eBusiness & eCommerce

6/6 ConclusionMatthieu BRUCKERT

2016

eBusiness

?

eBusiness

Doing Business using IT

eCommerce

?

eCommerce

The main activity of a Business is Commerce.

Doing commerce using IT

Attract Prospects with SEM

Lead / Prospect / Customer

Lead = Potential ProspectProspect = Potential CustomerCustomer = Someone who buys! €

Search engines?

90% of europeans use Google

The eProcessStrategy

GoalsMeans KPI

Web Ecosystem

Monitoring Content SEO/SEA Measures

Diagnostic/Monitoring

The Diagnostic before The Strategy

Good Diagnostic -> Good Strategy

SEOSearch Engine Optimization

Keyword Group

10 keywords/expressions (5-20 optimum)

AdWords: Keyword Planner

Google JuiceFolder Tree

Internal Links

No 404!

Long tail strategyLow search keywords strategy

Content curation

1.Select2.Present3.Share

SEAStrategy

5 Steps1. Think like a prospect2. Organize by theme3. Select specific Keywords4. Find negative keywords5. Find new keywords (Keyword planner)

AdWords Display

CPM CPC CPA

SEM = SEO + SEA

KPI

Result!

€

Acquisition

1. Direct Access2. Search Engine3. Links4. Adwords

Average basket

Revenue---------------------

Number of Orders

Increase Average Basket

• Up-selling: options, warranties• Cross-selling: complementary

products in other range• Packs, Bundles• Promotions, Advantages, Gifts

More techniques

Remarketing

• Lost basket -> email• On site re-engagement

Display retargeting

Click 2 Chat

3X conversion rate

Increase average basket

Customer Advice