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E-Commerce A to Z

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Topics on the discussion todayIntroduction to E-CommerceTechnology options availableUnderstand your business deeper Marketing E-Commerce BusinessMeasuring of E-CommerceImportance of non marketing divisions Grow E-Commerce businessClosing notesQuestion and Answers

Introduction to E-Commerce

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What is E-Commerce?exchange of money for goods and services over the Internet.

Flipkart.comBookmyshow.com

Great online shopping festival (GOSF)by Google started in 2012www.thegosf.comThis year its 11th to 13th Dec 2014

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Types of E-Commerce?

1) B2C Flipkart.com2) B2B Tradeindia.com 3) C2C Olx.in4) C2B Google Adsense4) C2G Income tax e filling5) E-learning classteacher.com

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Why its becoming popular?

Its convenient free home deliveryLow prices save moneySaves time for busy peopleAnytime shopping from anywhereWider product rangeGreat discounts & coupons

Advantages for E-Retailers?

Dont need fancy buildings & infrastructureCan set up at low cost areasReduced man powerThe need to maintain inventoryAs growing population is constraint to find fancy locationsDeveloping infrastructure and internet connectivity

Top E-Commerce Sites India?

Flipkart MyntraJabongAmazon IndiaSnapdealEbay IndiaSource Comscore 2013

Top E-Commerce Sites Global?

AmazonStaples IncAppleWalmart only 3% online salesDell

E-Commerce Platforms(Self Hosted X Pre Hosted)

Self Hosted E-Commerce Platforms

1) Magento2) PrestaShop3) osCommerce4) WooCommerce for Wordpress5) VirtueMart for Joomla6) Ubercart for Drupal

Pre Hosted E-Commerce PlatformsNo technology hassles just monthly fee or commission based on sale

ShopifyBigcartelBigCommerce3D CartAmazonEBay

Understand Your Business Better Before you Market

What is the market sizeWho are your prospectsWhat they do & demographic and psychographicWho are competitorsWhat is your unique offeringDefine your rules (Ex: whats app no ads)

Understand Business Trends

- Which day of the week you get more orders- What impact weather has on your business- What impact school holidays has - Which season or festival drives more sales- What products are most popular & why exactly- How other factors impact your sales- What is the % of new traffic & % of new orders- What is the % of mobile traffic, tablets & desktops- What traffic channel is driving quality traffic

Analyze all the available business data and understand the loop holes and hidden opportunities

Ex: Snapdeal cash on deliveries

Hire Right People with Right Mix- Brand Marketers Digital Marketer- Data Scientists Data Analyst- Story Tellers Content Writers- Growth Hackers Innovative Marketer

Make sure 50% of the team works on data

Companies spend lot of money on advertising and marketing but not on the human resources & right talent

Invest Your Money in Right Proportions

E-Commerce Marketing

1) Write your marketing objectives2) Define your media plan3) Create campaigns4)Optimize continuously based on data analysis

Calculate CLTV and Dont Spend CPAs more than that to acquire a customer

- At least 2 years data required

Only for existing businessesFor new business understand how much you can spend based on your revenue model

Dont think your campaigns drive 100% new users

Check your Google analytics reports, you see your campaigns driving returning visitors

Market on All Channels(online X offline)

Every channel has its advantage

1) SEO (Low cost, Trusted & Longer)2) SMO (Reach, Viral & Traffic Driver)3) Paid (Display & Search) (Instant, Quality, Result oriented)4) SMM (Branding)5) Email Marketing (Low cost & effective)6) Content Marketing (Long lasting)7) Affiliate Marketing (Additional channel)8) Friend Referrals (Most trusted)

Importance of Social MediaFacebook post life is 1 day & twitters its hours

Can get lot of followers & likes but if not relevant no business value

Dont Forget Mobile Marketing(first search may start on mobile)

Get mobile app or optimized website

Remarketing is Important(Only for potential prospects)

1) Google Remarketing(Based on Cookies)2) Facebook Retargeting(Based on Cookies & Emails)

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Keep Close Eye on your Advertisements regularly.

Where ever you are paying money directly needs daily attention

Get more reviews from customersgenuine customer reviews have lot of impact on the new customers

Keep Experimentinghave separate budget for experiments

Growth hacker is the person spend this for his new ideas

Build Your BrandWhen some says the product name your brand should recall Ex: Google, Apple, Microsoft

People have different opinions on brands, make sure your build them right

Automate Your Marketing

- Use right tools to make your job easySending personalized mailsSending mails based on rulesPPC biddingComplaint confirmation mails

Take risks and experiment your ideas

.you may find a gold mine for your business with new idea

Importance of Non Marketing Divisions

Marketing accounts only 25% of ecommerce success

Your Website = Physical Store

Keep it clean

Product is primary unit in retail. Keep products in stock always

20% of products drive 80% of sales.If a product is not selling check why not? Is it because product is in deeper category level or does not have demand?

Biggest pain to the customer to buy online is the quality of products, they cant touch & feel the products.

Most of the companies are trying to convince the customers by free 30 days returnbut lenskart.com did it in different waythey built a feature that you can upload your pick and see how lens fit to you.

Cash Flows

Another thing is cash on deliveries..its hurting like anything. 60% of the payments are cash on deliveries

Companies charging additional on cash on deliveriesand working on rejections as well

Customer Support(Provide exceptional customer service)

Only customer service team interact with the customers

Provide them right service have right team to deal with customers. They should be able to manage all the situations & frustrations of the customers

Respond to customer queries in less than 2 hour

Deliveries(In time & with proper packing)One of the important area & has lot of impact on customer satisfaction

Delivery boys are the only people interact directly with customers in ecommerce. So, they represent whole company, make sure to train them right and have dress code to present the company in right manner

Measure Your Marketing Performance

Implement Analytics Tracking On your store as well as Advertisements

Each link should be tagged so, we know the value of all the marketing elements

Define your KPIs(Micro X Macro)

Acquisition rateRegistration rateConversion rateRetention rate

What ever you want..

Measure based on KPIs

Understand Data Granular at Level

Ad Group Level DataCampaign Level Data

Ad group level data with device split

Analyze Data from More Dimensions

by User Typeby Locationby Ageby Deviceby Traffic Channelby Campaignby Keywordby Operating Systemby Behavior (site search users)

Your Site Search Data is the Valuable Source

New product ideasImportant products

Segment Traffic Before You AnalyzeOverall data gives your wrong understanding

1) Leaving in 10 secs2) Leaving in a minute3) Bounced X No bounced4) Suspects5) Prospects6) New Customers7) Returning Customers etc

Data Fools You Some TimeApply Human IntelligenceMale order value - 54 | Female order value - 45

Right Team & Right Information

Data analysis is most complex task

You data scientist should know all the ins & outs of your business...if not you dont get right insights

Data Analysis Heart of Ecommerce

Right Talent Can Save Half of Your Marketing Budget and Drive 50% More Sales in you Store

Grow Your E-Commerce Business

Sell more to existing customers

1) Personalized suggestions 2) Cross selling 3) Up selling

4) Adding more new products

6% increase in sales

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Increase the retention rates1) Better & unforgettable service2) Loyalty schemes

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Acquire more new customers

Increasing product rangeSelling specific product or brand which is not available anywhere (Moto mobiles on flipkart) Spending more on marketing

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Strategic AllianceOr AcquisitionOr Merger Example: Google, AmazonFlipkart & Myntra

Useful Data for Aspiring E-Commerce Entrepreneurs(All the data is from the Indian online shoppers survey conducted in 2013)

Opportunity for E-Commerce?

Just at infant stage, huge market to occupyIndia is the fastest growing country in ecommerce

Source: IAMAI

Source: Survey by baggout.com

Source: Survey by baggout.com

Source: Survey by baggout.com

Source: Survey by baggout.com

Source: Survey by baggout.com

Source: Survey by baggout.com

If you have courage to dreamyou will be the next person in line to be in online business

But it takes 5 7 years to get into profits

Select the niche areaunderstand the market size & your prospectsmarket them in right waysdo the best to serve your customer.you can make it

Around 200 E-Commerce ventures have been closed in India till nowallschoolstuff.comSo, Its not an easy taskIf you go with me to business, the probability of failure is 90%, but it only 30% for innovative business ideas

Get an innovative idea or use your creativity a to create your market from the exiting market

Tata Docomos creativity shaken the entire telecom industry

If you set up a company

Your every days & single goal is to keep it alive for tomorrowat any cost

If you set up a company

Your every days & single goal is to keep it alive for tomorrowat any cost

www.ecomlytics.com/ecommerceatoz

Ravindra Reddy Chitla+919701641046ravindrareddychitla@gmail.comwww.ecomlytics.com