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Affiliate Summit West 2010
E-Commerce Site Deconstruction: Strategies for Affiliates
Michael VorelCEO, Vastplanet CorporationTwitter @michaelvorel
Who is Michael Vorel?
CEO / Founder - Vastplanet Corporation, 1998o Ecommerce Developmento Internet Marketing (SEO, PPC, Social Media)o Affiliate Managemento Consulting
Affiliate Marketer since 1999 10 Years experience in computer industryo International product marketing, sales, marketing,
purchasing & management
Agenda for Today’s Presentation
E-Commerce Todayo Why Learn? o Merchant vs. Affiliate Needso Market Conditions & Trendso E-Commerce Leaderso Conversion Techniques
Affiliate Strategieso Affiliate Exampleso Basic & Advanced
Why Learn about E-Commerce?
E-Commerce Sites: Create Consumer / Business Demand Invest in Conversion & Acquisition Strategies Understand Shoppers Needs Promote Best Selling Items Follow Trends & Economic Conditions Reward You on Conversion!
Understand Merchant = Affiliate Advantage
What do Merchants Want?
Customer Acquisition Conversions Pay for Performance Model Reduction of Costs Margin Preservation Behavioral Analysis Ability to Market Directly
Image credit – macys.com
What do Affiliates Want?
Affiliate Income High Conversions Low Risk Visitor Information Ability to Remarket
Image credit - getentrepreneurial.com
The E-Commerce Flow
BUSINESS
EcommerceMerchant
Affiliate Affiliate
SearchEngines
Social Media
MobileOther
DIRECT DIRECT
DIRECT DIRECT
CONSUMER
Market Conditions 2009
Top 500 Merchants Revenue $115.8B (+11.7%) Top 100 Merchants Revenue $98.6B (55% of total) Amazon.com Revenue $19.17B (+29.5%) Economic Forces Luxury is Out & Necessity is In (changing) Winners are investing in Technology Social Media & Mobile is changing landscape
Source: Internet Retailer 2009 Edition
Source: Internet Retailer 2009 Edition
What’s Selling? Categories Rising
Apparel / Accessories Food / Drug Health / Beauty Mass Merchant
Categories In Decline Teen Clothing & Accessories Hardware / Home Improvement Housewares / Home Furnishings Flowers / Gifts Toys / Hobbies (rising)
What Categories Lead?
Source: Internet Retailer 2009 Edition
Retailer Mix in Top 500
Source: Internet Retailer 2009 Edition
Source: Internet Retailer 2009 Edition
Holiday Shopping 2009 Heavy Pre-Holiday Offers, Free Shipping Traffic to Coupon Sites (+76% Nov)
Coupons.com, EverSave.com, RetailMeNot.com 4 out of 5 online in U.S. visited a retail site (Nov) $913 million on Tues - Dec 15 (Record) 9 days this year, consumers spent $800+ Million in day 48 Days of Online Shopping = $24.8 Billion (+4%) Largest sales days - midweek (Mon, Tues, Wed, Thu)
Data Source – ComScore
Holiday Shopping 2009 Toys, Consumer Electronics, Department Stores, each
growing more than 30% vs. October 09 Toys Category (+33%)
ToysRUs, LEGO, Disney, American Girl Consumer Electronics (+32%)
BestBuy, Walmart, RadioShack, eBay, Buy.com Online Department Stores (+33%)
Walmart, Target, Sears, JCPenny, Macy’s
Data Source – ComScore
Top E-Commerce Trends Personalization Mobile E-Commerce Segmentation Behavioral Profiles Sharing - Social Media (Facebook, Twitter) Building Loyalty Search Product Reviews Product Guides Video
Personalization (You, Your) Welcome, Michael Vorel We have Recommendations for You (behavioral learning) Your Browsing History (cookies & account registration) Rate These Items (social media, reason to return) Remember You Saved these? (wishlist) Your Communities (social media) Want to See Today’s Deals? (Conversion) Individual Treatment Creates Loyalty
Mobile Trends
Personalization Sync with Account Payment Integrated Product Reviews Select Products Conversion
Best Buy Mobile – Now think Affiliate…
Segmentation & Behavioral Profiles
Market Individually Create Email Alerts Convert Later Compile Profile Record Everything Convert Now
Follow-Up Emails
Should be Personalized Reminds me of purchase Related Products Up-Sell Conversion Alternatives
Sharing is In
Email Sharing Facebook, Twitter, Other Creates Community Creates Opportunity Creates Conversions
Social Media (Facebook 5.5% share)
Affiliate Income
Video
Video Demos Video Guides Live Video
Amazon.com – Conversion Experts
2008 Sales of $19.1B (+29.5%) 275M visitors/mo (56.5m unique) Converts 3.45% Avg. Sale $170
Traffic Comes from: Search Engines (32%) New Shoppers (30%) Return Shoppers (70%)
Amazon.com – Formula
Low prices + Great Selection Free Shipping Offers Amazon Prime (loyalty) Personalization to the highest degree Combination of account history and
behavioral learning to convert. Combines multiple merchants
Amazon.com – Related Conversions
More Items to Consider Related to Items You Viewed Inspired by Browsing History Additional Items to Explore Inspired by Your Shopping Trends Customers with Similar Searches Your Recent History Your Recent Searches
Walmart.com
Connect With Others Like You Save Money, Rollbacks Value of the Day Ship to Store
Apple.com
Visual Sell Cross Sell, Up-Sell Stay & Learn Free Shipping
Charlotte Russe
Social Shopping Visual Shopping Community Contests
Affiliate’s Who Understand
• RetailMeNot.com• Offers.com• CouponCabin.com• eBates.com• CashBaq.com
Image - http://blog.nbc.com/ross_blog
RetailMeNot.com
RetailMeNot.com Popular Stores (shows Alternatives) Today’s Top Coupons (related items) Share the Love (Social Media) Win the Gift Card (Email capture) International Aspect
RetailMeNot.com Excellent Search Quick Poll (Social Aspect) Newsletter & Email Alerts Power Tools to Share
CouponCabin.com
CouponCabin.com
Our Favorite Coupons (shows Alternatives)
Social Media Icons (sharing connection)
Most Popular Coupons (community popularity)
Coupons by Email Live Help (Helping before
ecommerce transaction)
Offers.com
Offers.com
Integrates Articles (adds value to sales process)
Integrates DataFeed to show Savings (prepares consumer in advance)
Countdown (creates Amazon like experience)
Weekly Newsletter
Offers.com
Navigation (with options) Social Media Icons (sharing
connection) My Offers (Personalization)
eBates.com
eBates.com - different approach
eBates.com
Immediate Signup Rewards Shopper $5 Deals of Week Featured Stores Featured Coupons
eBates.com – Signup Email
Email Confirmation Conversion Reminder
CashBaq.com
Visual Concept Shop & Share Latest Conversations Rate, Review, Join Login Facebook Connect
CashBaq.com
Search by Stores, Coupons, Discussions, Deals
Cash Back to Consumer
Affiliate Strategies to Implement
Basic Segmentation Organize Popular Sections Shadow the Merchant Integrate Social Media Add Shopping Guides Best Sellers Surveys Live Help
Advanced• Personalization• Account Registration • Enhanced Search• Mobile Applications• Cross Sell & Related• Email Alerts• Loyalty• International