Effective ecommerce 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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Transcript of Effective ecommerce strategies

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Effective E-commerce

Strategies

Mike [email protected]

facebook.com/MikeADuncantwit ter.com/MikeADuncan

Sage Island CEO

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Amazon.com Conversion Experts

• 2010 Sales of $32.20B (+39.5%)• 275M visitors/mo (56.5m unique)• Converts 9.6%• Avg. Sale $170

Traffic Comes from:• Search Engines (32%)• New Shoppers (30%)• Return Shoppers (70%)

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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

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Finding YOUR Customers

Getting them to buy

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Know your Customer

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Who’s Your Customer?

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Or is it your Mom?

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Speak your Customers Language

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Keyword Research

Have 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

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Drive Traffic to your Store

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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

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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 Practices

h"p://www.sageisland.com/SEO-­‐best.pdf

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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

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SEO OFF-Page Optimization

Link Building

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Jan 25, 2007

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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)

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www.websitegrader.com

How does your site rank in SEO?

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Paid Search

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Shopping Networks

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E-Commerce Design Trends

• Building Loyalty w/ Customer Service• Product Reviews• Enhanced Search & Navigation• Shopping Guides / Videos• Personalization• Segmentation & Behavioral Profiles• Mobile E-Commerce

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Customer Service

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You Could Call.

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Contact Info

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Local Search

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Great Return Policy

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Guidance

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Can I Get a Little Help?

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Track Orders

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Live Chat

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It’s a real person.

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Under the Hood

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Who are you?

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Shopping Pages

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Alerts

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Help them Shop!

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•70% of shoppers trust consumer reviews on products. (Nielsen)

• Offer users the opportunity to rate products, provide reviews, to encourage consumers to trust your products/brand.

Product Reviews

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Ask for the Review

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Site Navigation

Filters• Sorting (bestsellers)• Customers want a fast path to their specs

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Buying Guides Work

• Video Library• Featured Articles• Involve Customers• Help & Advise• Great Images• SEO Advantage• TIP - Social Media!

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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)

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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

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• Personalization• Sync with Account• Payment Integrated• Product Reviews• Price Shopping• Conversion

Mobile E-Commerce

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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

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Track Everything!

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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