tips for e-commerce success by craig vodnik

Tips for E-commerce Success

Craig VodnikCo-Founder Global E-commerce company

cleverbridge AG@CraigVodnik

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Shopping Online Meant to be Easy

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Low cost ways to start your business


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What if you spent $300 dollars to earn $99?Would you keep spending money?


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Dropbox Video Tutorial• Very technical solution,

difficult to explain• Creative founder made

a 3 minute video of concept• Customers went from

5,000 to 75,000 overnight!


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What company started with these?


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Of course! Wait…


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Pivot into…


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Why did Groupon succeed?• Started by asking building neighbors to sign up• First deal was ground floor half-priced pizza• Focused on local products and services instead of

competing with Walmart and Amazon volume discounts• Used WordPress Blog instead of expensive

developers• Coupons individually mailed


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What company started with these?


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And turned into this!


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How’d they do it?• Started renting out air mattresses in their

apartment• Sold Obama O’s and Cap’n McCain’s for $40 per box• Made $20k during 2008 Democratic Convention• Cash used to grow their business• Ate leftover cereal for months


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Get creative when starting your e-

commerce business• Leverage videos, non-text forms of explanation• Sell to your friends and network• Use all your skills on path to starting your business


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Drive more traffic with authentic

content


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What is authentic content?Authentic content is the opposite of corporate marketing-speak

• Useful• Memorable• Valuable

Authentic content gets ranked higher in Google organic search = free traffic!


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Your goal: find qualified leadsAuthentic content…• …fuels organic search ranking• …is published in many places• …positions you as a Thought Leader• …creates platform for conversations• …is cost effective• …and results in the right audience (and leads)


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Online Product ReviewsWhich one do you find more valuable?


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Get qualified leads by using authentic

content• Write about your thoughts and experiences• Share information transparently• Don’t worry about being perfect


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Tips for using search engines and social

media to target qualified buyers


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Google wins search title


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Who’s number 2?

“How To” Video Searches Up 70%,

With Over 100 Million Hours

Watched In 2015


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Real Estate Agent Example


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Real Estate Agent Example


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What else is under the radar?Twitter allows you to target • Users who follow others• Competitors• People who like a complementary product

• Users who like a certain category• Interior design• Caribbean travel

• Users who have a certain behavior• Homeowners• Fashionistas


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Get qualified leads by targeting search engines and social

media• YouTube is #2 search engine• Create videos where there’s less competition• Use social media for creative targeting options


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How to create a top-notch customer

experience that drives sales


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Remember earlier video?


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Why is Uber better than a Taxi?

Because this Is better than this


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Why is Uber better than a Taxi?

And this Is better than this


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How to create great experience?• Omni-channel integration• How do your customers find and engage with you?

• Mobile experience critical• Responsive design and value based apps

• Attention to customer feedback• Reviews, surveys

• Think about what are your customer’s goals are• Buy, sign up, subscribe

• Personalization• One-to-one marketing


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Convert qualified leads by focusing

on customer experience

• Responsive design critical in mobile first times• Focus on customer goals over design awards• Listen to customer feedback to avoid problems


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Embracing e-tailing for online success. Turn showrooming on its head


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Ever heard of Showrooming?• Test an item in a brick-and-mortar shop only to

purchase it for a cheaper price online• Put a lot of business into bankruptcy in early 2010s

with mass adoption of mobile phones• How have stores combatted this?


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What is this store?


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E-tailing: hot new trend!


Having a physical location allows us to answer your questions in person and, even more importantly, allows us to collect your feedback -- which we actively incorporate into our designs and product options.

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Bonobos – Men’s Fashion


Try it on before you buy at one of our Guideshops. No crowds. One-on-one service. Exactly what you want, delivered right to your door.

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Warby Parker - Eyewear


By circumventing traditional channels, designing glasses in-house, and engaging with customers directly, we’re able to provide higher-quality, better-looking prescription eyewear at a fraction of the going price.

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Turn showrooming on it’s head by

embracing e-tailing• Don’t fear customers looking at your products• Unify your online and retail experiences• Pay attention to your competition


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Monday To-dosGet creative with how to start or grow your

businessAuthentically blog about your experience this weekPlan how to use social media to capture qualified

leadsEnsure your online presence is responsively

designedEvaluate your position on showrooming


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Thank you!Contact me the following ways:Twitter: @CraigVodnikLinkedIn: www.linkedin.com/in/craigvodnik


tips for e-commerce success by craig vodnik

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