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This episode is a business coaching course that teaches the e-commerce principles.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Today's Topic:: 10 E-Commerce Principles That Work
  • How to show off my product in the best way Possible: 1. Use high-quality photography. Using color and keeping it simple is key.
  • Editors Note: https://www.birchbox.com
  • Lesson Nugget: Keep your photos simple and avoid having a lot of things you are not selling in the photo.
  • How to show off my product in the best way Possible: 2. The product description is very important. Use text formatting to emphasize the most desirable aspects of the product and use 500 words or more if possible (for SEO purposes).
  • Lesson Nugget: Formatted text, styled text, or rich text, as opposed to plain text, has styling information beyond the minimum of semantic elements: colours, styles (boldface, italic), sizes, and special features (such as hyperlinks).
  • Lesson Nugget: Your content must be original and not copied from another source.
  • How to show off my product in the best way Possible: 3. Use Video to show your product in context. Create desire by showing your product being used or solving a problem.
  • How To Show Value with Your Product: 1. Provide free shipping if possible.
  • Truth Cannon:
  • Break It Down:
  • Money Magnet:
  • Ample Example:
  • Super Move:
  • Is the design of my store important?: 1. User experience is a big deal. your design needs to be clean and easy to look at.
  • Editor's Note: The Importance of Branding: https://www.thrive15.com/me/series/700
  • Marshall Morris:
    -Jason Stewart
    (Thrive Mentor)
  • Editor's Note: i. https://www.google.com/nexus/6p
  • Lesson Nugget: 2. Show retail price vs. your price.
  • Ask Yourself: Why would people buy from me online instead of going to a big box store?
  • Lesson Nugget: People will judge your business based off your website. Make sure your web design matches what you want people to think about your business.
  • Editor's Note: http://www.potterybarn.com/shop/outdoor/outdoor-dining-furniture/?
  • Editor's Note: https://www.harrys.com/

- If you can hit 500 words it shows you know your product, you know what you're selling, you know how to use it, right? So you become the authority and as a customer I'm gonna trust you. - Alright thrivers, we are here today with Jason Stewart and we're getting into e-commerce. So we're specifically talking about the 10 e-commerce principles that work. So, Jason, what is kind of like, all the things that we're going to learn and why is this important for all the thrivers to be learning? - Sure, a lot of people have an online store, but very few do it right. - [Host] Okay. - Where they're actually selling a lot of product and it's a benefit to their business. So these principles, they work We've seen them work. If you apply them to your store, you will sell product. - So there's a lot of different types of business models out there. And I know that I've spoken with a lot of thrivers, a lot of you guys out there, that are developing these very innovative products to sell and this is a way to either set up an apparel store or set up maybe an additional income stream for the business, You have a brand and you want to offer some products. This is to be able to sell those types of things on your Web site. - Absolutely, you could sell cookies, you could sell kitchen sinks, - [Host] Oh. - No pun intended, is there a pun there? You know, you could sell anything. Of course there's some limitations, we'll get into that. - [Host] Okay. - Is it shippable, you know how much does it cost to ship. You know, things like that. But we'll get into those details, but really you can sell almost anything online. Anything you can ship, you can sell. - Okay, well let's go ahead and get into it. So let's start off with this first principle, okay? The first is how do I show off my product in the best possible way? What are some of the principles? How do I do that? - Sure. I'm going to show you an example here. - [Host] Okay. - Birchbox.com, we'll just dig right into it. The principle's very simple. You want to illustrate, you want to show, that product in the best possible way you can. That's gonna be with photography. - [Host] Okay. - So if you look at Birchbox.com, if you look at this, you see well-staged photos. They're well-lit, they're colorful. So they know their target demographic. They know it's women mostly buying these products. And so the color pops, you know it looks good. You want to be able to reach out and just grab that product. That's creating desire, okay? And so another example is harrys.com for men in the opposite direction, for razors, and it's beautiful as well. You just want to reach out and grab that razor. So photography's huge. Make it well-lit. Stage it. You see these photos on Birchbox are staged to where you see them on an environment, right? In an environment. If you can show your product in context, how it's being used, how you hold it, how you might apply it, that's even better. So I will say this, it's possible to get an iPhone photo, you know, you can shoot with an iPhone or a mobile phone or a digital camera, you can do it yourself. Simple is good. It's better than not having a photo, but professional is better. - So I've seen a lot of our thrivers do this in such a way that's really, really effective with very minimal resources or without a huge high-quality system. Like you were saying, an iPhone being able to take a photo there. And even just getting a lamp, two lamps maybe on either side of the photo shining on it so you have it on a plain background and two lamps on it. And so it's well-lit, it's maybe not necessarily you're hiring a professional photographer to come in and take photos of your product, but there's ways too effectively do that as you're just starting out. Then you get some income coming in and you can hire a photographer, a professional to come in and do it. - That's exactly right. Start small, that's okay. Just make it look as best as you can. Don't have extra stuff in the photo. If you're not selling that other item, that plant or that remote control or whatever is on there. - [Host] Sure. - You know what I mean? Just isolate it, stage it, put it context, light it right, and make it beautiful. - Okay, and so what's the next piece of how to show off the product in the best possible way? - So this is not a visual per se, but the product description is very important. And what do I mean by that? It's just the text involved, and so from an SEO standpoint, you want to have that 500 words. If you can hit 500 words, it shows you know your product, you know what you're selling, you know how to use it, right? So you become the authority and as a customer, I'm going to trust you. It doesn't mean I'm going to read it as a customer, but if you have 500 words, Google surely they're going to read that and they're going to rank you high for that. So write as many words as you possibly can. Describe it well, go into detail about the features. How does it work? What's included, right? If there's options and variations and things like that, you need to put all that text in there. Text formatting is another thing that people forget about. Use lists, use bold, use italic to emphasize things on the description, because those are, people scan through a page and they need to see those visual cues. - Sure, and so let's say that I am, go back to one of our old examples, I'm selling spatulas. Okay, I'm selling spatulas, and I know that there is not a whole lot of difference, maybe there's a small differentiator between my spatulas and the spatulas I find on Amazon. Can I just take the product description off Amazon and put them on my site, and just copy that text over for this product description? What is good and bad in terms of being able to do that? - We have a training on SEO. - [Host] Okay. - We have several trainings on SEO. And duplicate content is something we'll talk about a lot and it's exactly what it sounds like. If you copy/paste from another Web site, like an online retailer like Amazon, Amazon is going to crush you in Google results if you duplicate their content. Google won't really rank you on that so you need to paraphrase. It's okay to use it as a source, but then you need to paraphrase it and edit it so it's your content. Rephrase it, right? Move things around on the page. Otherwise Google is going to see that as duplicate content and that's a bad thing. - Okay. Now what is another piece to showing off your product in a favorable way? Like in the best possible way. What are some other things we can include for our e-commerce site? - Sure. Video is the new standard - Okay. - And it's much more difficult to produce, of course. You can do it yourself, you can do it on a phone. It's possible to shoot and edit video on a phone. But video is really the way that you're going to most demonstrate a product. How it's used, how it's held. Obviously you don't have to show someone eating a cookie That would be weird. But if it's a phone, or whatever it is, you want to show the context. So for example we're looking at Nexus, it's Google's mobile phone. So they have watch the video. And you can actually see the product in action. Now this is a highly produced, you know, this is an expensive production here. But this is a great example of something that works. Okay, so if you can produce a video that's the gold standard. How is it used? Show the product from all angles. Create desire for that product. - Okay, so you get a more all-inclusive view of what the product is. It's a great opportunity to demonstrate the use of the product. - Correct. - Okay and then, ultimately, you get another point at which to create desire for the product. - Exactly. - Okay, cool. Now I want to get into this second principle, why e-commerce works, or how to effective do it, okay? Is how do I show value with my products, okay? So walk me through that. - Right. So let me ask you, Marshall, have you bought anything on the inter-webs, online? - I have, I have. It's actually pretty fantastic. I needed something for my desk. I wish I had it. I wish we could have it for you guys, but I bought some of these chattering teeth. - Okay. - Some of these chattering teeth and I bought it from Amazon. - Cool. - Yep. - People expect a bargain. Amazon. - [Host] Yeah. - Is a perfect example of this. Because of major retailers like Amazon, you expect a few things, right? So the big box people, the top providers, move the expectations upward. So free shipping is a great example of this Amazon has their prime membership and it's very common to see free shipping. So the more you see free shipping on a Web site, the more you expect it. So you gotta ask yourself, can I provide free shipping? And how am I going to pull that off? How am I going to do that? Do you know your shipping cost? Can I take that shipping cost and fold it into the price of the product? - Okay, yes, I love this. I love this. We had our producers bring me these chattering teeth. I had hoped, but check this out. I don't know if, oh my gosh that is so amazing. - That's awesome. - This is what I bought on Amazon. This is what I bought on Amazon. - That's a wise way to spend your money. - So creating value with the product by offering free shipping or showing the markdown, Walk me through that. - Sure. So a common technique is to show the retailer list price. - [Host] Okay. - [Jason] And then do what's called a strike through. And it's not on this page. - [Host] Let's search spatulas, let's find some spatulas. - [Jason] We'll search for spatulas. - [Host] I feel good about spatulas. Okay, I know we can find some spatulas. Marked down price too low to actually show, to list. - [Jason] That's true. - Okay, so why would people go to Amazon versus maybe just going to their local Target or Kohl's or big box retailer to go buy a product. - So like we talked about expectations. If you were to walk into a Target or someplace like that, your local store, you're going to be able to walk out with a product that day. So there's an immediate payoff to that. - [Host] Okay. - And you don't have to pay for shipping. So people are constantly trying to evaluate do I want to buy this online or go down to the local store and buy it, right? So you have to put yourself in that mindset. Why would I go, why would I buy it online and not get it for a few days versus just going to Target? You need to think about that. So why would people buy from you online? If you offer free shipping, now you take that variable out of the equation, right? - [Host] Sure. - And then if you were able to lower your price even more, now there are two reasons why I should buy from your store and not just go to Target. - Got it. - Make sense? - Okay, yeah. So we've covered these first two. The first is how do I show off my product in the best possible way? The second is how do I show value with my products? The third is the design of my store important? My online store. How important does that play a role into the buying experience of the customer who's visiting your Web site? - Sure. User experience is a big deal. People care about an easy to use, clean, easy to look at design. You need to empathize with your customer. You need to put yourself in their position and design something that's easy for them to use. It's simple to click through. Focus on the product. Don't put extra details in there, keep it simple. Don't add stuff that's not necessary and really people do judge the book by its cover. We say we shouldn't, but they do. So you just need to expect. You need to simplify that design, make it beautiful, and focus on the product. - Okay. So the design of the actual Web site probably needs to be just like the products, showcasing the products. We do a lot of talking about the Tiffany box theory. Okay, a world-class brand for your Web site, for your products, for everything that you do, every touch point with the customer in your Web site should be the same, okay? So if you need help with that go to the importance of branding. It's a training, we did it on the Thrive 15 site for you guys. It's an excellent training so make sure that you check out that particular series there. But walk us through a couple examples of world-class Web sites and how you're showcasing it. - [Jason] Absolutely, so Pottery Barn is an example. Pottery Barn is an upscale furniture and accessories store. And so when you look at these outdoor tables for example, you're talking thousands of dollars. These are not the kind you buy at Walmart for $600. This is real wood, these are real products. So with Pottery Barn, they're appealing to that upscale market. It's a high-priced item, so the design is clean. There is a lot of text on this, but it ranks really well in Google. The main point I want to make is when you look at these products, you want to be there. They create desire. You want to go sit down at that table. And that took a considerable amount of time to find that location, place that item, stage it to just look right, you know? Handle the lighting and all the production value. But the payoff is that I want to be there. And if you can put people in that setting and create desire with that photography, right? That's the goal. Another example is harrys.com. Harry's is razors for men. And so if you're looking at the photography on Harry's, it's super clean, super simple, white background. - [Host] Not a whole lot to distract you. - [Jason] There's not a lot to distract you. It's very focused on the product. And so I see the price, I see the name of the product. The name doesn't even matter in this case, by the way. I'm just looking at the price and the photography. So they eliminate as many distractions as possible. Again, sort of with this face lotion photo here, it's in a bathroom that's in context. When I say in context, that's what I'm talking about. It has that visual cue that I know that that's a bathroom product. Does that make sense? - Yeah, absolutely. So we're talking about the design of the store, the layout of the products in the store, where they're positioned in the store, and then the feasibility of being able to click through the products, view the products, view more photos, view the product description, learn about the products, and create a more powerful experience with that. - Yep, absolutely.

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