Selling More Online Conversion Rates to Envy

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Selling More Online --Conversion Rates to Envy

• WTN Services
• Summer 07 Success Series

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Test Your Marketing IQ

• Fill in the blanks On average, ____ of repeat
  business comes from ____ of your customers
• 80 - 20
• 10 90
• 50 - 50
• On average, companies lose their current
  customers at a rate of
• 50 every 5 years
• 5 every 5 years
• 25 every 5 years

• Guarantees of your product and service are
• not important to customers
• necessary to include with every offer
• only important to new customers
• On average, what percent of Banner Ads on the
  Internet get clicked on by consumers? ______

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Take Your Consumers Up The Buying Continuum For
Better Conversion Rates
Garner Loyalty
Retain
Grow
Convert
Find
Value to the Winery
Low
High
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Types of Customers On The Continuum
Loyal Customers
Multi Buyers
1st Time Buyers
Prospects
Marketing Cost to the Winery
High
Low
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Motivate Your Consumers Into Purchasing By
Including These Elements In Your Offer
Must Have in Offer
Adds to Effectiveness

• Product
• Sell benefits vs. wine features
• Price
• Length of offer
• Payment
• Risk reduction mechanisms
• Yes/No offers
• Guarantees

• Incentives
• FREE Gifts
• Discounts
• Multiple offers
• Merchandising
• Gift programs
• Referral programs

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Example Elements Of An Offer
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Incentives/Merchandizing

• Include A Free Gift - Some easy to pack ideas
  are an aroma wheel, wine country postcards, foil
  cutters
• Discount Best when used on mixed packs or as an
  incentive to purchase larger quantities
• Gift Packs - Put together gift packs that meet
  your customers needs

Did you know WTN Services can help you promote
your wines through e-mail services and other
offerings. Ask your Account Manager for details.
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Brainstorm What Are Customers Looking For When
Buying Wine Online?
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Metrics Matter

• If you cant measure it, you cant manage it
• -Bill Williams
• Scorecard to track your success
• Repeat what works, drop what doesnt
• Set goals and measure your success against
  reaching these goals

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How to Calculate E-commerce Metrics
Did you know WTN Services may be able to help
you with your e-mail conversion rates. Ask your
Account Manager for details.
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What Merchandising And Incentives Could Convert
Customers In Each Category?
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• Now we know what were trying to do for each
  buying segment
• Lets review effective online tactics to
  assisting in converting customers.

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Visuals Subsidize For Taste Buds!

• Visuals should show ideas for wine usage (dinner,
  gifts)
• Lifestyle photos can be very effective
• Multiple pictures of the product are proven to
  give higher conversion rates
• Visuals should reflect the wineries brand

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Text Is Your Most Powerful Tool For Conversion

• Wine falls into the category of products that
  customers like to use all 5 senses for describe
  your products in a way that appeals to as many of
  the senses as possible
• Engage customers in dialogue
• Deliver relevant information
• Cross sell
• Up sell

Tip While you need to provide as much
information as possible, be sure not to clutter
the path to purchase. Allow the customers to
retrieve more information if they so desire.
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Design Your Web Site To Lead Your Customer Down
The Path To Purchase

• Give customers a path from the landing page to
  your e-commerce site
• At every point your customers would think about
  buying wine, give them a link to buy wine

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Next Steps

• Learn More If you havent already, schedule
  time with your WTN Services Account Manager to
  review your plans and see where we can lend a
  hand in execution of your plan. Wineries using
  these techniques have shown improvement in sales!

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Plan for Conversion Success

• If you fail to plan, you plan to fail
• -Albert Einstein
• Create a calendar so there are no last minute
  rushes
• Share the plan with others who sell to your
  customers, your ecommerce provider and your WTN
  Service AM Team.
• Coordinate - with others who will help you with
  your direct marketing pieces
• Integrate into all aspects of your company from
  fulfillment to accounting

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Proven Direct Marketing Tools Help Convert Your
Customers To Online Purchasers

• E-mail marketing
• Catalogue
• Postcards
• Newsletters
• Tasting Room Handouts
• Box stuffers

Did you know WTN Services can help by sending an
e-mail to your customers notifying them of their
shipment status with a marketing message.
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The Future

• Online CRM in the future will offer customers
  only products they are pre-determined to be most
  interested in
• E-mail will continue to become a more powerful
  tool by offering purchasing without
  click-throughs to the website
• Consumers have more options via web 2.0 to order
  through Cellular technology (cell phone PDAs)
• Customers will be able to engage you in dialogue
  while shopping online interactive, through Blogs,
  web video, real time and more

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To learn more contact a WTN Services Account
Manager or Chris EdwardsDirector Sales
Client OperationsWTN Services Inc 2545 Napa
Valley Corporate Drive Suite FNapa, CA
94558(707) 265-2934cedwards_at_winetasting.com