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Building a successful ecommerce business
Jordy Heis @jordyheis @melbourneGA
QUALIFICATIONS:
MY STORY
I HAVE 10 YEARS INDUSTRY EXPERIENCE AS A…
DESIGNER MARKETER BUSINESS OWNER
We build sites for makers. We’re a design-led eCommerce agency partnering with growing brands.
QUICK WORKSHOP POLL
What do you want to sell or are already selling?
The current environment + market:- Can quickly and cheaply test your idea
- ecommerce platforms are easy to get started - Social Media platforms are evolving to send more traffic to your store and to buy natively
- Sourcing products more accessible & transparent
THE OPPORTUNITY HAS NEVER BEEN BETTER!
93%Sales still done offline
JUST REMEMBER, OFFLINE IS STILL KING
Source: NAB Online Retail Sales Index Nov ‘15
‣ Defining and validating the proposition
‣ Growing the business with effective marketing
‣ Choosing the right platform for your online store
‣ Setting up a basic store on Shopify
‣ Making a website that generates sales
‣ 10 tips for a high converting website
OUR AGENDA
YOUR PITCH
‣ What problem are you solving?
Tim ‘Mr Steak Knives’ Shaw
YOUR PITCH
‣ What problem are you solving?
‣ Why you and not someone else?
YOUR PITCH
‣ What problem are you solving?
‣ Why you and not someone else?‣ How do you do it?
YOUR PITCH
‣ What problem are you solving?
‣ Why you and not someone else?‣ How do you do it?‣ How will their life be better?
YOUR PITCH
‣ What problem are you solving?
‣ Why you and not someone else?‣ How do you do it?‣ How will their life be better?‣ Call to action
Watch the infomercial here: https://www.youtube.com/watch?v=iiATDMHU7gc
Validating your business
Validating your business
‣ Market Stall
‣ Online Marketplaces
‣ Pop-up Stores
Validating your business
‣ Market Stall
‣ Online Marketplaces
‣ Pop-up Stores
‣ Crowdfunding
Validating your business
‣ Market Stall
‣ Online Marketplaces
‣ Pop-up Stores
‣ Crowdfunding
‣ Your first ecommerce store
‣ Defining and validating the proposition
‣ Growing the business with effective marketing
‣ Choosing the right platform for your online store
‣ Setting up a basic store on Shopify
‣ Making a website that generates sales
‣ 10 tips for a high converting website
OUR AGENDA
GROWING THE BUSINESS
‣ PR – mass media
GROWING THE BUSINESS
‣ PR – mass media‣ PR - bloggers
GROWING THE BUSINESS
‣ PR – mass media‣ PR - bloggers
FINDING INFLUENCERS
GROWING THE BUSINESS
‣ PR – mass media‣ PR - bloggers‣ SEO
GROWING THE BUSINESS
‣ Offsite SEO ‣ Links, mentions‣ Onsite SEO ‣ Good, original content‣ Onsite technical ‣ Code quality ‣ Site speed
GROWING THE BUSINESS
Good content ‣ Useful‣ Interesting‣ Funny
GROWING THE BUSINESS
Good content ‣ Useful‣ Interesting‣ Funny
Ideas ‣ What to wear …‣ Travel suggestions‣ Interviews with ‘influencers’‣ ‘How to’ articles‣ Top 10 presents for… X i.e. Valentine’s day
GROWING THE BUSINESS
Good content ‣ Useful‣ Interesting‣ Funny
Ideas ‣ What to wear …‣ Travel suggestions‣ Interviews with ‘influencers’‣ ‘How to’ articles‣ Top 10 presents for… XAVOID…News about the company (BORING!)
GROWING THE BUSINESS
‣ PR – mass media‣ PR - bloggers‣ SEO‣ Social
GROWING THE BUSINESS
GROWING THE BUSINESS
‣ PR – mass media‣ PR - bloggers‣ SEO‣ Social‣ Mailing List
search
social
OFFER INCENTIVES TO JOIN YOUR LIST
OFFER INCENTIVES TO JOIN YOUR LIST
OFFER INCENTIVES TO JOIN YOUR LIST
SEND: OFFERS
SEND: LAUNCHES
SEND: EDITORIAL
GROWING THE BUSINESS
‣ PR – mass media‣ PR - bloggers‣ SEO‣ Social‣ Mailing List
‣ Online Retailers
GROWING THE BUSINESS
‣ PR – mass media‣ PR - bloggers‣ SEO‣ Social‣ Mailing List
‣ Online Retailers‣ Physical Store
GROWING THE BUSINESS
‣ PR – mass media‣ PR - bloggers‣ SEO‣ Social‣ Mailing List
‣ Online Retailers‣ Physical Store‣ Repeat Business
GET THE FIRST ORDER RIGHT!
Benefits:‣ Trust
‣ Social Proof ‘others like me like this’‣ You can read what happens post purchase
LOYALTY PROGRAMS
LOYALTY PROGRAMS
Benefits:‣ Loyalty Rewards Make you Stand Out‣ Points/Miles Collectors Spend More $$$
‣ Encourage Return Visits
HANDWRITTEN NOTES
INNOVATIVE PACKAGING
‣ Defining and validating the proposition
‣ Growing the business with effective marketing
‣ Choosing the right platform for your online store
‣ Setting up a basic store on Shopify
‣ Making a website that generates sales
‣ 10 tips for a high converting website
OUR AGENDA
MAJOR ECOMMERCE PLATFORM OPTIONS
MAJOR ECOMMERCE PLATFORM OPTIONS
Open Source (Free) + Self Hosted Typically you pay more $$$ upfront and less $ after to host your site
Software as a Service (SaaS) + Hosted for you Typically you pay less $$ upfront and more $ after p/m to license the platform
PICKING THE RIGHT PLATFORM FOR YOU
PICKING THE RIGHT PLATFORM FOR YOU
Small Businesses
‣ Easy to Setup‣ Cheap to Run
‣ Simple to add more features & functionalities
PICKING THE RIGHT PLATFORM FOR YOU
Small Businesses
‣ Easy to Setup‣ Cheap to Run
‣ Simple to add more features & functionalities
Small/Med Businesses
‣ More customisable‣ Better for SEO/Blogging
‣ Most Popular platform in world - 30% of stores
PICKING THE RIGHT PLATFORM FOR YOU
Small Businesses
‣ Easy to Setup‣ Cheap to Run
‣ Simple to add more features & functionalities
Small/Med Businesses
‣ More customisable‣ Better for SEO/Blogging
‣ Most Popular platform in world - 30% of stores
Med/Large Businesses
‣ Able to run multiple stores‣ Schedule sales/promo’s
‣ Great for high traffic / speed performance
‣ Defining and validating the proposition
‣ Growing the business with effective marketing
‣ Choosing the right platform for your online store
‣ Setting up a basic store on Shopify
‣ Making a website that generates sales
‣ 10 tips for a high converting website
OUR AGENDA
Modern designs ‣ Desktop, mobile & tablet optimised ‣ Easy to update ‣ Marketing features ‣ SEO friendly
Plans start from $29 / month
Try Shopify for yourself.
About Shopify
Hosted platform ‣ Continually upgraded ‣ Fully PCI compliant ‣ Reliable and fast ‣ 24/7 phone and live chat support
Connect Online with offline ‣ Keep real time stock management by
connecting with Shopify POS + Online Store
‣ Defining and validating the proposition
‣ Growing the business with effective marketing
‣ Choosing the right platform for your online store
‣ Setting up a basic store on Shopify
‣ Making a website that generates sales
‣ 10 tips for a high converting website
OUR AGENDA
Write original, useful product descriptions
Write original, useful product descriptions
Short, descriptive URLs
Check the site on desktop, mobile and tablet
Use Engaging Lifestyle Photography
Use Engaging Lifestyle Photography
Write compelling copy
Large Product Imagery
Informative Product Descriptions
Social Proof: Customer Reviews
Social Proof: Customer Reviews
Social Proof: Trust Badges
Interesting About Page
Use Categories: New In, We Love & Top Sellers
Test out your site search
Offer Gist Cards
Live Chat
Free Shipping
Free Shipping With Limit
‣ Defining and validating the proposition
‣ Growing the business with effective marketing
‣ Choosing the right platform for your online store
‣ Setting up a basic store on Shopify
‣ Making a website that generates sales
‣ 10 tips for a high converting website
OUR AGENDA
10. Make it Obvious What you Sell
9. Add CLEAR Contact Details
6. Add Best seller, New In, & Sale Categories
4. Differentiate Yourself
3. Offer Free Shipping in Some Form
2. Set up automatic cart recovery emails
BONUS: Ask your customer why they didn’t complete checkout
BONUS: Watch someone else use your store
Hopefully this isn’t you!
Resources
Usability ‣ Five Second User Test ‣ usertesting.com ‣ Google mobile usability test
Site Speed ‣ Pingdom Speed Test ‣ Google Page Insights
Conversion ‣ ConversionXL Blog
Analytics ‣ Google Analytics ‣ Kiss Metrics
Further ecommerce advice ‣ Shopify Blog
Q&ABUILDING A SUCCESSFUL ECOMMERCE BUSINESS
OnlineStoreGuys.com.au
@jordyheis
@melbourneGA
