Your Best Salesperson! “Turn Your Site into Your Best Salesperson” NEMOA Fall 2009 Terence (Terry) Jukes President Ability Commerce Inc., Delray Beach, FL 33445 561-330-3151 x 3170 www.abilitycommerce.com
Your Best Salesperson! Acquire, convert, sell, retain! Acquires new visitors/shoppers. Targets qualified prospects via SE Garners a response – “click thru” 2. Converts them to an order Presents an offer Allows easy searching, shopping, ordering 3. Up-sells, Cross-sells Consults and advises Makes relevant sales presentation Best service/experience Provides customer service/shopping experience that encourages repeat purchase and retention.
Your Best Salesperson! 1. How does your website acquire new shoppers? SEO/SEM research drives SE listing/ranking. More key word driven traffic is like more qualified mail circulation Key words and related content drive site rankings and traffic Balance between key word copy and selling copy SEO is detailed, meticulous, ever changing, hard work! SEO tools: https://adwords.google.com/select/KeywordToolExternal http://www.seochat.com/seo-tools/ http://tools.seobook.com/ http://www.webconfs.com/
Your Best Salesperson! “Site Structure drives SEO” Dynamic content Cross-Linking Correct, changing Meta Tags Dynamic Menus & Navigation URL redirection Google Sitemap (XML) Generation Productive URL structure Productive page titles “Site structure drives SEO” Links Affiliates User generated content Customer product reviews Rotating customer content/comments Rotating page banners
Your Best Salesperson! 2. How does your site convert shoppers to buyers? Rule #1: Don’t lose them. Rule #2: Apply Rule #1. Rule #3: Offer!, Pitch!, Sell! Monitor pages where shopper leave and reduce abandons. Home page, search page, cart – three top abandon pages. Provide relevant information, offers…..anticipate their needs.
Your Best Salesperson! 2. How does your site convert shoppers to buyers? Average conversion rates 2-3%, 5-7% or more is possible! Personalized sites Cookies or sign-ins drive personalized content/recommendations. Usability Does it work? Is it intuitive? Online search function that works Search, sort, rank functionality Failed search report and redirect “Did you mean?” Search re-try Offering best sellers, testimonials, guarantee
Your Best Salesperson! Failed Search Tracking Analysis • Avoid Failed Searches • Suggest Similar Items You Do Have • Get Ideas for New Products Your Shoppers Want
Your Best Salesperson! Other site search functionality includes: Item search Filtered search Results Sorting Results Ranking Search Suggestions Search Wizards All designed to reduce abandons at site search.
Your Best Salesperson! 2. How does your site convert shoppers to buyers? Flexibility in product information display. Effective presentation/merchandising is product dependant. Product Details Multiple Images, Rich media Multiple Pricing Options Alternative Product Option Displays Grid Item Display Item Display Priority & Sorting “Bargain Bin” presentation
Your Best Salesperson! Alternative Product Option Displays List Style Kit
Your Best Salesperson! Grid Item Display (your product photo here)
Your Best Salesperson! 2. How does your site convert shoppers to buyers? What else can you do to encourage an order? Catalog quick order Account and past order look up Notify me (when goods are available) Order planner, “wishlist” Email item to another
Your Best Salesperson! Notify Me! Our Price:89.98 Unit / Each Item out of Stock. Expected to ship 4/21/09. Order now to ensure delivery. Please Notify Me! when this item is in stock
Your Best Salesperson! Pop-Out Salesman
Your Best Salesperson! 3. How can you up-sell and cross-sell the order? First priority = Keep the order! Then, cross-sell, up-sell. It is possible to double online AOV with automated up-sell, cross-sell functionality.
Your Best Salesperson! Intuitive Cart
Your Best Salesperson! Customer Also Bought / Suggested Items
Your Best Salesperson! Cross-sell Kits/Offers
Your Best Salesperson! Other functionality that helps keep orders/customers. Price After Rebate Price Match Hold order for approval/wishlist/gift registry Shipping method recalculation Discount recalculation by promo code
Your Best Salesperson! 4. How do you keep them coming back? Provide the best online shopping experience! Update account details Update email preferences Newsletter, frequent buyer sign up Past order history Check order status Re-order from past orders
Your Best Salesperson! How do you measure success? Continuous improvement Measure where you are on each KRA Traffic by source/keyword/offer Conversion by source/keyword/offer Abandons by source/keyword/offer, page Sales, AOV, GM$ by source/keyword/offer Retention (second order?) by source/keyword/offer. Email sign ups by source/keyword/offer Monitor your improvement as you improve your online functionality/sales/service.
Your Best Salesperson! Questions? “Turn Your Site into Your Best Salesperson” NEMOA Fall 2009 Terence (Terry) Jukes President Ability Commerce Inc., Delray Beach, FL 33445 561-330-3151 x 3170 www.abilitycommerce.com