Roadshow 2014 - Paso Robles - Andrew Kamphuis
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Transcript of Roadshow 2014 - Paso Robles - Andrew Kamphuis
![Page 1: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/1.jpg)
The 5 Best Ways
To Increase YourEcommerce Sales
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Hello My Name is
Andrew Kamphuis
![Page 3: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/3.jpg)
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The 5 Best Ways
To Increase YourEcommerce Sales
![Page 5: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/5.jpg)
Ecommerce World Is Moving Crazy Fast
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Amazon“Anticaptory Shipping”
Picture can be headlines, etc of a article.
Amazon Anticipatory Shipping
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Wake up and Smell the Bacon
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AmazonDelivery by Drone
Amazon Delivery By Drone
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Order Pizza
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Does Wine Sell Online?
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Kevin OLeary
Money Talks…
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
5000000
10000000
15000000
20000000
25000000
30000000
35000000
40000000
$302m across 886 websites
2013 Ecommerce on Vin65
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Bottom 80% Top 20%0
50000000
100000000
150000000
200000000
250000000
300000000
2013 Ecommerce on Vin65
Top 20% SoldDid 93% Of Ecomm
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The 5 Best Ways
To Increase YourEcommerce Sales
![Page 15: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/15.jpg)
2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
4. User Experience
5. Personalization
5 Ways
ImportantOnes
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Use Offline to Get Them Online1
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Breakdown of Winery Direct-to-Consumer Sales
Source % Of Sales
Tasting Room 62%
Club 20%
eCommerce 6%
Events 12%
Wine Business Tasting Room Survey (May 2013 issue)
Your goal is to make this 40%. Not 6%
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Organic Search
Direct
0 2000000 4000000 6000000
Organic Search
Direct
0 20000 40000 60000 80000
Direct Traffic vs Search
6 Million Visitors – Jan 1, 2014+ Number of Orders From Those Visitors
Proof that Email Works
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All Email (Action, System, Mass) All Buyers - Action Email 1st Time Buyers - Action Email0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
2013 Email Open Rates on Vin65
Proof that EmailingTasting Room Visitors Works
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How To Execute
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Action Email
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A Good Action Email from Vin65 #3
Andrew to Find Email
Karson – Wrong Email. Use the one with Subject “Thank You For Visiting”
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The Perfect Action Email
2. Recognizes They Are a 1st Time Buyer
1. Thank Them For Their Visit
3. Solicit Feedback
4. Incentivizes Them to Buy More
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A Good Action Email from Vin65 #3
Andrew to Find Email
![Page 30: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/30.jpg)
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Get Mobile2
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Nov 2010 Nov 2011 Nov 2012 Nov 20130%
5%
10%
15%
20%
25%
30%
Over 25% Mobile
Vin65 Mobile Traffic
May 2014Desktop 59.0%Mobile 27.8%Tablet 13.2%
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Mobile Websites
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Mobile Websites
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Mobile Websites
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Mobile Websites
Company Mobile Company MobileAdelaida Cellars Yes J Dusi Wines NoAronHill Vineyards Yes (but hard to navigate) Jack Creek Cellars NoAugust' No Linne Calodo NoBarrel 27 & McPrice Myers No Lions Peak NoBella Luna Estate Winery No LXV Wine NoBiddle Ranch Vineyard Yes - Responsive :) ONX Wines Yes (but hard to navigate)Burbank Ranch Winery No PasoPort Wine Company Yes - Responsive :)Calcareous Vineyard No PasoRoblesWineries.net YesCaliza Winery No Peachy Canyon Winery NoCaliza Winery No Robert Hall Winery NoChateau Lettau No Roxo Port Cellars NoClayhouse Wines No S&G Estate Yes (but checkout not mobile)Denner Vineyards No Summerwood Winery NoFrolicking Frog Cellars Yes (but no purchase) Talley Vineyards YesHammersky Yes Tobin James Cellars Yes (but no purchase)Hansen Vineyards No Villa Creek Yes (but checkout not mobile)Hearst Ranch Winery No Zenaida Cellars No
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Is Your Website Accessible?
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Percentage of Email Opened on a Phone
http://marketingland.com/report-65-of-marketing-emails-were-opened-on-mobile-devices-in-q4-2013-71387
Mobile48.23%
Desktop & Tablet51.77%
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28 X
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How To Execute
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Seamless Transition
![Page 42: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/42.jpg)
Responsive Design
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Remove All Distractions / Simplify The Page
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Make Your Forms Shorter
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Make Sure it’s Secure
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Get Faster
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Shop Your Own Site on Mobile
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It’s The Shipping3
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Your WineryGround Free
Priority Mail $7.00
2 Business Days $15.00
1 Business Day $25.00
Ground ??
Priority Mail ??
2 Business Days ??
1 Business Day ??
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Ground: FreeStandard: $ 4.982 Day: $14.971 Day: $24.97
Your WinerySuper Saver Free
Standard $3.99
2 Days $12.98
1 Day $19.98
Ground ??
Priority Mail ??
2 Business Days ??
1 Business Day ??
![Page 51: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/51.jpg)
But What About Wine
![Page 52: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/52.jpg)
Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
3. Adult Signature Required
4. Inability to Negotiate with Carriers
5. Distance to Consumer
![Page 53: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/53.jpg)
My Users Don’t Care About Shipping
C
B A
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How To Execute
![Page 55: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/55.jpg)
Do NOT Pass On The Shipping Rates
![Page 56: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/56.jpg)
Use Realistic Shipping Rates
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Be Upfront About Shipping Costs
![Page 58: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/58.jpg)
Use Shipping Incentives
![Page 59: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/59.jpg)
Start a Shipping Program
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Join A Shipping Program
![Page 61: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/61.jpg)
Beyond Shipping
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Tracking Numbers
![Page 63: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/63.jpg)
Delivery Time
![Page 64: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/64.jpg)
The Packaging
![Page 65: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/65.jpg)
The User Experience Matters4
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The Zappos Shopping Experience
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Andrew – Photo
![Page 71: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/71.jpg)
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How To Execute
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Your Wineryvs
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What Really Matters
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Photography
![Page 76: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/76.jpg)
Consumer Ratings & Reviews
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Get the Buttons Right
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Streamline The Checkout
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After Sales Experience
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Shop Your Own Site
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Personalization5
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Personalization as a Driver of Sales
59% of online shoppers believe that it is easier to find interesting products on personalized ecommerce websites
56% of online shoppers are more likely to return to a site that shows product recommendations
53% of online shoppers believe that personalize ecommerce websites
provide a better service
45% of online shoppers are more likely to shop on a site that offers personalized recommendations
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Amazon Example
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How To Execute
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Say Hello
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Show Them The Wine They Want
v v v
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Make the Right Recommendations
v
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Personalize / Relevant Email
![Page 89: Roadshow 2014 - Paso Robles - Andrew Kamphuis](https://reader035.fdocuments.in/reader035/viewer/2022062319/555326ffb4c905a7778b51a2/html5/thumbnails/89.jpg)
The 5 Best Ways
To Increase YourEcommerce Sales
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2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
4. User Experience
5. Personalization
5 Ways
ImportantOnes