Relentless Innovation: How to Create a Tenfold Increase in Your Online Store Sales Rob Snell, Gun Dog Supply

$10,000,000

Rob Snell Gun Dog Supply

Reasons to be Real

@clickthedog

1972

Kitchen table

Old school folks on WWW

1997

Web Sales Before

1997 2004 2010

2004

Web Sales March-June 2003

�normal�

Web Sales March-June 2004

�not normal�

What�s wrong with our store?

We need to have a �conversation�

dogs

hunting

One big change

homepage

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

Need to communicate

3 things:

Steve Snell is a dog training supplies expert.

This product is what you should buy.

Please buy it from us.

1

Steve Snell is a dog training supplies expert.

pic Establish authority via product knowledge expertise

Steve�s been doing this for

a while

pic

Steve knows dogs

Example

Steve knows hunting

gear

PIC: Better in the field

PIC: Better in the field

Steve knows dog training gear

�I have tried at least 50 or 60 new systems over the last 11 years…�

2

This product is what you should buy.

Give folks solutions

to problems

�Tired of losing your dog? Buy this tracking collar!� :

Recommend products that solve customers��problems

Tell folks what to buy with

expert picks

Educate folks with buyers guides

Quick Picks: Collar Chart

Explain Concepts

Help Me Choose

Buyers� guides

50% higher conversion rate

Visitors entering on

than visitors who enter on a section / category page

Express your opinions

in product reviews

Example Review

Example Review

�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:

Endorse the products that

you use

�So cool it is now the only training collar I will use on my bird dogs and retrievers.�

3

Please buy it from us.

Be price competitive

Put a name and a face

on your store

Be personal.

People buy from people

Answer customer questions fast!

Tell folks why they should

pick you!

Tell folks there�s no risk

shopping with you

Takeaways?

Humanize your store

Write with your unique voice

Demonstrate expertise

Leverage product

knowledge

Recommend best products

Bludgeon folks with value adds

Find your Steve

Web Sales Actual Lift

1997 2004 2010

$10 million

Guy: How can I stop my barking dog?

Steve: I love my bark limiter! It works! Buy one!

more info / free stuff: RobSnell.com