volusion's ecommerce bootcamp - wwdmagic 2013

26
VOLUSION’s Ecommerce bOOTCAMP Boot CAMP FEEL THE BURN IN 60 MINUTES

Upload: volusion

Post on 10-May-2015

1.760 views

Category:

Technology


1 download

DESCRIPTION

Looking to sell your products online? It's time to launch your very own ecommerce site. Check out this presentation delivered at WWDMAGIC 2013 in Las Vegas for a crash course in all things online business. Enjoy!

TRANSCRIPT

Page 1: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

VOLUSION’s Ecommerce bOOTCAMP Boot CAMP

FEEL THE BURN IN 60 MINUTES

Page 2: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Howdy, y’all!

Matt Winn Marketing Communications Manager, Volusion

• Chief Blogger: The Ecommerce Authority• Join me on YouTube every Tuesday• Aspiring cook, certified nerd• Small-town Texan

Page 3: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Who’s with us?

You have

somethin

g to sell

online

You have an offline business, but want to get online You’re already

online, but want to sell more

Page 4: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Today’s training schedule

Basic training

Ecommerce circuit

Cooldown & Q&A

Page 5: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

1) Secure your inventory

2) Decide on a solution

3) Select a domain name

4) Build your ecommerce site

5) Pick a payment option

6) Protect your store

Basic TrainingGetting Started in Ecommerce

Page 6: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

• Open Source - built from scratch, total control

• Hosted - updates, security, hosting

1) Secure your inventory

2) Decide on a solution

• Work with something you’re passionate about

• Self-created or from a third party

• Drop-shipping

• Warehouses

• Determine your pricing strategy

Page 7: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

• Create categories and upload products

• Move on to information pages to complete the site

• Consider design and branding every step of the way

• 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

3) Select a domain name

4) Build your ecommerce site

Page 8: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

• Use PayPal at a minimum

• Research and apply for credit card processing

• Decide on using a personal or business bank account

• Purchase an SSL certificate

• Learn the signs of fraudulent orders

• Achieve PCI compliance or certification

5) Determine how you’ll get paid

6) Protect your store

Page 9: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Today’s training schedule

Basic training

Ecommerce circuit

Cooldown & Q&A

Page 10: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

75% a

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

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

Page 11: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Make your homepage count

Page 12: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Branded

Search

Customer Service

Easy to navigate

Good use of real estate

Clear CTA

Page 13: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Sell with your product pages

Page 14: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Beautiful product photography

Alternate views Ideal product description

• Benefit-oriented• Well-written• Easily digestible• SEO friendly• Speaks to customers

Product options:• Color swatch• Drop-down menu

Sharing options

Page 15: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Don’t forget these 5 things…

1. First impressions really, really count

2. Without a brand, you have no web design

3. Usability is key: your website is the shepherd

4. Design is the most important marketing investment

5. You get what you pay for

Page 16: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Exercise 2: Marketing your store

Q: Why is marketing especially important for ecommerce?A: CLUTTER

Registered domains in the US alone

Internet users around the world

130,859,083

2.4 Billion

Page 17: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Different Types of Internet Marketing

It’s all about finding the right mix:

• Search Engine Optimization (SEO)

• Pay per Click Advertising (PPC)

• Social Media Marketing

• Email Marketing

Page 18: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Figure out what keywords to target:• Brainstorm as many ideas as possible• Look at what your competitors are doing• Pick out which keywords you want to pursue

Turn your findings into action:• Optimize pages and link build for popular keywords• Create content geared towards less obvious keywords• Focus your SEO efforts in specific parts of your site

Get started with SEO, now

SEO has one secret: GOOD CONTENT!

Page 19: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Exercise 3: Delivering Exceptional Customer Service

Q: Why is customer service so important to ecommerce?A: RETENTION

Acquiring a new customer can cost 6 to 7 times more than retaining an existing customer (Frederick Reichheld, Bain & Company)

Of customers are willing to pay more than the standard price, if a great customer experience is involved (RightNow)

7X

85%

Page 20: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Work to increase customer retentionCustomer service is the new marketing

Some ideas to help you get started:

• Remember that customer service is unique to your business

• Find problem areas via customer surveys and CRM analysis

• Under promise, over deliver

• Provide special deals to keep customers coming back for more

Page 21: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Exercise 4: Expanding through social commerce

Q: Why is social commerce important?A: REACH

Page 22: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Grow your social presence

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

Page 23: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Today’s training schedule

Basic training

Ecommerce circuit

Cooldown & Q&A

Page 24: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

1. Be patient, work steadily

2. Don’t overcommit yourself

3. Celebrate your wins

4. Sales won’t happen overnight

5. Focus on your product and your customers

6. Have fun and keep your eye on the prize

Oprah Moment: 6 Pieces of Humble Advice

Page 25: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

Want more? Of course you do!

facebook.com/volusion

@volusion

onlinebusiness.volusion.com

youtube.com/volusion

Page 26: Volusion's Ecommerce Bootcamp - WWDMAGIC 2013

VOLUSION Ecommerce

Boot CAMPCool Down – Q&A