essentials for building a profitable ecommerce business robyn anderson ecommerce consultant
TRANSCRIPT
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Essentials For Building A Profitable Ecommerce
BusinessRobyn Anderson
ecommerce Consultant
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ROBYN ANDERSON
• Co-Founder of Orange Collar Media• Magento Gold Level Partner• Consulted with over 100 ecommerce Merchants• Developed & Managed Digital Strategy & Marketing Programs for OCM & Clients• Owns Two ecommerce Websites
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FOCUS AREAS• Ecommerce Strategy
• Roadmap• Platform Selection• Internal Operations
• Marketing & Merchandising • Customer Persona• PPC• Visual Merchandising• Email Marketing• Marketplaces
• Ecommerce Analysis• Trends• New Features• Best Practices• Conversion Analysis
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ECOMMERCE STRATEGY• Create a Road Map• Select The Right Platform For Business Requirements• Create A Solid Internal Process
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CREATE A ROADMAP • Check in Points 3, 6, 9, 12 Months• Platform Selection• Development Timeline• Brand Identity • UI & Design• Data Strategy • Feature & Functionality Outlined
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SELECT THE RIGHT PLATFORM• Shopify, Demandware, Hybris, Magento, Woo Commerce• Robust & Flexible• Merchandising Ability• Does it Follow Best Practices• Community Involvement- Developers & Users• Costs
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ECOMMERCE PLATFORMS
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MERCHANDISING & SEARCH• Can you rearrange the order that your products are shown?• How do you add “featured” products or upsells? • Does your platform come with advanced Search?• Will you need to invest in 3rd party search tools like Nextopia
or Celebros?
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PLATFORM ECOSYSTEM• Can you easily find developers? • Are you locked in to working with one group? • Are there tested and approved integrations and modules
available for use? • Can your platform disappear due to acquisition or buy out?
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COSTS• How will the platform you choose save you $? • What is the total monthly cost to run your ecommerce business?
• Hosting• Platform fee’s• Support• Daily maintenance
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INTERNAL PROCESS/ OPERATIONS• Logistics Strategy • Accounting• Inventory• Order to Ship • Branding Within Process• Customer Service
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MARKETING & MERCHANDISING• Identify Your Customer• Analyze Traffic Data• PPC • Inbound• Affiliate• Visual Merchandising• Email Marketing• Marketplaces
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IDENTIFY YOUR CUSTOMER• Persona Development• Hobbies, Interests,
& Passions• Time of Day They
Shop• Where They Live• Income Level• Identify The Customer’s
Buying Journey
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ANALYZE DATA• When are your traffic levels highest? • Review Keywords & Search Terms• Geographical Location• Return visitors vs. New visits• Mobile device traffic• Traffic Sources
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PAY PER CLICK• Monitor & Evaluate ROI• Search Engines & Your Industry• Use a Call to Action in your Ad• Make Sure the Landing Page is Relevant to the Ad• Constantly Add New Keywords & Negative Keywords
to Pinpoint Customer’s Search Criteria
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INBOUND/SEO• Content Meets Context• Create Content Your Customer is Looking For• Blog• Social Media Management• Create Downloadable Items • Become the Trustworthy Brand
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BUYERS JOURNEY
Awareness Consideration
Decision
Attract
convert Close Deligh
t
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VISUAL MERCHANDISING• Understand Buyers Journey• Be Clear About Your Products- Descriptions & Price• Quality Product Images• Related Products, Customer Reviews, Upsell Opportunities• Offer something! Free shipping, % off, Quality Guarantee
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EMAIL MARKETING• Email Marketing Clients• Personalization• Automated Work Flows• Coupon Codes• Subscriptions• Exclusive Memberships/ Clubs
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MARKETPLACES• Affiliates• Ebay• Amazon
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ECOMMERCE ANALYSIS• Trends• New Features• Best Practices • Support• Conversion Analysis
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TRENDS• You’re Always Out of Style• Personalization• Clean Design• Flat Buttons and Calls to Action• Simplicity
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NEW FEATURES• Ecommerce Platform Ecosystem• Loyalty Reward Points• Gamification• Exclusive Memberships• Interactive Apps• Enhanced Search
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BEST PRACTICES• Use your blog to answer your customers questions for search queries• Write original Product Descriptions• Use appealing Titles & Meta Descriptions for people not bots• Make sure your site runs FAST…REALLY FAST• Must be Mobile• Connect as people not just a brand. Use an About us page with real
information about the people behind the brand.
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CONVERSION ANALYSIS• Product Performance• Purchase Funnel Performance• A/B Test• Competitor Analysis• Analyze Pages with High Bounce Rates• Design Trends
• Button color
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REVIEW• Essentials for building a profitable ecommerce business:
• Ecommerce strategy• Marketing & Merchandising Plan• Ecommerce Analysis
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HOW HOSTWAY CAN HELP
High Performance, Front-to-Back E-commerce Solutions
• Infrastructure• Migration• Optimization• Support• Administration
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QUESTIONS?