Go Digital Kuranda Workshop Manual

Transcription

1 Go Digital Kuranda Workshop Manual Topic 5 Ecommerce Session 2 Get Set! Ecommerce in Depth 1

2 Topic 4 Ecommerce Session 1 Get Ready! Ecommerce Basics Session 2 Get Set! Ecommerce in Depth Session 3 Get Going! Ecommerce Success Content: Topic 4 Ecommerce Session 1 Session 2 Session 3 Content: Session 2 Slide 1 Introduction Slide 2 Workshop Overview Slide 3 Introduction Presenter Slide 4 Housekeeping Slide 5 Participant Introductions Slide 6 Session Overview Slide 7 10 Online Payments Slide 11 YOUTUBE VIDEO Slide 12 What is a Payment Gateway Slide 13 A Merchant Account is Slide 14 Third Party Processor Slide Pros & Cons Slide 19 PayPal & 2Checkout Slide 20 Applying for a Merchant Account Slide Payment Gateway 2

3 Slide Point of Sale Apps Slide 32 Digital Business Case Study Slide Payment Fraud Slide Fraud Prevention Slide Investigating a Suspicious Order Slide SSL Certificates Slide 53 Digital Business Case Study Slide Shipping Slide 65 Demonstration Slide Order Fulfillment Slide 68 Avoid Buyer Disputes Slide 69 GST & Selling Overseas Slide Checkout Processes Slide Cart Abandonment Slide Demonstration Slide 77 Next Session Slide 78 Workshop Summary Slide 79 Digital Audit Slide 80 Further Learning & Resources Slide 81 3

4 Session 2 Get Set! Ecommerce in Depth Slide 1 Introduction Slide 2 Workshop Overview Slide 3 Introduction Presenter Slide 4 Housekeeping Slide 5 Participant Introductions Slide 6 Session Overview Slide 7-10 Online Payments When we talk to our clients, setting up payment processing to accept credit cards is one of the biggest pain points to opening an online store. With so many options, it can be a little confusing, so I m here to explain it all in simple terms to help you choose the best solution for you and your business. Slide 11 YOUTUBE VIDEO Understanding Online Payments Slide 12 What is a Payment Gateway A payment gateway is a powerful tool that helps to reassure visitors of your store about your trustworthiness. In essence, a payment gateway is an e commerce service that allows merchants to accept credit card and other forms of Internet transactions securely via your website. Remember, if the payment options on your e store aren t set up in the right manner, you could suffer loss of orders placed on your store. This means you ll experience a significant drop in sales, because of unsatisfied customers. Implementing the right payment gateways, however, can prove a key ensuring long term success of your online business. 4

5 Slide 13 A Merchant Account is A payment gateway approves or declines credit cards as well as online payment alternatives such as PayPal accounts. Many people often confuse the ecommerce term payment gateway with a similar term, merchant account. While a merchant account is where funds are held before being deposited into your bank account, the payment gateway s role is simply to decline or approve a transaction. Slide 14 Third Party Processor All in One Online Payment Solutions. These services, including PayPal and 2Checkout, combine an account and gateway into one solution, which can make setup quicker and easier. They allow you to take all major credit cards and usually have favorable transaction rates. Plus most don t charge monthly or setup fees for basic accounts, although you do have to pay a monthly fee for certain added features on some services. Slide Pros & Cons One thing to note about using a merchant account/payment gateway. combo is that you ll need to apply for both, usually filling out forms and providing some financial information. Processing your applications can take a few days, so you won t be able to jump right in to accepting payments. After both have been approved, you ll need to connect your account to the gateway and then your gateway to your store. Slide 19 PayPal & 2Checkout Third Party Processors. Though, PayPal was incepted in December 1998, but it was developed and launched in It s one of the most widely used payment gateways that accepts both credit card or debit card payments. It s free to use for buyers. 2Checkout.com has been in business for 15 years, and was founded in It offer services in 196 countries and accept payments in the form of: credit cards, Slide 20 Applying for a Merchant Account Getting a merchant account should be easy.... The payments business is highly competitive, and processors obviously want your business but they still need to do their due diligence before approving your application. In this article we're going to tell you exactly how to ensure your merchant account application is approved, and what to do if you're declined. Slide Payment Gateway Choosing a payments processor can be an overwhelming task. Each provider has a unique set of fees and contracts, and it s important to understand those nuances so you find the processor that s a good match for your business needs. It s wise to take the time to do some comparison 5

6 shopping before choosing one solution. After all, the right processor can make a pretty significant difference to your overall revenue. Not all payment gateways function the same. A payment gateway can be hosted or non hosted. When considering a payment gateway, it s crucial you know the difference. In order to know what products (digital or physical) you can sell, check out the terms and conditions of the payment gateways. That s because, some may only allow selling physical goods. Slide Point of Sale Apps Get paid, wherever you do business. Accept Visa and MasterCard credit and debit card payments easily and securely on the go, with PayPal Here and no monthly fees or lock in contracts. MYOB PayDirect GoPos Lite from Bendigo Bank YouTube video PayPal Here How to Demonstration Video Slide 32 Digital Business Case Study Video 5 mins. Costumes.com.au is a pure play Australian retailer with over 10,000 costumes and accessories in stock. Their top priority is to provide great customer service and make it easy for the customer to find what they need. Slide Payment Fraud Payment fraud is any type of false or illegal transaction completed by a cybercriminal. The perpetrator deprives the victim of funds, personal property, interest or sensitive information via the Internet. Youtube Video Payment Fraud Get to know it Slide Fraud Prevention There are a number of other ways to protect your business against fraudulent payments. Australian Payments Clearing Association (ACPA) Fraud Statistics 6

7 What can online store owners do to strengthen their websites' security? Most ecommerce software platforms have a number of built in security features. Being prepared for risks is a crucial part of mitigating online threats. Here are some ways online store owners prevent payment fraud and data breaches: Although the vast majority of PayPal transactions are completed without incident, it's impossible to completely eliminate the risk of fraud or chargebacks. Sellers can do their part to stay safe by following the tips below. Slide Investigating a Suspicious Order Sometimes you are better placed to judge whether an order is suspicious, even if it passes the checks made by Shopify Risk Analysis. YouTube video: Online Fraud Prevention Card Verification Value (CVV). The CVV is a 3 or 4 digit number on the back of the customer s credit card. Credit card companies prohibit the storage of the CVV code, so asking for the CVV is a way of ensuring that a customer has the card physically in their possession. Credit card information stolen from a merchant database is also less useable, because it shouldn't contain CVV information. Address Verification System (AVS) compares the numeric portion of the customer s billing address and zip code to the information on file with the credit card issuer. This helps reduce a significant amount of fraud, because unauthorized users might not have the billing address information for the credit card they ve stolen. Slide SSL Certificates SSL stands for Secure Sockets Layer and is used to encrypt information transferred across the Internet. This encryption protects your information from getting intercepted by unwelcome eavesdroppers (ever wonder who might be sniffing your data on the coffee shop public wifi?) and is enabled through an SSL certificate that allows visitors to navigate a website over a secure connection. Slide 53 Digital Business Case Study YouTube Video 6 min. Digital Business Case Study Jordo's Chop Shop is an online butcher that has been servicing the Canberra region for the last few years. Started as a traditional bricks and mortar butcher store, owner Jordan (Jordo) McHugh recognised the potential for an online sales channel very early on. 7

8 Slide Shipping Statistics heavily indicate that high shipping charges tend to discourage customers from completing the checkout process. By segmenting your shipping you can offer the right rate to the right region which will save you from losing money and encourage customers to commit and make a purchase. Also, you ll be able to do things like only allow specific areas (also known as zones ) to purchase from your online store, and work up to selling your products internationally. How to Create an Online Store Shipping Best Practices What makes a person more likely to purchase? Online Shopping Trends 2013 Shipping Rate Strategies Do you want to offer free shipping? A flat rate? A variable rate? Or even combination of these? Which one should you choose? The answer depends on two components: Your margins and your customers experience. Here are four different shipping rate strategies for you to consider. Free Shipping Stats Online shopping and ecommerce is a huge multi billion dollar industry and is expected to grow by 20% this year to $1.5 trillion globally. Ecommerce is constantly changing and evolving with new technology and changes in consumer behaviour. It s increasingly becoming more sophisticated and mobile. Slide 65 Demonstration Australia Post Calculator Slide Order Fulfillment How to Create an Online Store How will you fulfill orders? Slide 68 Avoid Buyer Disputes Seller Tips: Avoid Disputes Slide 69 GST & Selling Overseas Tips on what kinds of transaction are accompanied by GST, whether you are selling within Australia or overseas. Slide Checkout Processes Your efforts should be focused on your checkout, because that s the make or break section of the buying process. Once the customer has decided that they want to give you their money, 8

9 your job is to get them through it as quickly as possible, with a minimum amount of pauses that might give them time to reconsider that decision. Slide Cart Abandonment With all the effort you put into bringing new visitors to your online store, it would be a shame for them to click away after putting items in their carts just before making a purchase. Unfortunately, this happens a lot. It s called cart abandonment and it can be a sizable leak in your sales funnel if you re not careful. Slide Demonstration Set up of a Weebly Store Slide 77 Next Session Session 3 Ecommerce Success Slide 78 Workshop Summary Slide 79 Digital Audit Because you have a website and Facebook page does not necessarily mean that you are using digital technology effectively. Stay on top be conducting a regular audit and put yourself on the path of continuous improvement. Slide 80 Further Learning & Resources Further Training & Resources Ecommerce Lynda.com Slide 81 Questions! THE INFORMATION/ADVICE PROVIDED IN THE WORKSHOPS IS GENERAL ADVICE ONLY. It has been prepared without taking into account any of the individual objectives, financial situation or needs of individual workshop participants. Before acting on this advice, you should consider the appropriateness of the advice, having regard to your own objectives, financial situation and needs and, if necessary, obtain your own independent advice before making any investment, financial or legal decision. 9

10 Any use that you may make of the information presented during the workshop is not intended to create, and your use does not constitute, an advisor / client relationship, and the workshop presenter and the Mareeba Shire Council do not accept any liability (in contract, tort,negligence or otherwise) for any error or omissions in the material presented or for any loss or damage (direct, indirect, consequential or otherwise) suffered by any person. 10