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Selling Online
This document provides information on selling online and strategies for successful online selling. Some key points include: - Online sales account for 10% of UK retail sales and are growing 17% each year. 24-44 year olds are most active online buyers. - During Christmas, 18% of all sales were from internet sales. Mobile device usage increases for online shopping over holidays. - Consider if your product or service is suitable for online selling and if you have the necessary skills and systems. Customer experience and support are important. - Popular ways to sell include marketplaces like Amazon and Etsy, own website, or individual online stores. Key factors for success include visual content, reviews, calls
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Selling Online
- 2. Selling Online Workshop
- 3. Online Shopping –its Everywhere!
- 4. E-commerce Landscape • Onlinesales account for 10% of all UK retail sales • 50% (and rising) of store purchases informed by online research • 24 – 44 year olds are most active online buyers
- 6. Christmas on theinternet • 18% of all sales were internet sales • 84m visits to retail websites on Christmas eve • 107m Christmas Day visitors 86% increase from 2011 • 113m Boxing Day visitors 14m hours online
- 7. Search terms Christmas/Boxingday? • 'Next sale’ • 'Debenhams sale’ • 'Marks and Spencer sale’ • 'John Lewis sale'. • 30% of consumers over Christmas using mobile device
- 8. The time isNOW! • Online sales are growing at 17% each year • UK has largest e-retail economy with over 37 million online shoppers • Average spend £1,165 a year (the highest amount in the world)
- 9. Stop and Think Is e-commerce right for you and your business – product or service? Do you have the skills and systems needed? Can you provide good customer experience and after-sales support online?
- 10. What’s your favourite? •What’s your favourite websites to buy from? • Why?
- 11. Planning to…..Sell Online •What do you want to sell? • Decide which system is best – volume, prices, audiences • Start building a catalogue of products or portfolio of services • Determine which payment system to use • Start spreading the word...
- 12.
- 13. Ways to Sell •Marketplaces- Ebay, Amazon, Etsy, Folksy… • DIY – your own website with e-commerce functions and payment system • Individual stores – Goodsie, Shopify, Bigcartel
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- 18. Case Study Kindred Rose • Small CMS e-commerce website • Social media • newsletter
- 19. Website – ownedcontent
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- 22. Key pointers toselling online successfully Tips to selling online…
- 23. People don’t alwaysbuy because they NEED something A 6 letter word….
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- 25. Getting people tobuy……. • Tone of voice • Information – detailed as possible, materials, size, colour, options • Images – from all angles, enlargement, background • Video? How? • Call to action
- 26. Advice for services Appearanceis critical, first impressions last Cheap products can win on price Facebook – Integrity Reviews and Testimonials
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- 31. Payments • Easy paymentmethods – with options • Secure transaction and PayPal (SagePay or similar) • Number of items in stock • Clear postage charges • Flat rate fee or price per item • Recommendation
- 32. Opportunities for upselling? • Spend over £30 – free postage • Buy two get one free • ‘Customers who bought this also bought’ • Vouchers - Groupon
- 35. Legislation • Distance Selling Regulations • Data Protection Act • Intellectual property • Consumer protection legislation • Exclusions on restricted goods • Specific regulation - food and drink
- 36. Online Selling Directive •TheEuropean Directive on Distance Selling (Directive 97/7/EC) •Shopping from home is also known as 'distance selling' and includes purchases made by e- mail, fax, telephone, Internet shopping and mail order. Distance selling involves communication between a supplier and a consumer where they are not in each other's physical presence.
- 37. When Things GoWrong • Watch out for the protection on offer from various systems – all will have an agreement which you sign up to and provide protection • Ebay and Amazon have specific seller agreements and resolution centres for any disputes • Preloved, Gumtree and others do not provide cover or act in disputes – they are advertising sites
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- 39. How do weget people there? Getting people to your site
- 40. 3 keys todirect traffic • Search engines • Real world marketing • Social media
- 41. Search Engine Marketing •Keywords – 2-3 phrases per page • Updates – keep updating your site • Links – links from other sites
- 42. Real world marketing • Postcards • Mailshots • Advertising • Business cards
- 43. Social media • Twitter • Facebook • LinkedIn
- 45. Re Cap • Keythings to take from today…
- 46. Make it Compelling,Make it Easy • Reduce time filling in forms – e.g. one-click purchasing • No registration • Recommendations • Ratings • Cross-sell • Use product reviews • Promises and Guarantees • Web exclusive deals • Use video – engagement • Content is currency • Build your user communities – engage, inform, develop
- 47. Store Design • Clear navigation – low click levels • Prominent search feature • High impact current image • Deep links into the site • Commitment to buy – call to action • Reinforce trust – images, endorsements • Good copy • Responsive/fast loading images
- 48. Payments and Pricing •Add up your costs- direct and associated • Look at your rivals - do you have competitive advantage? • Consider ‘loss leaders’ approach on web • Price versus value • Shipping costs – how to communicate • Credit card or payment system fees
- 49. Online Transactions • Paymentsusing cards are ‘card-not-present’ • Higher risks of fraud and banks require operations within their rules (and therefore accept higher level of risk themselves) • Method – depends on volume of sale
Editor's Notes
- #6 Lets look at Xmas selling online
- #7 18% of all sales were internet sales84m visits to retail websites on Christmas eve107m Christmas Day86% increase from 2011113m Boxing Day14m hours online
- #11 Get a few of them up and have a look at them…..http://econsultancy.com/uk/blog/11417-14-reasons-behind-john-lewis-44-increase-in-online-sales http://econsultancy.com/uk/blog/61918-q-a-john-lewis-on-the-ingredients-of-a-successful-multichannel-retail-strategy
- #14 Pre defined market places which already exist. Issues? It costs. Siteplus is always an option (from £12 pcm)
- #15 Learn from your competitors, see what they’re selling and what is working for them. If there’s no competition, great… get started.
- #16 Lavender oil on Amazon
- #27 If it has a good story behind it, people are more likely to buy it. I bought a wooden carving because of the story behind it, otherwise, it’s just another piece of clutter in my house. But people always ask about it and I then get to tell them a story.Your website’s appearance is critical when choosing a service. It is often the first impression that a potential customer has of your business. If it’s a product and the price is low, I will make some allowances for a less than current design… but for a service provider, tolerance is very low.I think it’s important for service providers to appear their very best online. A critical badge of credibility for a service provider these days is to have a Facebook page. When buying a product such as a bottle of vitamins, I don’t really care if the vitamin site has a Facebook page or not. But service providers are different because these businesses interact with people . . . integrity is paramount. We like to see the people who are a part of a service-based business, and if a service provider has a Facebook page – it says that business is a part of the community and is REAL. Facebook provides good street cred.Reviews and testimonials are also critical when considering a service provider. People almost always read onsite testimonials on a service provider’s website to see what people have to say. Of course, these testimonials on a Website are vetted by the business owner – so they have to be good! But nonetheless, it is a credibility factor to have reviews/testimonials on your site, it personalizes the site and you can get a sense of the business.Additionally – if your business is listed in Google Places, Yelp, TripAdvisor, etc. – then you need to make sure you monitor your reviews regularly. A few negative reviews will not deter most people, but if there is a majority of negative reviews with no response – then people will move on.
- #44 People will research YOU – LinkedInReputationWF Travel insurance great SM - https://twitter.com/MartinRothwell