This webinar from Groove Commerce discusses online merchandising strategies for setting up an online store for success. It provides tips on organizing products, optimizing product pages, using upsells and cross-sells, running promotions, and leveraging third-party extensions to increase sales. The webinar aims to bridge the gap between marketing and technology to deliver high-converting online stores to clients.

1. Groove Webinar Series
February 2012

2. Ethan Giffin Mack McGee
CEO VP Sales & Marketing
Groove Commerce Groove Commerce
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3. With over a decade of industry experience Ethan E. Giffin
in eCommerce, SEO and the dynamic CEO & Founder
technologies that drive them Ethan Giffin
founded Groove Commerce to be a ethan@groovecommerce.com
boutique web agency that provides Twitter: @Opie
enterprise class service for online
retailers.
This blend of industry and agency
experience has made Ethan a sought after
speaker and panelist at top events
including: Internet Retailer, Magento
Imagine, eTail, Search Engine Strategies
(SES), SMX, American Marketing
Association, PubCon and Ad:Tech.
Currently, as CEO Ethan is leading the
charge to make Groove Commerce the
Mid-Atlantic’s premier Magento partner.
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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 2001
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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
Traffic
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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, etc
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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
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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 Tuners
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15. 1. Think About
Button Action on
Category Pages
2. Don’t Always
Assume “Add to
Cart”
3. Base on Cost or
Complexity
4. How Do Customers
Purchase?
5. Test “Add to Cart”
versus “Buy Now”
6. Test Button Color
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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
Attribute
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18. "The Linksys E2000 offers selectable
dual-band Wireless-N technology and
extended range to provide wireless
coverage throughout your home.
Cisco Connect"
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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!
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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
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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
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33. • Predictive Intent – PersonalMerchant
• SearchSpring - eCommerce Search
• Aheadworks - Bought This Also Bought
• Aheadworks - Frequently Bought Together
• Iceberg Commerce - Product Video Gallery
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35. Our goal is to bridge the gap between
marketing and technology and deliver a
user-friendly, high converting product to
each 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
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