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Learn what every e-commerce business owner needs to do to be successful. Presented by Rick Wilson, President of Miva Merchant, at the Internet Merchants Association conference in 2010.
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10 Things Every Online Merchant Must Do!
Rick WilsonPresident/COOMiva Merchant
10 Things Every Online Merchant Must Do! • KWMYSS (Know What Makes You So Special)
• Setup Google Analytics (And Use It)
• Build, Convey and Create TRUST
• PROMOTE, PROMOTE, PROMOTE
• Make It Easy To Buy
• Make It Convenient To Buy
• Focus On What Actually Sells
• OPTIMIZE, OPTIMIZE, OPTIMIZE
• Be Social
• KEEP IT SIMPLE!
KWMYSS (Know What Makes You So Special)
• If I Want To Buy Anything I'll Go To Amazon
• When I Want To Buy Something Special, I Seek Out A Specialized Merchant
• What Is Your Specialty?
KWMYSS (Know What Makes You So Special)
Setup Google Analytics (And Use It)
• Answers Who/What/Where/When/Why/How
• Tells You What Your Customers Are Doing
• Calculate Your Conversion Rate
• Find What Works
• Find What Fails
Setup Google Analytics (And Use It)
Build, Convey and Create TRUST
• When You Sell Online You Have 2 Choices:
• Build A Trust Premium
• Sell At A Risk Discount
• Ways To Build Trust:
• Make It Easy To Contact You (Phone Too)
• Display Trust Seals
• Have A Simple Yet Professional Design
Build, Convey and Create TRUST
Build, Convey and Create TRUST
PROMOTE, PROMOTE, PROMOTE
• Selling Online Is NOT The Field Of Dreams
• Google AdWords Is Not A Sufficient Strategy
• If You Find Your Customers, You Make It Easy For Them To Find You
• There's A Number Of Cheap Ways To Get The Word Out, Just Be Creative
PROMOTE, PROMOTE, PROMOTE
Make It Easy To Buy
• People Shop Online For Convenience
• People Don't Want A Treasure Hunt
• Test Your Checkout Process
• Fix It
• Test Your Checkout Process Again
• Fix It Again
Make It Easy To Buy
Make It Convenient To Buy
• People Shop Online For Convenience
• I'll Say It Again
• Let Your Customers Pay Their Way
• Use "Alternative Payment Options" - PayPal, Google Checkout, Checkout By Amazon
• If I Have To Stop The Checkout Process, I Might Just Change My Mind
Make It Convenient To Buy
Make It Convenient To Buy
Focus On What Actually Sells
• Track What Sells
• Know Your Profit Margin
• Customer A
• Sells 150,000+ Products
• Only 16,000 or so Sell In A Given Year
• Less than 200 Products Make Up 90%+ Of Their Sales Volume
OPTIMIZE, OPTIMIZE, OPTIMIZE
• Succeeding Online Comes Down To 2 Things:
• Getting Traffic
• Converting Traffic
OPTIMIZE, OPTIMIZE, OPTIMIZE
HOMEWORK
Be Social
• Social Networking Can Add To Your Bottom Line
• It's Not As Scary As You Think
• It Won't Take Up All Your Time (Unless You Let It)
• Your Customers Want To Know They're Heard
• Build Customer Loyalty And Repeat Customers
Be Social
Be Social
KEEP IT SIMPLE!
Complexity Will Kill Your Business
Contact Info:
Rick WilsonPresident/COOMiva Merchant
5060 Shoreham PlaceSuite 330San Diego, CA 92122
(p) 858-490-2570(e) [email protected]