1. Making Your Direct To Consumer Work

2. Todays 3 Questions
How do you get the second order?
How do you convert online visitors to buyers?
How do you connect with customers via email?
3. Before We Get Started
4. Key Take Aways
Philosophy -> Process -> Technology*
Keep It Simple To Start
Measure & Refine
*Credit: Bronwyn Ney Hall Wine
5. How Do You Get The Second Order?
6. The Out Of Town Visitor
7. Why The 2nd Order Is Important
Total Customers
Total Dollar Volume
Source: Vin65
Source: Vin65 Internal Data
8. Why The 2nd Order Is Important
Repeat customers spend 33% more than new customers
Referrals among repeat customers are 107% greater than new customers
It costs six times more to sell something to a prospect than to sell the same thing to a customer.
Source: About.com
9. Simple Steps
1. Capture their information
10. Simple Steps
2. Immediately Send Email
Train them to open your email
11. Simple Steps
3. Follow Up 10-15 days later with an incentive to place second order.
12. Simple Steps
4. Measure & Refine Approach
13. How Do You ConvertVisitors Online?
14. The Web Visitor
Abandoning carts
15. Conversion Rate
Source: Vin65 Internal Data
16. Simple Steps
Get A Professional Design
17. Simple Steps
Get A Great Product Page
Large Photo
Clear Pricing
Product Detail
Consumer Ratings & Reviews
Social Media
18. Simple Steps
Modern Shopping Cart Experience
19. Simple Steps
Modern Checkout
One Page Checkout
No Forced Registration
No Distractions
Security/Assurance Messages
Order Summary
Visible Shipping
20. Simple Steps
Remove Friction Points
No Minimum Quantities
Dont Force Accounts
Watch Form Fatigue
21. Simple Steps
Measure & Refine Approach
22. How Do Your ConnectVia Email?
23. The Email Story
24. Average Open Rates
Source: Vin65
Source: Vin65 Internal Data
25. Email Training
After 4 Emails 91.4% chance the customer has been trained to either open or not open.
Source: Vin65
Source: Vin65 Internal Data
26. Simple Steps
Short concise copy
A compelling image
A great incentive
A sense of urgency
27. Simple Steps
Dont overload with multiple products
28. Simple Steps
Segment your List
See my CRM presentation on segmentation
Personalize
29. Simple Steps
Point of the email is to get customer to click to a page
30. Simple Steps
Measure & Refine Approach
31. Conclusion
32. Conclusion
Philosophy -> Process -> Technology*
Keep It Simple To Start
Measure & Refine