ecommerce bootcamp: outdoor retailer - summer 2014

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Ecommerce Boot Camp:Start Your Online Business in 60 Minutes


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Your Host and Ecommerce GuruMatt Winn, Senior Marketing Communications Manager

Continue the conversation @Volusion with #Sell4xMore



Topics We’ll Cover Today

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Why Your Business Should Sell Online and Getting Started

Choosing an Ecommerce Solution

1

2

Creating an Experience with Website Design and Branding3

4 How to Accept Payments Online

5 The Importance of Online Marketing and Social Commerce


6 Q&A



Why Ecommerce and Basic Training



Basic Training

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Why Should You Sell Online?• Ecommerce is a rapidly growing industry

• More than 1 in 4 global consumers made their most recent purchase online (Marketingcharts.com )

• Cheaper and less risky than a brick and mortar store• You can manage your store from anywhere

• Online stores can reach customers 24/7 and worldwide• Marketing and design costs are low compared to traditional advertising



Basic Training

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Getting Started in Ecommerce

1) Secure your inventory

2) Decide on a solution

3) Build your ecommerce site

4) Select a domain name

5) Pick a payment option

6) Protect your store




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1) Secure Your Inventory• Work with something you’re passionate about• Self-created or from a third party

• Drop shipping• Warehouses

• Determine your pricing strategy

2) Decide on a solution• Open Source – built from scratch, total control• Licensed – some control, uploaded locally• Hosted – updates, security, hosting




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3) Build your ecommerce site• Create categories and upload products• Move on to information pages to complete the site• Consider design and branding every step of the way

4) Select a domain name• Pick a name that is short and easy to remember• Find a web address that is descriptive of your business• Decide between .com, .net, or .biz




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5) Determine how you’ll get paid• Use PayPal at a minimum• Decide on using a personal or business bank account• Research and apply for credit card processing

6) Protect your store• Purchase an SSL certificate• Learn the signs of fraudulent orders• Achieve PCI compliance or certification




Creating an Experience with Design and Branding

Exercise 1: Ecommerce Design & UX

Q: Why is site design so important?A: CREDIBILITY

68% a

of US online shoppers agree that they will distrust a site that has an unprofessional appearance

75% a

of web users make judgments on the credibility of a company based on its site design


Make Your Homepage Count


Another navigation option

Branded

Easy to navigate

Search

Customer Service

Good use of real estate

Clear CTA


Sell with Your Product Pages


Customer reviews & Social sharing

Breadcrumbs

Beautiful product photography

Pricing Info

Options


2014 Ecommerce Predictions

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Multi-channel selling: What to do?

• Figure out what channels make the most sense to you.

• Marketplaces? Shopping engines? eBay?

• Look at the competition• Delegate time accordingly

• Ensure brand consistency across all points

• Tone, design, word choice• Try to establish brand loyalty, gather

contact information

• Work toward personalization

Exercise 2: Marketing your storeQ: Why is marketing especially important for ecommerce?A: CLUTTER

130,859,083

2.4 Billion

Registered domains in the US alone

Internet users around the world


Different Types of Online Marketing

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It’s all about finding the right mix: • Search Engine Optimization (SEO)

• Pay per click advertising (PPC)

• Social Media Marketing

• Email Marketing



2014 Ecommerce Predictions

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Mobile commerce dominates the conversation

• Mobile has earned its seat at the table, now hogging the gravy

• Consumers have increased comfort in making purchases directly from smartphones and tablet devices

• Rising concerns in mobile security

• Mobile payments start to grow in options

• New device to impact the market?

Q: Why is social commerce important?A: REACH

Exercise 3: Expanding Through Social Commerce

Q: Why is social commerce important?A: REACH

82% a

of US Facebook users like one or more brands

75% a

of social media users are receptive to receiving personalized advertisements on social media


Grow your social presence

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Know why people follow your brand

1. To receive discounts and promotions

2. To show others they like your brand

3. To receive access to exclusive information

4. To get updates and news about the company



Top 6 Pieces of Humble Advice

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1. Be patient and work steadily

2. Don’t overcommit yourself

3. Focus on one area at a time

4. Create smaller, actionable goals

5. Sales won’t happen overnight

6. Focus on your product and your customers



Ready to Get Started?

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We’re here to help!

Sign up for your free, 14-day trial at

volusion.com



Want more? Of course you do!

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@volusion

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onlinebusiness.volusion.com




Questions?


ecommerce bootcamp: outdoor retailer - summer 2014

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