This document outlines 10 ecommerce secrets from successful companies to increase sales. It discusses strategies used by Nordstrom, Polyvore, Nike, eBay, Zappos, Amazon, Alibaba, Tesco, Ryanair and Groupon. Some of the key secrets discussed are providing clothing fit information, enabling custom product design, optimizing product search and filtering, offering subscriptions, incorporating upsells, and focusing on local pickup options. The document advocates studying the strategies used by top companies, selecting the most beneficial approaches, and implementing them to boost online revenue.

1. 10 Ecommerce “Secrets”
to Skyrocket your Sales
Rodolfo Melogli

2. “Good artists copy. Great artists steal.”
Rodolfo Melogli
© Palm-reading.org

3. Copy from the best and take
action

4. Nordstrom
10 Ecommerce “Secrets”
 One of the largest clothing retailers in the
world
 Ecommerce Key feature: clothing fit
information
 Customer confidence
 Can “try” clothing online
 Low return rate

5. Nordstrom
10 Ecommerce “Secrets”

6. 10 Ecommerce “Secrets”
Return Rate Study – University Regensburg
“I send things back because I don’t like them” (59%) -
“It doesn’t fit” (52%).

7. Rodolfo Melogli
Polyvore
 Huge online women’s clothing store: 20m visitors /
month
 Ecommerce Key feature: shop for similar items. Items of
a similar style, tag or colour
 Sub-filter similar items
 Styling ideas tab
 “Tell me when this is on sale”

8. Rodolfo Melogli
Polyvore

9. Rodolfo Melogli
Polyvore

10. Rodolfo Melogli
“The time customers spend in shops determines how much
they will buy” ~ Paco Underhill, Why We Buy

11. NIKE
10 Ecommerce “Secrets”
 Retail giant $27b
 Ecommerce Key feature: NIKEiD
 Customer becomes the designer and
personalises their shoe
 Of course higher price 
 Getting something nobody else has

12. NIKE
10 Ecommerce “Secrets”

13. NIKE
10 Ecommerce “Secrets”

14. 10 Ecommerce “Secrets”
More than 35% of U.S. online consumers are interested in
customizing product features or in purchasing build-to-order
products that use their specifications (© Forrester.com)
© Mini Cooper
© M&M’S

15. Rodolfo Melogli
eBay
 Largest and most well known online marketplace (or
maybe it used to be!)
 Ecommerce Key feature: search result page
 Saves time and frustration
 “Related searches”, category sidebar. Never an empty
search.
 Filters

16. Rodolfo Melogli
eBay

17. Rodolfo Melogli
eBay

18. Rodolfo Melogli
Visits With Site Search – Sales Conv. Rate

19. Zappos
10 Ecommerce “Secrets”
 One of the world's largest online shoe stores
 Ecommerce Key feature: in 2014 went… “offline” in
Las Vegas
 Also Amazon, eBay, PayPal, Boohoo opened a pop-
up store
 Well known companies getting “closer” to
customers
 Online is recognized as an enhancement to brick-
and-mortar stores, and not a detractor =
MULTICHANNEL

20. Zappos & co.
10 Ecommerce “Secrets”

21. Rodolfo Melogli
Amazon
 Largest Internet-based retailer in the United States
(2011)
 Ecommerce Key feature: Subscribe & Save up to 15%
 Particular item shipped on a regular basis. Predictable
monthly sales. Longer relationship with customers
 Freedom to cancel at any time

22. Rodolfo Melogli
Amazon

23. Rodolfo Melogli
“Dogs never stop needing to eat”

24. Alibaba
10 Ecommerce “Secrets”
 On the date of its IPO, 19/9/2014, market value was
$231 billion…
 Ecommerce Key feature: e-Credit Line & Seller trust
 For small businesses with limited cash flow
 Provide payment at a later date, interest rate 1,2%
per month
 Credit approval procedures, Loans up to $2 million

25. Alibaba
10 Ecommerce “Secrets”

26. Alibaba
10 Ecommerce “Secrets”

27. Rodolfo Melogli
Tesco
 3rd largest retailer in the world measured by profits and
2nd largest retailer in the world measured by revenues
 Ecommerce Key feature: Click and collect
 Website makes all deals easy to view. You can actually
find what you’re looking for 
 Users can save their online shopping list!

28. Rodolfo Melogli
Tesco

29. Rodolfo Melogli
Tesco

30. Rodolfo Melogli
© Blakemore Retail
© Lbc.co.uk
Click-and-collect services in the UK will be worth £6.5 billion by 2019 -
an 82% increase on current levels as lockers, drive-thrus and store pick-
up points help to drive online sales. More than two thirds of UK
shoppers have already used click-and-collect at least once - up from 51%
in 2012 - with fashion items proving to the most popular (©profitero.com)

31. Ryanair
10 Ecommerce “Secrets”
 Revenue 5 billion euro
 Ecommerce Key feature: add-ons for
accommodation, transportation, insurance, etc.
 Cart, checkout, thank you page and email receipt
 Adding value is not Annoying
 Benefit to customer who needs certain add-ons
after having purchased

32. Ryanair
10 Ecommerce “Secrets”

33. 10 Ecommerce “Secrets”
According to Forrester.com research analyst Sucharita
Mulpuru, product recommendations are responsible for an
average of 10-30% of eCommerce site revenues.

34. Rodolfo Melogli
Groupon
 Google failed to purchase Groupon for $6 billion in 2010

 Ecommerce Key feature: “Please send me personalised
emails for the latest offers for great local services,
shopping and travel”
 Bonus tip: large number of copywriters who draft
descriptions for the deals, seen as a contributing factor
to the popularity of the site, featuring a distinctive mix of
thorough fact-checking and witty humour.

35. Rodolfo Melogli
Groupon

36. Rodolfo Melogli
Groupon

37. 10 Ecommerce “secrets” by Benefit
10 Ecommerce “Secrets”
REVENUE RETURNS BRAND TRUST UX
Fitting guide x x x x x
Related Products x x
Custom Design x x x
Search Page x x
Subscription x x x x
Pop up Store x x x x
Credit Line / Trust x x x
Local Pickup x x x
Upsells, Upsells, Upsells x ?
Force Email Sign Up x x

38. 10 Ecommerce “secrets” by Ecommerce type
10 Ecommerce “Secrets”
PRODUCTS SERVICES DIGITAL LOCAL MKTPLACE
Fitting guide x
Related Products x x x x x
Custom Design x x x
Search Page x x x x x
Subscription x x x x x
Pop up Store x x x
Credit Line / Trust x
Local Pickup x x
Upsells, Upsells, Upsells x x x x x
Force Email Sign Up x x x x x

39. 1. No matter what your niche, you can pick the
best strategies that have already been tested
2. Pick your best 3 and assess their benefits to
you
3. Choose “THE ONE” and implement it for the
next 30 days
Rodolfo Melogli
10 Ecommerce “Secrets”

40. Thank you!
Rodolfo Melogli