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The 5 Best Ways
To Increase YourEcommerce Sales
Hello My Name is
Andrew Kamphuis
The 5 Best Ways
To Increase YourEcommerce Sales
Ecommerce World Is Moving Crazy Fast
Amazon“Anticaptory Shipping”
Picture can be headlines, etc of a article.
Amazon Anticipatory Shipping
Wake up and Smell the Bacon
AmazonDelivery by Drone
Amazon Delivery By Drone
Order Pizza
Does Wine Sell Online?
Kevin OLeary
Money Talks…
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
5000000
10000000
15000000
20000000
25000000
30000000
35000000
40000000
$302m across 886 websites
2013 Ecommerce on Vin65
Bottom 80% Top 20%0
50000000
100000000
150000000
200000000
250000000
300000000
2013 Ecommerce on Vin65
Top 20% SoldDid 93% Of Ecomm
The 5 Best Ways
To Increase YourEcommerce Sales
2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
4. User Experience
5. Personalization
5 Ways
ImportantOnes
Use Offline to Get Them Online1
Breakdown of Winery Direct-to-Consumer Sales
Source % Of Sales
Tasting Room 62%
Club 20%
eCommerce 6%
Events 12%
Wine Business Tasting Room Survey (May 2013 issue)
Your goal is to make this 40%. Not 6%
Organic Search
Direct
0 2000000 4000000 6000000
Organic Search
Direct
0 20000 40000 60000 80000
Direct Traffic vs Search
6 Million Visitors – Jan 1, 2014+ Number of Orders From Those Visitors
Proof that Email Works
All Email (Action, System, Mass) All Buyers - Action Email 1st Time Buyers - Action Email0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
2013 Email Open Rates on Vin65
Proof that EmailingTasting Room Visitors Works
How To Execute
Action Email
A Good Action Email from Vin65 #3
Andrew to Find Email
Karson – Wrong Email. Use the one with Subject “Thank You For Visiting”
The Perfect Action Email
2. Recognizes They Are a 1st Time Buyer
1. Thank Them For Their Visit
3. Solicit Feedback
4. Incentivizes Them to Buy More
A Good Action Email from Vin65 #3
Andrew to Find Email
Get Mobile2
Nov 2010 Nov 2011 Nov 2012 Nov 20130%
5%
10%
15%
20%
25%
30%
Over 25% Mobile
Vin65 Mobile Traffic
May 2014Desktop 59.0%Mobile 27.8%Tablet 13.2%
Mobile Websites
Mobile Websites
Mobile Websites
Mobile Websites
Company Mobile Company MobileAdelaida Cellars Yes J Dusi Wines NoAronHill Vineyards Yes (but hard to navigate) Jack Creek Cellars NoAugust' No Linne Calodo NoBarrel 27 & McPrice Myers No Lions Peak NoBella Luna Estate Winery No LXV Wine NoBiddle Ranch Vineyard Yes - Responsive :) ONX Wines Yes (but hard to navigate)Burbank Ranch Winery No PasoPort Wine Company Yes - Responsive :)Calcareous Vineyard No PasoRoblesWineries.net YesCaliza Winery No Peachy Canyon Winery NoCaliza Winery No Robert Hall Winery NoChateau Lettau No Roxo Port Cellars NoClayhouse Wines No S&G Estate Yes (but checkout not mobile)Denner Vineyards No Summerwood Winery NoFrolicking Frog Cellars Yes (but no purchase) Talley Vineyards YesHammersky Yes Tobin James Cellars Yes (but no purchase)Hansen Vineyards No Villa Creek Yes (but checkout not mobile)Hearst Ranch Winery No Zenaida Cellars No
Is Your Website Accessible?
Percentage of Email Opened on a Phone
http://marketingland.com/report-65-of-marketing-emails-were-opened-on-mobile-devices-in-q4-2013-71387
Mobile48.23%
Desktop & Tablet51.77%
28 X
How To Execute
Seamless Transition
Responsive Design
Remove All Distractions / Simplify The Page
Make Your Forms Shorter
Make Sure it’s Secure
Get Faster
Shop Your Own Site on Mobile
It’s The Shipping3
Your WineryGround Free
Priority Mail $7.00
2 Business Days $15.00
1 Business Day $25.00
Ground ??
Priority Mail ??
2 Business Days ??
1 Business Day ??
Ground: FreeStandard: $ 4.982 Day: $14.971 Day: $24.97
Your WinerySuper Saver Free
Standard $3.99
2 Days $12.98
1 Day $19.98
Ground ??
Priority Mail ??
2 Business Days ??
1 Business Day ??
But What About Wine
Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
3. Adult Signature Required
4. Inability to Negotiate with Carriers
5. Distance to Consumer
My Users Don’t Care About Shipping
C
B A
How To Execute
Do NOT Pass On The Shipping Rates
Use Realistic Shipping Rates
Be Upfront About Shipping Costs
Use Shipping Incentives
Start a Shipping Program
Join A Shipping Program
Beyond Shipping
Tracking Numbers
Delivery Time
The Packaging
The User Experience Matters4
The Zappos Shopping Experience
Andrew – Photo
How To Execute
Your Wineryvs
What Really Matters
Photography
Consumer Ratings & Reviews
Get the Buttons Right
Streamline The Checkout
After Sales Experience
Shop Your Own Site
Personalization5
Personalization as a Driver of Sales
59% of online shoppers believe that it is easier to find interesting products on personalized ecommerce websites
56% of online shoppers are more likely to return to a site that shows product recommendations
53% of online shoppers believe that personalize ecommerce websites
provide a better service
45% of online shoppers are more likely to shop on a site that offers personalized recommendations
Amazon Example
How To Execute
Say Hello
Show Them The Wine They Want
v v v
Make the Right Recommendations
v
Personalize / Relevant Email
The 5 Best Ways
To Increase YourEcommerce Sales
2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
4. User Experience
5. Personalization
5 Ways
ImportantOnes