Secrets to Successful Online Merchandising

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Candace Hutchinson
5 years ago
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2 What is Online? Online merchandising i describes how you display your products and services on your website. It s a fundamental task in making sure your website makes your customers happy and makes you profit. 90% Why is it imperative? of consumers start their boat search online 17% more leads are generated for dealers who showcase boats through video 66% of walk-ins have already visited your website & arrive to your dealership knowing what they want 2

3 What is the goal of your website? The goal of your website is not to sell more boats The first secret revealed Everything I know about online merchandising, I learned from my dog. 3

Pet principles are stripped of human bias and rely solely on cause & consequence. Old dogs can (and should) learn new tricks: 1. Flashy doesn t mean functional. 2.

4 Pet principles are stripped of human bias and rely solely on cause & consequence. Old dogs can (and should) learn new tricks: 1. Flashy doesn t mean functional. 2. Friendly greetings are key. 3. Give a dog a bone. 4. Curiosity killed the 5. Persistence pays off. 6. Keep the good stuff within reach. 7. Full bowls keep em coming back. 4

5 Warning: Dogs & cats don t always see eye to eye. Understanding the market place and your audience is the driver for successful online merchandising. Warning: Dogs & cats don t always see eye to eye. Understanding the market place and your audience is the driver for successful online merchandising. 5

6 First Trick: 1. Flashy doesn t mean functional. 2. Friendly greetings are key. 3. Give a dog a bone. 4. Curiosity killed the 5. Persistence pays off. 6. Keep the good stuff within reach. 7. Full bowls keep em coming back. 1. Flashy doesn t mean functional. Flash is cool, but functionality and optimization are more important. Video or Flash intros increase download time Limited content Flash is challenging to optimize Minimal calls to action 6

7 1. Flashy doesn t mean functional. Flash is cool, but functionality and optimization are more important. Video or Flash intros increase download time Limited content Flash is challenging to optimize Minimal calls to action The Consequence 7

8 The result when function out-weighs flashy. Boat brands prominently displayed above the fold Clear navigation Reinforced branding & tagline Descriptive title tag & use of Alt+ tags improve SEO CONSEQUENCE Achieve higher rankings and provide a better user experience. The result when function out-weighs flashy. Boat brands prominently displayed above the fold Clear navigation Reinforced branding & tagline Descriptive title tag & use of Alt+ tags improve SEO CONSEQUENCE Achieve higher rankings and provide a better user experience. 8

9 Trainer Tips: Optimized Homepages Put it out there: Optimize your homepage with 1 descriptive title tags, internal links in content and alt tags. Reaffirm your brand & site purpose: Clearly 2 display your brand and the brands you carry. Reinforce product promotions: Mirror any offers 3 promoted in your offline advertising. Make it easy to keep moving: You want visitors to 4 go beyond your homepage. Trainer Tools 9

10 Next Trick: 1. Flashy doesn t mean functional. 2. Friendly greetings are key. 3. Give a dog a bone. 4. Curiosity killed the 5. Persistence pays off. 6. Keep the good stuff within reach. 7. Full bowls keep em coming back. 2. Friendly greetings are key. Like your dealership, your website should welcome prospects and invite them in. Void of personal interaction Lack of captivating visuals on the homepage No indication of what this business offers 10

11 The Consequence The result when your site invites them in. Secrets Clear branding to with Successful company Online message Boat brands displayed prominently Intro content to welcome the visitor Clear benefits to visitor Shortcuts to move deeper into the site Invitation to read newsletter CONSEQUENCE Visitors will move deeper through the site & sales funnel. 11

12 The result when your site invites them in. Secrets Clear branding to with Successful company Online message Boat brands displayed prominently Intro content to welcome the visitor Clear benefits to visitor Shortcuts to move deeper into the site Invitation to read newsletter CONSEQUENCE Visitors will move deeper through the site & sales funnel. Trainer Tips: Friendly Sites Introduce yourself: Provide a brief overview of 1 your dealership what s in it for the visitor? Invite them to take an action: Include calls to 2 action that encourage visitors to move deeper into the site. Show them what you ve got: Prominently display 3 the brands that you carry. Make it easy to keep moving: You want visitors to 4 go beyond your homepage. 12

13 Trainer Tools Next Trick: 1. Flashy doesn t mean functional. 2. Friendly greetings are key. 3. Give a dog a bone. 4. Curiosity killed the 5. Persistence pays off. 6. Keep the good stuff within reach. 7. Full bowls keep em coming back. 13

14 3. Give a dog a bone Link special offers & promotions to relevant landing pages. Visitors expect to see the offer when they click-through to the site. The Successful user searched Online for: And clicked on this ad text: The Consequence 14

15 The result when links direct to relevant landing pages The user searched for: And instead clicked this ad: CONSEQUENCE Decrease bounce rate by 20% by linking promotions & ads to the most relevant pages. The result when links direct to relevant landing pages The user searched for: And instead clicked this ad: CONSEQUENCE Decrease bounce rate by 20% by linking promotions & ads to the most relevant pages. 15

16 Trainer Tips: Landing Pages 1 Link ads to the right page: Product-specific ads and keywords should link to product specific pages; more general ads should link to more general pages. Mirror your ad title: The headline or title of your ad 2 should mirror the one on your landing page. Make selling points visible: If you include 3 compelling prices or special offers in your ad text, a customer will expect to see these on your site. Trainer Tools 16

17 Next Trick: 1. Flashy doesn t mean functional. 2. Friendly greetings are key. 3. Give a dog a bone. 4. Curiosity killed the 5. Persistence pays off. 6. Keep the good stuff within reach. 7. Full bowls keep em coming back. 4. Curiosity killed the... Visitors who make it to your boat detail pages are clearly interested. Give them the details; or they may assume them. Minimal description about the inventory Limited photos Clumsy navigation to return to search results No additional resources or promotional offers Ineffective photos 17

18 4. Curiosity killed the... Visitors who make it to your boat detail pages are clearly interested. Give them the details; or they may assume them. Minimal description about the inventory Limited photos Clumsy navigation to return to search results No additional resources or promotional offers Ineffective photos 4. Curiosity killed the... Visitors who make it to your boat detail pages are clearly interested. Give them the details; or they may assume them. Minimal description about the inventory Limited photos Clumsy navigation to return to search results No additional resources or promotional offers Ineffective photos 18

19 The Consequence The result when boat detail pages are descriptive & inform Quick glance of features Detailed description with bolded features Three easy-to-find calls to action Short cuts to view specific photos Promotion of relevant sales package CONSEQUENCE Increase conversions by 5% by adding more detailed descriptions*. * Google Case Study 19

20 The result when boat detail pages are descriptive & inform Quick glance of features Detailed description with bolded features Three easy-to-find calls to action Short cuts to view specific photos Promotion of relevant sales package CONSEQUENCE Increase conversions by 5% by adding more detailed descriptions*. * Google Case Study Trainer Tips: Boat Detail Pages Include multiple photos & video: Engage 1 prospects with multi-media that shows the details. Create detailed descriptions: Use keywords that 2 your visitors it are using; avoid industry jargon. Highlight where to go next: Give the visitor options to take a next step view photos, print 3 listing, map dealership, contact, etc. 20

21 Trainer Tools Next Trick: 1. Flashy doesn t mean functional. 2. Friendly greetings are key. 3. Give a dog a bone. 4. Curiosity killed the 5. Persistence pays off. 6. Keep the good stuff within reach. 7. Full bowls keep em coming back. 21

22 4. Persistence pays off. The right message at the right time to the right prospect. Promotions should be visible and featured on relevant product pages consistently. Promotion is near the fold Not prominently displayed Limited to homepage No link to view specials The Consequence 22

23 The result when promotions are targeted, consistent & repetitive Promotion is prominently displayed on the homepage Click-through call to action Promotion repeated on search page Promotion displayed on product detail page CONSEQUENCE Reach higher-income consumers who are more receptive to product-targeted online advertising. * RapLeaf Studies, 2011 The result when promotions are targeted, consistent & repetitive Promotion is prominently displayed on the homepage Click-through call to action Promotion repeated on search page Promotion displayed on product detail page CONSEQUENCE Reach higher-income consumers who are more receptive to product-targeted online advertising. * RapLeaf Studies,

24 The result when promotions are targeted, consistent & repetitive Promotion is prominently displayed on the homepage Click-through call to action Promotion repeated on search page Promotion displayed on product detail page CONSEQUENCE Reach higher-income consumers who are more receptive to product-targeted online advertising. * RapLeaf Studies, 2011 The result when promotions are targeted, consistent & repetitive Promotion is prominently displayed on the homepage Click-through call to action Promotion repeated on search page Promotion displayed on product detail page * RapLeaf Studies,

25 The result when promotions are targeted, consistent & repetitive Promotion is prominently displayed on the homepage Click-through call to action Promotion repeated on search page Promotion displayed on product detail page CONSEQUENCE Reach higher-income consumers who are more receptive to product-targeted online advertising. * RapLeaf Studies, 2011 Trainer Tips: Successful Promotions Keep offers linking internally: Don t lose visitors 1 by directing them off your site for a special offer. Tell them one more time: Display the promo at the 2 top of the sales funnel, in the middle and at the end. Add action: Promotional offers should be enticing 3 and easy to access. 25

26 Next Trick: 1. Flashy doesn t mean functional. 2. Friendly greetings are key. 3. Give a dog a bone. 4. Curiosity killed the 5. Persistence pays off. 6. Keep the good stuff within reach. 7. Full bowls keep em coming back. 6. Keep the good stuff within reach. Keep lead forms simple, clear and easy to locate. Too many fields Intimidating for an online consumer Internet users are not inclined to give out too much personal information 26

27 The Consequence The result when inquiry forms are convenient & clear. Only three fields are required Unintimidating Pre-filled comment section * DMM Internal Analysis 27

28 The result when inquiry forms are convenient & clear. Only three fields are required Unintimidating Pre-filled comment section CONSEQUENCE Reducing the number of fields & moving the call to action above the fold increased leads by 40%*. * DMM Internal Analysis Trainer Tips: Making it easy to contact Don t require unnecessary details: Only ask the 1 customer for information that is really needed. Expedite the process: Help the customer 2 complete the forms by auto-populating fields where possible. Send an automated response: With so many options, customer service matters. Send a thank 3 you and a timeframe for contacting them back. 28

29 Next Trick: 1. Flashy doesn t mean functional. 2. Friendly greetings are key. 3. Give a dog a bone. 4. Curiosity killed the 5. Persistence pays off. 6. Keep the good stuff within reach. 7. Full bowls keep em coming back. 7. Full bowls keep em coming back The number of people opening an is usually tied to how well the recipient knows the sender. Click-through rate is tied to the content. Excessive text above fold Table of contents do not link Lacks organization & targeted content Lacks personalization 29

30 The Consequence The result when correspondence is more personalized. Excessive text above fold Table of contents do not link Lacks organization & targeted content Lacks personalization * RapLeaf Studies,

31 The result when correspondence is more personalized. Excessive text above fold Table of contents do not link Lacks organization & targeted content Lacks personalization CONSEQUENCE 36% of consumers who purchased a vehicle added the dealer as a safe sender. * RapLeaf Studies, 2011 Trainer Tips: Building customer retention Mix your correspondence: Send 1 newsletters and promotional s People like pictures: Visuals tend to be more 2 powerful than text in someone s inbox. Grow site traffic: Link images and text to a landing 3 page or to relevant content on your site. 31

32 Trainer Tools: Building Customer Retention The old dog has learned new tricks Flashy doesn t always mean functional. Achieve higher ranking, enhance user experience. Friendly greetings are key. Increase foot traffic to your brick & mortar. Give a dog a bone. Decrease bounce rates by average of 20%. Curiosity killed the More detailed descriptions increase conversion by 5% on average. 32

The old dog has learned new tricks Persistence pays off.

33 The old dog has learned new tricks Persistence pays off. Catch prospects at their breaking point and push them through the funnel. Keep the good stuff within reach. Just a few modifications can increase leads by 40%. Full bowls keep em coming back. Build upon existing relationships & develop new ones with informative dialogue. In closing: Your Reward A focused, loyal and receptive audience that behaves how you want them to. 33

34 Thank you! Courtney Chalmers Dominion Marine Media, Booth

Implement a Web Presence Management Strategy

Implement a Web Presence Management Strategy Brian Pasch Founder PCG Companies Eatontown. New Jersey 732-45-8200 Brian@pcgmailer.com @automotiveseo #WPM 2 The views and opinions presented in this educational