[webinar] selling in japan #2: driving japanese e-commerce traffic & revenue

btrax, Inc.powering global brands

Selling in Japan #2: Driving Japanese E-Commerce Traffic & Revenue

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Summary from the previous webinar

1. Platformsa. Shopping mallb. Apparel specific mall c. Hosted e-commerced. Installable online store

2. Payment Optionsa. Credit Card (44%)b. Cash on Delivery (16%)c. Bank Transfer (15%)d. Convenience Store Payment (9%)

3. Shipping & Logisticsa. International Shippingb. Domestic Shipping

4. Customer Supporta. Email Supportb. Phone Support

https://www.youtube.com/user/btraxchannel/

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1. Get Users to Your Store

2. Convert Users to Customers

3. Keep Them Returning to Your Store

Today’s Topic

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The Basics

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Shopping Mall Store vs Standalone store

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Popular items sold online by product typeData from Yahoo! Japan Shopping Mall 2012

1. Fashion > Ladies

2. Fashion > Mens

3. Food > Seafood

4. Fashion > Watches & Accessories

5. Food > Beverages & Alcohol

6. Automobile > Parts & Accessories

7. Cosmetic > Skin care, Face care

8. Food > Sweets, Snacks

9. Consumer Electronics > Cellphones & Tablets

10. Games & Toys > Toys

11. Kitchen & Daily Goods > Home Goods

12. Pet Products > Dog Related Products

13. Consumer Electronics > Air Conditioners

14. Cosmetic > Hair care

15. Baby, Kids, Maternity Products > Kid Products

16. Computers & Equipments > Miscellaneous

17. Food > Meat, Processed Meat

18. Stationeries > Stationery, Office Items

19. Baby, Kids, Maternity Products > Baby Products

20. Furniture > Bedding Products

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1. Get users to your store

Search, Promo, Social Media

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Define Your Target

All

15-19

20-29

30-39

40-49

50-59

60-

Popular product types by Gender & Age Groups

Digital content

Computers and peripherals

Books, CDs, DVDs, Blurays

Apparel and accessories

MALE

Food & beverages

Toys, games, sporting goods

Tickets, coupons, gift cards

Travel related products

Financial transactions

Others

No answers

powering global brands

Define Your Target

All

15-19

20-29

30-39

40-49

50-59

60-

Popular product types by Gender & Age Groups

Digital content

Computers and peripherals

Books, CDs, DVDs, Blurays

Apparel and accessories

FEMALE

Food & beverages

Toys, games, sporting goods

Tickets, coupons, gift cards

Travel related products

Financial transactions

Others

No answers

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Set Featured Products to Attract Audience

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Create Promotional Banner for External Sites

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Run Affiliate Marketing

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In-site Banners (for mall type)

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Setup Blog Site

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Facebook & Twitter

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YouTube

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Instagram

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Magazine Ads

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2. Convert users to customers

Campaigns, Site Structure, Content

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Attention in 3 Seconds

Skim through

Detailed Information

Trust

Get users’ attention immediately

Acquire users’ interests to learn more

Give conviction on purchasing the item with detailed specifications

Provide secure feeling

Psychology of Conversion: AIDA + CS

● Attention

● Interest

● Desire

● Conviction

● Action

● Satisfaction

Basic theory of an effective Japanese page structure

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Common Page Structure for Japanese e-commerce sites

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New Items, Rankings, and Featured Items ▶� Attention

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Add Sizing Chart and Products with Models ▶� Interest, Desire and Conviction

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User Reviews ▶� Conviction

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Provide Support and Shipping Info ▶� Conviction

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Purchase Intention / Gift Wrapping ▶� Interest + Action

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Free Shipping ▶� Action

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Limited and Timebased Campaigns ▶� Action

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Shopping Points & Campaigns ▶� Action

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Optimize for Smartphones

Sales via Smartphones

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3. Keep them returning to your storeCampaigns, Notifications, Content Updates

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Email Newsletter

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Fresh Content on the Site

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Birthdays and Anniversaries

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Seasonal CampaignsSeasonal Campaign Ideas for an e-commerce site in Japan

January New Year SaleFebruary The beginning of Spring (Setsubun), Valentines Day SaleMarch Graduation, Whiteday SaleApril Entering School, Cherry Blossom SaleMay Mother's Day, Kids Day, Golden Week SaleJune Rainy Season, Father’s Day, Summer Bonus SaleJuly Saving Energy, Preventing Summer Heat, Summer Gifts SaleAugust Summer Break, Summer FestivalsSeptember Moon-watching Party, Respect for the Aged Day SaleOctober Sporting Day, Helloween, Grand Kids Day SaleNovember Winter Gifts, Labor Day, Winter BonusDecember Christmas, Winter Break

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Real Event-based Campaigns

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Summary

1. Basicsa. Shopping Mall Store vs

Standalone storeb. Popular Items in Japan

2. Acquisitiona. Featured Productsb. Affiliate Marketingc. Promotional Bannersd. Blog Marketinge. Social Media Marketingf. Instagram

g. YouTubeh. Magazine Ads

3. Conversiona. Psychology of Conversionb. Standard Pages in Japanc. New Items, Rankings, and Featured Itemsd. Add Sizing Chart and Products with Modelse. User Reviewsf. Shipping and Support Information

g. Gift Wrapping & Free Shippingh. Limited and Time-based Campaignsi. Shopping Pointsj. Mobile Shopping

4. Retentiona. Email Newsletterb. Fresh Contentc. Birthdays & Anniversariesd. Seasonal Campaignse. Real-event based Campaigns

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Q&A

btrax JapanStep Roppongi 2F,6-8-10 Roppongi Minato-ku,Tokyo, Japan 106-0032www.btrax.com/jptokyo@btrax.com

btrax, Inc.665 Third St. Suite 505San Francisco, CA 94107www.btrax.comsf@btrax.com

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Reasons for non-conversion

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1. Realize needs

2. Interest in the product

3. Find information about the product

4. Find online stores sell the product

5. Decide to purchase the item

6. Purchase the item on the store

7. Payment process

8. Receive the product

9. Use the product

10. Leave reviews & feedback

10 Steps for e-commerce customer behaviors