expanding beyond amazon1/mike+… · increased sales and profits –on both amazon and your site...

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WWW.AMAZING.COM/MIKEMCCLARY

WWW.AMAZING.COM

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

expanding beyond amazon1/mike+… · increased sales and profits –on both amazon and your site...

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