Rob Snell's 2010 PUBCON SOUTH Keynote: Real World Ecommerce w/ Yahoo! Store
169
Real World Ecommerce ROB SNELL robsnell.com
Transcript of Rob Snell's 2010 PUBCON SOUTH Keynote: Real World Ecommerce w/ Yahoo! Store
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
