1. E-Commerce
Darach Cawley

2. Contents
• About Darach
• About DarockMedia
• E-Commerce Components
• How E-Commerce Site Works
• Top Sales Channels
• Types of E-Commerce Solutions
• Tips
• Discussion and Q & A

3. About Darach
• Education
– MSc & BSc in IT, HDip & PGDip in Business
• Experience
– Developer/Team Lead/Business Consultant/Online
Business Owner
• Achievements
– Deise Den/Dragons Den/Web Summit/Bungee Jump

4. BundleBee.ie

5. About DarockMedia
• Founded this year
• We do Future-Proofed:
– Websites
– Apps
– Digital Marketing
– E-Commerce
• What makes us different?

6. Future-Proofing: Desktop

7. Future-Proofing: Tablet

8. Future-Proofing: Mobile

9. E-Commerce Components
Sales
E-Commerce
Marketing Technology

10. E-Commerce Components
• Marketing
– User Personas e.g. Jean, 24, works in Salon, €100
weekly disposable income
– Buying Behaviour e.g. AIDA (Awareness->Interest-
>Desire->Action)
– Product/Service Design e.g. Based on wants and
market trends
– Pricing Points e.g. To cover all personas
– Campaign Management e.g. Develop a campaign
strategy to create a benchmark & work from

11. E-Commerce Components
• Sales
– Sales Channels e.g. FB/Email/Direct/Referral
– Sales Funnel e.g. Subscriber->Lead->Qualified
Lead->Customer->Repeat Customer
– Shipping Provider (if needed) e.g. Package costing
– Payment Processing e.g. PayPal/Realex/Hosted
– Invoicing e.g. Integrated or manual

12. E-Commerce Components
• Technology
– Monitoring & Analytics e.g. who/where/when
– Tracking & A/B Testing e.g. What works best
– Campaign Landing Pages e.g. Customised pages
– Call to Actions e.g. Newsletter signup/form

13. How E-Commerce Site Works

14. Top Sales Channels
1. Direct Traffic
2. Search Engine Traffic
3. Email Newsletter
4. Referral Traffic (from other websites)
5. Facebook
6. Paid SEO Traffic (from Google AdWords)
7. Other Social Media
8. Paid SEO Traffic (from other Search Engines)
9. Affiliates
*source: www.irishecommercesurvey.com/

15. Types of E-Commerce Solutions
• Hosted - e.g. Volution.com/Shopify.com. New to
the market.
• Out-of-the-box – e.g. OSCommerce/ZenCart.
Integration with PayPal/basic product
listing/categorisation etc. Typical solutions.
• Bespoke – integration with Realex/batch
payment processing/one page purchase/unique
experiences

16. Tips
• Design Once, Sell Everywhere
• Create & Use Landing Pages with clear CTAs for
each new online campaign to increase conversion
rates
• Use Tracking tags at the end of links for all sales
channels to know which visitors came as part of
which campaign

17. Tips
• Analytics is key but only use it if you know what you
want out of it – you can waste a lot of time otherwise
• If you have a product to sell, look for affiliate websites
to sell for you – can give good return for little effort
• Less is more – keep content to a minimum, people are
lazy, make decisions more quickly and they want the
headlines first and then the option to read more

18. Discussion and Q & A
• How do you sell your product/service online?
• What works best for you?
• Where do you think you need the most help?

19. Thanks
Darach Cawley
darach@darockmedia.com
087 310 3171
www.DarockMedia.com