The 3 Best Ways To Increase Your Ecommerce Sales
Jul 28, 2015
The 3 Best Ways
To Increase YourEcommerce Sales
Hello My Name is
Brent Johnson
The 3 Best Ways
To Increase YourEcommerce Sales
Ecommerce Is Hard
“Buy Wine Online” 230,000,000 Results
Ecommerce World Is Moving Crazy Fast
Amazon“Anticaptory Shipping”
Picture can be headlines, etc of a article.
Amazon Anticipatory Shipping
Wake Up & Smell The Bacon
Money Talks…
2008 2009 2010 2011 2012 2013 20140
50
100
150
200
250
US Ecommerce Sales in Billions
Ecommerce Is Growing
Does Wine Sell Online?
2013 20140
100000000
200000000
300000000
400000000
500000000
600000000
Vin65 Platform DTC
Bottom 80% Top 20% -
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
500,000,000
Vin65 Top 20%
The 3 Best Ways
To Increase YourEcommerce Sales
Use Offline to Get Them Online1
Source % Of Sales
Tasting Room 62%
Club 20%
Ecommerce 6%
Events 12%
Wine Business Tasting Room Survey (May 2013 issue)
Wine DTC Sales Breakdown
Source % Of Sales
Tasting Room 62%
Club 20%
Ecommerce 6%
Events 12%
Wine Business Tasting Room Survey (May 2013 issue)
Your goal is to make this 40%, not 6%.
Wine DTC Sales Breakdown
Permission Ladder
Visitor
Visitor
First Time Buyer
Visitor
First Time Buyer
Repeat Purchaser
Visitor
First Time Buyer
Repeat Purchaser
Club Member
Visitor
First Time Buyer
Repeat Purchaser
Club Member
Let’s Put It In Action
All Email (Action, System, Mass)
All Buyers - Action Email 1st Time Buyers - Action Email0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
2014 Email Open Rates (Vin65)
All Email (Action, System, Mass)
All Buyers - Action Email 1st Time Buyers - Action Email0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
2014 Email Open RatesProof that emailingtasting room visitors works
10 Million Visitors – Jan 1, 2014+ Number of Orders From Those Visitors
Search Engines
0 2000000 4000000 6000000
Search Engines
0 20000 40000 60000
SEO vs. EmailWebsite Visits Website Orders
10 Million Visitors – Jan 1, 2014+ Number of Orders From Those Visitors
Proof thatemail works.
Search Engines
0 2000000 4000000 6000000
Search Engines
0 20000 40000 60000
SEO vs. EmailWebsite Visits Website Orders
$1 Per Email
How To Execute
Action Email
1. Thank Them For Their Visit
Perfect 1st Time Buyer Email
2. Recognizes They Are a 1st Time Buyer
1. Thank Them For Their Visit
Perfect 1st Time Buyer Email
2. Recognizes They Are a 1st Time Buyer
1. Thank Them For Their Visit
3. Solicit Feedback
Perfect 1st Time Buyer Email
2. Recognizes They are a 1st Time Buyer
1. Thank Them for Their Visit
3. Solicit Feedback
4. Incentivizes Them to Buy More
Perfect 1st Time Buyer Email
A Good Action Email from Vin65 #3
Andrew to Find Email
Focus On The Subject Line
A Great Email
Roundhouse Riesling on Sale until Tuesday
Ninja Wine Party! Join us on June 21st
Black Belt Blowout Sale Starts Now
Chuck Norris News: Master Merlot wins 1st
Single Focus
Give Something Away
Mobile Friendly
0.0%5.0%
10.0%15.0%20.0%25.0%30.0%35.0%
Day To Send
Go Mobile2
Mobile Websites
Nov 2010 Nov 2011 Nov 2012 Nov 2013 Nov 20140%
5%
10%
15%
20%
25%
30%
35%
Dec 2014Desktop 55.9%Mobile 31.1%Tablet 13.0%
Vin65 Mobile Stats
Is Your Website Accessible?
http://marketingland.com/report-65-of-marketing-emails-were-opened-on-mobile-devices-in-q4-2013-71387
Mobile48.23%
Desktop & Tablet51.77%
% Of Email Opened
Checkout Contact About Cart Club Events Visit0
200000
400000
600000
800000
1000000
1200000
1400000
Mobile Content Viewed
Checkout Contact About Cart Club Events Visit Wines0
1000000
2000000
3000000
4000000
5000000
6000000
Mobile Content Viewed
First Time Purchase2nd Time Purchase3rd Time Purchase
2014 Mobile Sales
Mobile Sales on Non-Mobile Site Mobile Sales on Mobile Optimized Site0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Mobile Sales
How To Execute
Seamless & Responsive Design
Simplify The Page
Make Your Forms Shorter
Get Faster
Shop Your Own Site on Mobile
It’s The Shipping3
Your WineryGround Free
Priority Mail $7.00
2 Business Days $15.00
1 Business Day $25.00
Ground ??
Priority Mail ??
2 Business Days ??
1 Business Day ??
But What About Wine
Excuses For High Shipping Rates
1. Wine is Heavy and Fragile
Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
3. Adult Signature Required
Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
3. Adult Signature Required
4. Inability to Negotiate with Carriers
Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
3. Adult Signature Required
4. Inability to Negotiate with Carriers
5. Distance to Consumer
Change This
My Users Don’t Care About Shipping
C
B A
My Users Don’t Care About Shipping
C
B A
Your mom, brother, nephew.
My Users Don’t Care About Shipping
C
B A
‘C’ Customers don’t love you enough to pay $21.
How To Execute
Do NOT Pass On The Shipping Rates
Be Upfront About Shipping Costs
Use Shipping Incentives
Promos
Shipping Programs
Start One
Join One
46Brix Customers
Yearly Avg Before 46Brix 12 Months Before 46Brix After Joining 46Brix0
500
1000
1500
2000
2500
3 X Growth
Beyond Shipping
Tracking Numbers
Delivery Time
Move Products Closer To Customers
The Packaging
2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
3 Ways