Inside eCommerce
MicksGarage.comMasterclass
April 15th 2014
The Gibson Hotel, Dublin
contact: john@insideecommerce.ie
www.insideecommerce.ie
Inside eCommerce: Supported By

MicksGarage.com
 MicksGarage
 Key Metrics
 Procurement
 Fulfillment
 Customer Service

Key Metrics : P&L
1. Cost of Product
2. Unit Ship Cost
3. Unit Ship Accessory
Cost
4. Margin

Key Metrics: P&L Zooplus.de

Key Metrics: Trading
1. Orders
2. AOV
3. Conversion Rate CVR
4. Margin

Key Metrics: Trading per Channel
1. Orders
2. AOV
3. Conversion Rate CVR
4. Margin

Key Metrics: Reporting
1. Expose Data
2. Share Tools
3. Drive Insights

Procurement : Materials
• Buy Right – Sell Right
• What is not on the product cost / Discounts
• Where is the marketing support
• Share data – promote open relationship
• Purchase the entire product – data

Procurement : Materials
• Supply chain dependant
• Stock / virtual stock
• Ring fencing / Exclusivity
• Global Market

Carraige: In / Out
Shipping
kills
margin!

Carriage: Out
• To free ship or not to free ship
• Product / AOV / Margin Service level dependent
• Free shipping over…
• Standard vs Priority
• Trend away from free shipping
• Click & Collect
• Know the unit cost – analyse statement

Carriage: MicksGarage
An Post
Innovative Service
offerings
• Domestic Tracked
• UK Tracked
• EU Small Parcel
• IBMS
• Click & Collect
• Integrated WMS Label print
• Stamp machine
• Return Labels
• Account Management

Unit Ship Additional Cost
Packaging
• Reuse
• Branded Boxes
• Branded Bags
Freight In
• Shipper eg Expeditors

P&L: Above the line
• Buy Right
• Unit Costs – Measure
• Influencing factors

Customer Service
• Measured
– NPS / Scorecard
– Volume levels
– => Product Level
• Integration
– Order Platform

Customer Service
• 7-Day Customer Service
• eMail / Chat / Phone /
Facebook / Twitter / Blogs
• Deliver a uniform experience
• Unified Platform
• Training - Experts

MotoToro.com

Inside eCommerce
Marketing:
From Click to Conversion
www.insideecommerce.ie
@insideecommerce
@micksgarage
@j_smyth
John Smyth

What works for MicksGarage
What we define as success

From Click To Conversion
• Who’s Your Customer?
• Gaining the Click – Traffic Drivers
• Marketing driven by Metrics
• Going Beyond the Click

Who is Your Customer?
• Users v Customers
• Starting Point
• Who
• Where
• How
• Why
• Understand Your Traffic Thoroughly
• Metrics Drive Understanding

Traffic Drivers
• Google AdWords Search
• Search Engine Optimisation
• Affiliate
• Partnerships
• Email
• Social

Why AdWords?
• Performance Driven Marketing
• Complete Purchase Funnel
• Have Clear Goal in Mind
• Know Your Product / Service
• Research Your Audience
– How do they search?
• Competitive Analysis
• Create Ads that Stand Out!

‘car parts’
‘VW car parts’
‘VW golf wiper blades’
“VW golf mark 5 wiper blades”

Why AdWords?
• Performance Driven Marketing
• Complete Purchase Funnel
• Know Your Product / Service
• Research Your Audience
– How do they search?
• Competitive Analysis
• Create Ads that Stand Out!

KPIs – Weekly & Monthly
• Complete Channel Measurement
• Visits
• Orders
• Revenue
• Conversion Rate
• Average Order Value
• Cost
• CPA
• Know where to focus your attention
• Have targets, work towards them
• Targets v Run Rate

Learn…Evolve…Grow
• Not Perfect
• Constant Learning
• Live By Your Metrics
• Focus On Your Users – Learn From Your Customers
• New Challenges- New Channels

Going Back to the Office
• Goals – Are they defined? Write them down
• Have You Targets? Write them down
• Do You Know Your Customers?
• Before…During…After
• What are your Metrics?
– How do you track them?
– Are you spending enough time on them?

Further Resources
• Websites
– Google blogs – (AdWords & Analytics)
– Marketing Land / Search Engine Land / Search Engine
Watch
– GetElastic.com
– PracticaleCommerce.com
– Occam’s Razor – AvinashKaushik
• Twitter Accounts
– Rand Fishkin @randfish
– Danny Sullivan @dannysullivan
– Sean Si - SEO Hacker @seo_hacker
– Matt Cutts - @mattcutts

Questions?

Inside eCommerce
Content is King
www.insideecommerce.ie
@insideecommerce
@micksgarage
@DerekThaDog
Rob King – Content Manager

Content is King
email - video – photography - category management - social

Do’s & Don’ts:
DON’T mention religion……ever
email

Bad taste
I’ll never buy from you again
In some countries you’d get beheaded for that!
“ “
email

Do’s & Don’ts:
DO: Visualise your audience then test, test & test again
email

Go Create!
Plain text: Great deliverability but no visual impact. html templates: Simple & fast to set up but poor inbox consistency, repetitive, limited
creativity & flexibility. Image mapping: Great flexibility, great inbox consistency but slow load times. No text version. Slicing: Great
flexibility, visual impact, inbox consistency and load times
Optimised
Platform consistency – creativity – speed - open rate - revenue
email

When?
Largely over emphasised. There are hundreds
of reports &studies all contradicting each
other.
A bit of common sense & some A/B testing
brought us to a set of simple guide lines we
generally work to:
• General car parts: 11am-2pm mon-fri (needs)
• Tools, accessories, gadgets: 7.30pm-8.30pm (wants)
• High value items: 25th – 30th of the month (pay day)
• 9am– 10am mon-fri (work stuff)
• Friday afternoon (limited numbers)
• 4pm-6.30pm (home/dinner)
email

Subject lines, open rates, segmentation & personalisation
Hi %First Name%, How Are Your New %Make% Wind Deflectors Working Out?
Mass
mailing
17-19%
open rate
‘Spam’
keywords
effective
Segmentation, relevance & personalisation are key to open rate
email

video
We did some in-house A/B testing and found that when a
video was present on a product details page it drove a sales
increase of 40% Hence why we now have an in-house team of
experts working on video.
“
John Smyth – head of marketing, Micksgarage.com
video

video
“
video

Software & Hardware
We use the Adobe Creative Suite. Videos are edited in Premier Pro and After Effects provides text, graphics & special effects, Lightroom
and Photoshop are used for photography and email creation.
Basics - Camera, tripod, lights, mic, backdrop: €1290
Total: €5635
video

video
+ AVS video editor

Despite filming in a dark warehouse and working on a part of
the car that would normally be in shadow, through good
lighting setup we have a clear, bright and crisp view of what is
going on. (shot in 1080p full HD)
Full HD
Aspect ratio
Framing
Sound
Light
2010
2014
Video Content :
• Attention spans are short but don’t assume your video has to be a certain length
• Watch-abilityis key. No matter what the subject, your video has to be interesting enough to watch
• Get straight to the point. Don’t tell people what they’re about to see, get on and show them. (20% of viewers gone in 1st 10s)
• Know your stuff! Unscripted usually works better. That said, planning is essential. Have a clear vision & concept worked out
• Accuracy! Remember there are no pedants on the internet!
• Make sure the piece flows. if you do need a script, try to bullet point the topics you need to talk around, it will help you plan your shots
• Research. Watch similar videos, learn from their mistakes, fill in the blanks & make yours better!
“
“
video

• 3.6m video views
• 1.1m from embedded player
• 25,000 views per week
• 1964 CTA clicks YTD
• Average view duration: 1.57 (48%)
• Top 10 videos all ‘How To’
Before ‘How To Video’
• 45 subscribers per month
After ‘How To Video’
• 200 subscribers per month
0%
20%
40%
60%
80%
Video Analytics
video

What posts work?
Know your fan base
Check out your insights
social

Engagement
Interaction
Personality
Support
Brand
Confidence
Inter company relationships
Sales
62 interactions, 3.5K reach
variety – photos – news – competitions
Video – humour - genre – advice – ask!
controversy (careful now) – mention the
government if you dare!
social

The Twitter Machine
• Make use of the background
• Activity
• Relevance
• Keep sales messages to a minimum
• Engage / interact
• Post with image
• Video: screenshot image
email

The Filter:
• Jumping on the bandwagon
• Editorial pieces /Original content
• Opinion
• SEO optimisation
social

Stuff you can try immediately:
• Download AVS Video editor for FREE
• Shoot a video on your smart phone, upload it to YouTube and link (annotate) to a product
(Don’t forget to include a related product in your video!)
• Double your Facebook activity for a week and monitor the change in reach and likes.
• Do the same for Twitter
• Run a simple Facebook competition
• Segment your email list
• Go on a half day film/photography course
• Use your website on a daily basis – see it through the eyes of your customer
• Let your company’s personality shine through
recap

Any Questions?

Michael Crean –
IT & Operations Manager

About Me
• Co-founded MicksGarage.com while unemployed in 2004.
• IT Systems architect, software developer and operations
manager
• Involved in all aspects of business from IT to
warehousing, marketing, customer Service, Voip phone
systems and everything in between.

About MicksGarage.com
• 42 Employees across
IT, marketing, Warehousing, CS, Accounting
• Sell to approx 70 countries on monthly basis
• 6+ million data records
• Average age of our employees is just under 30
• Innovation is key to our success
• We try to lead rather than follow with everything we do.

Website is your shop
window
• Must be kept updated
• Must be kept clean
• Must be current
• Must entice customers to take a further look

“Its just a website, cant be that
difficult”
 Infrastructure
Management
 Data Management
 Content
Management
 Order
Management
 Order Dispatch
 Customer Service
 Returns
Management
 Fraud
Management

Technical Considerations
• Platform Selection
• Payments, what service, what
method, Paypal, Realex, Stripe
• PCI compliance issues
• Order management tools
• What level of automation do I need?
• What volume of orders do I anticipate?
• What sort of hosting do I need? Cloud, Shared, Dedicated
• Automated Fraud Management
• Outsource software development?

Order Management
• Keeping track of orders
• Order change requests
• Handling queries from customers
• Unified systems, tracking numbers, payments, order history
• Returns and refund handling
• Filtering out fraudulent orders
• mCRM – How we did it?

Order Management
We have one system to
manage orders
Order History
Tracking Numbers +
Pictures
Payment Details
Refund Details
Audit History

Order Management
Orders managed through
Statuses
Each status part of pipeline
Unified System – all parts of
order visible

Barcode Packing
Accurate Dispatch first
time
All orders picked and
packed via barcode
Dispatch labels are
printed automatically to
save time

Data Management
• Handling millions of records
• Correct product categorisation
• Does your website handle mis-spellings?
• Is your website navigation clean simple and quick?
• Where will your data come from
• What images do you have, where can you get the rest
• Selectable attributes (Gender, Size, Colour etc)
• Additional Attributes (Weight, Pack Size, Colour etc)
• Descriptions
• Barcodes
• Accuracy

Payments &Fraud
• Paypal
• Realex
• Stripe
• PCI compliance
• Control required
• 3DSecure

Any Questions?

Inside eCommerce
Multichannel
www.insideecommerce.ie
@insideecommerce
@micksgarage
@vinnyobrien
Vinny O’Brien

@vinnyobrien
@micksgarage

Multichannel – Gateway to the World
The Challenge
The Opportunity
How to get started
How we do it
The Playbook
Spoiler Alert

The gateway to the world
"in time of war as in time of peace, by every vessel of commerce or of
war, without distinction of flag."

The Challenge

The Challenge

“It is no longer about channels; it is about the customer life cycle across everywhere
we touch them.”
72
Customer feedback is central
to everything that makes
marketplaces tick. When
Amazon or eBay make a
change, we listen.
The Challenge

The Journey
• Probably best not to start here

The Journey

What they Offer

The Reality

What Works?
OUR

Global Play
113
Countries
5
currencies
5
Languages
Multi Lingual
Storefront
Direct API Compatibility
Strategic
Relationship

Our Platforms

Me on market research
Me !!
The Canary in the Mines

The Confession Box

The Confession Box

The Confession Box

The Thinning Hairline Playbook

When can I start

Questions
@vinnyobrien
@micksgarage

Inside eCommerce
Design for Success
@micksgarage
@so_uh_yeah
Brendan McMahon

Designing for Conversion

• 1998: Joined Organic Inc.
• 2001: dot.com bubble burst
• 2001-2005: Independent Consulting/ G2 Interactive
• 2006-2008: Dell Inc.
• 2009: Hotels.com
• 2009-2013: Sears Holdings Corporation
About Me

Ecommerce - Conversion
Marketing - Audience
IT - Engine
Content - King
Design - Experience
Traditional ‘Website’ Design is Dead

Questions?
Traditional ‘Website’ Design is Dead
If you aren’t designing and developing for a multi-device
experience you are missing the boat

Purchase Funnel Expectation

Questions?
Purchase Funnel Reality

Design pulls it together
IT/Data
Marketing/
Promotions
Content/
Architecture

Questions?
Designing for Conversion
Design has to be part of any tactical or functional implementation
What are we designing
for?
• Top of Funnel
(browse)
• Bottom of Funnel
(cart/checkout)
• Page weight
• Data set
• Page Goals
What are we measuring?
• Bounce Rate
• Exit Rate
• Conversion Rate
• Interactions
• A/B

1. Introduce your customers the style of the store – Home page is the page you are giving the basic
information about your business
2. Style and design should be the same for all pages
3. Compose the central part of home page
4. Product catalogue must be visible right from the home page
5. Organize the header of the home page
6. Don’t forget to include the search engine on your home page
7. Manage the catalogue categories in fine and logical way
8. Contact information must be visible and easy to find –
9. Information regarding delivery, returns, and general terms & conditions
10. One or two inserts from testimonials page. .
Design for Trust

What response does your HP elicit?

KISS - Keep It Simple Stupid
The KISS Method

Simplicity. Readability. Consistency
• Landing Pages
• Defined Path to Product
• Large, Hi-Quality Product Images/Video
• Reviews
• Purchase Response Triggers
• Clear Call to Action
• Simple account and checkout
KISS – Basics of Site Design

KISS - Landing Pages
Navigational
Search Landing Page

Lifestyle with a
view to
customization

KISS – Refine the Results

KISS – Support the User

KISS – Refine by Attributes

KISS - Assurance

KISS – The Right Results

KISS – Detailed Product Pages

KISS – Detailed Product Pages

KISS – Product Images

KISS – Purchase Triggers

KISS – Purchase Triggers

KISS – Purchase Response Triggers

KISS – Reviews

KISS - Accounts

KISS - Cart

KISS - Checkout

KISS - Checkout

• Design for PURPOSE
• Cut the Response Time – don’t over engineer
• Respect your Customers Time
• Understand the Traffic Drivers
• Hit The Visitor’s Interest
• Be Responsive – design with Multi-device in mind
Conclusion

Inside eCommerce
Starting again – MotoToro.com
@micksgarage
@ciarancrean
Ciaran Crean - CEO

MotoToro.com
Why
– Passionate about bikes
– Key resources in place
– Fits exiting Data Centric model
– Existing parts knowledge
– Key enthusiastic supplier
– Great shipping proposition
– Complementary product lines
– Powered by MicksGarage.com

Cost of Product
Unit Ship Cost
Unit Ship Accessory Cost
Margin

Inside eCommerce
THANK YOU!
For more visit
www.insideecommerce.ie
@insideecommerce
@micksgarage
@Johnnywestcoast
@vinnyobrien
@j_smyth
@DerekThaDog
@so_uh_yeah
@ciarancrean
john@insideecommerce.ie