Integrated Ecommerce Marketing at the Ecommerce Expo
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A skillful insight into how to improve conversions via your ecommerce site, with helpful SEO and PPC tips as well.

A skillful insight into how to improve conversions via your ecommerce site, with helpful SEO and PPC tips as well.

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  • This diagram shows the principles of using call tracking technology, which is particularly suitable for B2B or service sites where a large proportion of the enquiries are over the phone rather than via an online form or other transaction.These are the steps involved in call tracking technology:User carries out a searchUser clicks on your adThey arrive on your website and see unique dynamic number served using the JavaScript code*They call your unique number – redirecting to your office numberThe information about the source of the traffic is matched up with the call and sent to the call tracking dashboard This information can be used to determine which keyphrases or sources of traffic generate conversions by phoneWhen a call is made a “Virtual page is visited” on your website, which is then recorded in your AnalyticsYou can set this page up as a Goal, and import this data back into AdWords to enable optimisation based on calls rather than completion of an online formCall tracking technology is available by investing in third party software. There are a few suppliers on the market, however the technology is relatively new, so you may have to shop around.*Most systems offer dynamic call number generation - where you add a code to your website and it generates a unique phone number that is displayed to each user when they arrive on the site. The software can determine the source of the traffic, and if they then call the phone number, this information is matched up and sent to Analytics and the call tracking dashboard; enabling you to see the source of the call (right down to the keyword they typed in).

Integrated Ecommerce Marketing at the Ecommerce Expo Presentation Transcript

  • 1. @annstanleyAn Integrated Approach to Driving More Traffic and Sales to Your Ecommerce Website by Ann Stanley October 2012
  • 2. @annstanley
  • 3. @annstanleyPart 1 - Introduction and background
  • 4. @annstanley Ecommerce landscape On-site Sales On-site salesSales from Search from other sources marketing (Email, affiliates, display ads, social, (PPC, SEO, mobile, shopping comparison, Merchant Centre) voucher sites) Conversion optimisation OtherShopping platforms off-site sales & market places (Social, Mobile, drop shipping, (Amazon, eBay) daily deals sites) Off-site Sales
  • 5. @annstanleyHow to increase the sales from your website?• Increase traffic to your website: – Buy more traffic e.g. PPC or ad serving – Improve your search traffic through SEO, Google Merchant Centre, Google Places/Local – Use other marketing techniques e.g. Affiliate marketing – Make your site is mobile friendly to take advantage of 20-30% users using mobile• Improve your conversion rate: – Reduce your bounce rate – Give buyers the confidence to buy from you – Provide the information to make the buying decision easy – especially if it is endorsed by other customers or social connections – Personalise the user experience so your site is more relevant – Improve the buying process so you reduce shopping cart abandonment• Increase sales from each customer: – Increase average order value – Encourage customers to buy again or more often (email, loyalty, promotions, social media) – Build a community of advocates (sharing, social and incentives)
  • 6. @annstanleyWhere do consumers start shopping? http://go.channeladvisor.com/UK-Website-2011- Consumer-Survey.html?ls=Website Source: Hitwise week ending 18/09/2012
  • 7. @annstanley Part 2 -Quick Wins with AdWords
  • 8. @annstanleyAd Extensions, Local Listings (map) and Product Listing ads
  • 9. @annstanleyIntegration with Google Merchant Centre Product Listing ads (PLA) – the future AdWords product extensions (these have generally been replaced by PLA)Shopping results from Merchant Centre – will stop in 2013?
  • 10. @annstanleySummary of different shopping results in Google Keywords = Samsonite luggage Organic shopping Map results AdWords Products Product Listing ads and Places/Local ad extension(Merchant Centre) listings
  • 11. @annstanleyProduct Listing ads in Auto targets tab
  • 12. @annstanleyRemarketing in AdWords (aka stalking)
  • 13. @annstanley Remarketing results Client 1 Client 2 Client 3 Client 4 View- Conv. View- Conv. Conv. View- Conv. View- Conv. Conv. (1- through rate (1- Conv. (1- through rate (1- (1-per- through rate (1- Conv. (1- through rate (1-Campaign per-click) Conv. per-click) per-click) Conv. per-click) click) Conv. per-click) per-click) Conv. per-click)TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06%Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - -Remarketing 9 84 2.3% 54 215 3.11% 15 118 1.34% 179 1716 3.06%Competitors - - - 216 0 2.01% - - - 184 0 1.88%Vouchers 29 0 15.26% • Remarketing In Google is on a CPC basis but its success has pushed the prices up (one account has increased from 78p to £1.38 in a year) • Retargeting is also available outside of Google via ad-serving networks or Demand Side Platforms (DSP) – mainly sold on a CPM basis • Facebook have just launched Facebook Exchange in the UK (via a limited number of distributors) - offering Retargeting and Behavioural targeting on a CPM basis
  • 14. @annstanleyPromoted video and YouTube ads
  • 15. @annstanleyVideo campaigns in AdWords interface
  • 16. @annstanleyCall tracking & optimisation- dynamicphone number created with each visit • Phone tracking software is now available to determine the keywords that triggered a phone call from your website • Ideal for sites where conversions are also taken over the phone as well as online • Dynamic code is added to your website, which generates unique phone numbers every visit • If the number is called it is redirected to your normal phone number, with the option to record the call • The users’ referral data is sent to the tracking software and a virtual page is fired and tracked in Analytics • A Goal can be set-up in Analytics and imported back into AdWords to allow “Call Optimisation”
  • 17. @annstanley Part 2:Recent changes in Google and how to improve your SEO
  • 18. @annstanley Panda?LSI – Latent semantic indexinghttp://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffled
  • 19. @annstanley Google’s Panda update and the need for ‘good quality content’• In February 2011, Google implemented a rolling algorithm update known as ‘Panda’, which ‘penalises’ sites that host poor quality content and/or provide a poor user experience• The effect of the Panda update was widespread and, with every update, Google becomes more sophisticated at judging the quality of content on a site• Many ecommerce websites were badly affected due to lack of unique content on these site and duplicate content issues
  • 20. @annstanleyThis was followed by the Penguin update on the 24th April 2012? Designed to penalise search spam! • Keyword stuffing • Link schemes • Cloaking, “sneaky” redirects or “doorway” pages • Purposeful duplicate content
  • 21. @annstanley Optimise for the user – not search engines• Making sure a site is optimised to provide a rich, relevant and rewarding experience for visitors is the best way to avoid penalties, which means: – No duplicate content - use Canonical tag and Webmaster tools (plus other technical ways) to ensure Google only indexes pages once (e.g.. when products are listed in >1 categories, pagination issues, repeated content in tabs etc.) – All pages should have unique, relevant and useful content (including the 1000s of category, sub-category and product pages on ecommerce sites!) – Good levels of interaction on site (low bounce rates, inbound links to ‘deep’ pages, social mentions etc.) – No spam (keyword stuffing) – Avoid link schemes and develop “Natural links” – e.g.. a higher proportion of links should have anchor text with your brand name or url (not just your keyphrase)
  • 22. @annstanley Ecommerce optimisation –unique content on category pages
  • 23. @annstanley Ongoing ‘Fresh’ content(blogging with social plug-ins)
  • 24. @annstanley User-generated content• User-generated content, or UGC, is still a great way to add unique and relevant content to web pages – especially product pages in the ‘post- Panda’ search environment:
  • 25. @annstanleyVideo integrated with product pages
  • 26. @annstanleyUse of Schema.org and rich snippets
  • 27. @annstanleyGoogle’s “Search, Plus Your World” (Google.com)
  • 28. @annstanleySocial
  • 29. @annstanley Importance of social• Direct sales e.g. Facebook commerce• Direct traffic e.g. Brand pages (Facebook, Google Plus, Twitter)• Community, loyalty and word of mouth (Facebook Likes, Twitter, Reddit, Digg, Delicious) and social shopping sites e.g. Kaboodle• Referrals, links and SEO benefit (Google Plus, Facebook Shares, social bookmarking)
  • 30. @annstanleyGoogle Plus
  • 31. @annstanleyKaboodle
  • 32. @annstanley• Pinterest is a social platform that allows users to ‘pin’ images and videos they like into pre-determined categories or ‘boards’. Since it’s launch last year Pinterest has become the fastest site ever to reach over 10 million monthly unique visits. Therefore, if Pinterest is not part of your social strategy – it should be!• There are many social bookmarking sites like Reddit, Digg, StumbleUpon and Delicious that are currently enjoying record traffic (Reddit recently announced it has tripled in size over the past year and now serves 1.6 billion page views per month). Again, with these kind of figures, if these sites are not part of your social strategy then perhaps they should be!
  • 33. @annstanleyPinterest
  • 34. @annstanleyPart 3 - Integrating digital marketingchannels and Attribution Modelling
  • 35. @annstanleyUsing PPC data to determine the most effective keyphrases for SEO?• It can take 6 -12 months to see the result of your SEO activities• We recommend you use PPC data as part of your SEO strategy – Narrow down your list to the keyphrases that convert – Use as many months data as possible and use “See Search Terms” to see the actual converting phrases – If you are not currently using PPC then you may want to run a PPC campaign before starting your SEO, in order to understand your keyphrase profile
  • 36. Selecting keyphrases for SEO @annstanley using PPC conversion data Competition PPC data See search (Allintitle: Conv. (1-per- terms TotalKeyword Searches (phrase match) "keyphrase") Ratio click) conversions conversions 1 2900 14,200 0.20 307 307 2 27100 2,050,000 0.01 196 196 3 14800 598,000 0.02 185 185 4 2400 3,540 0.68 86 86 5 73 551 0.13 42 18 60 6 1600 472,000 0.01 29 29 58 7 590 82,400 0.01 49 49 8 58 168 0.35 48 48 9 4400 582,000 0.01 47 47 10 260 8,060 0.03 45 45 11 3600 516,000 0.01 44 44 12 880 210 4.19 43 43 13 16 366 0.04 25 11 36 14 260 28 9.29 16 18 34 15 140 10,500 0.01 29 29 16 210 8,270 0.03 16 12 28 17 3600 51,300 0.07 24 24 18 58 6 9.67 24 24 19 73 30 2.43 23 23 20 1600 205,000 0.01 22 22
  • 37. @annstanley Increase in organic traffic and salesJan 2011 - Aug 2012 – monthly visits from organic (dark blue line) vs. revenue (light blue line)Visits from organic 2011 (dark blue line) vs. 2010 (orange line) – weekly results SEO project started July 2011
  • 38. @annstanley Attribution –top paths leading to a sale Assisted click – in conversion path Last click before a conversion
  • 39. @annstanley Integration of channels(last click vs. assisted click)
  • 40. @annstanley Summary• The ecommerce landscape is more complex and fragmented with many channels to sell on-site and off-site• Paid search continues to offer new ad formats for use with ecommerce sites, particularly Product Listing Ads (integrating with Google Merchant Centre) and Remarketing• Panda and Penguin has changed the way ecommerce sites need to be optimised – content is more important than ever!• Social is important to generate direct traffic and sales; but also indirectly due to the importance of social indicators in SEO• Understanding Conversion Attribution is key to maximise the ROI from different channels• Use data from PPC to identify converting keyphrases and use these for SEO
  • 41. @annstanley Thank YouSee us on stand 1405 Ann Stanley @annstanley ann@anicca-solutions.com www.anicca-solutions.com