1. Real World Ecommerce ROB SNELL robsnell.com

2. @clickthedog

3. @gundogsupply

4. 1972

5. catalog

8. Classified ads

9. Old catalog

10. 1979

11. Flood house pic

13. 1983

15. Dog Store

16. 1988

18. 1996

20. 1989-Mar 1997: Dog Store

21. B&w catalog Plan B

25. 2001

26. Year 4: Store vs. Web

28. 2004

29. Web Sales February-June 2003 “ normal”

30. Web Sales February-June 2004 “ not normal”

31. What’s wrong with our Yahoo! Store? We need to have a “conversation”

32. One big honking change

34. Web Sales Before 1997 2004 2010

35. Web Sales Before 1997 2004 2010

36. Web Sales After 1997 2004 2010

37. Web Sales Actual Lift 1997 2004 2010 $10 million

38. $10,354,767.23 additional sales

39. Not just for ecommerce sites…

40. Need to communicate 3 things:

41. Steve is an expert in dog training & supplies.

42. Steve says this product is what you need for your dog .

43. Please buy it from us.

45. Steve is an expert.

46. pic Establish authority.

47. Show, don’t tell.

48. (Steve’s been doing this for a while)

51. (Steve has 16 dogs.)

53. pic

54. Example

64. (Steve knows dog training gear.)

68. “ I have been using the same model e-collar since 1998. I have tried at least 50 or 60 new systems over the last 11 years …I started using a prototype in September 2008 and have not looked back..”

69. (Steve knows hunting.)

71. PIC: Better in the field

72. PIC: Better in the field

74. Put it on the Web site, Blog, Facebook, Flickr, and Youtube

75. Put a name and a face on your site Make a name for yourself online.

76. homepage

77. pic

78. People buy from people

79. Stats tell what works

80. … Google’s even better

81. Steve says this product is what you need for your dog.

82. Recommend products that solve customers’ problems “ Tired of losing your dog? Buy this tracking collar!” :

83. Tell folks what to buy w/ buyers’ guides

84. Buyers’ guides 50% higher conversion rate Visitors entering on than visitors who enter on a section / category page

86. Quick Picks: Collar Chart

87. Explain Concepts

88. Help Me Choose

89. Help Me Choose

90. >>>>>>>

91. Express your opinions with product reviews

92. Example Review

93. Provide commentary on product pages

94. And this

95. “ The SD-1825 is so cool it is now the only training collar I will use on my bird dogs and retrievers.” Endorse products you use:

96. “ To get the full range out of a system there should be nothing between the transmitter and the receiver. Realistically, this isn't going to happen in most of the places that we spend time with our dogs, so the actual usable range will be less …” Be honest:

97. “ My expectations for the Garmin Astro were really high. I wanted it to be amazing but I expected it to fall short. Boy, was I wrong .” -- Steve Snell Show enthusiasm:

98. more content drives more traffic opinions provided since 2003

99. How do you make all of this content?

101. Write unique product descriptions

102. Provide more info than anyone

103. Tip: Write one new paragraph for every $10 in item price

104. You have this

105. Google loves unique content

106. Tired of searching for your hunting dog in tall grass or dense cover? Now you can leave the hunting entirely to him. Introducing Astro, the first high sensitivity GPS-enabled dog tracking system for hunters and sportsmen. This unique system pinpoints your dog’s position and shows you exactly where he is, even when you can’t see or hear him. Manufacturer’s product description:

107. 1-10 of 1770 Lazy And this

109. Provide more photos than anyone

114. Product shots: LiteStage.com

115. >>>>>>>

116. 1) Record everything

117. Got $60? Get an Olympus VN-6200 PC.

119. 2) Interview folks. Transcribe audio into text.

121. Rob: How do you teach a dog how to sit? Steve: Well the simple way to do it is to start with a little bitty puppy. And when we are feeding a little bitty puppy, we don’t just put the food down and let him run up and eat. We start to teach patience and discipline. The simple way to do it is you set the food bowl down, take the puppy, and make him sit. You just physically take him by the collar. You put your hand on his back right below the tail and just force him into a sit. With an eight week old puppy it is a pretty simple thing to do. They are small and they are wiggly, but they can’t fight you. You make him sit there for about five seconds tops. All we are trying to do is get him in the position and physically make him understand that just because he wants to go, he can’t go. You do it real quick, like I said, five seconds, and then you release him. You release him with whatever command you want it to be. I use, “All right. OK.” Just be consistent with it. Rob: How long does it take him to learn? Steve: Not long. You usually feed puppies two or three times a day, so you are getting in little short training sessions. Each time you increase it a second or two. Now you have got him sitting there for 10 seconds or 15 seconds. Three days later he is sitting there for a minute. Pavlov man; that is all it is.

122. 3) Take products and play “ 20 Questions”

123. Who ? What? When? Where? Why? How Much?

124. 4) Take photos of everything!

129. 5) Shoot video of anything you can demo

137. 5) Turn your answers to customer emails into product FAQs

138. WORD.doc > 1000 page Warner’s wisdom

140. “ Liberate ” manufacturer created content

141. *It’s easier to get forgiveness than permission: Nothing contained on this web site should be construed as granting, by implication, estoppel, or otherwise, any license or right to distribute, modify, transmit, use, re-use, or re-post any of Innotek®, Inc. Intellectual Property displayed on this web site without the express written permission of Innotek®, Inc.

144. Transcribe DVDs & Videos

145. Text from packaging & POP

146. Make manufacturer images your own Make stock MFG images your own

149. Guy: How can I stop my barking dog? Steve: I love my bark limiter! It works! Buy one!

151. Why buy?

152. Be price competitive

153. Tell folks why they should pick you!

155. Tell folks there’s no risk shopping with you

157. Tell folks you have it & when they’ll get it

159. Get answers to your questions, fast

161. You can always talk to a human

162. Everyone says they give great customer service

163. If it’s an opinion , let your customers do the talking.

164. “ Customer service at Gun Dog Supply is excellent! If you shop anywhere else, you are wasting your time! ”

166. Find your Steve

167. who | what | why compelling content: text, pix, video

168. Web Sales Actual Lift 1997 2004 2010 $10 million

169. more info / free stuff: RobSnell.com 4:15pm Spotlight Session: C