This document discusses how Steve Snell increased online sales at his dog supply store Gun Dog Supply by $10 million through relentless innovation. It recommends communicating three things: 1) Establish expertise in dog products to build authority, 2) Recommend specific products to solve customer problems, and 3) Encourage customers to purchase from the store directly. It suggests demonstrating expertise through product reviews and endorsements while also being competitively priced and personalizing the customer experience to build trust and loyalty. Humanizing the brand and leveraging product knowledge are emphasized as ways to increase online conversions and sales.

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

2. $10,000,000
Reasons to be Real
Rob Snell
Gun Dog Supply

3. @clickthedog

4. 1972

5. Kitchen table

6. Old school
folks on WWW

8. 1997

10. Web Sales Before
1997 2004 2010

11. 2004

12. Web Sales March-June 2003
normal

13. Web Sales March-June 2004
not normal

14. What s wrong with
our store?
We need to have a
conversation

15. dogs

17. hunting

18. One big
change

20. homepage

21. Web Sales Before
1997 2004 2010

22. Web Sales After
1997 2004 2010

23. Web Sales Actual Lift $10 million
1997 2004 2010

24. $10,354,767.23
additional sales

25. Need to
communicate
3 things:

26. Steve Snell
is a dog training
supplies expert.

27. This product
is what you
should buy.

28. Please buy
it from us.

30. 1

31. Steve Snell
is a dog training
supplies expert.

32. pic Establish
authority
via product
knowledge
expertise

33. Steve s been
doing this for
a while

35. pic

36. Steve knows
dogs

43. Example

44. Steve knows
hunting

45. gear

46. PIC: Better
in the field

48. PIC: Better
in the field

50. Steve knows
dog training gear

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

55. 2

56. This product
is what you
should buy.

57. Give folks
solutions
to problems

58. Recommend products that
solve customers problems
Tired of losing your dog? Buy this tracking collar! :

59. Tell folks
what to buy with
expert picks

63. Educate folks with
buyers guides

65. Quick Picks: Collar Chart

66. Explain Concepts

67. Help Me Choose

68. Visitors entering on
Buyers guides
50% higher
conversion rate
than visitors who enter on a section / category page

69. Express your
opinions
in product reviews

70. Example Review

71. Example Review

72. Be honest:
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 …

73. Endorse
the products that
you use

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

75. 3

76. Please buy it
from us.

77. Be price competitive

79. Put a name
and a face
on your store

81. Be personal.

82. People buy from people

83. Answer customer
questions fast!

85. Tell folks
why they should
pick you!

87. Tell folks
there s no risk
shopping with you

90. Takeaways?

91. Humanize
your store

92. Write with your
unique voice

93. Demonstrate
expertise

94. Leverage
product
knowledge

95. Recommend
best products

96. Bludgeon folks
with value adds

97. Find your Steve

98. Web Sales Actual Lift $10 million
1997 2004 2010

99. Guy: How can I stop my barking dog?
Steve: I love my bark
limiter! It works! Buy one!

101. more info / free stuff:
RobSnell.com