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Matt Winn, Social Media ManagerVolusion

Ecommerce Boot Camp: Pump Up Your Business in 60 Minutes

Howdy, y’all!

Matt Winn Social Media Manager, Volusion

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

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

Today’s training schedule

Basic training

Ecommerce circuit

Cooldown & Q&A

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

Basic TrainingGetting Started in Ecommerce

• Open Source - built from scratch, total control

• Licensed - some control, uploaded locally

• 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

• 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) Build your ecommerce site

4) Select a domain name

• Use PayPal or Google Checkout at a minimum

• Decide on using a personal or business bank account

• Research and apply for credit card processing

• Purchase a SSL certificate

• Learn the signs of fraudulent orders

• Achieve PCI compliance or certification

5) Determine how you’ll get paid

6) Protect your store

Today’s training schedule

Basic training

Ecommerce circuit

Cooldown & Q&A

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

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

Ideal product description

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

Yet another upsell and/or cross-sell

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

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

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!

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%

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

Exercise 4: Expanding through social commerce

Q: Why is social commerce important?A: REACH

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

Today’s training schedule

Basic training

Ecommerce circuit

Cooldown & Q&A

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

Top 6 Pieces of Humble Advice

Want more? Of course you do!

facebook.com/volusion

@volusion

onlinebusiness.volusion.com

youtube.com/volusion

VOLUSION Ecommerce

Boot CAMPCool Down – Q&A

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