 business. His passion is to share his passion about e-commerce with online marketing community through his website, www.dismissivemaggitter.com. Today he is going to talk about how conversation is in rural e-commerce. And this time for us, let's join me to welcoming him. Thanks Mami for the introduction. Welcome everyone to the World Care Backup 2019. So let me get going. So today I'm going to talk about, in this session, it's going to be on the 5 key rural commerce metrics to help you skyrocket your earnings. So before I get going, can I have an understanding of how many of you run an e-commerce store here? And how many of you run an agency that manages other people's e-commerce store here? Also we've got a good number here. So today I'm going to share with you, these key metrics are really going to help you to identify yourself or your client to really increase their profit. So we're not talking about revenue here because revenue, that's the thing that revenue is vanity, right? But actually profit is what pays us and that's what's most important to us. And 5 key metrics over here. Before you guys take notes and photos, I just want to let you know that I will be sharing the slides. You guys can download it later on at the end of my presentation. So I hope that most of you would actually stay focused and try to understand. Because what I'm going to share with you will really, really help you if you just put on it right after today. And you can see results within a week. So the first one is conversion rate. And the second one is abandon card recovery. Number 3 is average order value. Average profit margin as well as the last one is the customer lifetime value. So these are 5 key metrics. And normally if you don't understand, later on the slides I'm going to share with you what are these metrics. What are you looking at? What are these numbers? So some of the tips to improve all metrics at very low cost. These are the 3 tips. Number 1 is to increase the sales. So if you have more sales, you'll be making more money. Number 2 is to have a bigger card value. And also by having customers return to your store again. So a bit about myself. This is me Henry. And I've been in 5 years, probably 6 years now in e-commerce. And I've sold on multiple different e-commerce platforms. Such as Amazon, Ebay, CoolTen. Guys, welcome. Thanks for trying out such shit. Amazon, Ebay, CoolTen, Carousel, Shopee. And also the most important thing is Google Commerce. And that's what I've learned about with food price as well as Google Commerce. And around 7 feet of this company, in Singapore, we've close to 20 people on my team. And honestly I'm just a regular guy. And the thing is that I just really love e-commerce. And I could just talk about it all day. So maybe in the next work camp we can have just me talking about Google Commerce. So why Google Commerce at work price? Because it's free, it's open source. By being free and open source, everybody contributes to this community. That's why I love it. And it's easy to install, easy to set it up. There's probably a plugin out there. If you want a certain feature on your website, on the e-commerce store, there's probably a plugin out there that does that function. So using Google Price, so much for you. Conversion rate is basically how many people come to your website and how many people actually check out and pay for the item. So let's say you have 100 people coming to your website. You have one person buying from you. And that is 1% conversion rate. Everybody understands this. So what is high conversion rate? So high conversion rate means that the website is in terms of design, in terms of the whole customer experience on the website. People are going to where they are going to. So you are sending them to your product pages and you're sending them to the checkout page, sorry, the card page and then the checkout page. So that's the indicative of high conversion rate. And what is market conversion rate? I would say that this page of my experience is roughly about 2%. So if you have 50 people coming into your website, you should expect one sale. So I would say that is a good conversion rate. But it also depends on what the sale is. So if you're selling an expensive product on the website, that conversion rate might go down. So it depends on the product that you're selling. And of course also the source of the traffic that you're getting from. So how to improve conversion rate? So that's a lot of stuff here. I will go into them individually later on some important ones. So live chat. How many of you have live chat on your website? So what live chat is, is basically a small holder of your website and customers can ask you questions. By having that, like a real person there talking to your customer staff and your group team. Then to create more trust. And that will increase your conversion rate. And the second one is what we call an exit intent pop up. Which I believe a lot of you might have come across this when you try to exit on the website, something pops up. Number three is the urgency and scarcity. So I realize that a lot of people do not do this on your website. Urgency and scarcity, that means that you have this product here for let's say $30 or let's say like $2,000. And if the customer feels that they can come back 30 days later and they don't get the same price. There's no urgency there, there's no scarcity. They are not obliged to quickly buy the product and check out. And number four is the web design. Number five is called reaching. Reaching means that you actually, what we call if you're Amazon, so you sell everything but if you just sell a popular category of products. So let's say I just sell furniture on my website or I sell fashion on my website or I sell mobile accessories on my website. So reaching down will create more trust in your customer and that would actually help you to increase the conversion rate. So some of the ones that we can continue is customers' testimonials. Having free shipping, having competitive pricing. So if people are all selling at $2,000 and you sell the same product for $1,009, then people would more likely to choose you than buy from somebody else. So having followers, having high quality followers, maybe a particular product you think, multiple shots of the same product, multiple different angles, having product for videos so maybe you unbox the product, you show how this product is used, having more of this content would create more trust in your customers. Number 11 is the FAQ questions. So sometimes your new website, people have doubts. And having FAQ questions, section, what happens is that people go to the FAQ, they want to find out more, like what is your shipping rate like, how much do you charge for shipping, maybe I've ordered like $5,000 to get free shipping in Thailand, something like that. And sometimes customers do not want to talk to you through a live chat or maybe a phone call. They want to self-help. And this FAQ section will serve these group of customers, these group of visitors on the website. Number 11 is having a business address, having some contact information. We show that you are a legitimate business. Number 13 is having branded content. That means how many of you know that, because some people actually do not play too much with Google commerce, is that you can customize the emails that are going out to the customers, like your order confirmation email, things like that. So you can insert the logo, you can put your brand color on it. This will improve the trust that you have with the customer. And 14 is having fast load speed. So if your site looks very slow, people do not have the time to wait. So it takes 8 seconds to load on one page. That is really slow. So 8 seconds. And I just want to buy the product and I know where it is. I go to the home page, I go to the category page, I go to the product page, I go to the card page, I go to the checkout page. That will take me 40 seconds. Assuming that I take everything very quickly and I don't have to look at the product information. But if you shade that down to 2 seconds, that will be 10 seconds. So the increase in your cycle speed increases the speed of the customer when the checkout is exponential. And number 15 is SEO. So if people search for like the hair band and you are ranked number one in Thailand, in Bangkok, so people are more likely to choose you because people have this idea that Google is showing you that you are the best result. So having better SEO will help you to convert better. Number 16 is to tie up with big brands. So something like McDonald's, they work with Disney, they work with Hello Kitty. The reason is because they leverage with the other brands out there. And number 17 is having a credible gateway like PayPal or Stripe. Number 18 is having some social features like Facebook, share, login. This shows that your business is very up to date. So having these features will convey this message to the customer. And number 19 is having some sale and new arrivals, features of the website. So let's dive deep into some of these factors. Because as I mentioned a few times is the trust and reliability of your website. Having social proof that people are also buying like nobody wants to be the first sucker to buy from this website. And the fear of missing out if everybody is buying a popular product and you know I don't want to miss out. And it clarifies doubts and insecurities for the customer to decide better the ownership benefit. Let me explain a lot more of this. Ownership benefit means that what is the benefit of owning this product from the customer point of view? I want to know what is the experience of buying this product. And how to do that is through using videos and things like that to show and also customer testimonials that will show the benefit of buying this product. And sending customer to the payment page as soon as possible. So number one I've checked is for customers talking directly some products that you could use Facebook Messenger and you can also use Talk2. So I'm in the middle of the transition from Talk2 over to Facebook Messenger because with Facebook Messenger you could use many chat. How many of you know what's many chat is? Many chat. So it's like a Facebook chatbot. How many of you use Facebook chatbot? So you could use like a Facebook chatbot if customers ask you some questions. You could direct them through a particular chat through to answer their questions and assist them to buy the product. Something like that. So you do not actually need a live agent to do that. Talk2 is actually what I'm using right now which I'm actually very happy with it. You could do a lot of features on it. It also allows you to capture certain keywords that trigger certain messages. So if they ask like, what is the shipping fee? Use shipping fee as the keyword and what that does is that when that shipping fee keyword appears a particular message just actually goes out to them and answers them. But it's not as engaging as using like a chatbot which is why I'm actually moving to a platform like Facebook Messenger instead. But Talk2 also requires live agent. So this is the downside. So you need to have live agents answering the questions. Okay. And Talk2 is the exit-in-temp product pop-up. And so what's the third? So let me move back. So exit-in-temp pop-up, right? So there's some of the websites you will land on and then the pop-up comes up, right? Exit is actually the more powerful one, right? And the best practice to do this is there is in your website, okay, in your WooCommerce store, right, there will be home pages and how many of you content marketing on your website, on your store? Like you write some articles, some blogs on your website, okay? So you will have blog posts as well. We have some pages. Yeah. Yeah. So what happens is that what I will do is that I will set you get these customers that come to my website. The people who land on your blog pages, what are they looking for? Anyone has any idea? They land on your blog page, your blog post. Anyone has any idea? So you want to give it a try? Okay. No worries. No worries that they are looking for information. They are looking for information. So what do you want to give them? Go onto your product pages or your card page or your checkout page. What are they looking for? They are looking to buy or they have the intention to buy, right? So if they try to exit on the website on the blog page, you want to have a pop-up that offers them more information. Right? And then after that you have an email to convert them, right? To buy the product from you because you will advocate them about the product. And if they are on your shop page, your product page, card page, checkout page, this is when you do a pop-up that offers them a discount. Am I right? So this is the best practice. Okay? And how does it help? It helps the customer to rethink in purchasing from your website by persuading them to using this kind of freebies and many more. Okay? And the urgent and urgency and scarcity. So urgency means the time limit. This is going up to 12 o'clock tonight. That is urgency. I have to buy. I have to place my order by tonight. Otherwise the price goes up. That is urgency. And scarcity is there are only 50 units. And once it's sold out, it's sold out, right? Either the price goes up or it's out of stock. And what I do with this is how do I create this urgency and scarcity is through this plugin that I use is called Finale. So you guys can search for it in the WordPress plugin repository. Okay? It's free by the way for the Finale. Just that they do have a paid one. So number four is the conversion optimized web design. So you can have a very nice website. But if it doesn't convert the customers, right, it doesn't help me to make more money or something like that. Okay? So you want to have a centered search box. But that depends on your website. It depends on what it's selling. So if you only have one product, you do not need a search box. But you have maybe like 30, 40, 50 or more like 100, 200, 300 or maybe up to the 1000s. You want to have a centered search box but it's very obvious. Okay? The reason why you want to do that is there's two things. Number one is because people search for stuff. Okay? And compared to... let's say a visitor comes to the website and they search for product. Let's say they search for iPhone case. And somebody who comes to the website and they browse your website, which is more likely to buy the one who searched for it. Because they have the intention to know more about this item. Okay? They know what they are looking for. Okay? And the second reason is because when you link your website with Google Analytics, you will have ideas of what people are searching on the website. Okay? So you get that information. So you will have a lot of people searching for a particular term on your website. But there is no... you don't sell that product. Then you might not consider getting that product all to your website as well. Because that will bring you more things. Right? So that's why you want to have this search box. Because every website does this, right? E-mail does this. Amazon does this. Lazara does this. And there's a reason why you do it because it works for them. Right? And the ability to skip to checkout them. Please do sometimes. You still have to add to cart button. You change it to a checkout button. So they go direct into the checkout page. Okay? But that also depends on what you want to achieve with your website. Number four is what you call a destruction-free checkout. Destruction-free checkout means that your website, the checkout page, right? When you clear your checkout page, there's nothing, no navigation at all. No paper, no filter on the website at all. Right? Even the logo is not clickable and everything. There's only the checkout fields in there. So you kind of block the customer in the checkout page. So they have to fill it up. Otherwise they won't be able to exit. Something like that. Okay? They could click back or close the window or the tab. But basically you do not want the customer to be distracted. You know? They are at the point of paying. So let them pay. Let them go through with the payment. And the last one is the most likely adjustable in team settings or yeah. So this has to do with the destruction-free. That means that you can get somebody to do it for you. So this is something like a destruction-free checkout that's there's nothing much on the webpage. Okay? And reaching now, as I mentioned, is focused. Right? So website is focused. You just sell what you're supposed to sell. You just sell furniture. You just sell hair. Let's say like hair care products or skin care products. Something like that. And you come across more trustworthy because you are like an expert. You guys you guys know this category of products very well. Okay? And you will also know your customer profile better. You know what kind of customer to buy from you and it's easier to target them. And also it's easier to rank your website with SEO. So number six is the customer testimonials and user-generated content. So what this does is that it has more trust, more social credibility, ownership benefit. So what this is customer testimonials is like reviews on the website. Okay? A very good plugin that does this is called Customer Reviews for Google Commerce and it's completely free as well but you do have a paid version. It does a lot of features such as sending out manual review requests. You can set automatic review requests as well. You can offer like some kind of coupon or discount to the customers to entice them to leave a review for you. Right? So it has a lot of features. This is probably one of the best ones that I've tried. So this is how it looks like. Okay? So you can have all your reviews on one single page as well. So you can put that maybe in your folder or something like that. You can create more credibility to your website. So if they want to look at previous customers who have bought from you. Right? So you can do this with this other plugin. And number seven is the customer support contact number. So if you have a line number that you can call on them would increase your conversion rate by 11%. Right? This conversion rate by 11% is the conversion rate of actually I think it's people who actually add card. Right? It's not like number of people who come into your website and check out. Yeah? By having this number will not increase your sales by 10 times. So this can help you increase your conversion rate as how live chat customer service helps. So some people who are like from my website we sell elderly products in Singapore. So we deal with a lot of what we call like middle-aged ladies who have elderly parents at home. So they are like 40, 50, maybe 60 years old and a lot of them they are not very good with live chat and things like that. So a lot of time they actually call us, how can I check out on your website? How can I buy from you? So that's what we do. So something like this this is for the live chat. And having branded content branding your emails. So you are designing your emails having branded packages so what happens is that you can let's say you have a you know like the iPhone case the iPhone box right so like a web design so you can actually print your own logo when you pack the items something like that will give more credibility to your customers so maybe you can print some logos of your brand onto the box as well that would be your option to help you to it also helps with the branding as well and yeah so this one has to do with the emails so you can the call button actually allows you to do that as well already and number nine is the fast group speed So some of them that I use is Optimize W3 TomoCache and Tiny PNG so this Optimize has to it shrinks your website so it shrinks the code on the website so that it gets faster whereas W3 TomoCache it cache some data on the website so that it gets faster Tiny PNG reduces the size of your image files so how do you track the load speed you can use GT metrics as well as Google page speed insights and SEO so SEO is search engine optimization and it helps you you basically write a website and it gives the idea that Google is giving the end costumer that your website is credible right so the part is use and redirection so why do I include redirection so that everybody talks about use and use because when you have an e-commerce website how many of you would like to sell maybe computer accessories or mobile accessories something like that none of you here so what happens to these products you have iPhone 7 and then 8 comes out I don't know what's the next one XS so what happens is that you still have the listing for your iPhone okay and there will be some SEO juice on it but you don't want to remove the page so if you want to redirect the page over to your new the new one which is the iPhone X or XR whichever the new one is okay so yeah Google and editorial and tie up so we can partner with like Marvel is this Marvel I have no idea yeah so basically let me move back okay so you borrow the credibility from a stronger brand okay so when you tie up with other brands you're borrowing their credibility so let's say if you're unmoved right nobody knows of your brand but you partner with like Hello Kitty or something like that and you are, it's official tie up you are borrowing the credibility of Hello Kitty so it's some sort of partnership okay so credible payback so by having PayPal you increase your conversion rate by 44% 44% refers to the people on the checkout page and actually checking out increases by 44% okay it's not the overall it's not the customers who come into your website you wouldn't multiply your sales by 40% over that yeah just by having PayPal so and having the top 3 most popular payment gateway increases your conversion rate by 30% okay and you I don't know what is the top 3 because it differs with every different country in Singapore we use PayPal you could also use there's one that I really use in Singapore a lot of customers paying is through what we call BPS paid now you just scan the QR code and then you can just transfer money and pay okay so I believe Thailand should have something like that as well so you want to make sure you have some of the top payment on the website and some of the social features okay it shows that like Facebook and Google login Facebook pages Instagram profile share buttons as well so if you have a lot of people on your website so if you have a lot of people on your Instagram page that would help so I have to move a bit faster sorry so having still and new arrivals this is having some branches on your website it's like share documentation when you are looking through a menu and then having an FAQ section it as I mentioned it helps to answer some of customers questions and abandon card recovery this is a very important feature that you need to have on your website when customers add items to your their card but you do not check out so abandon card would try and get the customer come back to your website to complete the purchase okay and what I use is this example of how it looks like this one of my emails that we send out to our customers okay so one very good part that I use is clan view is probably the best for e-commerce and retargeting so retargeting that is where customers come on to your website and they leave without buying without buying you show advertisements to them to get them to come back and how it looks like so I don't view what you mean to my site so I will find you and retargeting so how I look like this so the person comes to your website they are tracked and then the Facebook shows ads or Google shows ads to them and then they click on the app they go back to the website and the average order value so the next Patrick is average order value so this is important because not having every customer paying more on your website will make more money and how it is calculated is using your revenue divided by the number of orders you get and how you increase this average order value is through upsells cross-sells because if your real website is only some iPhone accessories then if I buy a case I would also very likely to buy iPhone what is it called? I hear hobs or something like that or like the iPhone cable or something like that having a wider range of related products one click upsells one click upsells means that once they check up you give them an offer they can click on that and they will charge them directly so if you are not sure you can look up on this and one time offers still products free shipping above let's say if you sell keychips or let's say $3 and you put the free shipping as $35 so a lot of people will actually buy two and check out and having check out options so check out options is like they can add on maybe they want some kind of gift wrapping service you can add like $5 something like that so an example is this upselling and upselling so you sell journals and then you can sell pens together you sell refrigerators you sell a better model of the refrigerator and this is another one so you sell you sell like this but you sell the fries as well as upselling upselling is the upgrade to a meal and how do you do that is in your blue corbaus product in itself you can do that in the product page and some plug-ins to boost your AOV is the upstroke this is a big plug-in blue corbaus check out options this is a big plug-in from Overmatic and spark offers this is a pop-up one time offer at your cart or product pages and the average product profit margin so how much margin do you make on average percent and to calculate that the overall profit provided by the overall revenue so by knowing so how do you increase what is this matrix important to ask because by knowing the average profit margin I will know how much I will make on every sale of my website and with that number then I will get the profit per customer and when I run ads I just need to make sure that my cost of acquisition cost of acquisition for each customer is lower than the profit that I get and how do you do that you reduce the shipping cost from the supplier to you from the shipping to the customer reduce the cost of inventory reduce table giveaway fees reduce advertising cost optimizing your band power and team reduce our fix and running costs and the average profit per sale is is using the average value multiplied by the average profit margin so this is the number that we get and the last one is this is the last one trick which is the customer lifetime value this is to predict how long is this customer going to stay with us so if they going to stay with us for 2 years and they place 24 orders over the 2 years period how much money you might make from each of them so that is calculated through using the let's say you can use a 12 month period and then what is the overall profit divided by the number of customers who actually bought more than 1 time and to do that you can use this thing called customer history this from ModoMatic as well you have this red olive I've not really used this one before so this customer history will show you everything that the customer has ever bought from you and to increase this you want to keep the customer as long as possible with you and how you do that is through email marketing through running ads with them increasing the AOV and the last and this is the most important one what ever metrics that I talked about these 5 metrics the most important one is your net profit how much are you really making so we can talk about all these metrics but anyway how much money are you putting into your pocket again so the bonus we will talk about is the email marketing so email marketing can help you to achieve an increase in all these different metrics increasing your conversion rate increasing your AOV increasing your customer lifetime value and how you do that is through this part of the dimension here these are some of the emails that you want which is the welcome series how do you welcome customers once they create an account on your website how do you welcome them what kind of information do you want to send it to them and abandon card emails so my best practice is the first email goes out on the first asking them for reviews and we pack emails so these are customers who have work from you but they disappear for quite some time so you want to send these emails out to them so this is how our email will look like we miss you come back we are giving you a discount some tips is having the two sign up forms as I mentioned one is a content, one is a discount first purchase discount and you might also want to get them to subscribe to your social media pages that will make sure that they actually see your company's branding so this is one of the way back emails so the last one is basically this is my whole presentation sorry I was rushing so you guys can download the slugs here sorry so you guys can download the slugs here by scanning the QR code you guys can connect with me as well on my website, on my Facebook and Twitter I'm done actually but I'm not sure if they have any questions I don't know if we have time for questions so you guys this is actually a very new presentation I never shared it before so I wasn't aware of the time but if you have questions I'll be at the after party so you guys can speak to me then if you have any questions just reach out to me through my social media