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Your Best Salesperson!. “ Turn Your Site into Your Best Salesperson ” NEMOA Fall 2009 Terence (Terry) Jukes President Ability Commerce Inc., Delray Beach, FL 33445 561-330-3151 x 3170 www.abilitycommerce.com. Your Best Salesperson!. Acquire, convert, sell, retain!

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Your best salesperson l.jpg

Your Best Salesperson!

“Turn Your Site into Your Best Salesperson”

NEMOA Fall 2009

Terence (Terry) Jukes

President

Ability Commerce Inc.,

Delray Beach, FL 33445

561-330-3151 x 3170

www.abilitycommerce.com


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Your Best Salesperson!

Acquire, convert, sell, retain!

Acquires new visitors/shoppers.

Targets qualified prospects via SE

Garners a response – “click thru”

2. Converts them to an order

Presents an offer

Allows easy searching, shopping, ordering

3. Up-sells, Cross-sells

Consults and advises

Makes relevant sales presentation

Best service/experience

Provides customer service/shopping experience that encourages repeat purchase and retention.


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Your Best Salesperson!

1. How does your website acquire new shoppers?

SEO/SEM research drives SE listing/ranking.

More key word driven traffic is like more qualified mail circulation

Key words and related content drive site rankings and traffic

Balance between key word copy and selling copy

SEO is detailed, meticulous, ever changing, hard work!

SEO tools:

https://adwords.google.com/select/KeywordToolExternal

http://www.seochat.com/seo-tools/

http://tools.seobook.com/

http://www.webconfs.com/


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Your Best Salesperson!

“Site Structure drives SEO”

Dynamic content

Cross-Linking

Correct, changing Meta Tags

Dynamic Menus & Navigation

URL redirection

Google Sitemap (XML) Generation

Productive URL structure

Productive page titles

“Site structure drives SEO”

Links

Affiliates

User generated content

Customer product reviews

Rotating customer content/comments

Rotating page banners


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Your Best Salesperson!

2. How does your site convert shoppers to buyers?

Rule #1: Don’t lose them.

Rule #2: Apply Rule #1.

Rule #3: Offer!, Pitch!, Sell!

Monitor pages where shopper leave and reduce abandons.

Home page, search page, cart – three top abandon pages.

Provide relevant information, offers…..anticipate their needs.


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Your Best Salesperson!

2. How does your site convert shoppers to buyers?

Average conversion rates 2-3%, 5-7% or more is possible!

Personalized sites

Cookies or sign-ins drive personalized content/recommendations.

Usability

Does it work?

Is it intuitive?

Online search function that works

Search, sort, rank functionality

Failed search report and redirect

“Did you mean?”

Search re-try

Offering best sellers, testimonials, guarantee




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Your Best Salesperson!

Failed Search Tracking Analysis

  • Avoid Failed Searches

  • Suggest Similar Items You Do Have

  • Get Ideas for New Products Your Shoppers Want


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Your Best Salesperson!

Other site search functionality includes:

Item search

Filtered search

Results Sorting

Results Ranking

Search Suggestions

Search Wizards

All designed to reduce abandons at site search.


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Your Best Salesperson!

2. How does your site convert shoppers to buyers?

Flexibility in product information display. Effective presentation/merchandising is product dependant.

Product Details

Multiple Images, Rich media

Multiple Pricing Options

Alternative Product Option Displays

Grid Item Display

Item Display Priority & Sorting

“Bargain Bin” presentation


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Your Best Salesperson!

Alternative Product Option Displays

List

Style

Kit


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Your Best Salesperson!

Grid Item Display

(your product photo here)


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Your Best Salesperson!

2. How does your site convert shoppers to buyers?

What else can you do to encourage an order?

Catalog quick order

Account and past order look up

Notify me (when goods are available)

Order planner, “wishlist”

Email item to another


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Your Best Salesperson!

Notify Me!

Our Price:89.98 Unit / Each

Item out of Stock. Expected to ship 4/21/09. Order now to ensure delivery.

Please Notify Me! when this item is in stock


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Your Best Salesperson!

Pop-Out Salesman


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Your Best Salesperson!

3. How can you up-sell and cross-sell the order?

First priority = Keep the order!

Then, cross-sell, up-sell.

It is possible to double online AOV with automated up-sell, cross-sell functionality.


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Your Best Salesperson!

Intuitive Cart


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Your Best Salesperson!

Customer Also Bought / Suggested Items


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Your Best Salesperson!

Cross-sell Kits/Offers


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Your Best Salesperson!

Other functionality that helps keep orders/customers.

Price After Rebate

Price Match

Hold order for approval/wishlist/gift registry

Shipping method recalculation

Discount recalculation by promo code


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Your Best Salesperson!

4. How do you keep them coming back?

Provide the best online shopping experience!

Update account details

Update email preferences

Newsletter, frequent buyer sign up

Past order history

Check order status

Re-order from past orders


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Your Best Salesperson!

How do you measure success?

Continuous improvement

Measure where you are on each KRA

Traffic by source/keyword/offer

Conversion by source/keyword/offer

Abandons by source/keyword/offer, page

Sales, AOV, GM$ by source/keyword/offer

Retention (second order?) by source/keyword/offer.

Email sign ups by source/keyword/offer

Monitor your improvement as you improve your online functionality/sales/service.



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Your Best Salesperson!

Questions?

“Turn Your Site into Your Best Salesperson”

NEMOA Fall 2009

Terence (Terry) Jukes

President

Ability Commerce Inc.,

Delray Beach, FL 33445

561-330-3151 x 3170

www.abilitycommerce.com


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