E-Commerce

Darach Cawley

Contents

• About Darach • About DarockMedia • E-Commerce Components • How E-Commerce Site Works • Top Sales Channels • Types of E-Commerce Solutions • Tips • Discussion and Q & A

About Darach

• Education – MSc & BSc in IT, HDip & PGDip in Business

• Experience – Developer/Team Lead/Business Consultant/Online

Business Owner

• Achievements – Deise Den/Dragons Den/Web Summit/Bungee Jump

BundleBee.ie

About DarockMedia

• Founded this year

• We do Future-Proofed: – Websites – Apps – Digital Marketing – E-Commerce

• What makes us different?

Future-Proofing: Desktop

Future-Proofing: Tablet

Future-Proofing: Mobile

E-Commerce Components

Sales

Marketing

E-Commerce

Technology

E-Commerce Components

• Marketing – User Personas e.g. Jean, 24, works in Salon, €100

weekly disposable income – Buying Behaviour e.g. AIDA (Awareness->Interest-

>Desire->Action) – Product/Service Design e.g. Based on wants and

market trends – Pricing Points e.g. To cover all personas – Campaign Management e.g. Develop a campaign

strategy to create a benchmark & work from

E-Commerce Components

• Sales – Sales Channels e.g. FB/Email/Direct/Referral – Sales Funnel e.g. Subscriber->Lead->Qualified

Lead->Customer->Repeat Customer – Shipping Provider (if needed) e.g. Package costing – Payment Processing e.g. PayPal/Realex/Hosted – Invoicing e.g. Integrated or manual

E-Commerce Components

• Technology – Monitoring & Analytics e.g. who/where/when – Tracking & A/B Testing e.g. What works best – Campaign Landing Pages e.g. Customised pages – Call to Actions e.g. Newsletter signup/form

How E-Commerce Site Works

Top Sales Channels

1. Direct Traffic 2. Search Engine Traffic 3. Email Newsletter 4. Referral Traffic (from other websites) 5. Facebook 6. Paid SEO Traffic (from Google AdWords) 7. Other Social Media 8. Paid SEO Traffic (from other Search Engines) 9. Affiliates

*source: www.irishecommercesurvey.com/

Types of E-Commerce Solutions

• Hosted - e.g. Volution.com/Shopify.com. New to the market.

• Out-of-the-box – e.g. OSCommerce/ZenCart. Integration with PayPal/basic product listing/categorisation etc. Typical solutions.

• Bespoke – integration with Realex/batch payment processing/one page purchase/unique experiences

Tips

• Design Once, Sell Everywhere

• Create & Use Landing Pages with clear CTAs for each new online campaign to increase conversion rates

• Use Tracking tags at the end of links for all sales channels to know which visitors came as part of which campaign

Tips

• Analytics is key but only use it if you know what you want out of it – you can waste a lot of time otherwise

• If you have a product to sell, look for affiliate websites to sell for you – can give good return for little effort

• Less is more – keep content to a minimum, people are lazy, make decisions more quickly and they want the headlines first and then the option to read more

Discussion and Q & A

• How do you sell your product/service online?

• What works best for you?

• Where do you think you need the most help?

Thanks

Darach Cawley

darach@darockmedia.com 087 310 3171

www.DarockMedia.com