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1. e-COMMERCE:EVERYTHING YOU NEED TO KNOW ABOUT SELLING ONLINE

2. Agenda About me and e-CBD The e-commerce landscape How to know when you’re ready to sell online Shopping cart options Dealing with your bank – What you need to know The five biggest mistakes you can make Top ten tips for selling online Case Studies Converting visitors to sales Marketing your store Further reading

4. Worked in Public Relations and Journalism

5. Joined e-CBD with Marilyn Strauss in 2001

6. Focussed on online marketing

7. Stared memery 2008

8. I’m Marketing Magazine’s ‘Online Marketing Guru’

10. Who is already selling online?

11. Who is using a payment gateway with their bank?

21. How to know when you’re ready to sell online

22. How to know when you’re ready Are people looking for what you want to sell? Will people buy what you sell online? Can you compete?

23. How to know when you’re ready Are people looking for what you want to sell? Go to Google’s Keyword Tool and find out! https://adwords.google.com/select/KeywordToolExternal Example http://www.dogtrainingproducts.com.au ‘dog harness’

25. How to know when you’re ready Will people buy what you sell online? Are there competitors online? Are they doing well? (Longevity, nice design, marketing budget) What if you’re the first to sell online? (They said no-one would buy shoes online) Are you selling something people need to experience? (You’ll have a hard time selling boutique wine to new customers, and easy time to existing customers) Are you selling something people want NOW? (Pizza sells very well online, beer does not)

26. How to know when you’re ready Can you compete? Don’t compete with Amazon.com unless you’re Dymocks Don’t compete with eBay Find your niche But make sure it’s profitable

27. How to know when you’re ready Finding your niche – The Long Tail Source: http://blog.hubpages.com/2008/10/the-long-tail-of-hubpages/

28. How to know when you’re ready Finding your niche – The Long Tail Source: http://modernl.com/article/forget-the-long-tail-go-for-the-sweet-spike

29. Shopping Cart Options

30. Shopping Cart Options PayPal Buy Buttons PayPal Shopping Cart Shopping cart linked to PayPal or to your bank

31. Shopping Cart Options PayPal – Free payment network Great for dipping your toe in the water Easy to setup Pay per sale Takes people away from your site People get scared of PayPal Doesn’t go straight to your bank

32. Shopping Cart Options PayPal Examples http://blackmarketrhythmco.bandcamp.com/ http://twollow.com

33. Shopping Cart Options PayPal Shopping Cart Visit PayPal.com.au and create an account for details

35. Incorporate a large database of products

36. Advanced tracking and stats

37. Deal with your bank, integrate with Quickbooks and make your accountant happyYou need a merchant account

38. Dealing with your bank – What you need to know You need a site before you can get a merchant account You need a payment gateway – the bank will try and sell you theirs Must show your full contact details Need a returns policy Show bank guidelines Costs: Per transaction Yearly fee

39. Shopping Cart Options Professional Shopping Cart e-CBD Shopping Cart (Interspire)

40. The Five Biggest e-commerce mistakes

41. The Five Biggest e-commerce Mistakes Making the checkout process to complicated Being too expensive Looking untrustworthy Not doing your research Know your competitors back to front Know your conversion rates Know your profitibility Not being visible in Google

42. Top ten tips for selling online

44. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping)

45. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping)

46. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping) Look the most professional/trustworthy (they’ll be shopping around)

47. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping) Look the most professional/trustworthy (they’ll be shopping around) Explain everything as well as you can (and as succinctly) Video, image galleries

48. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping) Look the most professional/trustworthy (they’ll be shopping around) Explain everything as well as you can (and as succinctly) Video, image galleries Make the process super easy. Don’t make them scroll or login.

49. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping) Look the most professional/trustworthy (they’ll be shopping around) Explain everything as well as you can (and as succinctly) Video, image galleries Make the process super easy. Don’t make them scroll or login. Show people’s opinions of what you’re selling

50. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping) Look the most professional/trustworthy (they’ll be shopping around) Explain everything as well as you can (and as succinctly) Video, image galleries Make the process super easy. Don’t make them scroll or login. Show people’s opinions of what you’re selling Give an incentive for them to buy from you

51. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping) Look the most professional/trustworthy (they’ll be shopping around) Explain everything as well as you can (and as succinctly) Video, image galleries Make the process super easy. Don’t make them scroll or login. Show people’s opinions of what you’re selling Give an incentive for them to buy from you Create a sense of urgency

52. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping) Look the most professional/trustworthy (they’ll be shopping around) Explain everything as well as you can (and as succinctly) Video, image galleries Make the process super easy. Don’t make them scroll or login. Show people’s opinions of what you’re selling Give an incentive for them to buy from you Create a sense of urgency Answer their questions without them having to ask (FAQs)

53. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping) Look the most professional/trustworthy (they’ll be shopping around) Explain everything as well as you can (and as succinctly) Video, image galleries Make the process super easy. Don’t make them scroll or login. Show people’s opinions of what you’re selling Give an incentive for them to buy from you Create a sense of urgency Answer their questions without them having to ask (FAQs) Make your products easy to find with intuitive searches and accurate categories

54. Top ten tips for selling online Be the cheapest! (Online and offline – make it worth the wait for shipping) Look the most professional/trustworthy (they’ll be shopping around) Explain everything as well as you can (and as succinctly) Video, image galleries Make the process super easy. Don’t make them scroll or login. Show people’s opinions of what you’re selling Give an incentive for them to buy from you Create a sense of urgency Answer their questions without them having to ask (FAQs) Make your products easy to find with intuitive searches and accurate categories Give them a reason to come back (most sales happen to existing customers)

55. Case Studies

56. Case Studies Flowers

57. Converting Visitors to Sales

58. Website Optimisation Conversion Rate Optimisation Content Strategy

59. Conversion Rate Optimisation (CRO) CRO can increase conversions by 50 - 600% in some cases Unoptimised sites conversion can be as low as 0.1% - 3.1% CRO is often looked at last when it should be first. The end result of having a site is to attract traffic that performs some action to fulfil a goal after reaching the site. What are your site goals? - Sales, leads, download something, read your article, sign up for your newsletter, click on your ads etc. CRO, Content Strategy and SEO are interlinked. SEO brings the traffic, CRO Converts the Traffics and both involve utilising a content strategy.

60. Makes your site more helpful for visitors making them more likely to purchase or use your services Makes your site more SEO friendly which can potentially increasing your search engine traffic by 60% - 600% Makes your business seem professional and legitimate which builds brand confidence Content Strategy

61. A five second home page test

65. Legitimate/Trustworthy Design Easy Navigation Credible Logo Clear Value Propositions & Benefits Oriented Language Content Layout Calls to Action (CTA) Effective Use of Imagery Interactivity & Engagement Cull Uneccessary Content which dilutes goals CRO – Hit List

66. CRO – Ten Actionable Tips Make Credible landing pages that look trustworthy and legitimate. Great logo No spelling mistakes Clear and modern design Legitimacy cues e.g. Social Media, Security logos, Awards, Testimonials etc. Make navigating through your site easy and clear. Use sensible navigation titles. Use "benefit oriented" language and headings giving strong value propositions. "Save time and money ..." Location - Most important offers, information etc in prime locations (top left, left side and center) Calls to Action (CTA): Size, Colour & Location as well as value proposition What will they get when they click "the button"?

67. 6. Use images correctly: Hero Shots of products or services People using products, multiple angles, before and after etc. Avoid stock images where possible Make images clickable and include descriptions where appropriate 7. Add a video. Studies show a video can increase conversions by 80%. Make sure it isn't set to auto-play. 8. Use interactive content: Flash applications e.g. interactive maps, interactive product information, 360 views etc. Calculators attached to lead form e.g. savings calculator, cost calculator, get a quote etc. Comments and feedback forms Search functionality, chat functionality (where appropriate) 9. Incorporate user testing into your design process for your website. Do a six foot test on your landing page/homepage. Also use free user testing services such as "5 Second Test" or "Click Test". 10. Cull unnecessary content and learn to "get to the point".

72. Content Strategy People come to a site for something: information/answers, complete a task They don't read much (depending on what they are looking for) Information is skimmed and scanned before committing to deeper reading Write so people can grab the information they need quickly Test your content on real people

74. Add new and helpful/enticing content

75. Cull boring and useless contentAsk yourself: "Would you bother looking at the content on your website?" then fix the reasons you wouldn't. Ask yourself for each page on your site: "Who is your audience and are you answering their questions or helping them to fulfill the task they need to perform?"

76. 6. Get others to look at your site. Put together a survey. Use an anonymous 5 second test on different pages. 7. Break up written text with headings, subheadings, bullet points, horizontal lines 8. Make text helpful and SEO friendly by adding text links. This is the bread and butter of "The Internet" paradigm. 9. For lots of information use a PDF download. If you have to scroll down more than 3 - 5 times maybe there is too much on the page. Use automatic/interactive content like widgets, calculators and areas where people can leave comments. FREE TIP – Buy one get one free - that such a great deal I’m actually making money by buying it – What are you “giving away”? Free shipping, internet discount, samples of a product, free trial, limited trial, upgrade discounts, promotional coupons

77. Marketing your Store

78. Marketing your Store SEO Email Marketing Social Media Marketing Advertising, PR and Word of Mouth

79. Search Engine Optimisation

80. Search Engine Optimisation Read! http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf http://www.google.com/support/webmasters/bin/answer.py?answer=35769

81. Email Marketing

83. Offer everyone on your site a newsletter with incentives, like special deals

84. Send them a welcome message as soon as they’ve subscribed

85. Personalise each newsletter as much as you can. Make the recipient feel special

86. Tailor the subject line for your audience

87. If they unsubscribe, ask why. Get feedback on what you could have done better

88. Don’t send anything without testing it first!

89. Track referrals on your website using Google Analytics

91. Make sure the recipients can see who it’s coming from, your name, or your company (or both).

92. Remember that inboxes are smaller than computer screens. Don’t make your email too wide.

93. Make sure it looks good on an iPhone

94. Have a subscribe option at the bottom of emails as well as an unsubscribe. People might have forwarded their friends the email. Make it easy for them to keep getting it.

96. Social Media Marketing Use Facebook advertising, it’s cheap Setup a Facebook page for your business and give people incentives to join Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking Set up alerts for your industry (especially if no one is talking about your brand) Keep an eye on what people near you are saying on Twitter Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs. Create a community of interest around what you do. It takes time, but it’s worth it. Don’t start something you can’t finish or maintain properly or it’s a waste of time and you’re better off with Google Ads Use LinkedIn as a networking tool. Join groups and ask questions. If you want people to talk about you, be creative (or pay someone who is).

97. Advertising, PR and Word of Mouth

98. Advertising, PR and Word of Mouth You could write a book on each of these Each has its place, but all help to give legitimacy to an online store If people recognise your brand when they find you online, you’re more likely to make a sale Write down the names of as many online flower stores we visited before as you can remember. How many can you think of?

100. Further Reading

101. Further Reading Seth Godin’s Blog The Long Tail, by Chris Anderson How to Sell Online, eBook by e-CBD

102. QUESTION TIME More Information? 1300 733 088 www.e-cbd.com sally@e-cbd.com matt@e-cbd.com