10 Golden Rules for eCommerce Success Ophir Cohen, Deputy CEO UM DIGITAL NAY 2018

1. 10 Golden Rules for
eCommerce Success
Ophir Cohen, Deputy CEO
Ophirc@u-m.co.il +972-52-4466044

2. Agenda
Winner Takes it All
eCommerce Killing Retail
Mobile Only
10 Rules for Success

3. The 6th Continent
Source: Time report – Israeli Internet Industry 2017

4. The Tech Sector is Super-Centralized
Source: Time report – Israeli Internet Industry 2017

5. Winner Takes it All
Source: Time report – Israeli Internet Industry 2017

6. Winners Solve Real Life Problems
Source: Time report – Israeli Internet Industry 2017

7. Major Retailers Bankruptcies in the US
Source: Time report – Israeli Internet Industry 2017

8. Malls are in a Downward Spiral
Source: Time report – Israeli Internet Industry 2017

9. Ecommerce is Killing Retail
Source: Time report – Israeli Internet Industry 2017

10. Mobile Commerce Share of Total Digital Dollar Spend
Source: Time report – Israeli Internet Industry 2017

11. Zenith Optimedia, reCode
Desktop vs. Mobile Share of Global Internet Use
From Mobile First
to Mobile Only
Source: Time report – Israeli Internet Industry 2017

12. Desktop is The New Landline
Source: Time report – Israeli Internet Industry 2017

13. 10 Golden Rules for
eCommerce success

14. 1. Function vs Benefit
This is product
(functional)
This is a benefit

15. 1. Function vs Benefit

16. 1. Function vs Benefit

17. 2. Price Vs. Value

18. 3. Unit Economics
What is the LTV
of my customer?
What is my
CAC?
What should be
the ratio?

19. 4. Single Source Analytics

20. SEO
Social
Paid Search
UI/UX
BI & Analytics
Programmatic
Strategy
Creative
5. Digital ECOsystem
Video
Content
Marketing
Automation
DATA

21. 6. Addressable Audiences
Spent
money on
the app
store
Age
18-24
Organic
food
lovers
Doctors in
California
2+ Past
Transactions

22. 7. Data Driven Creative

23. 7. Data Driven Creative
https://www.youtube.com/watch?v=PAjCx1qIEZQ

24. 8. Total Video
No sound, Subtitles a MUST
Short, fast – Up to 15’’ works best!
Create Vertical Formats!

25. 9. Tell a Story

26. • It is often the little details that customers recall even more than the
product they purchased or the service they received. Little details
that customers notice, and that makes them feel good about not only
making the purchase, but making the purchase from you,
is a significant part of the overall customer experience.
10. Master the Customer Experience

27. 1. Function Vs. Benefit
4. Single Source Analytics
2. Price Vs. Value
3. Unit Economics
5. Digital ECOsystem
6. Addressable Audiences
9. Tell a Story
7. Data Driven Creative
8. Total Video
10. Master the Customer Experience

28. THANK YOU!Ophir Cohen, Deputy CEO
Ophirc@u-m.co.il +972-52-4466044