secrets to online merchandising handout · successful online merchandising property of dominion...

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Property of Dominion Enterprises™ 2011: Copying or distribution of this document is prohibited

Secrets to Successful Online Merchandising


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What is Online Merchandising?

O li h di i d ibSecrets to Successful Online Merchandising

Online merchandising describes how you display your products and services on your website. It’s a fundamental task in making sure your website makes your customers happy and makes you


customers happy and makes you profit.

90%of consumers start their boat search online

Why is it imperative?


online

17%more leads are generated for dealers who showcase boats through video


66%of walk-ins have already visited your website & arrive to your dealership knowing what they want

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The goal of your website is not to sell more boats

What is the goal of your website?



The first secret revealed…



Everything I know about online merchandising, I learned from my dog.

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Pet principles are stripped of human bias and rely solely on

cause & consequence.


Old dogs can (and should) learn new tricks:1. Flashy doesn’t mean functional.2. Friendly greetings are key.


3. Give a dog a bone.4. Curiosity killed the…5. Persistence pays off.6. Keep the “good stuff” within reach.7. Full bowls keep ‘em coming back.


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Warning:Dogs & cats don’t always see eye to eye.Understanding the market place and your audience is the driver for successful online merchandising.



Warning:Dogs & cats don’t always see eye to eye.Understanding the market place and your audience is the driver for successful online merchandising.



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First Trick:

1. Flashy doesn’t mean functional.2. Friendly greetings are key.




1. Flashy doesn’t mean functional.Flash is cool, but functionality and optimization are more important.


Video or Flash intros increase download timeLimited content Flash is challenging to optimizeMinimal calls to action

BECAUSE…BECAUSE…


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1. Flashy doesn’t mean functional.Flash is cool, but functionality and optimization are more important.


Video or Flash intros increase download timeLimited content Flash is challenging to optimizeMinimal calls to action



The Consequence



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The result when function out-weighs flashy.


Boat brands prominently displayed above the foldClear navigationReinforced branding & taglineDescriptive title tag & use of Alt+ tags improve SEO

BECAUSE…BECAUSE… CONSEQUENCE…CONSEQUENCE…

Achieve

higher rankingsand provide a better user


SEO experience.

The result when function out-weighs flashy.


Boat brands prominently displayed above the foldClear navigationReinforced branding & taglineDescriptive title tag & use of Alt+ tags improve SEO


Achieve

higher rankingsand provide a better user


SEO experience.

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Trainer Tips: Optimized Homepages

Put it out there: Optimize your homepage with descriptive title tags, internal links in content and alt tags.

1Reaffirm your brand & site purpose: Clearly 2


display your brand and the brands you carry. 2Reinforce product promotions: Mirror any offers promoted in your offline advertising. 3Make it easy to keep moving: You want visitors to 4


y p ggo beyond your homepage. 4

Trainer Tools



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Next Trick:





2. Friendly greetings are key.Like your dealership, your website should welcome prospects and invite them in.


Void of personal interaction

Lack of captivating visuals on the homepage



No indication of what this business offers

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The Consequence



The result when your site invites them in.


Clear branding with company messageBoat brands displayed prominentlyIntro content to welcome the visitorClear benefits to visitor


Visitors will move

deeperthrough the site & sales funnel.


Shortcuts to move deeper into the siteInvitation to read newsletter

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The result when your site invites them in.


Clear branding with company messageBoat brands displayed prominentlyIntro content to welcome the visitorClear benefits to visitor


Visitors will move

deeperthrough the site & sales funnel.


Shortcuts to move deeper into the siteInvitation to read newsletter

Trainer Tips: Friendly Sites

Introduce yourself: Provide a brief overview of your dealership – what’s in it for the visitor?1Invite them to take an action: Include calls to action that encourage visitors to move deeper into2


action that encourage visitors to move deeper into the site.

2Show them what you’ve got: Prominently display the brands that you carry.3Make it easy to keep moving: You want visitors to go beyond your homepage4


go beyond your homepage. 4

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Trainer Tools



Next Trick:





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3. Give a dog a bone…Link special offers & promotions to relevant landing pages. Visitors expect to see the offer when they click-through to the site.


The user searched for:

And clicked on this ad text:



The Consequence



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The result when links direct to relevant landing pages

Secrets to Successful Online Merchandising Decrease

bounce rate by

20%

CONSEQUENCE…CONSEQUENCE…


And instead clicked this ad:



by linking promotions & ads to the most relevant pages.

The result when links direct to relevant landing pages

Secrets to Successful Online Merchandising Decrease

bounce rate by

20%



And instead clicked this ad:



by linking promotions & ads to the most relevant pages.

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Trainer Tips: Landing Pages

Link ads to the right page: Product-specific ads and keywords should link to product specific pages; more general ads should link to more general pages.

1


Mirror your ad title: The headline or title of your ad should mirror the one on your landing page. 2Make selling points visible: If you include compelling prices or special offers in your ad text, a customer will expect to see these on your site.

3


Trainer Tools


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Next Trick:





4. Curiosity killed the...Visitors who make it to your boat detail pages are clearly interested. Give them the details; or they may assumethem.


Minimal description about the inventoryLimited photosClumsy navigation to return to search resultsNo additional resources or promotional offersIneffective photos



Ineffective photos

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Ineffective photos






Ineffective photos

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The Consequence



The result when boat detail pages are descriptive & inform

Secrets to Successful Online MerchandisingQuick glance of featuresDetailed description with bolded featuresThree easy-to-find calls to actionShort cuts to view specific photos


Increase conversions by

5% by adding more detailed



specific photosPromotion of relevant sales package

descriptions*.

* Google Case Study

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The result when boat detail pages are descriptive & inform

Secrets to Successful Online MerchandisingQuick glance of featuresDetailed description with bolded featuresThree easy-to-find calls to actionShort cuts to view specific photos


Increase conversions by

5% by adding more detailed



specific photosPromotion of relevant sales package

descriptions*.

* Google Case Study

Trainer Tips: Boat Detail Pages

Include multiple photos & video: Engage prospects with multi-media that shows the details.1Create detailed descriptions: Use keywords that

i it i id i d t j2Secrets to Successful Online Merchandising

your visitors are using; avoid industry jargon. 2Highlight where to go next: Give the visitor options to take a next step – view photos, print listing, map dealership, contact, etc.

3


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Trainer Tools


Next Trick:





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4. Persistence pays off.The right message at the right time to the right prospect. Promotions should be visible and featured on relevant product pages consistently.


Promotion is near the foldNot prominently displayed Limited to homepageNo link to view specials



The Consequence



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The result when promotions are targeted, consistent & repetitive


Promotion is prominently displayed on the homepageClick-through call to actionPromotion repeated on search pagePromotion displayed on


Reach higher-income consumers who are

more receptive


Promotion displayed on product detail page to product-targeted online

advertising.

* RapLeaf Studies, 2011






more receptive



advertising.


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more receptive



advertising.







Promotion displayed on product detail page


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more receptive



advertising.


Keep offers linking internally: Don’t lose visitors by directing them off your site for a special offer.1Tell them one more time: Display the promo at the 2

Trainer Tips: Successful Promotions


top of the sales funnel, in the middle and at the end. 2Add action: Promotional offers should be enticing and easy to access. 3


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Next Trick:





6. Keep the “good stuff” within reach.Keep lead forms simple, clear and easy to locate.


Too many fieldsIntimidating for an online consumerInternet users are not inclined to give out too much personal information



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The Consequence



The result when inquiry forms are convenient & clear.


Only three fields are requiredUnintimidatingPre-filled comment section


Property of Dominion Enterprises™ 2011: Copying or distribution of this document is prohibited * DMM Internal Analysis

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The result when inquiry forms are convenient & clear.


Only three fields are requiredUnintimidatingPre-filled comment section


Reducing the number of fields & moving the call to action above the foldincreased email leads by



increased email leads by

40%*.

* DMM Internal Analysis

Don’t require unnecessary details: Only ask the customer for information that is really needed. 1Expedite the process: Help the customer complete the forms by auto-populating fields where2

Trainer Tips: Making it easy to contact


complete the forms by auto populating fields where possible.

2Send an automated response: With so many options, customer service matters. Send a thank you and a timeframe for contacting them back.

3


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Next Trick:





7. Full bowls keep ‘em coming backThe number of people opening an email is usually tied to how well the recipient knows the sender. Click-through rate is tied to the content.


BECAUSE…BECAUSE…Excessive text above foldTable of contents do not linkLacks organization & targeted contentLacks personalization


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The Consequence



The result when correspondence is more personalized.


Excessive text above foldTable of contents do not linkLacks organization & targeted contentLacks personalization


Property of Dominion Enterprises™ 2011: Copying or distribution of this document is prohibited * RapLeaf Studies, 2011

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The result when correspondence is more personalized.


Excessive text above foldTable of contents do not linkLacks organization & targeted contentLacks personalization


36% of consumerswho purchased a vehicle added the dealer as a


safe sender.


Mix your email correspondence: Send newsletters and promotional emails 1People like pictures: Visuals tend to be more2

Trainer Tips: Building customer retention


People like pictures: Visuals tend to be more powerful than text in someone’s inbox.2Grow site traffic: Link images and text to a landing page or to relevant content on your site.3


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Trainer Tools: Building Customer Retention


The old dog has learned new tricks

Flashy doesn’t always mean functional.Achieve higher ranking, enhance user experience.


Friendly greetings are key.Increase foot traffic to your brick & mortar.

Give a dog a bone.Decrease bounce rates by average of 20%.


Curiosity killed the…More detailed descriptions increase conversion by 5% on average.

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The old dog has learned new tricks

Persistence pays off.Catch prospects at their “breaking point” and push them through the funnel.


g

Keep the “good stuff” within reach.Just a few modifications can increase email leads by 40%.

Full bowls keep ‘em coming back.


p gBuild upon existing relationships & develop new ones with informative dialogue.

In closing: Your Reward

A focused, loyal and receptive audience that behaves how you want them to.



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Thank you!

Courtney ChalmersSecrets to Successful Online Merchandising

Courtney ChalmersDominion Marine Media, Booth 901

[email protected]


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