The 3 Best Ways

To Increase YourEcommerce Sales

Hello My Name is

Brent Johnson

The 3 Best Ways

To Increase YourEcommerce Sales

Ecommerce Is Hard

“Buy Wine Online” 230,000,000 Results

Ecommerce World Is Moving Crazy Fast

Amazon“Anticaptory Shipping”

Picture can be headlines, etc of a article.

Amazon Anticipatory Shipping

Wake Up & Smell The Bacon

Money Talks…

2008 2009 2010 2011 2012 2013 20140

50

100

150

200

250

US Ecommerce Sales in Billions

Ecommerce Is Growing

Does Wine Sell Online?

2013 20140

100000000

200000000

300000000

400000000

500000000

600000000

Vin65 Platform DTC

Bottom 80% Top 20% -

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

450,000,000

500,000,000

Vin65 Top 20%

The 3 Best Ways

To Increase YourEcommerce Sales

Use Offline to Get Them Online1

Source % Of Sales

Tasting Room 62%

Club 20%

Ecommerce 6%

Events 12%

Wine Business Tasting Room Survey (May 2013 issue)

Wine DTC Sales Breakdown

Source % Of Sales

Tasting Room 62%

Club 20%

Ecommerce 6%

Events 12%

Wine Business Tasting Room Survey (May 2013 issue)

Your goal is to make this 40%, not 6%.

Wine DTC Sales Breakdown

Permission Ladder

Visitor

Visitor

First Time Buyer

Visitor

First Time Buyer

Repeat Purchaser

Visitor

First Time Buyer

Repeat Purchaser

Club Member

Visitor

First Time Buyer

Repeat Purchaser

Club Member

Let’s Put It In Action

All Email (Action, System, Mass)

All Buyers - Action Email 1st Time Buyers - Action Email0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

2014 Email Open Rates (Vin65)

All Email (Action, System, Mass)

All Buyers - Action Email 1st Time Buyers - Action Email0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

2014 Email Open RatesProof that emailingtasting room visitors works

10 Million Visitors – Jan 1, 2014+ Number of Orders From Those Visitors

Email

Search Engines

0 2000000 4000000 6000000

Email

Search Engines

0 20000 40000 60000

SEO vs. EmailWebsite Visits Website Orders

10 Million Visitors – Jan 1, 2014+ Number of Orders From Those Visitors

Proof thatemail works.

Email

Search Engines

0 2000000 4000000 6000000

Email

Search Engines

0 20000 40000 60000

SEO vs. EmailWebsite Visits Website Orders

$1 Per Email

How To Execute

Action Email

1. Thank Them For Their Visit

Perfect 1st Time Buyer Email

2. Recognizes They Are a 1st Time Buyer

1. Thank Them For Their Visit

Perfect 1st Time Buyer Email

2. Recognizes They Are a 1st Time Buyer

1. Thank Them For Their Visit

3. Solicit Feedback

Perfect 1st Time Buyer Email

2. Recognizes They are a 1st Time Buyer

1. Thank Them for Their Visit

3. Solicit Feedback

4. Incentivizes Them to Buy More

Perfect 1st Time Buyer Email

A Good Action Email from Vin65 #3

Andrew to Find Email

Focus On The Subject Line

A Great Email

Roundhouse Riesling on Sale until Tuesday

Ninja Wine Party! Join us on June 21st

Black Belt Blowout Sale Starts Now

Chuck Norris News: Master Merlot wins 1st

Single Focus

Give Something Away

Mobile Friendly

0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%

Day To Send

Go Mobile2

Mobile Websites

Nov 2010 Nov 2011 Nov 2012 Nov 2013 Nov 20140%

5%

10%

15%

20%

25%

30%

35%

Dec 2014Desktop 55.9%Mobile 31.1%Tablet 13.0%

Vin65 Mobile Stats

Is Your Website Accessible?

http://marketingland.com/report-65-of-marketing-emails-were-opened-on-mobile-devices-in-q4-2013-71387

Mobile48.23%

Desktop & Tablet51.77%

% Of Email Opened

Checkout Contact About Cart Club Events Visit0

200000

400000

600000

800000

1000000

1200000

1400000

Mobile Content Viewed

Checkout Contact About Cart Club Events Visit Wines0

1000000

2000000

3000000

4000000

5000000

6000000

Mobile Content Viewed

First Time Purchase2nd Time Purchase3rd Time Purchase

2014 Mobile Sales

Mobile Sales on Non-Mobile Site Mobile Sales on Mobile Optimized Site0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

Mobile Sales

How To Execute

Seamless & Responsive Design

Simplify The Page

Make Your Forms Shorter

Get Faster

Shop Your Own Site on Mobile

It’s The Shipping3

Your WineryGround Free

Priority Mail $7.00

2 Business Days $15.00

1 Business Day $25.00

Ground ??

Priority Mail ??

2 Business Days ??

1 Business Day ??

But What About Wine

Excuses For High Shipping Rates

1. Wine is Heavy and Fragile

Excuses For High Shipping Rates

2. Packaging Costs

1. Wine is Heavy and Fragile

Excuses For High Shipping Rates

2. Packaging Costs

1. Wine is Heavy and Fragile

3. Adult Signature Required

Excuses For High Shipping Rates

2. Packaging Costs

1. Wine is Heavy and Fragile

3. Adult Signature Required

4. Inability to Negotiate with Carriers

Excuses For High Shipping Rates

2. Packaging Costs

1. Wine is Heavy and Fragile

3. Adult Signature Required

4. Inability to Negotiate with Carriers

5. Distance to Consumer

Change This

My Users Don’t Care About Shipping

C

B A

My Users Don’t Care About Shipping

C

B A

Your mom, brother, nephew.

My Users Don’t Care About Shipping

C

B A

‘C’ Customers don’t love you enough to pay $21.

How To Execute

Do NOT Pass On The Shipping Rates

Be Upfront About Shipping Costs

Use Shipping Incentives

Promos

Shipping Programs

Start One

Join One

46Brix Customers

Yearly Avg Before 46Brix 12 Months Before 46Brix After Joining 46Brix0

500

1000

1500

2000

2500

3 X Growth

Beyond Shipping

Tracking Numbers

Delivery Time

Move Products Closer To Customers

The Packaging

2. Go Mobile

1. Use Offline to Get Them Online

3. It’s the Shipping

3 Ways

brent@vin65.com