Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
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Inside eCommerce MicksGarage.com Masterclass April 15 th 2014 The Gibson Hotel, Dublin contact: [email protected] www.insideecommerce.ie Inside eCommerce: Supported By
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April 15th 2014 - Dublin www.insideecommerce.ie @insideecommerce Inside eCommerce has partnered with online retailers, MicksGarage.com, to share their experiences in Building for Scale Internationally. This one day event will provide invaluable insights into the strategy, innovation and technical implementation behind creating a successful eCommerce offering. Six speakers from the company’s top management team including the two founders will give masterclass sessions focusing on key areas of the business. Attendees will learn over the course of the day how all these functions fit together to form a well oiled machine. MicksGarage, car parts experts and now one of Irelands leading “eTailers”, was started 10 years ago in the bedroom of company founder, Mick Crean. Mick and his brother, Ciaran, now ship over 1000 products daily to more than 70 countries worldwide and employ 48 people in their Dublin headquarters.
Transcript of Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerceMicksGarage.com Masterclass
April 15th 2014The Gibson Hotel, Dublin
contact: [email protected]
Inside eCommerce: Supported By
MicksGarage.com
MicksGarage Key Metrics Procurement Fulfillment Customer Service
Key Metrics : P&L1. Cost of Product2. Unit Ship Cost3. Unit Ship Accessory
Cost4. Margin
Key Metrics: P&L Zooplus.de
Key Metrics: Trading1. Orders2. AOV3. Conversion Rate CVR4. Margin
Key Metrics: Trading per Channel1. Orders2. AOV3. Conversion Rate CVR4. Margin
Key Metrics: Reporting1. Expose Data2. Share Tools3. Drive Insights
Procurement : Materials• Buy Right – Sell Right• What is not on the product cost / Discounts• Where is the marketing support• Share data – promote open relationship• Purchase the entire product – data
Procurement : Materials• Supply chain dependant• Stock / virtual stock• Ring fencing / Exclusivity• Global Market
Carraige: In / Out
Shipping kills
margin!
Carriage: Out• To free ship or not to free ship• Product / AOV / Margin Service level dependent• Free shipping over…• Standard vs Priority• Trend away from free shipping• Click & Collect• Know the unit cost – analyse statement
Carriage: MicksGarageAn PostInnovative Service offerings• Domestic Tracked• UK Tracked• EU Small Parcel• IBMS• Click & Collect• Integrated WMS Label print• Stamp machine• Return Labels• Account Management
Unit Ship Additional CostPackaging• Reuse • Branded Boxes• Branded Bags
Freight In• Shipper eg Expeditors
P&L: Above the line• Buy Right• Unit Costs – Measure• Influencing factors
Customer Service• Measured– NPS / Scorecard– Volume levels– => Product Level
• Integration– Order Platform
Customer Service
• 7-Day Customer Service• eMail / Chat / Phone /
Facebook / Twitter / Blogs• Deliver a uniform experience• Unified Platform• Training - Experts
MotoToro.com
Inside eCommerceMarketing:
From Click to Conversionwww.insideecommerce.ie
@insideecommerce
@micksgarage@j_smyth
John Smyth
What works for MicksGarage
What we define as success
From Click To Conversion
• Who’s Your Customer?
• Gaining the Click – Traffic Drivers
• Marketing driven by Metrics
• Going Beyond the Click
Who is Your Customer?• Users v Customers• Starting Point• Who • Where • How• Why• Understand Your Traffic Thoroughly• Metrics Drive Understanding
Traffic Drivers• Google AdWords Search• Search Engine Optimisation• Affiliate• Partnerships• Email• Social
Why AdWords?• Performance Driven Marketing• Complete Purchase Funnel• Have Clear Goal in Mind• Know Your Product / Service• Research Your Audience
– How do they search?• Competitive Analysis• Create Ads that Stand Out!
‘car parts’
‘VW car parts’
‘VW golf wiper blades’
“VW golf mark 5 wiper blades”
Why AdWords?• Performance Driven Marketing• Complete Purchase Funnel• Know Your Product / Service• Research Your Audience
– How do they search?• Competitive Analysis• Create Ads that Stand Out!
KPIs – Weekly & Monthly • Complete Channel Measurement
• Visits• Orders• Revenue• Conversion Rate• Average Order Value• Cost• CPA
• Know where to focus your attention• Have targets, work towards them• Targets v Run Rate
Learn…Evolve…Grow• Not Perfect
• Constant Learning
• Live By Your Metrics
• Focus On Your Users – Learn From Your Customers
• New Challenges - New Channels
Going Back to the Office
• Goals – Are they defined? Write them down• Have You Targets? Write them down• Do You Know Your Customers? • Before…During…After • What are your Metrics? – How do you track them?– Are you spending enough time on them?
Further Resources• Websites– Google blogs – (AdWords & Analytics)– Marketing Land / Search Engine Land / Search Engine
Watch– GetElastic.com– PracticaleCommerce.com– Occam’s Razor – Avinash Kaushik
• Twitter Accounts– Rand Fishkin @randfish– Danny Sullivan @dannysullivan– Sean Si - SEO Hacker @seo_hacker– Matt Cutts - @mattcutts
Questions?
Inside eCommerce Content is King
www.insideecommerce.ie@insideecommerce
@micksgarage@DerekThaDog
Rob King – Content Manager
Content is King
email - video – photography - category management - social
Do’s & Don’ts:DON’T mention religion……ever
Bad taste I’ll never buy from you againIn some countries you’d get beheaded for that!
Do’s & Don’ts:DO: Visualise your audience then test, test & test again
Go Create!Plain text: Great deliverability but no visual impact. html templates: Simple & fast to set up but poor inbox consistency, repetitive, limited creativity & flexibility. Image mapping: Great flexibility, great inbox consistency but slow load times. No text version. Slicing: Great flexibility, visual impact, inbox consistency and load times
OptimisedPlatform consistency – creativity – speed - open rate - revenue
When?Largely over emphasised. There are hundreds of reports & studies all contradicting each other. A bit of common sense & some A/B testing brought us to a set of simple guide lines we generally work to:
• General car parts: 11am-2pm mon-fri (needs)• Tools, accessories, gadgets: 7.30pm-8.30pm (wants)• High value items: 25th – 30th of the month (pay day) • 9am– 10am mon-fri (work stuff)• Friday afternoon (limited numbers)• 4pm-6.30pm (home/dinner)
Subject lines, open rates, segmentation & personalisation Segmentation, relevance & personalisation are key to open rate
video
We did some in-house A/B testing and found that when a video was present on a product details page it drove a sales increase of 40% Hence why we now have an in-house team of experts working on video.
“ “John Smyth – head of marketing, Micksgarage.com
video
video
“ “
video
Software & HardwareWe use the Adobe Creative Suite. Videos are edited in Premier Pro and After Effects provides text, graphics & special effects, Lightroom and Photoshop are used for photography and email creation.
Basics - Camera, tripod, lights, mic, backdrop: €1290Total: €5635
video
video
+ AVS video editor
Despite filming in a dark warehouse and working on a part of the car that would normally be in shadow, through good lighting setup we have a clear, bright and crisp view of what is going on. (shot in 1080p full HD)
Video Content :• Attention spans are short but don’t assume your video has to be a certain length• Watch-ability is key. No matter what the subject, your video has to be interesting enough to watch• Get straight to the point. Don’t tell people what they’re about to see, get on and show them. (20% of viewers gone in 1 st 10s)• Know your stuff! Unscripted usually works better. That said, planning is essential. Have a clear vision & concept worked out• Accuracy! Remember there are no pedants on the internet!• Make sure the piece flows. if you do need a script, try to bullet point the topics you need to talk around, it will help you plan your shots• Research. Watch similar videos, learn from their mistakes, fill in the blanks & make yours better!
Poor sound and light can ruin a good video but they won’t make a bad video good, so first concentrate on the content
“
“
video
• 3.6m video views• 1.1m from embedded player• 25,000 views per week• 1964 CTA clicks YTD• Average view duration: 1.57 (48%)• Top 10 videos all ‘How To’
Before ‘How To Video’• 45 subscribers per month
After ‘How To Video’• 200 subscribers per month
PC Mobile Tablet0%
10%20%30%40%50%60%70%80%
Video Analytics
video
What posts work?Know your fan baseCheck out your insights
social
62 interactions, 3.5K reach
variety – photos – news – competitionsVideo – humour - genre – advice – ask!controversy (careful now) – mention the government if you dare!
social
The Twitter Machine• Make use of the background• Activity • Relevance• Keep sales messages to a minimum• Engage / interact• Post with image• Video: screenshot image
The Filter:• Jumping on the bandwagon• Editorial pieces /Original content• Opinion• SEO optimisation
social
Stuff you can try immediately:• Download AVS Video editor for FREE• Shoot a video on your smart phone, upload it to YouTube and link (annotate) to a product (Don’t forget to include a related product in your video!)• Double your Facebook activity for a week and monitor the change in reach and likes.• Do the same for Twitter• Run a simple Facebook competition• Segment your email list• Go on a half day film/photography course• Use your website on a daily basis – see it through the eyes of your customer • Let your company’s personality shine through
recap
Any Questions?
Michael Crean – IT & Operations Manager
About Me
• Co-founded MicksGarage.com while unemployed in 2004.• IT Systems architect, software developer and operations
manager• Involved in all aspects of business from IT to warehousing,
marketing, customer Service, Voip phone systems and everything in between.
About MicksGarage.com
• 42 Employees across IT, marketing, Warehousing, CS, Accounting
• Sell to approx 70 countries on monthly basis• 6+ million data records• Average age of our employees is just under 30• Innovation is key to our success• We try to lead rather than follow with everything we do.
Website is your shop window
• Must be kept updated• Must be kept clean• Must be current• Must entice customers to take a further look
“Its just a website, cant be that difficult”
Infrastructure Management
Data Management Content
Management Order
Management Order Dispatch Customer Service Returns
Management Fraud
Management Pricing Strategies Marketing
Technical Considerations
• Platform Selection• Payments, what service, what method, Paypal, Realex,
Stripe • PCI compliance issues• Order management tools• What level of automation do I need?• What volume of orders do I anticipate?• What sort of hosting do I need? Cloud, Shared, Dedicated• Automated Fraud Management• Outsource software development?
Order Management
• Keeping track of orders• Order change requests• Handling queries from customers• Unified systems, tracking numbers, payments, order history• Returns and refund handling• Filtering out fraudulent orders• mCRM – How we did it?
Order Management
We have one system to manage orders
Order HistoryTracking Numbers + PicturesPayment DetailsRefund DetailsAudit History
Order ManagementOrders managed through StatusesEach status part of pipelineUnified System – all parts of order visible
Barcode Packing
Accurate Dispatch first timeAll orders picked and packed via barcodeDispatch labels are printed automatically to save time
Data Management
• Handling millions of records• Correct product categorisation• Does your website handle mis-spellings?• Is your website navigation clean simple and quick?• Where will your data come from• What images do you have, where can you get the rest• Selectable attributes (Gender, Size, Colour etc)• Additional Attributes (Weight, Pack Size, Colour etc)• Descriptions• Barcodes• Accuracy
Payments & Fraud• Paypal• Realex• Stripe
• PCI compliance• Control required• 3DSecure
Any Questions?
Inside eCommerceMultichannel
www.insideecommerce.ie@insideecommerce
@micksgarage@vinnyobrien
Vinny O’Brien
@vinnyobrien@micksgarage
Multichannel – Gateway to the WorldThe ChallengeThe OpportunityHow to get startedHow we do itThe Playbook
Spoiler Alert
The gateway to the world
"in time of war as in time of peace, by every vessel of commerce or of war, without distinction of flag."
The Challenge
The Challenge
72
“It is no longer about channels; it is about the customer life cycle across everywhere we touch them.”
Customer feedback is central to everything that makes marketplaces tick. When Amazon or eBay make a change, we listen.
The Challenge
The Journey
• Probably best not to start here
The Journey
What they Offer
The Reality
What Works?
OUR
Global Play
113 Countries
5 currencies
5 Languages
Multi Lingual Storefront
Direct API Compatibility
Strategic Relationship
Our Platforms
Me on market research
Me !!
The Canary in the Mines
The Confession Box
The Confession Box
The Confession Box
The Thinning Hairline Playbook
When can I start
Questions
@vinnyobrien@micksgarage
Inside eCommerceDesign for Success
@micksgarage@so_uh_yeah
Brendan McMahon
Designing for Conversion
• 1998: Joined Organic Inc.• 2001: dot.com bubble burst
• 2001-2005: Independent Consulting/ G2 Interactive
• 2006-2008: Dell Inc.
• 2009: Hotels.com
• 2009-2013: Sears Holdings Corporation
About Me
Ecommerce - Conversion
Marketing - Audience
IT - Engine
Content - King
Design - Experience
Traditional ‘Website’ Design is Dead
Questions?
Traditional ‘Website’ Design is Dead
If you aren’t designing and developing for a multi-device experience you are missing the boat
Purchase Funnel Expectation
Questions?
Purchase Funnel Reality
Design pulls it together
Questions?
Designing for Conversion
Design has to be part of any tactical or functional implementation
What are we designing for?• Top of Funnel
(browse)• Bottom of Funnel
(cart/checkout)• Page weight• Data set• Page Goals
What are we measuring?• Bounce Rate• Exit Rate• Conversion Rate• Interactions• A/B
1. Introduce your customers the style of the store – Home page is the page you are giving the basic information about your business
2. Style and design should be the same for all pages
3. Compose the central part of home page
4. Product catalogue must be visible right from the home page
5. Organize the header of the home page
6. Don’t forget to include the search engine on your home page
7. Manage the catalogue categories in fine and logical way
8. Contact information must be visible and easy to find –
9. Information regarding delivery, returns, and general terms & conditions
10. One or two inserts from testimonials page. .
Design for Trust
What response does your HP elicit?
2
3
4
5
6a
6b
78
1
9 10
2
2
KISS - Keep It Simple Stupid
The KISS Method
Simplicity. Readability. Consistency• Landing Pages
• Defined Path to Product
• Large, Hi-Quality Product Images/Video
• Reviews
• Purchase Response Triggers
• Clear Call to Action
• Simple account and checkout
KISS – Basics of Site Design
KISS - Landing PagesNavigational
Search Landing Page
Lifestyle with a view to customization
KISS – Refine the Results
KISS – Support the User
KISS – Refine by Attributes
KISS - Assurance
KISS – The Right Results
KISS – Detailed Product Pages
KISS – Detailed Product Pages
KISS – Product Images
KISS – Purchase Triggers
KISS – Purchase Triggers
KISS – Purchase Response Triggers
KISS – Reviews
KISS - Accounts
KISS - Cart
KISS - Checkout
KISS - Checkout
• Design for PURPOSE
• Cut the Response Time – don’t over engineer
• Respect your Customers Time
• Understand the Traffic Drivers
• Hit The Visitor’s Interest
• Be Responsive – design with Multi-device in mind
Conclusion
Inside eCommerceStarting again – MotoToro.com
@micksgarage@ciarancrean
Ciaran Crean - CEO
MotoToro.comWhy– Passionate about bikes– Key resources in place– Fits exiting Data Centric model– Existing parts knowledge– Key enthusiastic supplier– Great shipping proposition– Complementary product lines– Powered by MicksGarage.com
Cost of ProductUnit Ship CostUnit Ship Accessory CostMargin
Inside eCommerce
THANK YOU!
For more visitwww.insideecommerce.ie
@insideecommerce@micksgarage@Johnnywestcoast@vinnyobrien@j_smyth@DerekThaDog@so_uh_yeah@[email protected]
