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The 3 Best Ways To Increase Your Ecommerce Sales
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3 Ways to Sell More Wine Online
Transcript of Willamette - Andrew - 3 Ways to Sell More Wine Online - Vin65/WineDirect
The 3 Best Ways
To Increase YourEcommerce Sales
Hello My Name is
Andrew Kamphuis
The 3 Best Ways
To Increase YourEcommerce Sales
Ecommerce World Is Moving Crazy Fast
Amazon“Anticaptory Shipping”
Picture can be headlines, etc of a article.
Amazon Anticipatory Shipping
Wake up and Smell the Bacon
AmazonDelivery by Drone
Amazon Delivery By Drone
Order Pizza
Does Wine Sell Online?
Kevin OLeary
Money Talks…
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
Bottom 80% Top 20%0
50000000
100000000
150000000
200000000
250000000
300000000
2013 Ecommerce on Vin65
Top 20% SoldDid 93% Of Ecomm
The 3 Best Ways
To Increase YourEcommerce Sales
2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
3 Ways
Use Offline to Get Them Online1
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%
Direct Traffic vs Search
10 Million Visitors – Jan 1, 2014+ Number of Orders From Those Visitors
Proof that Email Works
Search Engines
0 2000000 4000000 6000000
Search Engines
0 20000 40000 60000
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
How To Execute
Action Email
A Good Action Email from Vin65 #3
Andrew to Find Email
Karson – Wrong Email. Use the one with Subject “Thank You For Visiting”
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
A Good Action Email from Vin65 #3
Andrew to Find Email
Get Mobile2
Nov 2010 Nov 2011 Nov 2012 Nov 20130%
5%
10%
15%
20%
25%
30%
Over 25% Mobile
Vin65 Mobile Traffic
July 2014Desktop 57.8%Mobile 28.7%Tablet 13.5%
Mobile Websites
Mobile Websites
Is Your Website Accessible?
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%
28 X
How To Execute
Seamless and Responsive Design
Remove All Distractions / Simplify The Page
Make Your Forms Shorter
Make Sure it’s Secure
Get Faster
Shop Your Own Site on Mobile
It’s The Shipping3
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 ??
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 ??
But What About Wine
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
My Users Don’t Care About Shipping
C
B A
How To Execute
Do NOT Pass On The Shipping Rates
Use Realistic Shipping Rates
Be Upfront About Shipping Costs
Use Shipping Incentives
Start a Shipping Program
Join A Shipping Program
46Brix Customers
Yearly Avg Before 46Brix 12 Months Before 46Brix After Joining 46Brix0
500
1000
1500
2000
2500
3.74 X Growth
Move Products Closer To Customers
California
Ohio
*85% of US intwo days orless.
Beyond Shipping
Tracking Numbers
Delivery Time
The Packaging
The 3 Best Ways
To Increase YourEcommerce Sales
2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
3 Ways
