John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass
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Transcript of John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass
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Inside eCommerceMarketing:
From Click to Conversionwww.insideecommerce.ie
@insideecommerce
@micksgarage@j_smyth
John Smyth
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What works for MicksGarage
What we define as success
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From Click To Conversion
• Who’s Your Customer?
• Gaining the Click – Traffic Drivers
• Marketing driven by Metrics
• Going Beyond the Click
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Who is Your Customer?• Users v Customers• Starting Point• Who • Where • How• Why• Understand Your Traffic Thoroughly• Metrics Drive Understanding
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Traffic Drivers• Google AdWords Search• Search Engine Optimisation• Affiliate• Partnerships• Email• Social
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Why AdWords?• Performance Driven Marketing• Complete Purchase Funnel• Have Clear Goal in Mind• Know Your Product / Service• Research Your Audience
– How do they search?• Competitive Analysis• Create Ads that Stand Out!
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‘car parts’
‘VW car parts’
‘VW golf wiper blades’
“VW golf mark 5 wiper blades”
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Why AdWords?• Performance Driven Marketing• Complete Purchase Funnel• Know Your Product / Service• Research Your Audience
– How do they search?• Competitive Analysis• Create Ads that Stand Out!
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• Top Level KPIs– Clicks, Impressions, CTR, Conversions, CPA– Conversion Rate
• In Depth KPIs– Search Impression Share %– Quality Score – Know it inside out– Device Split – How does mobile operate– Top v Others– Google Search v Search Partners – A.B.T… Always Be Testing!
• Ads• Keywords• Bids• Landing Pages
AdWords – KPI Driven Management
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AdWords – The Must Do’s1. In-Depth Research
2. Simple, Understandable Structure
3. Ad Relevancy – Make Users Want to Click
4. Ad, Keyword & Landing Page Connection
5. KPI Model – Don’t shoot blind
6. Link with Analytics – Beyond the Click
7. Never Stop Testing – Ever!
8. Know Your Bottom Line – ROI Rules
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SEO • Start with Low Hanging Fruit – Your Site
• Structure – Easy to Navigate• 4 Key Things – URL, Page Title, H1 Tag, Page Blurb• Make it easy for Google & Your Users
• Create Page Content for the User• Webmaster Tools – Understand it– Geo Targeting, big wins!
• Focus on Content, not Links– Aim to keep users– Engage them
• Forget About Google PageRank• Know Who Links to You• Remember, it takes times
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Be Aware! • Traffic - very important, but only the start• Can’t stop there
• ‘Beyond The Click’– Website– Basket
• Holistic Marketing Approach– Traffic In….Traffic Out
• Funnel Management
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• Not customers, they’re easy!
• Value Proposition– Ask those who have bought
• Persuasion– Scarcity– Social Proof– Reciprocity
• Persuade them you’re the best option
Users – Why do they buy?
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How do we persuade?
• Choice, Brands & Value• ‘Car Part Experts’• 360° Imagery• Video• Blog – How To Guides • Product / Company Reviews• Free Delivery / 365 Day Returns
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Measure Smartly
• Analytics
• Don’t waste time
• Goals & KPIs
• Reports you need
• Less time tracking – more time deciding
• Data Overload
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What to Measure?• Usual – Visits, Bounce Rate, Time on Site
• Go Deeper– Hours of the Day– Exit Rate – Where do they leave from?– Basket Funnel– Mobile v Desktop– Site Search – is there overuse? If so, you’re pages
are poor
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KPIs – Weekly & Monthly • Complete Channel Measurement
• Visits• Orders• Revenue• Conversion Rate• Average Order Value• Cost• CPA
• Know where to focus your attention• Have targets, work towards them• Targets v Run Rate
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Learn…Evolve…Grow• Not Perfect
• Constant Learning
• Live By Your Metrics
• Focus On Your Users – Learn From Your Customers
• New Challenges - New Channels
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Going Back to the Office• Goals – Are they defined? Write them down• Have You Targets? Write them down• Do You Know Your Customers? • Before…During…After • What are your Metrics? – How do you track them?– Are you spending enough time on them?
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Further Resources• Websites– Google blogs – (AdWords & Analytics)– Marketing Land / Search Engine Land / Search Engine Watch– GetElastic.com– PracticaleCommerce.com– Occam’s Razor – Avinash Kaushik
• Twitter Accounts– Rand Fishkin @randfish– Danny Sullivan @dannysullivan– Sean Si - SEO Hacker @seo_hacker– Matt Cutts - @mattcutts
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Questions?