Selling OnlineUnderstand, Build, Evolve.

@micksgarage@j_smyth

John Smyth

MicksGarage.com – Is there a real Mick?!

2004 20082006 20102005 2007

Founded

Employee 2 5 Employees

1st Warehouse .co.uk Site Live

New Warehouse

10 Employees

2009

28k Orders

1m Products

eBay Store

An Taoiseach

201220112010 2013

46k Orders

82k Orders

47 Emp’ees160K +Orders

6k Orders

Golden Spider Award

MicksGarage.com - Philosophy • Technology Driven Innovation• Information / Customers• Debates, Discussions, Arguments!• Team Focus• Celebrate Success

Understand, Build, Evolve

• Users v Customers

• Marketing driven by metrics

• Selling online

• Test & Learn

• Evolve & Grow

Users v Customers

• Differences• Starting Point• Who • Where • How• Why• Understand Your Traffic• Metrics Drive Understanding

Be Aware! • Traffic - very important, but only the start• Can’t stop there

• ‘Beyond The Click’– Website– Basket

• Holistic Marketing Approach– Traffic In….Traffic Out

• Funnel Management

Measure Smartly

• Analytics

• Don’t waste time

• Goals & KPIs

• Reports you need

• Less time tracking – more time deciding

• Data Overload

Users – Why do they buy?• Not customers, they’re easy!

• Value Proposition– Ask those who have bought

• Persuasion– Scarcity– Social Proof– Reciprocity

• Persuade them you’re the best option

How do we persuade?

• Choice, Brands & Value• ‘Car Part Experts’• 360° Imagery• Video• Blog – How To Guides • Product / Company Reviews• Free Delivery / 365 Day Returns• Multi – Channel Play

Learn…Evolve…Grow• Not Perfect• Constant Learning• Achievements

• Testing all the time– Optimizely– FiveSecondTest.com– Friends, Family, Customers

• Mobile• New Countries, Customers, Cultures, Content…

Challenges

Summary• Users v Customers

• ‘Beyond the click’ Marketing

• Measurement

• Value

• Persuasion

• Test & Learn