ecommerce trends & conversion strategy | michael vorel

E-Commerce Trends & Conversion Strategies

Michael VorelCEO, Vastplanet Corporation 2.28.10

Who is Michael Vorel?

CEO / Founder Vastplanet Corporation, 1998o Ecommerce Developmento Internet Marketing Managemento Affiliate Marketing, SEO, PPC, Social

Media, Email, Videoo Consulting

10 Years experience in computer industryo International product marketing, sales,

marketing, purchasing & management

Agenda for Today’s Presentation

E-Commerce Todayo Market Conditionso Consumer Trendso E-Commerce Leaderso Conversion Techniqueso Action List

5 Winners! 1 Hour of Consulting

2 Ways to Win! Tweet about the session with @michaelvorel or

@vastplanet & #nle in your post. Submit a Question during the presentation. 5 Random Winners

What Can you Win? 1 hour Private Consultation session. We can discuss your e-commerce store, internet

marketing, business idea, social media, email marketing, affiliate or new business strategy.

No Strings attached!

BUSINESS

Ecommerce

MerchantAffiliate Affiliate

Search Engines

SEO, PPC, Other

Social MediaTwitter/

Facebook Mobile Other

DIRECT DIRECT

DIRECT DIRECT

CONSUMER

Ecommerce Today

Source: Internet Retailer 2009 Edition

Market ConditionsRevenueTop 500 Merchants Revenue $115.8B (+11.7%) Top 100 Merchants Revenue $98.6B (55% of

total) Amazon Revenue $19.17B (+29.5%)

Trends Economic Forces Luxury Returning & Necessity is In Winners Investing in Technology Social Media Impact Mobile changing landscape

Source: Internet Retailer 2009 Edition

What’s Selling? Categories Rising

Apparel / Accessories Food / Drug Health / Beauty Mass Merchant

Categories In Decline Teen Clothing & Accessories Hardware / Home Improvement Housewares / Home Furnishings Flowers / Gifts Toys / Hobbies (rising) TIP – Add Rising Categories

What Categories Lead?

Holiday Shopping 2009Heavy Pre-Holiday Offers, Free ShippingTraffic to Coupon Sites (+76% Nov)

(Coupons.com, EverSave.com, RetailMeNot.com4 out of 5 online in U.S. visited a retail site (Nov)$913 million on Tues - Dec 15 (Record)9 days this year, consumers spent $800+ Million

in day48 Days of Online Shopping = $24.8 Billion (+4%)Largest sales days – midweek

Data Source – ComScore

Holiday Shopping 2009 Toys, Consumer Electronics, Department Stores,

each growing more than 30% vs. October 09 Toys Category (+33%)

ToysRUs, LEGO, Disney, American Girl Consumer Electronics (+32%)

BestBuy, Walmart, RadioShack, eBay, Buy.com Online Department Stores (+33%)

Walmart, Target, Sears, JCPenny, Macy’s

Data Source – ComScore

Holiday Shopping 2009

What Can You Add?

Who Should You Watch?

E-Commerce Trends

Personalization Mobile E-Commerce Segmentation Behavioral Profiles Social Media (Facebook, Twitter)  Building Loyalty Enhanced Search & Navigation Product Reviews Video Shopping Guides

Personalization (You, Your)

Welcome, Michael Vorel Recommendations for You (behavioral learning) Your Browsing History (cookies & account registration) Rate These Items (social media, reason to return) Remember You Saved these? (wishlist) Your Communities (social media) Want to See Today’s Deals? (Conversion) Individual Treatment Creates (Loyalty)

Mobile E-Commerce

Personalization Sync with Account Payment Integrated Product Reviews Select Products Conversion 

Segmentation & Behavioral Profiles

Market Individually Create Email Alerts Convert Later Compile Profile Record Everything Convert Now Tip – Segment Emails

Follow-Up Emails

Should be Personalized Reminds them of purchase Related Products Up-Sell Conversion Alternatives Tip - Include

Coupon Twitter FaceBook Fan Club

Sharing is In

Email Sharing Facebook, Twitter,

Other Creates

CommunityOpportunityConversion TIP – Sharethis.com & Addthis.com

Social Media (Facebook 5.5% share)

Navigation Reduce Clutter Organize by

Popularity TIP - What Sells?

Video is Rising!

Online Video Viewers spend 13% more!

Video Product Demos Buying Guides Video Tour Top Sellers Live Video Tip – Buy Flip Cam

Buying Guides Work

Video Library Featured Articles Involve Customers Help & Advise SEO Advantage TIP – Use Feedback

Amazon.com – Conversion Experts

2008 Sales of $19.1B (+29.5%) 275M visitors/mo (56.5m unique) Converts 3.45% Avg. Sale $170

Traffic Comes from: Search Engines (32%) New Shoppers (30%) Return Shoppers (70%)

Amazon.com – Formula

Low prices + Great Selection Free Shipping Offers Amazon Prime (loyalty) Personalization to highest degree Combination of account history

and behavioral learning to convert Combines multiple merchants

Amazon.com – Related Conversions

More Items to Consider Related to Items You Viewed Inspired by Browsing History Additional Items to Explore Inspired by Your Shopping Trends Customers with Similar Searches Your Recent History Your Recent Searches Tip – Add Recently Viewed

Walmart.com

Visual vs. Text Approach Shorter Navigation Seasonal Approach Connect With Others Like

You Save Money, Rollbacks Value of the Day Ship to Store (Tie Local)

Apple.com

Visual Image Sell Cross Sell, Up-Sell Stay & Learn Free Shipping

Charlotte Russe

Social Shopping Visual Shopping Community Contests

Crutchfield

Heavy Content Live Agents Image vs. Text Learn!

Zappos – Bring it All Together

Reviews Images Related Sharing Shipping Wishlist

Ecommerce Strategies to Implement

Basic

Condense Navigation

Integrate Social Media

Segment Customers

Add Shopping Guides

Create Best Sellers

More Visual Approach

Create Video

Add Live Help

Advanced

Personalization

Account Registration

Enhanced Search / Navigation

Mobile Applications

Cross Sell & Related Items

Email Alerts

Loyalty

International

Thank You

Michael VorelVastplanet Corporationmichael@vastplanet.comphone: 813-679-2660