MicksGarage OMiG Presentation - Learn…Evolve…Grow

1. Selling Online
Understand, Build, Evolve.
John Smyth
@micksgarage
@j_smyth

2. MicksGarage.com – Is there a real
Mick?!
6k Orders
Founded
2004
1st Warehouse
2005
Employee 2
2006
46k Orders
10 Employees
.co.uk Site Live
2007
5 Employees
2008
2009
New Warehouse
Golden Spider Award
2010
1m Products
2010
28k Orders
2011
An Taoiseach
2012
eBay Store
2013
47 Emp’ees
160K +Orders
82k Orders

3. MicksGarage.com - Philosophy
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Technology Driven Innovation
Information / Customers
Debates, Discussions, Arguments!
Team Focus
Celebrate Success

4. Understand, Build, Evolve
• Users v Customers
• Marketing driven by metrics
• Selling online
• Test & Learn
• Evolve & Grow

5. Users v Customers
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Differences
Starting Point
Who
Where
How
Why
Understand Your Traffic
Metrics Drive Understanding

6. Be Aware!
• Traffic - very important, but only the start
• Can’t stop there
• Holistic Marketing Approach
– Traffic In….Traffic Out
• ‘Beyond The Click’
– Website
– Basket
• Funnel Management

7. Measure Smartly
• Don’t waste time
• Goals & KPIs
• Analytics
• Reports you need
• Less time tracking – more time deciding
• Data Overload

8. Users – Why do they buy?
• Not customers, they’re easy!
• Value Proposition
– Ask those who have bought
• Persuasion
– Scarcity
– Social Proof
– Reciprocity
• Persuade them you’re the best option

9. How do we persuade?
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Choice, Brands & Value
‘Car Part Experts’
360° Imagery
Video
Blog – How To Guides
Product / Company Reviews
Free Delivery / 365 Day Returns
Multi – Channel Play

10. Learn…Evolve…Grow
• Not Perfect
• Constant Learning
• Achievements
• Testing all the time
– Optimizely
– FiveSecondTest.com
– Friends, Family, Customers
• Mobile
• New Countries, Customers, Cultures, Content…
Challenges

11. Summary
• Users v Customers
• ‘Beyond the click’ Marketing
• Measurement
• Value
• Persuasion
• Test & Learn