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Relentless Innovation: How to Create a Tenfold Increase in Your Online Store Sales Rob Snell, Gun Dog Supply
$10,000,000
Rob Snell Gun Dog Supply
Reasons to be Real
@clickthedog
1972
Kitchen table
Old school folks on WWW
1997
Web Sales Before
1997 2004 2010
2004
Web Sales March-June 2003
�normal�
Web Sales March-June 2004
�not normal�
What�s wrong with our store?
We need to have a �conversation�
dogs
hunting
One big change
homepage
Web Sales Before
1997 2004 2010
Web Sales After
1997 2004 2010
Web Sales Actual Lift
1997 2004 2010
$10 million
$10,354,767.23 additional sales
Need to communicate
3 things:
Steve Snell is a dog training supplies expert.
This product is what you should buy.
Please buy it from us.
1
Steve Snell is a dog training supplies expert.
pic Establish authority via product knowledge expertise
Steve�s been doing this for
a while
pic
Steve knows dogs
Example
Steve knows hunting
gear
PIC: Better in the field
PIC: Better in the field
Steve knows dog training gear
�I have tried at least 50 or 60 new systems over the last 11 years…�
2
This product is what you should buy.
Give folks solutions
to problems
�Tired of losing your dog? Buy this tracking collar!� :
Recommend products that solve customers��problems
Tell folks what to buy with
expert picks
Educate folks with buyers guides
Quick Picks: Collar Chart
Explain Concepts
Help Me Choose
Buyers� guides
50% higher conversion rate
Visitors entering on
than visitors who enter on a section / category page
Express your opinions
in product reviews
Example Review
Example Review
�To get the full range out of a system there should be nothing between the transmitter and the receiver. Realistically, this isn't going to happen in most of the places that we spend time with our dogs, so the actual usable range will be less …�
Be honest:
Endorse the products that
you use
�So cool it is now the only training collar I will use on my bird dogs and retrievers.�
3
Please buy it from us.
Be price competitive
Put a name and a face
on your store
Be personal.
People buy from people
Answer customer questions fast!
Tell folks why they should
pick you!
Tell folks there�s no risk
shopping with you
Takeaways?
Humanize your store
Write with your unique voice
Demonstrate expertise
Leverage product
knowledge
Recommend best products
Bludgeon folks with value adds
Find your Steve
Web Sales Actual Lift
1997 2004 2010
$10 million
Guy: How can I stop my barking dog?
Steve: I love my bark limiter! It works! Buy one!
more info / free stuff: RobSnell.com
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