Learn what every e-commerce business owner needs to do to be successful. Presented by Rick Wilson, President of Miva Merchant, at the Internet Merchants Association conference in 2010.
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10 Things Every Online Merchant Must Do
1. 10 Things Every Online
Merchant Must Do!
Rick Wilson
President/COO
Miva Merchant
2. 10 Things Every Online Merchant Must Do!
• KWMYSS (Know What Makes You So Special)
• Setup Google Analytics (And Use It)
• Build, Convey and Create TRUST
• PROMOTE, PROMOTE, PROMOTE
• Make It Easy To Buy
• Make It Convenient To Buy
• Focus On What Actually Sells
• OPTIMIZE, OPTIMIZE, OPTIMIZE
• Be Social
• KEEP IT SIMPLE!
3. KWMYSS (Know What Makes You So Special)
• If I Want To Buy Anything I'll Go To
Amazon
• When I Want To Buy Something Special,
I Seek Out A Specialized Merchant
• What Is Your Specialty?
5. Setup Google Analytics (And Use It)
• Answers Who/What/Where/When/Why/
How
• Tells You What Your Customers Are
Doing
• Calculate Your Conversion Rate
• Find What Works
• Find What Fails
7. Build, Convey and Create TRUST
• When You Sell Online You Have 2 Choices:
• Build A Trust Premium
• Sell At A Risk Discount
• Ways To Build Trust:
• Make It Easy To Contact You (Phone Too)
• Display Trust Seals
• Have A Simple Yet Professional Design
10. PROMOTE, PROMOTE, PROMOTE
• Selling Online Is NOT The Field Of Dreams
• Google AdWords Is Not A Sufficient Strategy
• If You Find Your Customers, You Make It Easy For Them
To Find You
• There's A Number Of Cheap Ways To Get The Word
Out, Just Be Creative
12. Make It Easy To Buy
• People Shop Online For Convenience
• People Don't Want A Treasure Hunt
• Test Your Checkout Process
• Fix It
• Test Your Checkout Process Again
• Fix It Again
14. Make It Convenient To Buy
• People Shop Online For Convenience
• I'll Say It Again
• Let Your Customers Pay Their Way
• Use "Alternative Payment Options" - PayPal, Google
Checkout, Checkout By Amazon
• If I Have To Stop The Checkout Process, I Might Just
Change My Mind
17. Focus On What Actually Sells
• Track What Sells
• Know Your Profit Margin
• Customer A
• Sells 150,000+ Products
• Only 16,000 or so Sell In A Given Year
• Less than 200 Products Make Up 90%+ Of Their Sales
Volume
20. Be Social
• Social Networking Can Add To Your Bottom Line
• It's Not As Scary As You Think
• It Won't Take Up All Your Time (Unless You Let It)
• Your Customers Want To Know They're Heard
• Build Customer Loyalty And Repeat Customers