[webinar] selling in japan #2: driving japanese e-commerce traffic & revenue
DESCRIPTION
Key Takeaways Strategies to promote your online store in Japan Different marketing methods to boost traffic Common mistakes when marketing online Tips and tricks to convert users into buyers Best practices for retaining customers Speakers: Brandon Katayama Hill Founder & CEO of btrax Ayaka Matsui Project Manager at btrax Experienced Japanese E-Commerce Consultant Consulted 100+ SMB merchantsTRANSCRIPT
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btrax, Inc.powering global brands
Selling in Japan #2: Driving Japanese E-Commerce Traffic & Revenue
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powering global brands
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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powering global brands
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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powering global brands
The Basics
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powering global brands
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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powering global brands
1. Get users to your store
Search, Promo, Social Media
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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
MALE
Food & beverages
Toys, games, sporting goods
Tickets, coupons, gift cards
Travel related products
Financial transactions
Others
No answers
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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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powering global brands
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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powering global brands
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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/[email protected]
btrax, Inc.665 Third St. Suite 505San Francisco, CA [email protected]
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Reasons for non-conversion
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powering global brands
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