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Sell More Wine on the Internet 10 Ways to

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Page 1: Vin65 RoadShow

Sell More Wineon the Internet

10 Ways to

Page 2: Vin65 RoadShow

Hello My Name is

Andrew Kamphuis

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Sell the Most Wine Online

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Sell More Wineon the Internet

10 Ways to

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How to AnnoyYour Customer

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“Flash” on Your HomepageKnow What’s Annoying?

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Broken FunctionalityKnow What’s Annoying?

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Creating an Account to CheckoutKnow What’s Annoying?

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Out of Stock InventoryKnow What’s Annoying?

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Exorbitant Shipping RatesKnow What’s Annoying?

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AgeGates to Enter a SiteKnow What’s Annoying?

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AgeGates to Enter a SiteKnow What’s Annoying?

No AgeGate AgeGate0%

10%

20%

30%

40%

50%

60%

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SPAM!Know What’s Annoying?

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Painfully Slow Website

Know What’s Annoying?

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No Order Tracking

Know What’s Annoying?

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Cute Navigation Names

Know What’s Annoying?

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Sell More Wineon the Internet

10 Ways to

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Amazon, Zappos are the Bar1

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Move this text down.

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Your Wineryvs

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Get Mobile2

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Nov 2010 Nov 2011 Nov 2012 May 20130%

5%

10%

15%

20%

25%

Over 23% Mobile

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TraditionalWebsite

MobileOptimized

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Seamless Transition

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28 X

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Use Offline to Get Them Online3

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Connect your POSto Your Website

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Customer Ratings & Reviews4

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77% of Visitors Read Reviews

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86.9% Trust ThemOver Critics Review

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Over 20% More Sales WhenReviews are Added to a Page

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How Do You Get Reviews?

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Post Purchase Email

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Offer Incentives

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Add Social Widget

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Just Ask

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Know Your Visitor’s Dog’s Name5

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Remember Key Dates

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Show Them the Wine They Want

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Segment Your Email

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Record Your Numbers Monthly6

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# of Purchases

# of Visitors

Conversion Rate

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Retention Rate

# Of Customers From Last Period

That Are Still Customers This Period

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Sum Of Order Totals

Number of Orders

Average Order Value

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Lifetime Value

Customer Profit

Year

Retention Rate

(1-Retention Rate)*

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All Acquisition Expenses

Number Of New Customers

Cost to Acquire Customer

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Percentage of Promoters

Net Promoter Score

Ask: How likely is it that you wouldrecommend our winery to a friend?

Percentage of Detractors-

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Don’t Let Designers Override Common Sense7

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Wine Page

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Get the ButtonsRight

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Other Things toThink About When Hiring a Designer

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Hire a WEB Designer

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Make Sure Your DesignWorks for SEO

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Streamline the Checkout8

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Remove the “Create an Account”

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One PageCheckout

21.8%Lift

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Secure Shopping Message

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2nd Order is More Important Than 1st9

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Use Shipping Incentives10

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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 ??

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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 ??

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Be Upfront About Shipping Costs

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Use Realistic Shipping Fees

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Use Shipping Incentives

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Questions toAsk When

Building a Website

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Do you use a CMS (Content Management System)?

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Do you create a mobile site with my website?

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How do you stay current with best

practices?

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Who owns the data?

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Will my site be PCI compliant?

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Will my site be setup with Google Analytics?

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What happens if our relationship goes

south?

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Conclusion