expanding beyond amazon1/mike+… · increased sales and profits –on both amazon and your site...
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Mike McClary 2017 JAN 27The Secrets to Developing a Profitable eCommerce Website
Expanding Beyond Amazon
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The Scariest Sight for any Amazon Seller
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Curse You Amazon for Scaring Us All!
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The Bad StuffLimiting the effects of bad things that could happen
Should the unthinkable happen, you need a backup
plan.
Account Closure
You are in 100% control of your own Buy Box!
Hijacking
Competitors are much less likely to attack your own
website with fake reviews or seller feedback
CompetitorAttacks
Whether it is a Sales Velocity review or a safety review of
your product, you need a way to continue selling to
customers searching for your products.
Account/ProductUnder Review
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The Good StuffWhy you should really focus on your own eCommerce site in 2017
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Shopify Annual Revenues
SubscriptionSolutions– StillGrowing
MerchantSolutions– Growing,butatafasterpace
TwoDifferentBusinessUnits
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Why Does This Matter?
o EventhoughthenumberofShopify’seCommercecustomersisstillgrowing,theamountofrevenueeachofthosecustomersisgeneratingisgrowingevenfaster.
o Whatdoesthismeanforus?o Moreandmorecustomersarechoosingtopurchasedirectly
fromthebrandsiteinsteadofthelargeeCommercegiants(Amazon,Walmart,Costco,etc.)
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Don’t Doubt The Stock AnalystsThe vast majority of stock analysts are bullish on Shopify
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Don’t Doubt The Stock AnalystsThe vast majority of stock analysts are bullish on Shopify
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Fun Fact
• “Twenty-onepercentofshoppersstarttheironlinepurchasejourneyonabrandoraretailer’swebsite.Andofthoseshoppers,65percentmaketheirfinalpurchaseatthebrandorretailersite.”- Powerreviews.com
• Thistotalalonemakesupabout15%ofallshoppers• Doesn’tincludethosewhodothereverse(theystartonabigsiteandendupona
retailsite)
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The Benefits of Your Own Successful eCommerce StoreThese are just a few…
BuildingyourowncustomerlistTheprobabilityofgeneratingasalefromanewcustomerisbetween5-20%whiletheprobabilityofmakingasalefromanexistingcustomerisbetween60-70%.
ConversionData!
Increasedsalesandprofits– onbothAmazonandyoursiteThereissynergybetweenhavingyourbrandonAmazonandhavingyourownbrandwebsite
IncreasednumberofadvertisingmethodsGoogleShopping,Retargeting,Remarketing&More
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The Four Basic Routes You Can GoA Very High Level Overview of Your Options
BasicWYSIWYGSites WordPress/WooCommerce CustomBuilt/MagentoDedicatedeCommercePlatforms
• Wix• Web.com• Godaddy• Weebly• Etc.
• Pros – Byfartheeasiestmethod,fairlyinexpensive
• Cons – Verylimitedcapabilities,littleflexibility,notforscaling,monthlysubscriptionfees
• Shopify• BigCommerce• GreySuitRetail• 3dCart• Etc.
• Pros – Greatcombinationofflexibilityandeaseofentry,veryscalable,tonsofthemes,apps&integrations,canhavethesitebuiltforyou
• Cons – Canstilltaketimeand/ormoneytosetupcorrectly,monthlysubscriptionfees,someplatformlimitations
• WordPress+WooCommerce
• Someother3rd Apps&Themes
• Pros – Incrediblyflexible,lotsofthemesforpurchase,usuallydoesn’trequiresubscriptions
• Cons – Securityissues,WordPressisconstantlybeingupdated,pluginsandthemesneedtobemaintained
• Magento• Freelancers• UpWork
• Pros – Veryscalable,completelycustomizable
• Cons – Expensivetobuild,needstobemaintained,littletono3rd partyintegration
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Don’t Do What We Did
ü SignupforaneCommerceplatform(wechoseShopifyforourfirstone)ü Pickapopularthemethatlooksniceü CopyoveryourproductinfoexactlyasitisonAmazon(images,titles,descriptions)ü Startsendingpaidtraffictoit
Youknowwhathappened?
Wespentalotof$,andmadeverylittleinreturn!
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The Secrets to eCommerce Profitability
o OverthepastyearwehavebeenincorporatingthefollowingtacticswhichhavefinallymadeoureCommercesiteprofitable
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FBA Integration & Free Shipping
• IfyoualreadysellonAmazonanduseFBA,thequickestandmostefficientwaytogetstartedwithfulfilmentonyourownsiteistointegrateitwithFBA
• Thetopplatformsincludethisintegrationatnocharge
• Offering“FreeShipping”or“FreeShippingforOrdersover$XX.00”willhelpincreaseconversionssincemanycustomershavecometoexpectthat
• ThecostisoffsetsomebythesavingsinAmazonreferralfees
Makeyourlifeeasier
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High Quality & Appealing Imagery
• LifestyleImages- showtheproductsbeingusedbyhappyattractivepeople
• TrustBadges- TopRated,100%Guarantee,LifetimeWarranty,BBB,etc.
• CrossSellingImages• SeasonalBadges - Sale,ChristmasBow,
LimitedTimeOffer• Note:IfyouareusingFBshoppingorGoogle
shopping,youwillstillneedtomakesureyourmainimagemeetstheirrequirements
YouarenolongerlimitedtoAmazon’srules!
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Understand The Difference Between High Converting Product Titles vs SEO Optimized Ones
• Theproducttitleyourcustomerseesshouldfocusonconvertingthemintoabuyer
• TheproducttitleGoogleseesshouldincludekeywordsforranking,butstillnotbespammy
• Note:ThegoodeCommerceplatformsletyoucreatetwoseparatetitlesforthispurpose!
Again,youarenolongertiedtoAmazon’srules…but:
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Google Shopping Ads
• RetailrevenuecomingfromGoogleShoppinggrew52%year-over-yearinQ12016.
• ThismeansthatshoppersareclickingonretailadsonGoogle'ssearchenginemoreoften,ratherthangoingdirectlytoaretailer'ssiteorthird-partymarketplaceslikeAmazonandeBay.– BusinessInsider
• Makesureyoursitehasbuiltinfunctionalitytosubmityourproduct“feeds”toGoogle
• RequiresbothGoogleAdwordsandMerchantaccounts
• GoogleMerchantsupportisgreatathelpingyousetthisup
GoogleShoppingAdsareyournewbestfriend!
Also known as Product Listing Ads (PLA)
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Google Remarketing/Retargeting
• GooglenowoffersShoppingRemarketingListsinadditiontotheRemarketingListsforSearchAds(RLSA).
• ThismeansthatyoucannowremarketmoreefficientlytocustomerswhoclickedonyourShoppingadswithouthavingtoevercreatesearchads
• Hasbeenseentodriveupconversions114%comparedtoShoppingAdsalone
Followyourvisitorsaroundthewebremindingthemoftheproductstheyvisited
Finally a great use for the Google Display Network
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Facebook Shops
• Whilenotacriticalsaleschannel,itcertainlycan’thurttohavethisfeature
• AdvertisingtrafficthatstaysonFacebookisusuallycheaper
• MostofthemajoreCommerceplatformsarenowofferingthesefeedstoFacebook
EasilyintegrateyoureCommercestoreinsideadedicatedFacebookShop
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Facebook Custom Audiences
• Bytrackingwhatyourcustomersdidonyourwebsite,youcanmanuallyretargetthemagainformultiplepurposes,suchas:
• Returntotheabandonedcartstocompletetheirpurchase
• Upsellthemonadditionalproductsorservices
• GetReviews&Feedback!• GrowyouFacebook“Likes”
• Soundliketoomuchwork?Youareinluck…
IntegrateyourFacebookPixelwithyourstoretobuildcustomaudiences
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Facebook Dynamic Product Ads (DPA)
• Automatestheprocessofretargetingyourcustomersbaseduponcertainpredefinedevents
• CombinesyourproductcatalogwithyourFBpixelandthoseeventstocreatehighlypersonalizedadstoyourcustomers
• Companieshaveseena3xincreaseintheirconversionrateswithDPA
BuildasetitandforgetretargetingcampaignonFacebook
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Abandoned Cart Remarketing
• 7outof10shopperswillleaveyourstorewithoutpurchasingafteraddingaproducttotheircart
• Remarketingtypicallymeansemailingthemshortlyafterthishappenstoenticethemtocompletetheirpurchase
• Timingforthisiscriticaltomakesureyouarestillfreshintheirmind
• TopeCommerceplatformshavethisbuiltin
Addingaproducttoyourcartshowsthehighestlevelofbuyingintent
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Abandoned Carts Results
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Cross Selling/Up Selling
• Doesnothavetobeafancyfunnelorprocess• Canbeassimpleasoffering“bundles”atfirst,
thenprogressingthroughmoreelaboratemethods
• UsebothyourAmazonandownsalesdatatodeterminenaturalfits
Takeadvantageofthisopportunityasyoualreadyhaveacustomerinbuyingmode
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Follow Up Emails
• TheFAQsyousendouttoyourAmazonbuyersshouldprobablybesentouttoyourowncustomersaswell
• Youcanabsolutelyandshould includecouponsandupselloptions
• Wearestilldoingthismanuallysincewehaven’tfoundtheperfectsolution…yet
Oneofthebiggestmistakeswemadewasforgettingaboutemailingourbuyers!
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Reviews, Reviews, Reviews!
• Customerstilllookforsocialproofpriortomakingapurchase
• Servicesexisttohelpmakethiseasier(YOTPO)
• There’snothingtosaythatacustomerwholeftyouareviewonAmazoncan’tleaveyouareviewonyourownsite;)
Don’tforgetaboutgettingreviewsforyourproductsonyourownsite!
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Scarcity On Demand
• Createyourownspeciallimitedtimeoffer• Incorporateacountdowntimerandscarcityin
ordertoincreasedemand• Whileyoucontrolhowoftentodothese,it’s
bestnottohavethemrunningallofthetime• Ifyouhaveseveralproducts,youcanspread
themoutintoDailyDeals,WeeklyDeals,MonthlySpecials,etc.
Amazonisn’ttheonlyonewhocanrundeals!
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Notice Something?Who already does most of the things we suggest you do on your own eCommerce Site?
CrossSelling&UpSelling
Followupemails
Proactivelygoingafterreviews
FreeShipping
RetargetingofcustomerswithadsaroundtheWeb
Remarketingforabandonedcarts
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Notice Something?Who already does most of the things we suggest you do on your own eCommerce Site?
CrossSelling&UpSelling
Followupemails
Proactivelygoingafterreviews
FreeShipping
RetargetingofcustomerswithadsaroundtheWeb
Remarketingforabandonedcarts
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Next Steps
• Reserveyourdomainnamenow• Can’tdecidewhethertogowith
“Company”orBrand”?• Brandisusuallythebestchoice,
butcompanycanwork– especiallyifyouplanonsellingmultiplebrands
NotYetSelling
• TimetostartthinkingaboutaneCommercesite
• Firstonedoesn’thavetodoeverythingcoveredinthispresentation.Justgetinthegamewithalowcostsolutiontogetusedtosellingonyourownsite.
• IstillrecommendoneofthetrueeCommerceplatformsovertheotherchoices
• Wouldn’tspendmuchifanymoneyonadvertisingyet
• Timetostartgettingseriousandbegintalkingwiththecompanieswelistedtoseewhattheyoffer
• Howmuchyouwanttodoonyourownwillhelpdrivehowyoubuildit:• Buildityourselfusingatemplate• Paysomeonetobuilditforyou
onetime(usuallystartsaround$4K- $5K)andthenmaintainityourself
• Findacompanythatwillbuildandmaintainitforyou(GSRisdoingthatforus)
• Integratethefeatureswetalkedabouttomaximizesalesandconversions.Youdon’thavetodothemallatonce!
• Focusonyoursiteslookandfeelfirsttomakesureitconvertswellbeforespendingalotofmoneyonadvertising
SellingButUnder$5K/Month Selling>$5K/Month