We all know that starting and running a business can be very expensive. Our
first inclination is to make as much money as possible as soon as possible to
recoup our investment.
However, I want to give you a new way of looking at things.
I want to show you how making $5 is better than making $10.
example, I am going to use the store we built for the
Now What Project. The Now
What Project shows store owners - Now What? After you build your website - how
do you get traffic? How do you get sales? How do you grow your business? How do
you increase conversions? How do you succeed at selling online? We show you step
by step how we are building a brand new business, gaining new customers, and
making our new store successful online. Check out the video below in our Featured Video Section to learn more.
For this new store - we knew
going in that if we wanted our new store to be successful, we were going
to need those
repeat orders. After all, we are selling fabric and these customers are going to
keep buying fabric on a consistent basis.
Our first step in building our business was to gain customer loyalty.
How do you gain your customer's trust and loyalty?
We started with the basics:
Blog postings that would inspire, educate, and inform
Creating relationships using Facebook and Twitter
Quality customer service from the moment their order was placed
As soon as the customer enters their order online, they immediately receive a
confirmation of their order. This confirmation email has been modified to give
them more information about what to expect next. Plus we ask them to join our
newsletter. *Note* we do not ask them to join our newsletter during the checkout
process. We want them to focus on putting their order through.
We ship our orders as soon as they are received and send them a confirmation
that their order has been shipped with tracking information. Again, this email
has been modified. We tell them what they can expect and ask them again to join
Once they receive their order, they find:
Everything is packaged very carefully
The shipping is made to look like they are receiving a present from their best
Instead of using peanuts, we use beautiful white tissue paper that they can
Each package comes with a special handwritten thank you card.
Each package comes with some sort of free gift that they can use immediately
(quilting needles, sewing kits, etc).
The invoice is placed into a beautiful and decorative envelope that can be
Customers LOVE receiving their orders. They can't wait to order more. They
tell us it feels like their birthday or Christmas whenever a new package
arrives. Do you make your customers excited to order from you again?
What about making a profit?
Yes, these little extras take away from our bottom line. However, the results
have been amazing:
1. Customer loves our order so much they post a note on a forum
2. Customer loves our order so much they post on Twitter
3. Customer loves our order so much they post on Facebook
More orders! Last Monday we had to fill all
of the weekend orders PLUS 13 new orders from that day. The result is more customers giving our store a
chance to prove ourselves. The result is customers writing to us saying, “I
can’t wait to place another order!” The result is more customers liking us,
knowing us, and trusting us. These are the 3 keys to ecommerce success.
Like. Know. Trust.
The Bigger Picture - Higher Sales and Conversions
Let's take a look at our brand new store after being in business for 2 and half
February - 7 Orders = $404.50 March -
57 Orders = $3136.15 April (1st two weeks only) - 55 Orders $2809.68
Current conversion rate - 3.51%
Do Higher Conversions Lead to Higher Rankings??
By making less money on each order, we have also been able to rank very quickly
and easily for key terms our customers are using to PURCHASE products with a
website that is ONLY 2 and half months old.
There is a BIG difference between keywords your customers use to find your
website and keywords customers are using to purchase your products – make sure
you know the difference.
Wait, how does making less money per order affect my rankings?
Our customers LOVE the quilting store we built for the Now What Project. They
love the design, they love the navigation. They love how easy the site is to
use. We get compliments on website on a daily basis.
Plus, it shows in our stats. Our bounce rate is only 37.60% and customers are
spending an average of 4 minutes on our website.
Higher rankings on keywords we are targeting. We are getting
ranked in the top 3 consistently for keywords our customers are using to
Yes, Conversions and Bounce Rate affect everything you do.
If a customer comes in from a search on Google and immediately leaves your
website – this is almost getting hit with an Unlike Button.
If a customer comes in from a search on Google, spends some time on your
website, and even purchases from your website – this is like getting hit with a
Your customers are voting on your website. Is your website good or bad? This
information gets sent back to Google and used as part of their algorithm. If you
are ranked #1 for a search term phrase but, everyone coming to your website hits
the Unlike Button – this is a red flag for Google. Remember, they want their
customers to find high QUALITY websites. If the guy that is ranked #2 has a
history of people “liking” his site more than yours, he will outrank you.
Moral of the story
You need to do whatever it takes to make your customers happy. You need to do
whatever it takes to get your customers to like, know, and trust you. Sometimes
that means that you need to make $5 instead of $10.
This Monday I will be discussing the Now What Project website in more detail on
our weekly radio show Ecom Experts. I will be going over some of the small
changes we have made to the shop to increase our conversions from 1.47% to over
3% and well on our way to doubling our sales from the previous month.
In the mean time, if you feel like your website is not getting the conversions
it should be – give us a call and we can see what is going on with your website.
the New Life Book Club where we are reading the Yahoo! Style Guide that shows you
how to write content for the web. It will show you how to write better
newsletters, blogs, and everything else.
We have a
Mastermind Group that
works together on weekly projects and to do lists.
We have the
Project that shows you a brand new website, shows you all the mistakes, fixes
the mistakes, and then shows you the increased conversions. Learn from these
This is an awesome rebroadcast from the New Life Event that I think you will enjoy. Learn how the Now What Project got started and much much more!
Recent Blog Tips
Make sure you are subscribed to our blog! Over the next few weeks we are going to expand on each aspect we discussed above in more detail. We have lots of choices to keep up with our blog. You can subscribe to our
RSS feed or get email updates. If you use Twitter, you can get to know me
and get updates on new blog posts too.
Shawna gives us the 10 Most Important Questions About Blogging with Paul O’ Brien . They discuss if a blog really help you be found online? Is blogging considered social media, what the heck do you blog about, what platform should you be using and what are the 3 best SEO practices for your blog?
Shawna and Rene takes us through their Now What Project store, since they opened less than 8 weeks ago have seen sales go up 268 percent . and page views up over 900 percent. They detail how you can make it happen to your store too.
Shawna has a conversation with Melinda Emerson, The Small Business Woman at SucceedAsYourOwnBoss.com about the ups and downs of starting a small business. What relationships should be built, and what to look out for when you start up.
Unfortunately the cold heart truth is that many Ecommerce businesses will fail. So how do we avoid it? Chris Malta shares with us: What is the failure rate for Ecommerce business compared to bricks and mortar stores? Number one reason so many Ecommerce sites fail?
Why do so many EBiz hopefuls just give up? What do you need to do to avoid this kind of failure?
Google Makes BIG Changes in its Focus on Content Farms in 2011, by launching two major algorithmic changes focused on content farms and low-quality sites or spammy sites that are noticed in Google search results.
Importance of Setting Proper KPIs and Goals as Yahoo! Web Analytics Dennis R. Mortensen gives his strong opinions about the importance of setting proper KPIs (Key Performance Indicators) and applying appropriate subsequent optimization goals.
Ecommerce Evangelist Bob Angus from VeriSign discusses How Symantec and VeriSign monitor traffic on ecommerce websites? What should ecommerce sites be doing to keep themselves and their customers safe? Plus…Learn how you can receive the VeriSign Trust Seal for only a dollar.
Are Your Products Ready For Group Buying? Group buying websites have become the big web trend in 2010 and with good reason. Jeremy Kugel, CEO of Jasmere.com, tells us about group buying and how it can help your business grow.
Shawna speaks with Matt Siltala, Co-Founder of Dream Systems Media, about Viral Marketing. Matt explains the concept, ROI opportunities, industry benefits, marketing methods and some successful examples.
Greg Jameson, President of WebStores Ltd. tells us why video such a hot topic for store owners.
We also learn what it take to create a YouTube Channel including formulating topics, length and adding videos to your website. We also go into the production process, from editing to lighting to even green screens.
Mike Ober from Yahoo Small Business stops by to discuss the new features released earlier this month from Yahoo, as well as, best practices for Customer Registration. He also participates on the monthly site reviews.
Studies show that its less expensive to bring existing customers back than to attract new ones. So how can you take your existing customers and bring them back into your store to purchase again? Shawna welcomes the always popular Kat from Kats Kloset! Kat was recently named one of the top 6 Social Media Sellers by eBays blogger, Richard Brewer Hayes and is keeping busy trying to live up to that image.
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