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Optimizing eCommerce Operations For Profit International Stories
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Transcript of Optimizing eCommerce Operations For Profit International Stories
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What US retailers can learn from
International peers Yulia V Smirnova
Founder of CommerceBrain.com
eCommerce consulting for online shops (customer acquisition, conversion and estore optimization)
Bit.ly/cb2014bk
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Rules of the Game
① Share the lessons (3) ② Have you come up with 2-3 ways
for your estore & hear your ideas ③ Show you my suggestions ④ Bonus
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Meet Yebhi.com $35M
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Yebhi.com Challenges
① Supply if eCommerce stores outweighs demand
② Aggressive discounting ③ Small audience that buys
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① Delivering Customer Service
• CTO rate 52% • 5K orders/day,
2.6K calls • 70% after order
placed, 30% before
• 7.5 min per call
A. Call To Order Ratio
Online content + One click
answer system for CSAs
• CTO rate 23% • 7K orders/1.6K calls • Return rate 15% to 3% • 4 developers, 3m • 2.3 min per call
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① Delivering Customer Service
B. First Time Response
?
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① Delivering Customer Service
B. First Time Response
? • Target 98% • Before 73%, after 96%
within 30 days
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How Can I Introduce More Productivity In How I Service?
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① What US eTailers Can Do
ü Enable first time resolution ($200 value) or use spot awards, contests and performance based pay
ü Bring personal and visual via tech to close on first call (video agent Whisbi) • Do demo, close on the first time call • B2B eCommerce (Ex. truck parts, professional
equipment)
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② Randomize Discounts (Variable Conditioning)
time
# of re
spon
ses
Fixed Ratio
Variable Ratio Fixed Interval
Variable Interval
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How We React To Variability
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How We Behave In Variability
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How We Experience Variable Rewards
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② Randomized Discounts (Variable Conditioning)
• Email 2x per week vs. daily prior with higher CTR & lift
• Opened resources for conversion
testing and lift from 1.2 to 2.3 %
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How Can I Apply Variable Rewards?
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What US Peers Can Randomize
ü Revisit the purpose of email (next segmentation layer)
ü Use dynamic offers for foundation (CommerceScience)
ü Spice up your loyalty programs
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③ Minimize “Sunk” Costs of Cash On Delivery
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③ Minimize “Sunk” Costs of Cash On Delivery a. Replace follow up calls with
b. Do not dispatch non-committed
Missed Call
Free incoming SMS
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③ Minimize “Sunk” Costs of Cash On Delivery
• Before o 3000 service
calls o agents
cancel 300 orders
o 2500 dispatched
o 500 returns
• After o 300 service
calls o Agents
cancel 50, Zipdial cancels 500
o If 2500 dispatched
o 200-250 returns
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③ Minimize “Sunk” Costs of Cash On Delivery
1. Less returns 2. Zipdial cancels the same 3. No loss of revenue 4. Cost of delivery 50% savings
(2X every time back) 5. Only need 10% of agents
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Zip Dial Use for Customer Acquisition
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Zip Dial Use for Re-‐‑Orders
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Zip Dial Use for Awareness
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ZipDial Story
• What if I could replace ……?
• Would not be great if I could do less of ….
• What similar technology or approach to ZipDial intro can I apply?
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What US eTailers Can Do ü Subscriptions to SMS campaigns (new
audience US or if go international)
ü Add virality to your other campaigns (claim free samples or contest)
ü Push notifications or custom audiences FB retargeting for abandoned carts recovery
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Strategy # 7 (18 in a book) Scale and optimize eCommerce operations through more productive processes, tech and systems
Lesson Introduce productivity and operational excellence in your operations
Yebhi improved 1. How to deliver customer service 2. How to differentiate discount
offers with variability (psych) 3. How to cut sunk costs & cooperate
with customers • Servicing 40% more orders at 50% costs
• 650% down • 45% down 2.5 years
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Bonus • Full Yebhi.com story –1 strategy
o http://bit.ly/NoPSPf
• “Grow and Scale Your Online Store To Profit” Kindle book o 15 stories, 228 tips, 67 lessons, 18
strategies framework, 92 site examples o [email protected]