E-Commerce Means Business
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E-Commerce Means Business

[Rob]Ready to go?
[Greg]Let’s rock ‘n roll. [Both]Alright. [Rob]First of all, thank you everyone for
joining us for today’s webinar. We’re covering a very important and interesting
topic, I think, e-commerce. We’ve invited Greg to talk about that.
Greg is a co-owner of TargetClick Marketing Solutions. They are a Cedar Falls based, online sales
and marketing firm. Greg has over 5 years of experience in
e-commerce, and search engine optimization. He’s also a
graduate of UNI, which we love. Degree in Marketing, and he has a number
of awards and accolades. Some of which include a few
as: 2010 John Papa John Business Plan Competition winner, he won the Entrepreneur of the Year Award from the
UNI John Papa John Entrepreneurial Center and College of Business, and in 2011 he was the Entrepreneur Challenge winner at the
Okoboji Entrepreneurial Institute. We’re very excited to
welcome here today to talk about E-commerce. A few quick notes
before we get started. You’ll notice down in the lower
center of the screen there’s a questions or comments box. Feel free to enter
in any questions that you have during the presentation. Greg has promised to
kind of keep an eye on those questions as they come in, and answer those as best
as he can. If he does miss any of them we’ll be sure to address them at the end of
the presentation. Also, Greg is going to be showing the steps
taught during a lot of this presentation. You’ll notice in the top right corner of your screen
there’s a button that says full screen. There may be times
when you want to click on that button to make the text a little bit
larger to be able to see the browser a little bit easier. Other than that, I’m gonna let Greg go ahead and take it away. [Greg]Alright guys. Thanks for joining us today.
Rob gave me a nice introduction. Some of the stuff in there was different to hear, coming from someone else, but I’m glad
you’re all joining us today and I hope I can help you guys learn some stuff
about E-commerce. I guess we’ll jump over the slide show a little
bit. I want to make sure you guys ask as many questions as you want. I’m not a big
fan of slide shows, but I just did this so we can kind of follow along,
and you guys would have a little bit of a track of the way I’m going to go, so
with that let’s get started here. Alright, so I guess one of the first things that really bothered me when I was trying to start
an E-commerce website was I knew I had a good idea, well at least I
thought I did. Being an entrepreneur you usually think all your ideas
are great, but the first thing that I really think is important about E-commerce
is actually testing your idea. One of the quickest ways to do that is to actually
just go to google and type your idea in. You know you can see what other competitors
are out there, what other people are doing to their websites, and just really see
what kind of market you even have. That being said, what we’ll kind of do here is go through
a hypothetical situation. The site we’ll use is called
www.wineonsupplies.com. It’s a temporary website that I put up for this
webinar, but with this website what you can do is sell, we’ll say, wine charms,
wine glasses, all sorts of wines and spirits. What I did here
is I went to google, and I just typed in wine charms and one of the
first things that you need to look for is this little, light
colored, kind of brownish tan box at the top of Google. There’s three results in there and it’s called
paper clip marketing. With these boxes, you actually pay for your
ad to be up here, but when there’s a search result with these paid advertisements you know that the
term that you just typed into the Google box has value to somebody meaning someone is paying for that spot on top of Google. They think they’re going to get a return on their
investment and thus that’s why they’re making the investment to put their ad on top. So this one, wine charms, for an example of
this. We can also look at… Let’s go a little more generic. Let’s just do
win supplies. Wine supplies you can see there’s still the three at the top, and there’s also quite
a few on the side showing that this term definitely has some value to other customers, so that’s a quick way that you can check to see if what
you’re searching for is even relevant. [whispers]Switch over here to the next slide. Alright, so going on. The next step is that you probably need to do is do some
keyboard research, and what keyboard research is basically figuring out what your potential
customers are going to be searching for when they’re online. The best way to do that
is to follow this URL it’s called the Google External Keyword Tool and we’ll
be sure to post this at the end of the webinar, so you
guys can access it. I’ll go ahead and I’ll open that up for you guys
to take a look at. This is what the Google Keyword Tool looks like and
basically it look a little overwhelming first, and I
understand that, but I’m just going to go through some brief tips in how to kinda maneuver through this a little bit.
The first thing I want you guys to do is to find this box that says “match types” and
always it’s going to be checked defaulted to log match type, and I
want you to make sure you switch it over to exact match type. What you’re
doing there is you’re telling Google that “I want the exact terms
that I type into this box to be pulled up and then the relevant terms
that are unique with that set of terms to be pulled in
as well.” Let’s take a look here in this box it says
“find keywords.” I took a couple of the keywords from my
potential website, and I threw them into this box, and I
said: wine supplies, wine koozies, wine charms, you know
something I thought was general. They weren’t very specific terms and I click
“search” and these are the results that came up. What you can do is you can go through these
results, and you can see right here is the local monthly searches, and that’s an estimate
of how many people might come and look for that specific term during
a month. Another thing you could look at is this
approximate CPC, and what that stands for is approximate cost-per-click,
and that’s where we’re getting into the advertisements at the top of the page
that I mentioned earlier. As you can see they give a dollar amount
and what that dollar amount is if someone clicks on that ad, that’s the average
of what it would cost. A really nice tip to look at is if this number right here is really high in the approximate
cost-per-click, you know that it’s going to be relatively difficult to rank for
a keyword. Now, none of these terms that are showing up
right now are very expensive per say, but then you also have
to look at your market too. If you’re selling something that’s a $1000 item
versus wine charms that are $3 or $4 your
cost-per-click is definitely going to vary with that, but that’s a good way to kinda figure out what
it would take in the competition that you have with your selected market. Now with that you can go
ahead and you can select a bunch of different keywords in here
say you find some stuff like wine charm has got some
decent search volume, and go through and kinda just
click a bunch of these yellow terms. I’m gonna
do that and then you can go to this download button. You want to
download the selected. What that’s going to do is download a .csv file. Basically just an excel document that has all
sorts of information regarding these terms. It’ll put out all the information
out of the digits and you’ll be able to go ahead and kind of cycle
through that. Okay, so this is one I pulled up just a little bit
earlier and it has 12 different terms that I pulled up, and different search volumes, approximate
cost-per-click, and then this competition is something that’s basically just
used for the paid advertising, but it also gives you a little bit of an idea
of how your competition would react when you put
an advertisement. That’s just a brief breakdown of what the Google Keyword Tool can do and what I
would really recommend you guys do is you go ahead and put three to five terms in the Google Keyword Tool, and then break down
the results, and then go ahead and refine your searches
again. You’re gonna be able to pull out spreadsheets like this, and you’re gonna be
able to build your keyword list and refine it. Really look for some of those terms that are
relatively good and will be easy to rank for right away because essentially
that’s going to get you the biggest return on your dollar. Jump back to the slide show quick. A formula here, now I wasn’t the best math student in high school,
or college, but this is a pretty simple formula. It might look a
little daunting right now, but it’s a pretty simple formula that’s helped me
kind of figure out how many sales I could potentially get. We’ll go through these step by step here quick. Add up the monthly traffic, the numbers of visitors, and what
that is essentially what you find from this data that you’ve pulled from the Google Keyword Tool. The number of visitors
is simply just this number added up, and in the situation that we have right here
it’s about 13,000. We’ll round up to 13,000 just to make it easy, so that’s the number of visitors per month that
you have. The percent click through rate. What click
through rate is is essentially how many people, when they search for the
term that you provided in for Google, how many
people would actually click through to your website depending on where you’re ranked at, so for another
example of this, If you look right here, I made just this little
graph. I’m sorry if it’s a little bit difficult to see. Let me bump it
up just a little bit. It’ll be a little easier for you guys to read.
Can you guys see that okay? I’m not sure, but anyway we’ll go ahead and
keep moving forward. [Rob]Sounds better.
[Greg]Perfect. What this is a saying right here is if
you were ranked #1 on Google, of the 13,000 visitors that came would click on the #1 result in the Google searches. It kinda breaks down and goes
if you’re the #2 spot on Google 20%, 10%, 5%, 3%
and so on. This isn’t exact amounts. It’s kind of a reference
that I’ve been using. It’s just basically taking everything, and breaking
them in half. Not a science by any means, but its worked
pretty well. And then, finally conversion rate. Conversion
rate is… Let’s say you get all these people to your
website right? They come and just like any other mall, if you’re
shopping at a mall, you go to a store, you’re browsing around.
You don’t always buy something when you walk out of the store. That’s what conversion rate is. It’s actually
how many people come into your website and buy. The average
conversion rate on the internet is actually less than 1%, and
it doesn’t sound like a very big number, but if you’re getting
thousands of customers a month it adds up really quick. A goal that we always like to shoot for is between 1.75% and 2%
conversion rate and you’re doing really well on the internet
if you can do that. Let’s just hypothetically go back through here
and use our keyword research example. We have 13,000 visitors a month, for these
12 keywords. We take that data and… I’ll blow this up for you guys just a little bit. And so, we have our 13,000 visitors a month. We multiply that times click through rate. Let’s say just
average position of those 12 terms they average to rank third spot, so we’ll take 10% of that. Starting off on the internet you’re probably
not going to have a very good conversion rate just because it
takes time to refine your website, your checkout pages, what your
target audience is actually looking for, so we’ll say optimistically
you have a 1% conversion rate. This is, when I this up
here, it’s going to give us 13 sales a month. It gives you a little bit of a benchmark to say: “I can maybe get 13 sales a month. What’s
my average order size? What’s my profit margin?” That’s not gonna work out if you’re going to be losing money.
What can you do? Do I need to get more visitors? Do I need to rethink my conversion rate? Then you can really dive into how am I going
to make this business profitable because that’s the end result. Is there any questions so far? I know that
I’m kinda talking quick here, I get excited about this stuff and get kind of fired up. Rob you have anything? [Rob]I did. Earlier you were talking about the keyword tool and you had mentioned
putting in some of the different words that you might use
for your search. How do you come up with those initial terms
to use? [Greg]Sure. [Rob]I mean do you kinda start with a guess, or?
[Greg]Brain storming. What I usually do is I get a pen and paper, and sit down and I’m like:
“Okay, if I was searching for something what would I search for?” Let’s try to use our
common sense here to figure it out. Another way that you can do it, it’s a cool tool too. It’s called über suggest.
That’s ubersuggest.com What it is, it’s kinda like the Google Keyword
Tool, but it just pulls in some really random keywords, and combinations of
keywords that you might not think about ever pulling together,
but they have decent search traffic. Another way you can do
it is, and we’ve done this in the past, get on
Facebook, get on Twitter, and ask your followers to say: hey, you’re looking
for wine glasses, or some wine glasses for a
bachelorette party. What would you look for? Tell me what you’re
looking for and use your social outlets. [Rob]Those are all the questions that
I had so far. [Greg]Alright, let’s jump back in it and move on to the next slide here. You went from having an idea that’s checking
out and you think you can make some money
on this idea. It’s now time, let’s start looking at a domain,
let’s start getting a foundation for a website. I buy all my domains through godaddy.com. I don’t know if
it’s the best place to do it, it’s not the worst I’m sure, and they have good customer
service, but one of the main reasons why I like GoDaddy is because
there’s always promo codes out there. You can search for just GoDaddy promo simply, I think I pulled that up. Yeah I did.
Second result on the page is what came up, and coupon codes right?
Every penny counts when you’re starting a business.
Then you just search until you find the best deal. Never pay full price,
for a domain because there is cheaper ways to get ’em. That’s just a little
hint about that. Naming a website is something that people
often have a difficult time with and I think it’s because you’ve maybe come up with your business name and
you’re like: “Oh, we need to name our website what our business name is.” That’s great
if you’re an established brand that’s just moving online, but if you’re
new to the world and people don’t know who you are it might
make more sense for you to put a keyword out of your main keyword in the
domain name. For instance, go back to the wine set here. If the name of my company is Greg Jass Wine, or Greg Jass Supplies, whichever one it is I’m not necessarily going to put my domain name
as gregjasswinesupplies, or gregjasswine. I might try something like buywinesupplies, or buywineglassescheap.com. Something that’s actually going to give me a
little bit more value to the search engines because they look at that url, the domain that
you just bought, and they’re like well this is a key indicator in what
my website’s about. Do I really care about Greg Jass, or do I really
care about wine supplies? That’s definitely something to keep in mind when you’re buying your domain. The next thing is, whenever any web domain provider is going to offer you these
add-ons, it’s going to be e-mail, you can add account, you can add
extra gigabytes, you can have all sorts of jazz and all they’re
trying to do is [indecipherable speech]. If gonna tell you right now, don’t buy it. It’s a waste of your money. There’s this great company called Google,
and they make a lot of this stuff for free. You can check out Google Apps, and you can
have your own e-mail address, so it can say
[email protected] It’s a great resource. It makes you look really
professional and it’s free where Go Daddy will definitely charge you
for that. That’s my little rant about that. I just hate people paying an extra $20, or $30 a month when
it’s not necessary. You can find that for free. Brings me to web platforms, and what web
platforms are is basically what your websites run. There’s multiple… There’s hundreds of different web platforms out
there and what I’m going to go over is just a few of the
ones that I’ve used, or heard good things about. The first one
we have here is paid and managed, and basically what
that is you’re going to pay a monthly fee, and then
on top of that you might have to pay percentages of your sales or something. What this is going to do is going to provide
you a template, so you don’t have to do any design work. It will
provide you your hosting, so you don’t have to pay for your hosting.
Some of them give you really good customer service, others
not so much. Let’s just take a look at a couple of them here. The first one I pulled up here called
Big Commerce. One of our clients uses Big Commerce,
and I’ve actually used big commerce before. I like it. It’s really simple. You can kinda see the prices up here a little bit. I’ll zoom in just a
bit, so you guys can see the prices a little bit better, but it really limits you on the number of products that you can use,
and number of bandwidth and everything.
Bandwidth is basically how fast your website runs. It’s not a bad option if you’re just starting out,
but there are some limitations there. We’ll check out shopify. Shopify is really
popular right now. Again, it’s got it’s ups and downs, but one
of the things that I really like about it is they have some
really cool themes. Themes are what your website essentially
looks like. They’re really easy to manipulate. You can
change them a lot. They just look really sharp. Here’s some prices, and with shopify again it does limit some of the products that
you can have and just a couple other things, so something
to be weary of. The next one we’ll move into is paid open source, and this is basically… The examples I have are 3d Cart, and
MagentoGo. What paid open source means is
you’re going to pay a monthly free for the product that you’re
buying, but you also get customer support, and you are able to do all the programming and coding that you want
to make your website do essentially whatever it is that you can fathom. Anything that you want, you can have done
with a programmer, and you can use these product, but if you do run in to a stumbling
block you can have the customer service and support that
that you need to get those questions answered. Finally, just strictly open source, and what
open source is you actually go to the website here, in this
case we have Magento, or WordPress. You need a plug-in
for WordPress. Get Shocked is the one that I used, or OS commerce and you actually have to go to
your hosting account and download this software onto your own server,
and then you can go through and make all your changes.
This scenario you need to be a programmer, or have access to a programmer,
and a designer. You can outsource all this stuff, but it’s
something to be aware of. A lot ore functionality, but at the same time you
don’t get the customer support nor do you get the ease, and access, of
having a managed where the templates are
preloaded and everything’s right there for you. [Rob]I have a question too before you
move on. Do you have a second? I noticed that with the web platforms that
you pointed out here I don’t see a couple of kinda the build your website on the cheap type sites.
You know what I’m getting at? Like a Wix, or uhm… I’m trying to think of
other ones, but ones that will basically put up a homepage,
or brochure site no problem. Is that on purpose? Are these platforms strictly
built for that online commerce type?
[Greg]Yeah. What these– What I’m talking about here, they’re simply
made for if you’re selling products online. They’re shopping cart compatible. They’re built in with templates that have
products already in them, so basically a step-by-step guide. You need to
put your product description, picture, and all sorts of different dimensions on there. There’s not a Wix where you can just throw up
a website. It gives you the information, but then again
you want the security of having shopping cart feature in a noted service
because you are taking people’s credit card numbers down. Which security is a big issue on the internet. [Rob]So, you’d recommend going with one of these platforms that have been kinda built from the ground up? With the online retail kind of thing in mind? [Greg]Absolutely. I’ve actually used all three
of the paid and managed products right here, and I
cant say I like one more than the other. They all have their pros and they all have
their cons, but it’s a personal preference. You can just go through. They all have
15 day free trials. They all have good customer support right away. I mean, give it a shot. If you like playing around
with it great, take the investment. Maybe it’s $20 – $30 a month, and once your business starts
growing then you upgrade and hopefully by then your return is there, so it’s well worth it,
but I would definitely recommend going with
something that’s noted rather than something that hasn’t had
e-commerce built on it very much.
[Rob]Perfect. [Greg]Alright. Is there any questions
on here at all? Payment processors. Alright, this is a–
[Rob]Laughs. [Greg]This is a little love/hate relationship,
for everybody on the web. What payment processors are, and I’m sure
you’re familiar with PayPal. Authorize.net’s very similar to PayPal. What they are is basically they allow companies
to take credit card numbers online and basically secure your payments. One of the biggest things that people are really starting to get fed up with is the
credit card fees, and with that, PayPal charges anywhere from 2.65% – 3.1% of every transaction that goes through your website. Say you sell something for $100 on your website
and you used PayPal. You’re going to pay, right around $3 of that
goes right to PayPal, and then on top of that another 30¢ for the
processing fee, and then you have to pay a monthly premium to use the service. That can add up between
$30 and $50. Those fees just add up really quick, and when
you start multiplying $3 times hundreds of sales
you’re looking at a few grand a month that’s just taken
right out of your pocket that you can’t really do anything about. What I
would definitely recommend is shop around at your banks. Most of the time
they’ll recommend somebody, or have a preferred provider. See if they can get you
a better deal, otherwise definitely try to negotiate with PayPal, or
authorize.net and see what the best term that they can actually
give you. They sometimes will negotiate a little bit,
but like I said that 3% adds up really really quick. Then Dwolla, I had to put a little plug-in about Dwolla because it’s an Iowa start-up
company, and what they are is they’re trying to get rid of all those
credit card fees like it says on the screen there. It’s 25¢ per transaction. Right now I know
they’re on Shopify, and they’re trying to get on a bunch
of different other platforms. It’s really cool. Kind of limited on the
number of people that are using it right now, but I think the future is
bright for them and I would definitely look into it if you’re
not wanting to get stuck with all those fees by the big boys. Let’s get into the website right? You’ve got your idea, everything is moving
right along, you’ve picked your platform, and the site it’s built. It’s ready to rock ‘n roll. Let’s talk about just a couple of things that
you need to do just to make your site profitable. The first thing is
having a phone number visible on a website.
Sounds really common sense, but I guarantee we’ve all been through a
situation where you’re looking for someones contact information
on a website and you cant find it. It’s frustrating, you lose trust
from the site, and what do you do? You leave. I’ll pull up an example here. This is just our website. Our phone number is right here on the header. It’s easily visible on every page.
Something that I recommend that you guys all do on your websites.
Put it in the header. Make it visible. It builds trust, and it allows people to get
a hold of you and hopefully sell some more product online. Contact us page is also really important.
Make sure in your contact us page that you do have– Put your name
down there. Putting a name is another way to build trust, because someone takes credit for the site, and also put in an
address, e-mail, telephone number, fax number. All that sort of
stuff just builds trust with your potential clients, and will entice them to buy
a little bit more. The next three here are kind of how you would increase your conversion rate. Having good pictures on your website.
People are visual people. You want to make sure you have multiple images, multiple angles of the products. Right along with that, easy to read text. No one likes that chalkboard like text on their website. It doesn’t look good, it’s hard to read, it just makes people mad.
Make sure your text is big enough. Don’t put green text on the yellow background. It just doesn’t make
sense you know? Try to stick to some of the basics and just make sure the website’s easy to
use for all your readers. Along with that, make sure that if you do have a product that’s selling really well
make sure you’re shell casing it. Put it right in front of the consumer’s eyes
because if it’s selling well it’s selling well for a reason. Either it’s
a great product, or you’re doing a great job of marketing, so you want to make sure
that you can get that product in front of as many eyes as possible. Moving on to the checkout page. This is really a key part of your website.
One of the biggest things that people see on the new e-commerce
website is called a shopping cart dropout rate, and what that is is
basically people there, their shopping bag’s full. They’ve went
through and they put at least one product into a shopping cart, and then they
leave your website. For any given this can happen.
There’s numerous, but I’m gonna walk you through
just a couple of the ways that you can make sure you that minimize this effect. [Rob]You might already covered this too,
but what is a typical rate? What would make you really concerned, at
what percent? [Greg]Dropout rate’s actually pretty high.
You’re talking anywhere from 60% – 80% can be a typical dropout rate. That’s with
e-commerce, and the clients we’ve dealt with before. It really
depends on your industry and what products you are selling. Let’s take a look here at a shopping cart. Okay. Back to the Wine-O Supplies site. Right here I pulled up the checkout page
and what I mean by a one page checkout is you want to make sure your customers
never have to be redirected to a different page, and by redirected I mean the page
has to refresh. It has to reload. It doesn’t look very good. It takes longer, and you essentially lose
your customer’s trust by doing that, so all the platforms that I mentioned earlier give you the option of having a one-step
checkout. What that is it’s just like this. I’m not sure if you guys
can see this very good. I’ll try to blow it up, but you will never have
to leave this page when you’re checking out. You can register
as a guest, or if you’ve already been to the site you put in your information, and
then what these pages do is they simply just drop down, so if I say check out as
a guest, continue, there my billing information just
popped up. Literally what just happened there? Anyway, what I was trying to get at there
is you want to make sure that your checkout page is simply just
that one page. Security stamps; What this is is like a PayPal. Authorize by PayPal, or the authorize.net crest, Go Daddy secure. Some sort of logo that makes your customers feel like your site is protected. Your money is safe
with them. Your information’s safe. You’re not going to take their information
and sell it. You’ll be getting 10,000 spam emails in
the next week. Just builds trust within your customer base. And then finally, show your phone number.
Put your phone number on all steps of the checkout page, so customers are
having trouble they don’t have to go looking for a phone
number to get a hold of you. If it’s right there in front of them, they’re
a lot more– They’ll call you actually rather than having
to look for it, and possibly leaving your site. It’s good practices, and I really think that that will definitely help
anyone’s conversion rate if you just do those three simple steps. I think that kinda ’bout wrap it up for me. Do you guys
have any questions here? [Rob]Just a reminder everyone, you can
enter in questions into the questions or comments box down
below in the middle there. Feel free to go ahead and ask any questions
that you’d like. I had a question about taxes, so do a lot of
the payment processors that you work with, do they
automatically take care of that process, or is that something that you have
to kinda figure out on your own? [Greg]With taxes… Are you talking like just
simply state taxes? [Greg]Yeah, mainly state taxes just because
it varies. [Greg]What you can do is… It’s actually not
through the payment processor, it’s through the
website itself. In the program, there’ll be something that
says “set up sales tax” and you can apply sales tax to every different
state that you want, or you can narrow it down to just your state. There’s options for that.
It’s just when you configure your website, but what you
want to make sure is that you are charging them, out of the
correct people, sales tax and it’s a bit advantage not to charge sales
tax to other states. It lowers the prices of goods. [Rob]Yup. We had a question from Alan,
he had asked: “What’s a good rate to negotiate with PayPal
and then how would you go about opening up that dialog with them?
[Greg]Alan I guess, the best answer that is to call them. They’re
not fun to get a hold of. They usually take quite a bit of time,
but if you get on the phone with them and just tell them your situation, tell them what
you’re going through, and maybe they’ll be able to work out an agreement with you. I haven’t heard it
done a ton of times, but I have heard people be successful with saying I called my rep, told ’em what I was doing, told them that
this is the amount of margin I have on my product. If you have a 10% margin, and they’re eating 3% of it, you gotta figure out something
otherwise you’re not going to be a customer of theirs anymore. I hope that kind of answered your question. Definitely give ’em a call, and if you don’t get
the answer you want from the first person ask to talk to their manager because a lot
of times those front level people are just there to answer your basic “how do I log in”
questions. Stick at it and I’m sure you’ll get some good
results. [Rob]Deepak you had mentioned that you were unable to seek one of
the [indecipherable word] from text on the slide. I’ve talked to Greg and we’re gonna go ahead
and put that up on the website, after this presentation, so you’ll be able to actually
go through the PDF slides and check out all of the formulas.
Zack is that okay? That answer your question there? Also, Greg is actually you want to go to the next
slide. I want to make sure that everybody has your contact information.
[Greg]Yeah. [Rob]The crew at TargetClick they do an
outstanding job on this stuff. They really know their info, so check out their website
at: targetclickmarketing.com. You can see that
he’s got his Twitter handle there too. I’m sure that they would be more than
happy to follow up with you. About seeing the charges per click on the
Google ad word site. I’m not sure I’m following… Do you know where
it would have said charges per click on Google? [Greg]Oh, sure. Let me pull that up for you quick. It was in, it’s called the Google Keyword Tool. Pull it up for you really quick here and let’s see. Is this what you were looking for a
little bit right in this area? I guess you can’t see my mouse. Perfect, so is that what your question was
about? Where you can find that information? [Both]Perfect. [Rob]So do any of you have any other
questions for Greg? About e-commerce? Shopping cart system? What’s kind of the most common question
that you guys field when you have a potential e-commerce
client? Is there one kind of question that just
is recurring? [Greg]I guess maybe for a new client. Everyone thinks their ideas are really good right away right?
You think they’re the next million dollar idea and it’s kind of hard to shut down someones
dream like that, but I think if you go through and try to just
use that formula and come to real with yourself. It’s going to take some time, and it’s going to
take hard work to make your website really profitable in the long run. I think that’s probably the biggest thing that we
run across is people’s expectations are so high because they’re so excited about it, which is
great, but it’s not fun for us to have to shut down their dreams
because that’s not what we’re trying to do we just want to make sure that we’re real
with them, so when it does come time, and they are profitable, they can scale and
make sure that their business is going to be really good. [Rob]We just had another question from
Deepak. “Do you have suggestions for hiring an
employee for sipping and processing orders while you are busy?”
How does that shipping and processing process work? [Greg]There’s a bunch of different ways
you can do that. We’ll just go with like say you’re a small
business, one or two person shop. One thing that I try to recommend
is find a college intern if you have one available. They’re great.
Most of the time they’re really excited to learn, and just
grow your business the way you are. I guess another way that you could do it is if you look at it as what you’re trying to ship is your product, and people are buying it from
you for a reason cause you offer a great solution. If it’s putting new products on your website,
or shipping your products. You really have to pick your
battles there because new products are important, but your current customers
are important as well, so it kind of depends on the industry that you’re in,
but really think about what are your core values, and
what’s your core business. Go the old 80/20 principle. 80%
of your sales come from 20% of your customers, so
I would say focus on your customers and get the orders out, and then later on
in the evening get after the sales, and adding new products. [Rob]As part of that question too, do a lot
of the platforms that you had mentioned do they handle kinda that– Is there a CRM system where you can check next
to a customer’s name once that product has been shipped and you can add that date and know that the payment’s been received and all that stuff? [Greg]Sure. Absolutely. In all the programs that I have mentioned
before there’s this button that you can actually add
in the tracking and shipping information. A lot of times with PayPal, I’m familiar with,
actually can update it on the fly, so as soon as you print out the
shipping label and have confirmed that the order’s been shipped, it actually
integrates with the website and marks that it shipped. Really cool feature. Takes
very little programming. You can set it up and get it done. That answer the question a little bit? [Rob]Are there other questions that
any of you have? Got a great resource here, so I want to see
those questions. Greg, you did mention the different types
of systems that are out there. I believe it was paid and managed,
paid open source, and open source? [Greg]Mhm. [Rob]In general, if you’re talking about
someone that’s brand new to e-commerce, are there certain
platforms that you would recommend and then for maybe the more experienced
online retails, I know we have Alan Morrison, he retails
guitar parts online. Is there a system maybe he should look at?
As being an experienced retailer, something you might want to
recommend that he check out? [Greg]Yeah. I guess, Alan, I would recommend
if you are using one of the paid manage systems, and you are
having to pay a monthly fee for the number of products
that you have on your website, and then stack on top of that any management
fee they also have using that service. You might look into
something that’s all open sourced. Then all you simple have to do is have
the website developed, and design, which you can essentially
transfer over your current website to this open source platform
and you save all those fees every month. You don’t have your
customer support, and you do have to have access to a
programmer, or be a programmer yourself, but if you’re paying a couple hundred dollars
a month for your managed system it’d be well worth it for you to look into
doing something that’s open source and doesn’t cost you jack. [Rob]Deepak had asked about outlook for
retail clothing e-commerce. Have you seen any industry
trends in retail commerce? I don’t know that you’d want to talk about the industry as a whole, but are there certain things that maybe you found interesting in that sector?
[Greg]Yes. The retail clothing industry is something that we’re actually fairly familiar with. It really depends on the time of the year. It’s what we found out, and the more product you have on your website
the better off you are. If you can keep pushing new, fresh product
and really have nice pages that really accent how your company works as a whole, and what the products looks like. That’s really great, and another big thing
about that too is you want to make sure that you have your
products with people actually wearing them. For some reason, when see a product with
an actual human being in it, they tend to relate to it better and purchase
more often. [Rob]Tckuster asked if you could talk about the kind of information that
you’ll have clients collect before they actually start putting products on the
website, and how that process kind of works. [Greg]Sure, so Teresa I’m guessing you’re trying to ask: how do you
know if you’re selling a good product, or if your product
gets searches? Is that correct? Okay. [Rob laughs]
Not correct. Oh! Prep work, so like what you need to
do to get your website ready to go? Okay. I see what you’re saying here. That’s a really good point. When you do
have your website up and ready to rock ‘n roll, you have to make
sure that you do have products, and pictures, and product descriptions,
and inventory for that matter, so I believe the answer to
Teresa’s question… What you need to do is you need to make sure
you have an organized file system on your computer of the pictures that you’re
going to use, if you’re doing multiple pictures in the same
product how can you access those easily and organize them? Good thing
that Google is all about, recently, is unique product descriptions,
so you wanna make sure that you are writing 50-100
words about your products and make sure that you have good, rich
keywords in those descriptions. Then sourcing your product’s a whole
nother animal. Are you trying to get the inventory yourself,
or were you going to drop ship the product? Are you doing affiliate marketing
where you essentially don’t have to do anything. All different
animals, so definitely get organized first though.
[Rob]Great question. I didn’t even… That didn’t even cross my mind, but you’re
absolutely right on with all that information. I suppose going out and doing a Google search, and copy and pasting, and using other people’s pictures is not what you would advise?
[Greg]Nah, absolutely not. Nope. It’s done a lot and make sure you’re setting
yourself apart from people. [indecipherable speech] [Rob]Okay, do we have any other questions? I’m not seeing an activity, so I want to make
sure that we thank you Greg for coming in today, and
great presentation, and thank you everyone for participating in
today’s webinar. Also, I’d be remissed if I didn’t put in a plug for
the conference that we have next week. We will be having the EntreFest conference
with small business owners, and entrepreneurs. You can find all the information here
at the website. I’ll try to type that in here real quick.
[Greg]Yeah, I’ll be there too, so maybe if you guys have any more questions, or something, we can meet up and chat more e-commerce if you’d like. [Rob]I think we’ve got– I don’t know if
we have a session on e-commerce, but I’m pretty sure that we have
some sessions on SEO, and online retailing, and well some commerce stuff. All the information can be found on the EntreFest website, and we would certainly love to see you there. Thank you again everyone for attending, and
have a wonderful afternoon.

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