Flash Series! Ecommerce Navigation: The Importance of Getting It Right

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FLASH SERIES

Ecommerce Navigation: The Importance of Getting It

Right

HOSTED BY: &

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Your Presenter

• Linda Bustos– Co-Founder & Managing Partner of

Edgacent

– Author of upcoming book “Ecommerce Illustrated”

– Blogger at Ecommerce Illustrated

– @edgacentlinda, @ecomillustrated

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How do you manage your PPC account(s)?#thinkppca) I’m part of an in-house PPC team

b) I do all the marketing including PPCc) I work at an agencyd) I’m a consultant

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THE MOST IMPORTANT ELEMENT OF AN ECOMMERCE SITE?

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Site Navigation!

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Not the home page

•Not every visitor lands on your home page–Search, social, email, shopping engines…

•Home pages don’t convert–Content often is overlooked and ignored–There is a small chance featured content is relevant to your visitor–The goal of the home page is to get the visitor towards a product they want/need

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Not search

•The search box/field does not communicate what your site has to offer•Search is for visitors that either know exactly what they want, or have failed using your navigation menus•Exceptions…•Search often fails

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You want your website to have good CAMA…

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Category and Merchandising Architecture

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Emphasis is on strategic MERCHANDISING

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Why navigation should be influenced by the strategic merchandiser

•Knowing your customer very well•Using data to make decisions•Validating hypotheses•Measuring dollar impact of navigation

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CAMA depends on your catalog

•Everything store•Retailer•Brand direct to consumer

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“Everything Store”

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Retailer

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Brand-to-Consumer

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Brand to Consumer

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Developing Navigation Requirements

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Parent categories

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Child categories

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Navandising

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Live Q&A Time!

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Have more questions?

Contact Us Directly

• Webinar Feedback: [email protected]

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Thank you for attending our webinar! #thinkppc

Flash Series! Ecommerce Navigation: The Importance of Getting It Right

Marketing

Transcript of Flash Series! Ecommerce Navigation: The Importance of Getting It Right