Real World Ecommerce

ROB SNELLrobsnell.com

@clickthedog

@gundogsupply

1972

catalog

Classified ads

Old catalog

1979

Flood house pic

1983

Dog Store

1988

1996

1989-Mar 1997: Dog Store

B&w catalogPlan B

2001

Year 4: Store vs. Web

2004

Web Sales February-June 2003

“normal”

Web Sales February-June 2004

“not normal”

What’s wrong with our Yahoo!

Store?

We need to have a

“conversation”

One big honkingchange

Web Sales Before

1997 2004 2010

Web Sales Before

1997 2004 2010

Web Sales After

1997 2004 2010

Web Sales Actual Lift

1997 2004 2010

$10 million

$10,354,767.23additional sales

Not just for ecommerce

sites…

Need to communicate

3 things:

Steve is an expert

in dog training & supplies.

Steve says this product is

what you need for your dog.

Please buy it from us.

Steve is an expert.

picEstablish authority.

Show, don’t tell.

(Steve’s been doing this for

a while)

(Steve has 16 dogs.)

pic

Example

(Steve knowsdog training

gear.)

“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..”

(Steve knows hunting.)

PIC: Better in the field

PIC: Better in the field

Put it on the Web site, Blog,

Facebook, Flickr, and Youtube

Put a name and a face on your site

Make a name for yourself online.

homepage

pic

People buy from people

Stats tell what works

…

Google’s even better

Steve says this product is what you need

for your dog.

“Tired of losing your dog? Buy this tracking collar!” :

Recommend products that solve customers’ problems

Tell folks what to buy w/

buyers’ guides

Buyers’ guides 50% higher conversion rate

Visitors entering on

than visitors who enter on a section / category page

Quick Picks: Collar Chart

Explain Concepts

Help Me Choose

Help Me Choose

>>>>>>>

Express your opinions with

product reviews

Example Review

Provide commentary on product pages

And this

“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:

“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:

“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:

opinions provided since 2003

more content drives more traffic

How do you make all of this

content?

Write unique product

descriptions

Provide more info than anyone

Tip: Write one new paragraph

for every $10 in item price

You have this

Google loves unique content

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:

1-10 of 1770 Lazy And this

Provide more photos than anyone

Product shots: LiteStage.com

>>>>>>>

1) Record everything

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

2) Interview folks.Transcribe audio

into text.

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.

3) Take products and play

“20 Questions”

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

4) Take photos of everything!

5) Shoot video of anything you can

demo

5) Turn your answers to

customer emails into product FAQs

WORD.doc > 1000 page Warner’s wisdom

“Liberate” manufacturer

created content

*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.

Transcribe DVDs & Videos

Text from packaging & POP

Make manufacturer images your own

Make stock MFG images your own

Guy: How can I stop my barking dog?

Steve: I love my bark limiter! It works! Buy one!

Why buy?

Be price competitive

Tell folks why they should

pick you!

Tell folks there’s no risk

shopping with you

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

Get answers to your questions, fast

You can always talk to a human

Everyone says they give great

customer service

If it’s an opinion,let your customers

do the talking.

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

Find your Steve

who | what | why

compelling content: text, pix, video

Web Sales Actual Lift

1997 2004 2010

$10 million

more info / free stuff: RobSnell.com

4:15pm Spotlight Session: C