Selling Online: eCommerce

Chloë Thomas

eCommerceMasterPlan.com

Customer MasterPlan Model

Big Benchmarks

Social Proof & Trust

Tips for each of the 5 Stages

Stage 1:

Task no. 1: Marketing Audit● Fill in your existing marketing activity

○ Which stage does it contribute to?○ Hint - many marketing methods can be used in

multiple stages

eCommerceMasterPlan.com

Customer MasterPlan Model

Big Benchmarks

Social Proof & Trust

Tips for each of the 5 Stages

Listrak "Turning One-Time Buyers into Loyal Customers" June 2016

Today I’ll Introduce you to:

Facebook Twitter Instagram Pinterest

… is my leading source or social media sales conversions 64% 19% 9% 5%I use…

89% 70% 45% 41%

2015 Channel Advisor survey of 2,000 eCommerce businesses in the UK and USA

Task no. 2: What’s missing?● Is there anything obvious that you’re not

doing at the moment? ○ Email?○ SEO?○ PPC?○ Facebook?

eCommerceMasterPlan.com

Customer MasterPlan Model

Big Benchmarks

Social Proof & Trust

Tips for each of the 5 Stages

2015 Royal Mail “Want to Talk to Me?”

Task no. 3: Trust and Social Proof● What messages can you use?

○ Security logos?○ Review scores?○ Testimonials?○ Famous customers or publications?

eCommerceMasterPlan.com

Customer MasterPlan Model

Big Benchmarks

Social Proof & Trust

Tips for each of the 5 Stages

Stage 1: Shine a Light

Stage 1: Target Customer

Stage 1: Get Found

Stage 2: Popups

Stage 3: Welcome

Stage 3: Build trust

Stage 4: Facebook Remarketing

Stage 5: Learn

eCommerceMasterPlan.com

Where is your weakness?

How can you persuade your customers?

Chloe@eCommerceMasterPlan.com@chloe_ecmp