Learn what every e-commerce business owner needs to do to be successful. Presented by Rick Wilson, President of Miva Merchant, at the Internet Merchants Association conference in 2010.

1. 10 Things Every Online
Merchant Must Do!
Rick Wilson
President/COO
Miva Merchant

2. 10 Things Every Online Merchant Must Do!
• KWMYSS (Know What Makes You So Special)
• Setup Google Analytics (And Use It)
• Build, Convey and Create TRUST
• PROMOTE, PROMOTE, PROMOTE
• Make It Easy To Buy
• Make It Convenient To Buy
• Focus On What Actually Sells
• OPTIMIZE, OPTIMIZE, OPTIMIZE
• Be Social
• KEEP IT SIMPLE!

3. KWMYSS (Know What Makes You So Special)
• If I Want To Buy Anything I'll Go To
Amazon
• When I Want To Buy Something Special,
I Seek Out A Specialized Merchant
• What Is Your Specialty?

4. KWMYSS (Know What Makes You So Special)

5. Setup Google Analytics (And Use It)
• Answers Who/What/Where/When/Why/
How
• Tells You What Your Customers Are
Doing
• Calculate Your Conversion Rate
• Find What Works
• Find What Fails

6. Setup Google Analytics (And Use It)

7. Build, Convey and Create TRUST
• When You Sell Online You Have 2 Choices:
• Build A Trust Premium
• Sell At A Risk Discount
• Ways To Build Trust:
• Make It Easy To Contact You (Phone Too)
• Display Trust Seals
• Have A Simple Yet Professional Design

8. Build, Convey and Create TRUST

9. Build, Convey and Create TRUST

10. PROMOTE, PROMOTE, PROMOTE
• Selling Online Is NOT The Field Of Dreams
• Google AdWords Is Not A Sufficient Strategy
• If You Find Your Customers, You Make It Easy For Them
To Find You
• There's A Number Of Cheap Ways To Get The Word
Out, Just Be Creative

11. PROMOTE, PROMOTE, PROMOTE

12. Make It Easy To Buy
• People Shop Online For Convenience
• People Don't Want A Treasure Hunt
• Test Your Checkout Process
• Fix It
• Test Your Checkout Process Again
• Fix It Again

13. Make It Easy To Buy

14. Make It Convenient To Buy
• People Shop Online For Convenience
• I'll Say It Again
• Let Your Customers Pay Their Way
• Use "Alternative Payment Options" - PayPal, Google
Checkout, Checkout By Amazon
• If I Have To Stop The Checkout Process, I Might Just
Change My Mind

15. Make It Convenient To Buy

16. Make It Convenient To Buy

17. Focus On What Actually Sells
• Track What Sells
• Know Your Profit Margin
• Customer A
• Sells 150,000+ Products
• Only 16,000 or so Sell In A Given Year
• Less than 200 Products Make Up 90%+ Of Their Sales
Volume

18. OPTIMIZE, OPTIMIZE, OPTIMIZE
• Succeeding Online Comes Down To 2
Things:
• Getting Traffic
• Converting Traffic

19. OPTIMIZE, OPTIMIZE, OPTIMIZE
HOMEWORK

20. Be Social
• Social Networking Can Add To Your Bottom Line
• It's Not As Scary As You Think
• It Won't Take Up All Your Time (Unless You Let It)
• Your Customers Want To Know They're Heard
• Build Customer Loyalty And Repeat Customers

21. Be Social

22. Be Social

23. KEEP IT SIMPLE!
Complexity Will Kill Your Business

24. Contact Info:
Rick Wilson
President/COO
Miva Merchant
5060 Shoreham Place
Suite 330
San Diego, CA 92122
(p) 858-490-2570
(e) rwilson@mivamerchant.com