e-commerce summit - palestra jason billingsley
DESCRIPTION
Slides da palestra do Jason Billingsley, com as 40 dicas para ajudar a aumentar as suas vendas.TRANSCRIPT
42 Ways to Sell More Online
Jason Billingsley, Flip Retail
THEMARKETER’S GUIDE
TO THE ECOMMERCEGALAXY
@jbillingsley
From YVR
15,000+Subscribers
[One of] 15 Entrepreneur Blogs Worth Reading.
- Wendy Bounds, The Wall Street Journal
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DON’TPANIC
C=4m+3v+2(i-f)-
2a
Ask for It!• Site-wide• Incent• Demonstrate• Assure• Capitalize
w/effective welcome email
The Right Sender Name• Do NOT use a generic: info, customer service, order …• Do NOT use the email address as sender name• DO use your brand: Monkey Mitts Inc.• Customer service reps: Brand – First Last
Format for Success• Image only vs HTML/image hybrid
Deliverability:78% vs 98%
Opens:10% vs 13%
Click-through:3% vs 5%
Conversion:0.4% vs 1.5%
Images Off
Before Optimized
Small Email Template Change = HUGE Results
Change Made Here
Visits
Transactions
Leverage Transactional Emails• First touch = simplify• Request white-listing• Track!
• Orders• Support• Account Creation• Tracking• Newsletter sign-up
http://www.useit.com/alertbox/confirmation-email.html
home page
(So What?!)W.I.I.F.M.
Communicate a Clear Value Proposition
What incentives are you offering?
Why should I buy?
Can you solve my problem?
Get Them Closer to the Goal, Fast
Capture Attention w/ Product & Prices
Show them. Period.
Helpful or Hurtful Hero• Be mindful of size• Actually sell something• Powerful images can hurt conversion
category pages
Suggestive Selling for Fun & Profit• People want guidance• Types of shoppers:
–Price sensitive (cheap)–Competitive (newest)–Emotional (popular)
Sorting it Out• Do NOT sort A-Z• Do NOT sort by price
• DO sort manually• DO sort by Top Sellers
If you Got’em, Show ‘em• Show LOTS of product (min. 50/pg)• Use large pagination i.e. Google
Click area extends into whitespace
Visual & Multi-SKU Items• Show more SKUs available• Toggle front/back view on hover
product pages
Image Size & Context is Critical• As big as possible by default• As many looks as possible• Show in use• Show SKU options• Don’t skimp!
The Price (Structure) Is Right• Create a mental baseline: MSRP, List, Compare at• Current price most prominent + color• Show savings: $ and %
Focus on the Product
Gateway to Other Items
Gateway to Other Items
Is it Available?
shopping cart
Build Confidence• Consider a third-party
security badge• Add geographic reminder• Eliminate fears,
uncertainties, and doubts•Plenty of customers•Been around a long time•Ships from Canada•Price guarantee•Hassle-free Returns•Lifetime service warranty•Secure shopping•Privacy guarantee•Toll-free phone advice
• Use modal windows
Eliminate Uncertainties ASAP
When Will it Arrive?
Use Carrots - Threshold Notifications
Avoid the Coupon Dance• Prominent field can
reduce conversion• Legit holders will seek• Use click-to-open• Deeper in checkout
checkout
Enclose It
Eliminate Interruptions• No need for a sign-in/sign-up cut-off page
Push Some Buttons• Increase button size• Add icons to buttons• Add depth to buttons• Add hover effects to
buttons• Use color that stands
out from palette• Describe what button
doeseg. Continue vs Continue to Payment
Don’t Stop Selling – Receipt Pages• Yes breeds more Yes’es• Refer-a-friend• Share via Twitter, Email,
Facebook, etc.• Whitelist instructions• Inform what’s next• Create account
