10 Questions You Should Ask When Building Your Ecommerce Store

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

10 Questions You Should Ask When Building Your Ecommerce Store

1. What’s My Unique Selling Proposition (aka What’s My Angle)?!2. How Can I Use Product Photography As A Competitive Edge?!3. Is There A Unique Product Description I Can Write To Drive Sales?!4. What Do My Potential Customers Want To Know About My Product?!5. Does My Logo and Graphic Design Convey My Brand Identity?!6. How Can I Optimize My Fulfillment?!7. What Can I Do To Streamline The Backend While Improving Customer Service?!8. Will The Software Platform I’m Choosing Be Able To Still Run My Business In 5 Years?!9. Where Am I An Expert (And I Don’t Even Know It)?!10. How Can I Spread The Word?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

What’s My Unique Selling Proposition (aka What’s My Angle)?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

What’s My Unique Selling Proposition (aka What’s My Angle)?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

DirectFix.com • Over 36 million combined views on YouTube • Education Is "His Angle" • He Aims To Truly Help His Customers • Causes Him To Stand Out In A Crowded Market

What’s My Unique Selling Proposition (aka What’s My Angle)?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

What’s My Unique Selling Proposition (aka What’s My Angle)?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

LotusSculpture.com • Focus On True Artisan Sculptures • Hand Selects His Artisans • Creates A Visceral Travel And Education Experience • Able To Carve Out A Premium Niche In A Budget Space

What’s My Unique Selling Proposition (aka What’s My Angle)?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

What’s My Unique Selling Proposition (aka What’s My Angle)?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

Scottevest.com • Invented His Own Niche In The World Of Clothing • Served A Need In A Unique Way • Excellent Viral Marketer

How Can I Use Product Photography As A Competitive Edge?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

How Can I Use Product Photography As A Competitive Edge?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

How Can I Use Product Photography As A Competitive Edge?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

• Never Use Flash

• Check Your White Balance

• Use Angles To Truly Show Your Product

• Add Scale With Other Objects

• Use Consistent Backgrounds

• Always Have The Same Aspect Ratio

• Have Multiple Photos Covering Every Angle

• Show Every Product Option Variation

How Can I Use Product Photography As A Competitive Edge?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

• Use Consistent Backgrounds and Always Have The Same Aspect Ratio

How Can I Use Product Photography As A Competitive Edge?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

• Have Multiple Photos Covering Every Angle and Show All Options

Is There A Unique Product Description I Can Write To Drive Sales?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

Is There A Unique Product Description I Can Write To Drive Sales?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

What Do My Potential Customers Want To Know About My Product?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

What Do My Potential Customers Want To Know About My Product?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

Does My Logo and Graphic Design Convey My Brand Identity?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

Does My Logo and Graphic Design Convey My Brand Identity?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

Does My Logo and Graphic Design Convey My Brand Identity?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

!!!!

WHICH SITE WOULD YOU PURCHASE FROM?

Does My Logo and Graphic Design Convey My Brand Identity?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

!!!!

The Difference In Price To Build These Two Sites !

IS NEGLIGIBLE AT BEST

How Can I Optimize My Fulfillment?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

• Customers Expect Something Akin To Amazon (Prime)

• Products Should Ship Within 24 Hours (Unless Clearly Noted)

• Tracking Information Should Be Automatically Emailed

• Order Status Should Be Self Service

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

• The Vast Majority Of Customer Service Is Informational In Nature • Provide An Easy Way To Get That Information

What Can I Do To Streamline The Backend While Improving Customer Service?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

• That Doesn't Mean Don't Talk To Your Customer

What Can I Do To Streamline The Backend While Improving Customer Service?

Will The Software Platform I’m Choosing Be Able To Still Run My Business In 5 Years?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

• How Reliable Is The Underlying Hosting?

• What Is Their Historical Uptime? (Hint 99.9% isn’t very good)

• Is The Upgrade Process Dangerous To Your Business?

• What Kind Of Maintenance Should You Expect, Is It Onerous?

• What’s The Real Scoop On Their Security Architecture?

• Will I Be Hindered By A Lack Of Flexibility?

• If I Grow Really Fast, Can They Keep Up?

• Are There Automation Options To Streamline My Business?

Where Am I An Expert (And I Don’t Even Know It)?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

Start blogging, Facebooking, Pinteresting, Tweeting, etc… immediately

• Facebook

• Twitter

• Google+

• Instagram

• Tumblr

• Pinterest

• YouTube

How Can I Spread The Word?

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

• Don't Overlook "Traditional" Outlets • Rotary Club • Chamber Of Commerce • Local Press

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

Questions?

Resources

http://yeshenvenema.com/blog/product-photography-basics - Product Photography!www.ortery.com - Product Photography!www.shipworks.com - Fulfillment Optimization!www.shipstation.com - Fulfillment Optimization!www.shipwire.com - Fulfillment House!99designs.com - Graphic Design Crowdsourcing!getbootstrap.com - Responsive Framework For Themes!analytics.google.com - Google Analytics!!

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

Rick  Wilson  -­‐  President  -­‐  Miva  Merchant  -­‐  ASD/IMA  March  2014  -­‐  Las  Vegas

10  QuesCons  You  Should  Ask  When  Building  Your  Ecommerce  Store

Thank  You  @RickMiva  

rwilson@mivamerchant.com  facebook.com/mivamerchant    

plus.google.com/+MivaMerchant    www.mivamerchant.com  

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