PIC: Steve using on photo shoot
PIC: Steve using on photo shoot
PIC: Steve using on photo shoot
homepage
One Web Site Change = $10 Million Revenue Rob Snell Gundogsupply.com PubCon South 2010
1972
catalog
 
 
Classified ads
Old catalog
1979
Flood house pic
 
 
Dog Store
1988
 
1996
 
1989-Mar 1997:   Dog Store
B&w catalog Plan B
 
 
homepage
2001
Year 4:   Store   vs.   Web
 
2004
Web Sales   February-June  2003 “ normal”
Web Sales   February-June 2004 “ not normal”
Just offering things  for sale isn’t enough   Recreate walk-ins or phone call experience ON THE WEB
One simple, significant  change
 
Web Sales   Before 1997  2004  2010
Web Sales   Before 1997  2004  2010
Web Sales   After 1997  2004  2010
Web Sales   Actual Lift 1997  2004  2010 $10 million
$10,354,767.23 additional sales
Not just for  ecommerce  sites…
Need to communicate 3 things:
Steve   is  an expert   in dog training & supplies.
Steve says  this product  is  what  you  need  for  your dog .
Please buy it  from us.
 
Steve  is an expert.
pic Establish authority.
Show,  don’t tell.
Put it on the  Web site.
(Steve’s been  doing this for  a while)
 
 
(Steve has  16 dogs.)
pic
 
 
 
 
 
 
Example
 
 
(Steve knows dog training gear.)
 
 
 
“ I have been using the same model e-collar since 1998.  I have tried at least 50 or 60 new systems over the last 11 years...
 
(Steve knows hunting.)
 
PIC: Better  in the field
PIC: Better  in the field
 
Make a name for yourself online.
Put a name and  face on your site
homepage
pic
People buy from people
Stats tell what works
… Google’s even better
2
Steve says  this product  is  what you need  for your dog.
Recommend products that solve customers’  problems   “ Tired of losing your dog? Buy this tracking collar!” :
Write comprehensive buyers’ guides
Buyers’ guides  50%   higher conversion rate
 
Quick Picks: Collar Chart
Explain Concepts
Help Me Choose
Help Me Choose
>>>>>>>
Provide more info than anyone
Tip:   Write one new paragraph  for every $10  in item price
Write unique product  descriptions
You have this
Google loves unique content
Tired of searching for your hunting dog in tall grass or dense cover?  Now you can leave the hunting entirely to him. Intr...
1-10 of 1770 Lazy  And this
 
Provide   more photos  than anyone
 
 
 
 
Product shots: LiteStage.com
>>>>>>>
Express your opinions with product reviews
“ The SD-1825 is so cool it is now  the   only training collar I will use  on my bird dogs and retrievers.” Endorse produc...
Example Review
“ To get the full range out of a system there should be nothing between the transmitter and the receiver.  Realistically, ...
“ My expectations for the  Garmin Astro  were really high. I wanted it to be amazing  but I expected it to fall short.   B...
Provide commentary on product pages
And this
more content drives more traffic opinions provided since 2003
How do you make this stuff?
1) Record everything
 
Got $60? Get an Olympus VN-6200 PC.
 
2) Interview folks. Transcribe audio into text.
Rob:  How do you teach a dog how to sit?   Steve:   Well the simple way to do it is to start with a little bitty puppy.  A...
3) Take products and play “ 20 Questions”
Who ?  What? When? Where? Why? How Much?
Emails w/ customer questions?  WORD.doc > 1000 page Warner’s wisdom
4) Take photos of everything!
 
 
 
 
5) Shoot video of anything you can demo
 
 
 
 
 
 
 
 
“ Liberate ”  manufacturer  created content
*It’s easier to get  forgiveness  than permission: Nothing contained on this web site should be construed as granting, by ...
 
 
Transcribe DVDs & Videos
Text from packaging & POP
Make manufacturer images your own  Text from packaging & POP
 
 
3
How can I stop my barking dog?  Steve says: I love my  bark limiter! It works
 
Why buy?
Be price competitive
Tell folks  why  they should pick  you!
 
Tell folks  there’s no risk shopping with you
 
Tell folks you have it &  when  they’ll get it
 
Get answers to your questions, fast
You can always  talk to a human
 
 
Everyone  says   they give great  customer service
If it’s an  opinion , let your  customers  do the talking.
“ Customer service at Gun Dog Supply is excellent!  If you shop anywhere else, you are wasting your time! ”
 
Find your Steve
who | what | why  compelling content:  text, pix, video
Web Sales   Actual Lift 1997  2004  2010 $10 million
more info / free stuff:   RobSnell.com 4:15pm Spotlight Session: C
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  1. 3. PIC: Steve using on photo shoot
  2. 4. PIC: Steve using on photo shoot
  3. 5. PIC: Steve using on photo shoot
  4. 6. homepage
  5. 7. One Web Site Change = $10 Million Revenue Rob Snell Gundogsupply.com PubCon South 2010
  6. 8. 1972
  7. 9. catalog
  8. 12. Classified ads
  9. 13. Old catalog
  10. 14. 1979
  11. 15. Flood house pic
  12. 18. Dog Store
  13. 19. 1988
  14. 21. 1996
  15. 23. 1989-Mar 1997: Dog Store
  16. 24. B&w catalog Plan B
  17. 27. homepage
  18. 28. 2001
  19. 29. Year 4: Store vs. Web
  20. 31. 2004
  21. 32. Web Sales February-June 2003 “ normal”
  22. 33. Web Sales February-June 2004 “ not normal”
  23. 34. Just offering things for sale isn’t enough Recreate walk-ins or phone call experience ON THE WEB
  24. 35. One simple, significant change
  25. 37. Web Sales Before 1997 2004 2010
  26. 38. Web Sales Before 1997 2004 2010
  27. 39. Web Sales After 1997 2004 2010
  28. 40. Web Sales Actual Lift 1997 2004 2010 $10 million
  29. 41. $10,354,767.23 additional sales
  30. 42. Not just for ecommerce sites…
  31. 43. Need to communicate 3 things:
  32. 44. Steve is an expert in dog training & supplies.
  33. 45. Steve says this product is what you need for your dog .
  34. 46. Please buy it from us.
  35. 48. Steve is an expert.
  36. 49. pic Establish authority.
  37. 50. Show, don’t tell.
  38. 51. Put it on the Web site.
  39. 52. (Steve’s been doing this for a while)
  40. 55. (Steve has 16 dogs.)
  41. 56. pic
  42. 63. Example
  43. 66. (Steve knows dog training gear.)
  44. 70. “ I have been using the same model e-collar since 1998. I have tried at least 50 or 60 new systems over the last 11 years …I started using a prototype in September 2008 and have not looked back..”
  45. 72. (Steve knows hunting.)
  46. 74. PIC: Better in the field
  47. 75. PIC: Better in the field
  48. 77. Make a name for yourself online.
  49. 78. Put a name and face on your site
  50. 79. homepage
  51. 80. pic
  52. 81. People buy from people
  53. 82. Stats tell what works
  54. 83. … Google’s even better
  55. 84. 2
  56. 85. Steve says this product is what you need for your dog.
  57. 86. Recommend products that solve customers’ problems “ Tired of losing your dog? Buy this tracking collar!” :
  58. 87. Write comprehensive buyers’ guides
  59. 88. Buyers’ guides 50% higher conversion rate
  60. 90. Quick Picks: Collar Chart
  61. 91. Explain Concepts
  62. 92. Help Me Choose
  63. 93. Help Me Choose
  64. 94. >>>>>>>
  65. 95. Provide more info than anyone
  66. 96. Tip: Write one new paragraph for every $10 in item price
  67. 97. Write unique product descriptions
  68. 98. You have this
  69. 99. Google loves unique content
  70. 100. Tired of searching for your hunting dog in tall grass or dense cover? Now you can leave the hunting entirely to him. Introducing Astro, the first high sensitivity GPS-enabled dog tracking system for hunters and sportsmen. This unique system pinpoints your dog’s position and shows you exactly where he is, even when you can’t see or hear him. Manufacturer’s product description:
  71. 101. 1-10 of 1770 Lazy And this
  72. 103. Provide more photos than anyone
  73. 108. Product shots: LiteStage.com
  74. 109. >>>>>>>
  75. 110. Express your opinions with product reviews
  76. 111. “ The SD-1825 is so cool it is now the only training collar I will use on my bird dogs and retrievers.” Endorse products you use:
  77. 112. Example Review
  78. 113. “ To get the full range out of a system there should be nothing between the transmitter and the receiver. Realistically, this isn't going to happen in most of the places that we spend time with our dogs, so the actual usable range will be less …” Be honest:
  79. 114. “ My expectations for the Garmin Astro were really high. I wanted it to be amazing but I expected it to fall short. Boy, was I wrong .” -- Steve Snell Show enthusiasm:
  80. 115. Provide commentary on product pages
  81. 116. And this
  82. 117. more content drives more traffic opinions provided since 2003
  83. 118. How do you make this stuff?
  84. 119. 1) Record everything
  85. 121. Got $60? Get an Olympus VN-6200 PC.
  86. 123. 2) Interview folks. Transcribe audio into text.
  87. 124. Rob: How do you teach a dog how to sit? Steve: Well the simple way to do it is to start with a little bitty puppy. And when we are feeding a little bitty puppy, we don’t just put the food down and let him run up and eat. We start to teach patience and discipline. The simple way to do it is you set the food bowl down, take the puppy, and make him sit. You just physically take him by the collar. You put your hand on his back right below the tail and just force him into a sit. With an eight week old puppy it is a pretty simple thing to do. They are small and they are wiggly, but they can’t fight you. You make him sit there for about five seconds tops. All we are trying to do is get him in the position and physically make him understand that just because he wants to go, he can’t go. You do it real quick, like I said, five seconds, and then you release him. You release him with whatever command you want it to be. I use, “All right. OK.” Just be consistent with it. Rob: How long does it take him to learn? Steve: Not long. You usually feed puppies two or three times a day, so you are getting in little short training sessions. Each time you increase it a second or two. Now you have got him sitting there for 10 seconds or 15 seconds. Three days later he is sitting there for a minute. Pavlov man; that is all it is.
  88. 125. 3) Take products and play “ 20 Questions”
  89. 126. Who ? What? When? Where? Why? How Much?
  90. 127. Emails w/ customer questions? WORD.doc > 1000 page Warner’s wisdom
  91. 128. 4) Take photos of everything!
  92. 133. 5) Shoot video of anything you can demo
  93. 142. “ Liberate ” manufacturer created content
  94. 143. *It’s easier to get forgiveness than permission: Nothing contained on this web site should be construed as granting, by implication, estoppel, or otherwise, any license or right to distribute, modify, transmit, use, re-use, or re-post any of Innotek®, Inc. Intellectual Property displayed on this web site without the express written permission of Innotek®, Inc.
  95. 146. Transcribe DVDs & Videos
  96. 147. Text from packaging & POP
  97. 148. Make manufacturer images your own Text from packaging & POP
  98. 151. 3
  99. 152. How can I stop my barking dog? Steve says: I love my bark limiter! It works
  100. 154. Why buy?
  101. 155. Be price competitive
  102. 156. Tell folks why they should pick you!
  103. 158. Tell folks there’s no risk shopping with you
  104. 160. Tell folks you have it & when they’ll get it
  105. 162. Get answers to your questions, fast
  106. 163. You can always talk to a human
  107. 166. Everyone says they give great customer service
  108. 167. If it’s an opinion , let your customers do the talking.
  109. 168. “ Customer service at Gun Dog Supply is excellent! If you shop anywhere else, you are wasting your time! ”
  110. 170. Find your Steve
  111. 171. who | what | why compelling content: text, pix, video
  112. 172. Web Sales Actual Lift 1997 2004 2010 $10 million
  113. 173. more info / free stuff: RobSnell.com 4:15pm Spotlight Session: C

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