters and/or social media campaigns Discount for purchasing over certain amounts Discount shipping based on order amount
If you don’t tell your customer what to do or what to think, they won’t do what you want
If we’re all lowering our prices and/or competing only on price, we’re racing to the bottom. The prices will continue to drop, and making money will become more and more difficult. More importantly, price reflects value. If you don’t charge enough, your perceived value is low.
What happens when people don’t buy right away? (abandoned carts)
86% of consumers will spend more if it involves a better customer experience.
Contemporary & flexible design Your website is your always-on 24/7/365 billboard. It needs to be the best reflection of your brand. Include feedback, reviews, testimonials Comments section, product ratings, company reviews Always reply Pair requests with rewards Reward customers for their feedback Send hand-written thank you notes This is a great example of a good time to offer a product discount. You’re not discount the product and devaluing it, rather, you’re rewarding your customer. Make information easily accessible 81% of consumers will try to help themselves before asking a live representative to do so 90% of them will go to your site first Include a self-service portal, FAQ’s, documentation, community/forums features Immediately engage unhappy customers Lowering customer churn could increase your profitability by as much as 125% For every 1 customer that complains to you, 26 don’t say a thing. Respond to customers on social media and in review areas (always assume it’s your fault) Offer surveys with every transaction Keep track of significant days Keep track of and reach out to customers on their birthday, anniversaries, and other special days Include an anniversary for the first time they bought from you Engage with them on social and e-mail marketing channels on relatable national holidays, even if it’s only a meme Use social media As of 2017, 2.8 billion people use social media all over the world. Try to post at least twice a day. Measure your activity and engagement Set-up a Google Alert for your brand Don’t forget to claim your Yelp and Google Business pages
• Brand Identity
• Talk about your brand like you’re telling a story
• Target Audience
• Be very, very, very specific
• Marketing Strategy
• How are you going to make it happen?
• Sales Process
• Build a pipeline, nurture it, close it
“I’m going to make him an
offer he can’t refuse.”
• Discount Products Sparingly
• Never automatic
• Get rid of inventory
• Attracts the wrong kind of customer
• Discount Based on Behavior
• Make your customer earn it!
• Always use an order total threshold or coupon code
• Cross-Promote Throughout the Website
Discounting = Racing to the Bottom
Source: QSR Magazine, Harvard Business Review
• Contemporary & flexible design
• Include feedback, reviews, testimonials
• Pair requests with rewards
• Make information easily accessible
• Immediately engage unhappy customers
• Keep track of significant days
• Use social media
“I am serious, and don't call me Shirley.”
Security & Privacy
Warning: A lot of this may seem like common sense
Security & Privacy
• SSL… Duh!
• DNN does a lot of the heavy lifting for us already
• Make sure all server/activity logs are active
• Run PCI/vulnerability scans regularly
• Enable address validation
• Require stronger passwords
• Use a PCI compliant website hosting provider
• Use DDoS protection (e.g., CloudFlare.com)
When Things Go Wrong
• Can you duplicate the issue?
• Do you have support?
• Scour and backup all logs and website backups
• Review logs and present findings to appropriate vendor(s)
• Review order and transaction history
• Review the logs on integrated systems/services
• Maintain a change log for all updates
Where we're going,
we don't need roads.”
Future Proof Your Store
• Keep your eye out for next years demands/features
• Is your chosen platform doing this?
• Are there regular updates (including enhancements)?
• Do you have a sales funnel in your reporting area?
• Are you tracking progress across channels?
• Seek inspiration from outside sources
Upendo Ventures Summary
• Identify & implement your brand identity
and target audience strategies
• Avoid promotions that don’t incent
• Engage w/ customers at every step of their
• Ensure your website/processes are secure
• Have a troubleshooting strategy in place
for when customers call
• Get ahead of next month/ quarter/ year
We use technology to help your business
change people’s lives
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San Francisco, CA 94104