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3 Ways to Sell More Wine Online
Hello, my name is Andrew Kamphuis
3 Ways to Sell More Wine Online
Ecommerce is Hard
220,000 Wine Labels Registered
Wine on Google
Buy Wine Online on Google
Competition is Everywhere
Fast Paced Ecommerce World
Hyper Fast Delivery
Hyper Customization
Hyper Convenience
How Do You Compete?
What Would Chuck Do?
Wine & Ecommerce
Mindset
Ecommerce Is Growing
0
50
100
150
200
250
2008 2009 2010 2011 2012 2013 2014
US Ecommerce Sales in Billions
DTC Wine Is Growing
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
2010 2011 2012 2013
Vin65 Platform DTC
0
100000000
200000000
300000000
400000000
500000000
600000000
2013 2014
1000+ Ecomm Sites on Vin65
Mindset
Mindset
Vin65 Top 20%
-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
500,000,000
Bottom 80% Top 20%
3 Things to Focus on
1) Your Best Weapon
Email Is The Most Effective Digital Marketing Tactic
Add To Cart – Referrers
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Email Search Social
Last 250,000 Transactions
0 20000 40000 60000 80000 100000 120000
Search Engine
2014 Conversion Rate
0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00%
Search Engine
What Makes A Great Email?
Vin65 Platform Email Open Rates
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Average 26% Open Rate
Customers Want Value
Focus on the Subject Line
Roundhouse Riesling on Sale until Tuesday
Ninja Wine Party! Join us on June 21st
Black Belt Blowout Sale Starts Now
Single Focus
Simple Is Better
Mobile Friendly
Personalize
Give Something Away
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Time To Send
Transaction Email
Cart Abandonment Email
Credit Card Decline
Order Tracking
Building Your Email List
Re-Engage Inactive Subscribers
Chun Kuk Do
Yellow Belt If you aren't collecting email addresses in the tasting room
Next 20 visitors – ask for email address
Wait 5 days – send a thank you email
Check in 30 days to see the effect
Green Belt If you're not segmenting your email list
Next email blast – segment into 4 groups and
tailor the message Prospects, First Time Buyer, Repeat Buyer, Club
Member Monitor results
Black Belt
Implement a Progressive Profiling Campaign
2) Use Technology
Get mobile
Mobile
Vin65 Mobile Traffic
0%
5%
10%
15%
20%
25%
30%
35%
Nov 2010 Nov 2011 Nov 2012 Nov 2013 Nov 2014
Dec 2014 Desktop 55.9% Mobile 31.1% Tablet 13.0%
What Makes a Great Mobile Site?
Seamless Responsive Design
Simplify The Page
Simplify Forms
Secure
Faster
Shop Your Own Site
Mobile Isn't The Only Technology You Should Care About
Chuck would use different weapons for different battles.
Action Emails
Deep Systems Integration
SMS Messaging
Social Integration
Chun Kuk Do
Yellow Belt If you have never done this before
Using your mobile phone, surf your website and buy a
bottle of wine – pretend you are a first time visitor Go through the complete process
Green Belt If you're not sending abandon cart emails
Find a technology stack that will let you setup
Abandoned Cart Email Credit Card has Expired Email
Black Belt
Start an SMS Marketing List
3) User Experience
After Sales Experience
What's a Great User Experience?
Homepage
Timely Offer
Single Call to Action
Simple Navigation
Links to Customer Service
Cart Menu
No Outdated Content
Category /Product List Page
Focus On Buyers' Needs Focus On Buyers' Needs
Action Message
81% of Repeat Buyers
Pagination / Sortable
No Large Blocks of Copy
Product Drilldown
Big Photo
Action Message
Buy Button
Availability
Customer Ratings and Reviews
Detailed Product Info
Recommended Products
Cart
Buttons Guide the User
Update / Remove Product
Visible Product
Estimated Order Total
Clean Checkout
Navigation Removed
Minimal Questions
Order Info
Secure
SMS Option
Not Forced to Create an Account
The Experience Doesn't End When The Checkout Happens
Order Confirmation
Order Has Shipped
Order Delivery Date
Delivery Exception
SMS Message Around Delivery
SMS Delivery Exception
After Sales Follow Up
What About Shipping Fees?
High Shipping = Bad Experience
Chun Kuk Do
Yellow Belt If your website is missing – add:
Beautiful bottle shots Guest checkout Immediate order confirmation email
Green Belt If your website is missing – add:
Google Analytics Order shipping confirmation email Reasonable shipping costs
Black Belt
A/B test your website Notify customers on delivery date and delivery
exception Fine tune your site monthly
Almost Done
Sell More Wine Online
Email is your best weapon Technology matters Get the experience right
[email protected] @andrewkamphuis
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