[Webinar February 2012] Online Merchandising: Setting up Your Store for Success
Transcript of [Webinar February 2012] Online Merchandising: Setting up Your Store for Success
![Page 1: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/1.jpg)
Online Merchandising:Setting Your Store Up for
Success
Groove Webinar SeriesFebruary 2012
![Page 2: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/2.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 2
TODAY’S PANELISTS
Ethan GiffinCEO
Groove Commerce
Mack McGeeVP Sales & Marketing
Groove Commerce
![Page 3: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/3.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 3
ABOUT ETHAN GIFFIN
With over a decade of industry experience in eCommerce, SEO and the dynamic technologies that drive them Ethan Giffin founded Groove Commerce to be a boutique web agency that provides enterprise class service for online retailers.
This blend of industry and agency experience has made Ethan a sought after speaker and panelist at top events including: Internet Retailer, Magento Imagine, eTail, Search Engine Strategies (SES), SMX, American Marketing Association, PubCon and Ad:Tech.
Currently, as CEO Ethan is leading the charge to make Groove Commerce the Mid-Atlantic’s premier Magento partner.
Ethan E. GiffinCEO & Founder
Twitter: @Opie
![Page 4: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/4.jpg)
Thinking AboutMerchandising
Online Merchandising: Setting Your Store Up for Success | Groove Commerce 4February 2012
![Page 5: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/5.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 5
ALWAYS BE ASKING…
![Page 6: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/6.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 6
WHEN I SAY ME = THE CUSTOMER…
Why Should I Buy?
“Choose the words that make your prospects realize that what they really want is what you actually offer.”
- Bryan Eisenberg, Clickz – March 2001
![Page 7: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/7.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 7
CLASSIFYING THE CATALOG
Products for Promotion
• Low Traffic• High Conversion
Top Selling Products
• High Traffic• High Conversion
Products to Remove
• Low Traffic• Low Conversion
Products Need Optimization
• High Traffic • Low Conversion
Con
vers
ion
Traffic
![Page 8: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/8.jpg)
Out of the Box Options with Magento
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 8
PRODUCT RELATIONSHIPS
Upsells
• Items your customer would ideally buy instead of the product they are viewing.
• Might be higher quality, higher margin, more popular, etc
Related
• Appear on the Product page
• Meant to be purchased in addition to the item the customer is viewing
Cross Sells
• Items that appear on the Shopping Cart page
• Can be easily added onto an order
• Simple, Low Cost
![Page 9: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/9.jpg)
Your Home Page
Online Merchandising: Setting Your Store Up for Success | Groove Commerce 9February 2012
![Page 10: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/10.jpg)
• Focus on Top Level Categories
• Too Many Options Cause Confusion
• Drive Customers into the Proper Funnel
• Customize Experience Based on Customer
• Be Careful of Billboard Overload
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 10
HOME PAGE MERCHANDISING
![Page 11: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/11.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 11
YOUR HP IS NOT A DEMOCRACY!
Everyone Wants to Pile Stuff on Your Home Page.
“Common over-the-top visual elements include wild background colors, giant graphical billboards taking up prime page real estate, garish text treatments in headlines and buttons, visual embellishments and flourishes on unimportant parts of the page, and unnecessary animation or video.”
- Tim Ash, CEO Site Tuners
![Page 12: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/12.jpg)
Your Category Pages
Online Merchandising: Setting Your Store Up for Success | Groove Commerce 12February 2012
![Page 13: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/13.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 13
REMEMBER THE DISPLAY ORDER
![Page 14: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/14.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 14
FEATURE TOP SELLERS
![Page 15: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/15.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 15
ADD TO CART VS MORE DETAILS
1. Think About Button Action on Category Pages
2. Don’t Always Assume “Add to Cart”
3. Base on Cost or Complexity
4. How Do Customers Purchase?
5. Test “Add to Cart” versus “Buy Now”
6. Test Button Color
![Page 16: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/16.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 16
FLAG YOUR PRODUCTS
1. Overlay Flags on Top of Your Product Images
2. Modifier Words- New!
- What’s Hot
- Top Rated
- Buyers Choice
- Sale!
- More Colors
3. Set via Product Attribute
![Page 17: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/17.jpg)
Your Product Pages
Online Merchandising: Setting Your Store Up for Success | Groove Commerce 17February 2012
![Page 18: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/18.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 18
POST PANDA DESCRIPTIONS
"The Linksys E2000 offers selectable dual-band Wireless-N technology and extended range to provide wireless coverage throughout your home. Cisco Connect"
![Page 19: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/19.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 19
AJAX CART WITH CROSS SELLS
![Page 20: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/20.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 20
UPSELLS OVER CROSS SELLS! (20%)
![Page 21: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/21.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 21
AJAX UPSELL ON ADD TO CART
![Page 22: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/22.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 22
QUALITY PRODUCT IMAGES
![Page 23: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/23.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 23
FEATURE PRODUCT VIDEOS
![Page 24: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/24.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 24
CUSTOMER WHO BOUGHT
![Page 25: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/25.jpg)
• Review Your Ready to Buy Box
• Is it in Stock?
• When Does it Ship?
• Change Product Image with Color Option
• Create Product Bundles to Beat MAP
• Always Be Testing!
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 25
EXTRA TIPS…
![Page 26: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/26.jpg)
The Checkout
Online Merchandising: Setting Your Store Up for Success | Groove Commerce 26February 2012
![Page 27: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/27.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 27
COUNTDOWN TO FREE SHIPPING
![Page 28: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/28.jpg)
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 28
CHECKOUT CROSS SELL
![Page 29: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/29.jpg)
• Site Search Results Dynamically Sorted Based on Sales
• Include Cross Sells/Recommended Products on Receipt Emails
• Show Related Products within yourContent Areas/Blogs
• Create Look Books via Pinterest
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 29
EXTRA THOUGHTS…
![Page 30: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/30.jpg)
Bulletproof Promotions
Online Merchandising: Setting Your Store Up for Success | Groove Commerce 30February 2012
![Page 31: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/31.jpg)
• Create a Site Wide Discount/Sale
• Free Shipping over $XX
• Free Gift with Purchase
• Free Gift Card with Order over $XX
• Buy X, Get 1 Free
• Provide a Rebate for Social Engagement
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 31
BULLETPROOF PROMOTIONS
![Page 32: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/32.jpg)
Magento Extensionsfor Merchandising
Online Merchandising: Setting Your Store Up for Success | Groove Commerce 32February 2012
![Page 33: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/33.jpg)
• Predictive Intent – PersonalMerchant
• SearchSpring - eCommerce Search
• Aheadworks - Bought This Also Bought
• Aheadworks - Frequently Bought Together
• Iceberg Commerce - Product Video Gallery
February 2012 Online Merchandising: Setting Your Store Up for Success | Groove Commerce 33
SOME OF OUR FAVORITES
![Page 34: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/34.jpg)
Q & A Time!
Online Merchandising: Setting Your Store Up for Success | Groove Commerce 34February 2012
![Page 35: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/35.jpg)
Online Merchandising: Setting Your Store Up for Success | Groove Commerce 35February 2012
ABOUT GROOVE COMMERCE
Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.
Services include:• eCommerce Website Design
• Magento Development & Integration
• eCommerce Site Analysis
• Conversion Rate Consulting
• Search Engine Optimization (SEO)
• Social Media Marketing
• Pay Per Click (PPC) Management
2400 Boston Street, Suite 320, Baltimore, Maryland 21224
www.groovecommerce.com
![Page 36: [Webinar February 2012] Online Merchandising: Setting up Your Store for Success](https://reader034.fdocuments.in/reader034/viewer/2022052523/555ab32ad8b42ad0538b51c3/html5/thumbnails/36.jpg)
Online Merchandising: Setting Your Store Up for Success | Groove CommerceFebruary 2012 36