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11/9/2011
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Secrets to Successful Online Merchandising
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11/9/2011
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What is Online Merchandising?
O li h di i d ibSecrets to Successful Online Merchandising
Online merchandising describes how you display your products and services on your website. It’s a fundamental task in making sure your website makes your customers happy and makes you
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customers happy and makes you profit.
90%of consumers start their boat search online
Why is it imperative?
Secrets to Successful Online Merchandising
online
17%more leads are generated for dealers who showcase boats through video
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66%of walk-ins have already visited your website & arrive to your dealership knowing what they want
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The goal of your website is not to sell more boats
What is the goal of your website?
Secrets to Successful Online Merchandising
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The first secret revealed…
Secrets to Successful Online Merchandising
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Everything I know about online merchandising, I learned from my dog.
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Secrets to Successful Online Merchandising
Pet principles are stripped of human bias and rely solely on
cause & consequence.
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Old dogs can (and should) learn new tricks:1. Flashy doesn’t mean functional.2. Friendly greetings are key.
Secrets to Successful Online Merchandising
3. Give a dog a bone.4. Curiosity killed the…5. Persistence pays off.6. Keep the “good stuff” within reach.7. Full bowls keep ‘em coming back.
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Warning:Dogs & cats don’t always see eye to eye.Understanding the market place and your audience is the driver for successful online merchandising.
Secrets to Successful Online Merchandising
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Warning:Dogs & cats don’t always see eye to eye.Understanding the market place and your audience is the driver for successful online merchandising.
Secrets to Successful Online Merchandising
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First Trick:
1. Flashy doesn’t mean functional.2. Friendly greetings are key.
Secrets to Successful Online Merchandising
3. Give a dog a bone.4. Curiosity killed the…5. Persistence pays off.6. Keep the “good stuff” within reach.7. Full bowls keep ‘em coming back.
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1. Flashy doesn’t mean functional.Flash is cool, but functionality and optimization are more important.
Secrets to Successful Online Merchandising
Video or Flash intros increase download timeLimited content Flash is challenging to optimizeMinimal calls to action
BECAUSE…BECAUSE…
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1. Flashy doesn’t mean functional.Flash is cool, but functionality and optimization are more important.
Secrets to Successful Online Merchandising
Video or Flash intros increase download timeLimited content Flash is challenging to optimizeMinimal calls to action
BECAUSE…BECAUSE…
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The Consequence
Secrets to Successful Online Merchandising
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The result when function out-weighs flashy.
Secrets to Successful Online Merchandising
Boat brands prominently displayed above the foldClear navigationReinforced branding & taglineDescriptive title tag & use of Alt+ tags improve SEO
BECAUSE…BECAUSE… CONSEQUENCE…CONSEQUENCE…
Achieve
higher rankingsand provide a better user
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SEO experience.
The result when function out-weighs flashy.
Secrets to Successful Online Merchandising
Boat brands prominently displayed above the foldClear navigationReinforced branding & taglineDescriptive title tag & use of Alt+ tags improve SEO
BECAUSE…BECAUSE… CONSEQUENCE…CONSEQUENCE…
Achieve
higher rankingsand provide a better user
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SEO experience.
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Trainer Tips: Optimized Homepages
Put it out there: Optimize your homepage with descriptive title tags, internal links in content and alt tags.
1Reaffirm your brand & site purpose: Clearly 2
Secrets to Successful Online Merchandising
display your brand and the brands you carry. 2Reinforce product promotions: Mirror any offers promoted in your offline advertising. 3Make it easy to keep moving: You want visitors to 4
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y p ggo beyond your homepage. 4
Trainer Tools
Secrets to Successful Online Merchandising
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Next Trick:
1. Flashy doesn’t mean functional.2. Friendly greetings are key.
Secrets to Successful Online Merchandising
3. Give a dog a bone.4. Curiosity killed the…5. Persistence pays off.6. Keep the “good stuff” within reach.7. Full bowls keep ‘em coming back.
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2. Friendly greetings are key.Like your dealership, your website should welcome prospects and invite them in.
Secrets to Successful Online Merchandising
Void of personal interaction
Lack of captivating visuals on the homepage
BECAUSE…BECAUSE…
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No indication of what this business offers
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The Consequence
Secrets to Successful Online Merchandising
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The result when your site invites them in.
Secrets to Successful Online Merchandising
Clear branding with company messageBoat brands displayed prominentlyIntro content to welcome the visitorClear benefits to visitor
BECAUSE…BECAUSE… CONSEQUENCE…CONSEQUENCE…
Visitors will move
deeperthrough the site & sales funnel.
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Shortcuts to move deeper into the siteInvitation to read newsletter
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The result when your site invites them in.
Secrets to Successful Online Merchandising
Clear branding with company messageBoat brands displayed prominentlyIntro content to welcome the visitorClear benefits to visitor
BECAUSE…BECAUSE… CONSEQUENCE…CONSEQUENCE…
Visitors will move
deeperthrough the site & sales funnel.
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Shortcuts to move deeper into the siteInvitation to read newsletter
Trainer Tips: Friendly Sites
Introduce yourself: Provide a brief overview of your dealership – what’s in it for the visitor?1Invite them to take an action: Include calls to action that encourage visitors to move deeper into2
Secrets to Successful Online Merchandising
action that encourage visitors to move deeper into the site.
2Show them what you’ve got: Prominently display the brands that you carry.3Make it easy to keep moving: You want visitors to go beyond your homepage4
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go beyond your homepage. 4
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Trainer Tools
Secrets to Successful Online Merchandising
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Next Trick:
1. Flashy doesn’t mean functional.2. Friendly greetings are key.
Secrets to Successful Online Merchandising
3. Give a dog a bone.4. Curiosity killed the…5. Persistence pays off.6. Keep the “good stuff” within reach.7. Full bowls keep ‘em coming back.
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3. Give a dog a bone…Link special offers & promotions to relevant landing pages. Visitors expect to see the offer when they click-through to the site.
Secrets to Successful Online Merchandising
The user searched for:
And clicked on this ad text:
BECAUSE…BECAUSE…
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The Consequence
Secrets to Successful Online Merchandising
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The result when links direct to relevant landing pages
Secrets to Successful Online Merchandising Decrease
bounce rate by
20%
CONSEQUENCE…CONSEQUENCE…
The user searched for:
And instead clicked this ad:
BECAUSE…BECAUSE…
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by linking promotions & ads to the most relevant pages.
The result when links direct to relevant landing pages
Secrets to Successful Online Merchandising Decrease
bounce rate by
20%
CONSEQUENCE…CONSEQUENCE…
The user searched for:
And instead clicked this ad:
BECAUSE…BECAUSE…
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by linking promotions & ads to the most relevant pages.
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Trainer Tips: Landing Pages
Link ads to the right page: Product-specific ads and keywords should link to product specific pages; more general ads should link to more general pages.
1
Secrets to Successful Online Merchandising
Mirror your ad title: The headline or title of your ad should mirror the one on your landing page. 2Make selling points visible: If you include compelling prices or special offers in your ad text, a customer will expect to see these on your site.
3
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Trainer Tools
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Next Trick:
1. Flashy doesn’t mean functional.2. Friendly greetings are key.
Secrets to Successful Online Merchandising
3. Give a dog a bone.4. Curiosity killed the…5. Persistence pays off.6. Keep the “good stuff” within reach.7. Full bowls keep ‘em coming back.
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4. Curiosity killed the...Visitors who make it to your boat detail pages are clearly interested. Give them the details; or they may assumethem.
Secrets to Successful Online Merchandising
Minimal description about the inventoryLimited photosClumsy navigation to return to search resultsNo additional resources or promotional offersIneffective photos
BECAUSE…BECAUSE…
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Ineffective photos
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4. Curiosity killed the...Visitors who make it to your boat detail pages are clearly interested. Give them the details; or they may assumethem.
Secrets to Successful Online Merchandising
Minimal description about the inventoryLimited photosClumsy navigation to return to search resultsNo additional resources or promotional offersIneffective photos
BECAUSE…BECAUSE…
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Ineffective photos
4. Curiosity killed the...Visitors who make it to your boat detail pages are clearly interested. Give them the details; or they may assumethem.
Secrets to Successful Online Merchandising
Minimal description about the inventoryLimited photosClumsy navigation to return to search resultsNo additional resources or promotional offersIneffective photos
BECAUSE…BECAUSE…
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Ineffective photos
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The Consequence
Secrets to Successful Online Merchandising
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The result when boat detail pages are descriptive & inform
Secrets to Successful Online MerchandisingQuick glance of featuresDetailed description with bolded featuresThree easy-to-find calls to actionShort cuts to view specific photos
BECAUSE…BECAUSE…
Increase conversions by
5% by adding more detailed
CONSEQUENCE…CONSEQUENCE…
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specific photosPromotion of relevant sales package
descriptions*.
* Google Case Study
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The result when boat detail pages are descriptive & inform
Secrets to Successful Online MerchandisingQuick glance of featuresDetailed description with bolded featuresThree easy-to-find calls to actionShort cuts to view specific photos
BECAUSE…BECAUSE…
Increase conversions by
5% by adding more detailed
CONSEQUENCE…CONSEQUENCE…
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specific photosPromotion of relevant sales package
descriptions*.
* Google Case Study
Trainer Tips: Boat Detail Pages
Include multiple photos & video: Engage prospects with multi-media that shows the details.1Create detailed descriptions: Use keywords that
i it i id i d t j2Secrets to Successful Online Merchandising
your visitors are using; avoid industry jargon. 2Highlight where to go next: Give the visitor options to take a next step – view photos, print listing, map dealership, contact, etc.
3
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Trainer Tools
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Next Trick:
1. Flashy doesn’t mean functional.2. Friendly greetings are key.
Secrets to Successful Online Merchandising
3. Give a dog a bone.4. Curiosity killed the…5. Persistence pays off.6. Keep the “good stuff” within reach.7. Full bowls keep ‘em coming back.
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4. Persistence pays off.The right message at the right time to the right prospect. Promotions should be visible and featured on relevant product pages consistently.
Secrets to Successful Online Merchandising
Promotion is near the foldNot prominently displayed Limited to homepageNo link to view specials
BECAUSE…BECAUSE…
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The Consequence
Secrets to Successful Online Merchandising
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The result when promotions are targeted, consistent & repetitive
Secrets to Successful Online Merchandising
Promotion is prominently displayed on the homepageClick-through call to actionPromotion repeated on search pagePromotion displayed on
BECAUSE…BECAUSE… CONSEQUENCE…CONSEQUENCE…
Reach higher-income consumers who are
more receptive
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Promotion displayed on product detail page to product-targeted online
advertising.
* RapLeaf Studies, 2011
The result when promotions are targeted, consistent & repetitive
Secrets to Successful Online Merchandising
Promotion is prominently displayed on the homepageClick-through call to actionPromotion repeated on search pagePromotion displayed on
BECAUSE…BECAUSE… CONSEQUENCE…CONSEQUENCE…
Reach higher-income consumers who are
more receptive
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Promotion displayed on product detail page to product-targeted online
advertising.
* RapLeaf Studies, 2011
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The result when promotions are targeted, consistent & repetitive
Secrets to Successful Online Merchandising
Promotion is prominently displayed on the homepageClick-through call to actionPromotion repeated on search pagePromotion displayed on
BECAUSE…BECAUSE… CONSEQUENCE…CONSEQUENCE…
Reach higher-income consumers who are
more receptive
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Promotion displayed on product detail page to product-targeted online
advertising.
* RapLeaf Studies, 2011
The result when promotions are targeted, consistent & repetitive
Secrets to Successful Online Merchandising
Promotion is prominently displayed on the homepageClick-through call to actionPromotion repeated on search pagePromotion displayed on
BECAUSE…BECAUSE…
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Promotion displayed on product detail page
* RapLeaf Studies, 2011
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The result when promotions are targeted, consistent & repetitive
Secrets to Successful Online Merchandising
Promotion is prominently displayed on the homepageClick-through call to actionPromotion repeated on search pagePromotion displayed on
BECAUSE…BECAUSE… CONSEQUENCE…CONSEQUENCE…
Reach higher-income consumers who are
more receptive
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Promotion displayed on product detail page to product-targeted online
advertising.
* RapLeaf Studies, 2011
Keep offers linking internally: Don’t lose visitors by directing them off your site for a special offer.1Tell them one more time: Display the promo at the 2
Trainer Tips: Successful Promotions
Secrets to Successful Online Merchandising
top of the sales funnel, in the middle and at the end. 2Add action: Promotional offers should be enticing and easy to access. 3
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Next Trick:
1. Flashy doesn’t mean functional.2. Friendly greetings are key.
Secrets to Successful Online Merchandising
3. Give a dog a bone.4. Curiosity killed the…5. Persistence pays off.6. Keep the “good stuff” within reach.7. Full bowls keep ‘em coming back.
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6. Keep the “good stuff” within reach.Keep lead forms simple, clear and easy to locate.
Secrets to Successful Online Merchandising
Too many fieldsIntimidating for an online consumerInternet users are not inclined to give out too much personal information
BECAUSE…BECAUSE…
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The Consequence
Secrets to Successful Online Merchandising
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The result when inquiry forms are convenient & clear.
Secrets to Successful Online Merchandising
Only three fields are requiredUnintimidatingPre-filled comment section
BECAUSE…BECAUSE…
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The result when inquiry forms are convenient & clear.
Secrets to Successful Online Merchandising
Only three fields are requiredUnintimidatingPre-filled comment section
BECAUSE…BECAUSE…
Reducing the number of fields & moving the call to action above the foldincreased email leads by
CONSEQUENCE…CONSEQUENCE…
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increased email leads by
40%*.
* DMM Internal Analysis
Don’t require unnecessary details: Only ask the customer for information that is really needed. 1Expedite the process: Help the customer complete the forms by auto-populating fields where2
Trainer Tips: Making it easy to contact
Secrets to Successful Online Merchandising
complete the forms by auto populating fields where possible.
2Send an automated response: With so many options, customer service matters. Send a thank you and a timeframe for contacting them back.
3
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Next Trick:
1. Flashy doesn’t mean functional.2. Friendly greetings are key.
Secrets to Successful Online Merchandising
3. Give a dog a bone.4. Curiosity killed the…5. Persistence pays off.6. Keep the “good stuff” within reach.7. Full bowls keep ‘em coming back.
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7. Full bowls keep ‘em coming backThe number of people opening an email is usually tied to how well the recipient knows the sender. Click-through rate is tied to the content.
Secrets to Successful Online Merchandising
BECAUSE…BECAUSE…Excessive text above foldTable of contents do not linkLacks organization & targeted contentLacks personalization
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The Consequence
Secrets to Successful Online Merchandising
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The result when correspondence is more personalized.
Secrets to Successful Online Merchandising
Excessive text above foldTable of contents do not linkLacks organization & targeted contentLacks personalization
BECAUSE…BECAUSE…
Property of Dominion Enterprises™ 2011: Copying or distribution of this document is prohibited * RapLeaf Studies, 2011
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The result when correspondence is more personalized.
Secrets to Successful Online Merchandising
Excessive text above foldTable of contents do not linkLacks organization & targeted contentLacks personalization
BECAUSE…BECAUSE… CONSEQUENCE…CONSEQUENCE…
36% of consumerswho purchased a vehicle added the dealer as a
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safe sender.
* RapLeaf Studies, 2011
Mix your email correspondence: Send newsletters and promotional emails 1People like pictures: Visuals tend to be more2
Trainer Tips: Building customer retention
Secrets to Successful Online Merchandising
People like pictures: Visuals tend to be more powerful than text in someone’s inbox.2Grow site traffic: Link images and text to a landing page or to relevant content on your site.3
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Trainer Tools: Building Customer Retention
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The old dog has learned new tricks
Flashy doesn’t always mean functional.Achieve higher ranking, enhance user experience.
Secrets to Successful Online Merchandising
Friendly greetings are key.Increase foot traffic to your brick & mortar.
Give a dog a bone.Decrease bounce rates by average of 20%.
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Curiosity killed the…More detailed descriptions increase conversion by 5% on average.
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The old dog has learned new tricks
Persistence pays off.Catch prospects at their “breaking point” and push them through the funnel.
Secrets to Successful Online Merchandising
g
Keep the “good stuff” within reach.Just a few modifications can increase email leads by 40%.
Full bowls keep ‘em coming back.
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p gBuild upon existing relationships & develop new ones with informative dialogue.
In closing: Your Reward
A focused, loyal and receptive audience that behaves how you want them to.
Secrets to Successful Online Merchandising
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Thank you!
Courtney ChalmersSecrets to Successful Online Merchandising
Courtney ChalmersDominion Marine Media, Booth 901
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