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TRANSCRIPT
Sell More Wineon the Internet
10 Ways to
Hello My Name is
Andrew Kamphuis
Sell the Most Wine Online
Sell More Wineon the Internet
10 Ways to
How to AnnoyYour Customer
“Flash” on Your HomepageKnow What’s Annoying?
Broken FunctionalityKnow What’s Annoying?
Creating an Account to CheckoutKnow What’s Annoying?
Out of Stock InventoryKnow What’s Annoying?
Exorbitant Shipping RatesKnow What’s Annoying?
AgeGates to Enter a SiteKnow What’s Annoying?
AgeGates to Enter a SiteKnow What’s Annoying?
No AgeGate AgeGate0%
10%
20%
30%
40%
50%
60%
SPAM!Know What’s Annoying?
Painfully Slow Website
Know What’s Annoying?
No Order Tracking
Know What’s Annoying?
Cute Navigation Names
Know What’s Annoying?
Sell More Wineon the Internet
10 Ways to
Amazon, Zappos are the Bar1
Move this text down.
Your Wineryvs
Get Mobile2
Nov 2010 Nov 2011 Nov 2012 May 20130%
5%
10%
15%
20%
25%
Over 23% Mobile
TraditionalWebsite
MobileOptimized
Seamless Transition
28 X
Use Offline to Get Them Online3
Connect your POSto Your Website
Customer Ratings & Reviews4
77% of Visitors Read Reviews
86.9% Trust ThemOver Critics Review
Over 20% More Sales WhenReviews are Added to a Page
How Do You Get Reviews?
Post Purchase Email
Offer Incentives
Add Social Widget
Just Ask
Know Your Visitor’s Dog’s Name5
Remember Key Dates
Show Them the Wine They Want
Segment Your Email
Record Your Numbers Monthly6
# of Purchases
# of Visitors
Conversion Rate
Retention Rate
# Of Customers From Last Period
That Are Still Customers This Period
Sum Of Order Totals
Number of Orders
Average Order Value
Lifetime Value
Customer Profit
Year
Retention Rate
(1-Retention Rate)*
All Acquisition Expenses
Number Of New Customers
Cost to Acquire Customer
Percentage of Promoters
Net Promoter Score
Ask: How likely is it that you wouldrecommend our winery to a friend?
Percentage of Detractors-
Don’t Let Designers Override Common Sense7
Wine Page
Get the ButtonsRight
Other Things toThink About When Hiring a Designer
Hire a WEB Designer
Make Sure Your DesignWorks for SEO
Streamline the Checkout8
Remove the “Create an Account”
One PageCheckout
21.8%Lift
Secure Shopping Message
2nd Order is More Important Than 1st9
Use Shipping Incentives10
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 ??
Be Upfront About Shipping Costs
Use Realistic Shipping Fees
Use Shipping Incentives
Questions toAsk When
Building a Website
Do you use a CMS (Content Management System)?
Do you create a mobile site with my website?
How do you stay current with best
practices?
Who owns the data?
Will my site be PCI compliant?
Will my site be setup with Google Analytics?
What happens if our relationship goes
south?
Conclusion