Effective E-commerce Strategies
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Effective E-commerce Strategies Mike Duncan [email protected] facebook.com/MikeADuncan twitter.com/MikeADuncan Sage Island CEO
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Industry Boot CampNovember 8-9, 2010Hyatt Regency Resort & Spa // Huntington Beach, Calif.It’s crucial to have a marketing plan for your e-commerce website that drives results. This seminar will expand on the necessity of a well-designed, innovative site, and how to properly market it through a hands-on approach of planning, analysis, and optimization. Learn the art of SEO and PPC tactics and how to expand your brand and increase your sales on the web.
Transcript of Effective E-commerce Strategies
Effective E-commerce Strategies
Mike [email protected]
facebook.com/MikeADuncantwit ter.com/MikeADuncan
Sage Island CEO
Sage Island• Birthday - February 10, 1997 (Google Sept 1998)• 24 Full Time Employees• Full-Service Interactive Marketing Agency• Startups to Fortune 500 Companies Worldwide
Me• Geek (computer, design, MBA)• Surfer / Vert - Pool Skater / Cycle• Vintage Auto Racer
Amazon.com Conversion Experts
• 2009 Sales of $24.51B (+28%)• 275M visitors/mo (56.5m unique)• Converts 9.6%• Avg. Sale $170
Traffic Comes from:• Search Engines (32%)• New Shoppers (30%)• Return Shoppers (70%)
Amazon.com Formula
• Low prices + Great Selection• Free Shipping Offers• Amazon loyalty• Personalization to highest degree• Combination of account history and behavioral
learning to convert• Combines multiple merchants
Finding YOUR Customers
Getting them to buy
Know your Customer
Speak your Customers Language
Keyword ResearchHave a Strategy, Careful keyword selection is the heart of any campaign!
Create a robust keyword portfolio of relevant keyword phrases that are searched on by potential customers.
www.keyworddiscovery.comwww.wordtracker.com
Google Adwords Keyword Toolwww.seobook.comwww.seomoz.org
Drive Traffic to your Store
SEO On-Page Optimization
• Use keyword research to determine how customers search
• Inject keywords into body copy, titles, and images
• User friendly and search engine friendly site.
Ranking factors:www.seomoz.org/article/search-ranking-factorswww.vaughns-1-pagers.com/internet/google-ranking-factors.htm
Meta Data<TITLE>Skateboards - Warehouse Skateboards offers Complete Skateboards, Skateboard Decks, Trucks, Wheels & Much More!</TITLE>
<META NAME="Description" CONTENT="Biggest selection of skateboards, skateboard decks, complete skateboards, skateboard wheels, skateboard trucks, skateboards delivered right to your door!">
<META NAME="Keywords" CONTENT="skateboards,skateboard,complete skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate decks,warehouse skateboards">
Mike Duncan’s Best Practicesh"p://www.sageisland.com/SEO-‐best.pdf
Sitemap SubmissionGoogle WebMaster Tools - www.google.com/webmasters/tools/
Bing (MSN) WebMaster Tools - www.bing.com/webmasters
Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com
Create a Sitemapwww.gsitecrawler.com
Do you have a Robots.txt file?www.yourdomain.com/robots.txt
User-agent: * Disallow: /my-dirty-photos
Sitemap: http://www.domain.com/sitemap.xml
SEO OFF-Page Optimization
Link Building
Jan 25, 2007
Quality/Quantity external links is what you are after!
What is a Quality link?Answer:
Good Google Page Rank (3+)Relevant
Great! How do I get them Duncan?(yes, I’m a mind reader)
www.websitegrader.com
How does your site rank in SEO?
Paid Search
Shopping Networks
Company Blogging
Social Networking
E-Commerce Design Trends• Building Loyalty w/ Customer Service• Product Reviews• Enhanced Search & Navigation• Shopping Guides / Videos• Personalization• Segmentation & Behavioral Profiles• Mobile E-Commerce
Customer Service
Yes you need all this
Return PolicyShipping RatesOrder Tracking
Contact Info...and then some!
Consumer Reviews
• 70% of shoppers trust consumer reviews on products. (Nielson)
• Provide reviews, to encourage consumers to trust your products/brand.
Site NavigationFilters
• Sorting (bestsellers)• Customers want a fast path to their specs
Buying Guides Work• Video Library• Featured Articles• Involve Customers• Help & Advise• Great Images• SEO Advantage• TIP - Social Media!
Personalization (You, Your)• Welcome, Mike Duncan• Recommendations for You (behavioral learning)• Your Browsing History (cookies & account
registration)• Rate these items (social, reason to return)• Your Communities (social)• Want to see Today's Deals? (conversion)• Individual Treatment Creates (Loyalty)
Segmentation & Behavioral Profiles
• Market Individually• Create Email Alerts• Convert Later (Social, wishlist)• Compile Profile• Record Everything• Convert Now (you may also like)• Tip - Segment Emails
• Personalization• Sync with Account• Payment Integrated• Product Reviews• Price Shopping• Conversion
Mobile E-Commerce
E-Commerce Strategies to Implement
Basic
Site NavigationIntegrate Social MediaSegment CustomersAdd Shopping GuidesCreate Best SellersMore Visual ApproachCreate VideosAdd Live Help
Advanced
PersonalizationAccount RegistrationEnhanced Search / NavMobile ApplicationCross SellEmail AlertsLoyalty ProgramInternational
Search Engine Optimization – Kristopher JonesGet to the top on Google – David VineyLanding Page Optimization – Tim Ash
Building Findable Websites – Aarron Walter
M I K E D U N C A [email protected]/MikeADuncan
twitter.com/sageislandwww.sageisland.com
