Holiday Prep: Real eCommerce Stories
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Transcript of Holiday Prep: Real eCommerce Stories
Holiday Prep: Real eCommerce Stories
#EcommerceHolidayPrep Trada.com
Last Time - Holiday Prep: PPC and SEO Optimizing Your PPC and SEO
Competitive Research
Predict Click Prices for Budget and Lead Time
Product and Pricing Competitive Research
Build Your Holiday Strategy Target Product Categories
Ad Group Architecture
Testing Ad Copy
Landing Pages
SEO Optimize Landing Pages Call to Action
Update Description Tags
Include SKUs, model numbers and UPCs
Use Heatmap Tool
A Few of My Favorite Things …
• Jewelry
• Clothes
• Accessories
Holiday PlanningThe Trends
POLL
Do you have a 2011 holiday paid search plan?
YESNO
Seasonal Marketing Tips
Early Marketers Gets the Revenue
Testing Makes Perfect
Responsive Support Makes Sales
Use or Compete with Free Shipping (Watch Your Margins!)
All Days Are Not Created Equal More than just BLACK FRIDAY
Don’t Forget Social and Mobile
Holiday Online Buyers are Buying More
iCrossing Holiday Retail Analysis, December, 2010
Traffic continues to trend up Conversion rebounded in ‘10 Marketers getting better ROI
12.3% improved exact match
Decreasing Branded CPC -34% in 2009 -29% in 2010
Top 10 Online Spending Days
2010 Holiday Season Revenue: $32.6B “Cyber Monday” $1B Day Free Shipping Day Shoppers 212 million from
195 million.
Black Friday – Cyber Monday
Consumers expect deals. Be Prepared for Volume. Test Early in the Season. Optimize for Black Friday. Leverage Other Key Days.
How to compete? Leverage community events Extend hours to match holiday traffic Offer more personalized service Focus on quality over quantity.
Pre-PlanJuly and August(or September)
What Have You Done?
Start with Last Year’s Results What did you do and what worked? What did others do that seemed to work better? Look at Competitor Efforts
Products and Inventory Identify feature products Ensure available inventory
Evaluate Click throughs Conversions by messages
Integrate Email campaigns with other online marketing efforts
Create a Baseline Where to start this year's holiday paid search planning!
Consumer Segmentation Relevant messages Design for buyer interest
Integrate Keywords + paid search + landing pages Email + direct mail Site + SEO + social + mobile
Crowded paid search competitive message CPC price
Plan Design Tests Now Review design and functionality mobile, web & desktop
Iterate – Iterate – Iterate!
Cost-effective Conversion – Optimize!
Holiday Planning Schedule
July Build strategy and timelines Research holiday keywords Create budget Create site design wish list Research industry buying trends
August Define holiday promotions Identify feature products Start design projects Optimize keywords in site content Begin general PPC advertising
POLL
Which buyer motivators are you planning to use (check all that apply) Free Shipping Online Only Sales Save X if you spend Y Repeat buyer discount Rebate Early shopper discount Buy X get Y free Free gift with purchase
“Which of the following offers have caused you to purchase online?”
Free Shipping No Conditions
Free Shipping Conditions
Online Only Sales
Save X if you Spend Y
Repeat Buyer Discount
Rebate
Other Discounts
Early Shopper Discount
Buy X Get Y Free
Free Gift with Purchase
0 5 10 15 20 25 30 35 40 45 50
Source: BizRate and Shop.org Holiday Mood Study
Holiday PlanningNuts and Bolts
Holiday Planning Schedule
September Test ad copy / keywords Try out promotion ideas Ensure supplier inventory levels Consider using live chat Revisit your customer return policy
Holiday Planning Schedule
October Finish site and landing page updates Move feature products to home page Remind customers of Black Friday Acquire seasonal design graphics Work with shipping provider on rates
Holiday Planning Schedule
November Organize campaigns to easily respond
to competitive and price pressures Implement keyword bid strategy Add holiday ads to PPC campaigns Use holiday design elements on site
and in marketing materials Send dedicated holiday campaigns Market to specific customer segments
Holiday Planning Schedule
December Optimize keywords and bid prices Refine ad copy based on inventories Send reminder promotional emails Track last day for guaranteed delivery SELL, SELL, SELL!
Paid Search Checklist
Segment Your Customers and Offers (dads, moms, gamers, etc.)
Plan Your Online Marketing
Products Identified for Promotions and Features
Competitor Review for Product, Position and Pricing Analysis
Keyword Discovery and Bid Strategy for Relevance and Volume
Ads Should Leverage Both Search and Display to Maximize Exposure
Landing Page Design are Vital to Successful ROI
Social-sharing Initiatives Should Be Developed or Refined
Mobile Future or Now to Engage Consumers
Remind Customers the Holidays Are Coming!
See www.trada.com/resources for webinars and papers on these topics!
The Plans!Ready, Set, Go
Holiday Planning - Jewelry
• Trends– Review Last Year’s Patterns– Look at This Year’s Trends
• Segment Customers for Promotion– Moms, Dads, Kids– Regions of the Country
• Merchandising and Inventory– Get Agreement on Promotional Items– Ensure Availability of Product
• Email Campaigns– Start with general campaigns– Develop campaigns based on user
knowledge and site behavior
• Retargeter– Delivers display ads on other news and
publication sites.
• Semi-Annual• Now for Holidays!!!• Early Promotion
• Contact Us• Phone• Live Chat• Email
• Easy Purchase Process
• Simple to choose• See product• See price easily
• Santa List• Create a way for
customer to share their gift preferences.
Home Page – Early Holiday Offer
• Promotions• Free Shipping• 60 Day return
• Contact Us• Phone• Live Chat• Email
• Easy Purchase Process
• Simple to choose• See product• See price easily
• Santa List• Create a way for
customer to share their gift preferences.
Landing Page – Ease Purchase Process
• Holiday Focus• Specialty Items• Only during the holidays• Limited edition
• Layout• Clean• Focuses on each item• Explanation – simple,
elegant
• Santa List• Saved items
Holiday Specific Charms
Tips
• Segment Customers for Promotion– Boyfriend, husband. Wife, girlfriend.– Entertainer, parent, budgeted– Regions of the Country
• Merchandising and Inventory– Get Agreement on Promotional Items– Ensure Availability of Product
• Email Campaigns– Start with general campaigns– Develop campaigns based on user
knowledge and site behavior
• Advertise on Other Sites– Delivers display ads on other news and
publication sites.– Relevant news and buying sites
Holiday Planning - Clothing
• New Products– Optimize for this year’s fashions– Use long tail keywords for relevancy
• VIP Loyalty Programs– Give incentives to returning consumers– Have them provide you with their info
• Positioning– How can you differentiate?– Service, specialty items, incentives
• Communication Channels– videos, blogs, bloggers, mobile devices
• Black Friday / Cyber Monday– Get consumers to sign up early– Solve their shopping challenges, help them
find what they need.
Positioning – A Service Company
• Customer Service Heroes– Video Campaign
• FREE Shipping
– VIPs get Free Overnight Shipping
• Expanded Offer Campaigns
– More than just shoes
• Introducing Mobile App
Landing Page – Outfit Builder
• Designed By Customers• Chose outfits• Add Accessories• See and Buy
• Layout• Icon Function• Clear Explanation• Online Support Help
• Benefits• Increased total ticket
amount by 1.8X
Leverage Community Let’s be in a Like Relationship
Share Your Experience
Engagement Fan of the Week
Review Trends
VIP Rewards Free Overnight Shipping
Vote On What You Want
Mobile Holiday Ideas
• Location-Based
– Leverage tools such as Foursquare
• Integrate Campaigns
– Offline
• Text Promotion
– Sign up for SMS messages
– 12 Days of Text offers
– Highlight Student ID discounts
• Consider Creating a Mobile App in 2012
Tips
• KEYWORDS– Trend keywords to target bid boosts– Budget for holiday price and volume
• Merchandise and Inventory– Plan for breakout items– Expand keyword terms to capitalize
• Shipping– Highlight free shipping offers– Track and advertise cutoff dates
• Community– Use ads on Facebook– Create social engagement
• Mobile– Leverage SMS messages.
Holiday Planning - Accessories
• Holiday Season Specific Products– Review Last Year’s Patterns– Look at This Year’s Trends
• Loyalty Campaigns– Rope them into Black Friday ASAP!– Give them incentives, get their demographics
• Integrated Campaigns– Direct mail, email, paid search, SEO, blog,
mobile and more.
• Co-Market– Work with complementary businesses– Create joint promotions
• Blog– Highlight product choices for specific gift buying– Get raving fan bloggers to reuse content
• New Products• Loyalty Program
• Access to Latest Designs• Special Offers
• Special Online Offers• Discounts• Coupons
• Brick and Mortar• In Store Specials• Extended Hours
Black Friday
• Special Offers• Coupons• Giveaways• Discounts• Direct Mail
Special Offers
• Leverage Relationships• Large Retailers• Promotions• Giveaways
Co-Marketing
Social Media & Holiday Keywords
Leverage Community Sneak Peak
Vote for your favorite
Tracking Resort wear Christmas
Resort wear women’s holiday present
Twitter Content Example: All I want for Christmas is a Baroque Tote!
Landing page link to 20% discount for registering
Facebook Content Example: Deliver gifts and gift cards
Product review testimonials
Winter Vera Bradley Sneak Peak of Christmas!
Tips
• MERCHANDISE– New products for the holiday season
• Loyalty Program– Give them something to get something– Free shipping for demographic details
• Special Offers– Try them, see what works– Watch your margins!
• Co-Marketing– Find complementary business to joint
market combined offers
• Community– Use ads on Facebook– Leverage Blogger Fans
Don’t Forget - Write Blogs Optimize posts for long-tail of “holiday” centric keywords.
“For the Holidays, Why Diamonds are a Husbands Best Friend”
“Last Minute Christmas Gift that Will Thrill – Baroque Tote”
“3 Great Basketball Shoes for a Boy’s Christmas Present”
Content to Include
Name the Product
Use Holiday Terms
Have a Strong Call to Action
POLL
What are you going to do first as a result of this webinar?
Summary Create a Baseline
Review Last Year’s Results Prioritize Products and Ensure Inventory Create Flexible Budget for Keywords and Ads
Segment and Communicate Leverage communication that builds loyalty and reaches a targeted audience
The Holiday Seasons Starts Now
Build flexible campaigns and keyword budgets and respond to market changes
Prepare for top shopping days
Dip Your Toe in Social or Mobile Marketing
TEST Mix – Do Not Follow Competitors. Use to Plan 2012!
Promote product by price, segment, popularity and more
Test and tweak ad content and keywords