Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
eCommerceBechara Jaoudeh
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
The journey begins when you
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
Consider these…
• Your Passion
• Trends
• Product type (General vs Niche)
• Cost & Source
• Branding
• Family size
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
But my product is too HUGE for eCommerce!
• $3,600 + $200 S&H
• 600 LBS
• Custom sale
• A lot of education
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
Non-eCommerce CTA
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
Platforms & Marketplaces
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
amazon.com
• $74.45 billion in 2013
• $142K per minute
• 16 million Prime customers
• Prime customers spend 150% more
($505/yr Vs. 1,224/yr)
• World’s largest online retailer (Apple is #2 @$18 billion)
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
eCommerce Marketplaces… a Cannibalistic War…
• Yourwebsite.com
• Amazon.com
• Sears.com , Walmart.com…
• Ebay.com
• Etsy.com
• Buy.com
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
My Platform Options
MagentoEnterprise
GSI Commerce
$75K+ One time
+ $15K/year
Trenta
MagentoCommunity
Custom Solutions
$17K to $55K
One time
Venti
WooCommerce
Shopify
BigCommerce
Volusion
$2.4K to $5K /year
Grande
Amazon Pro store
Ebay
Etsi
$500/year
Tall
BORROWED OWNED
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
What’s your Multichannel Strategy?
10
Your Branded
Storefront
Amazon(US & Global)
Ebay
Walmart
Shopping.com Yahoo Shopping
Shopzilla…
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
Multichannel huh… More like a recipe for disaster…
11
• Centralized Inventory
• Customer communication
• Order processing
• Managing Shipping providers
• Shipping labels / Packing Slips
• Returns
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
Multichannel Fulfillment
12
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
Tracking & Conversion Optimization
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
What to Track?
Acquisition
• Traffic sources, keywords, bounces
• Mobile Vs Desktop, campaigns, referrers…
Pre-purchase
• Site search, products viewed
• Add to carts, social shares…
Purchase Process
• cart / funnel abandonment
• Coupon exits, registrations…
Purchase completes
• Order totals, Canceled orders…
Post Purchase
• Repeat customers, Cost of Acquiring Customer (CAC)
• Conversion rates, Average Order Value (AOV)
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
Analyzing Your Sale Funnel
Total Unique visits to the site8,650
Visitors who added items to cart 781 (9%)
Visitors who clicked “Checkout”
352 (4%)
Actual orders placed156 (1.8%)
Gross Sales$24,608
Cart abandonment value: $31K
Cart abandonment value: $67K
Cart abandonment Rate: 80%
A 10% improvement in cart abandonment rate would equal $12.5K added revenue per month!
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
What a Checkout Funnel Looks like in GA
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
Keep Calm and Copy the Big Guys
17
• Data Input: Cafe Press
• Layout: Williams Sonoma
• Navigation: Blue Nile
• Honorable Mentions: Amazon, Crate & Barrel, Symantec
Copyright © 2014 Philly Marketing Labs. All Rights Reserved.
Thanks!!Bechara Jaoudeh
18
