TFMA An Integrated Approach to Driving More Traffic and Sales to Your Ecommerce Website
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TFMA An Integrated Approach to Driving More Traffic and Sales to Your Ecommerce Website

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Ann Stanley's presentation from TFMA 2012

Ann Stanley's presentation from TFMA 2012

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  • 1. @annstanleyAn Integrated Approach to Driving More Traffic and Sales to Your Ecommerce Website by Ann Stanley February 2012
  • 2. @annstanley
  • 3. @annstanleyIntroduction and background
  • 4. @annstanley What’s different in 2012?• Users now prefer to shop online• Further fragmentation of online channels• Panda update in Google – Effect on your site’s SEO – Poorer performance of affiliates• Innovations and developments – Paid search http://go.channeladvisor.com/ – Remarketing and display UK-Website-2011-Consumer- Survey.html?ls=Website – SoMoLo – Social, Mobile, Local• More emphasis on conversion optimisation, measurement and testing
  • 5. @annstanleyFragmentation of channels
  • 6. @annstanley Top UK sites by visits and where consumers start shopping http://go.channeladvisor.com/UK- Website-2011-Consumer-Source: Hitwise week ending 11/02/2012 Survey.html?ls=Website
  • 7. @annstanleyChange in online sales
  • 8. @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
  • 9. @annstanleySearch Engine Optimisation
  • 10. @annstanley Panda?LSI – Latent semantic indexinghttp://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffled
  • 11. @annstanley Google Panda update and need for ‘good quality content’• In 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
  • 12. @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 Panda penalties, which means: – No duplicate content – All pages to have unique, relevant and useful content (even the 1000s of product pages on ecommerce sites!) – Good levels of interaction on site (low bounce rates, inbound links to ‘deep’ pages, social mentions etc…)
  • 13. @annstanley Ecommerce optimisation –unique content on category pages
  • 14. @annstanley Ongoing ‘Fresh’ content(blogging with social plug-ins)
  • 15. @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:
  • 16. @annstanleyVideo integrated with product pages
  • 17. @annstanleyUse of Schema.org and rich snippets
  • 18. @annstanleyGoogle’s “Search, Plus Your World”
  • 19. @annstanleyRecent features in AdWords
  • 20. @annstanleyIntegration with Google Merchant Centre New Product Listing ads AdWords product extensions Shopping results from Merchant Centre
  • 21. @annstanleyAd Extensions, Local Listings (map) and new Product Listing ads
  • 22. @annstanleySummary of different shopping results in Google Keywords = Samsonite luggage Organic shopping results AdWords Products Map Product Listing ads ad extension and Places listings(Merchant Centre)
  • 23. @annstanleyProduct Listing ads in Auto targets tab
  • 24. @annstanleyRemarketing in AdWords (aka stalking)
  • 25. @annstanley Remarketing results Client 1 Client 2 Client 3 Client 4 (from Aug 2011) (from Jan 2011) (from July 2011) (from Jan 2011) 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%Product 1 133 0 2.3% 1 0 50.00% 109 0 0.96% 2 0 1.57%Product 2 12 0 1.9% 1 0 14.29% 17 0 1.48%Product 3 156 0 1.7% 6 0 11.76% 85 0 1.29%Product 4 30 0 0.8% 1 0 11.11% 13 0 1.18%Product 5 5 0 0.7% 1 0 11.11% 25 0 1.05%Product 6 2 0 0.5% 3 0 8.33% 155 0 1.03%Product 7 93 0 7.98% 2 0 0.62%Product 8 16 0 6.35% 22 0 0.61%Product 9 3 0 5.88% 31 0 0.59%Product 10 1 0 5.56% 31 0 0.58%
  • 26. @annstanleyPromoted video and YouTube ads
  • 27. @annstanleyVideo campaigns in AdWords interface
  • 28. @annstanleyIntegrating PPC and SEO
  • 29. @annstanley Attribution –top paths which include paid search
  • 30. @annstanley Why use PPC data to determine the most effective keyphrases for SEO?• It can take 6 -12 months to see the result of your SEO activities• But you may have wasted your efforts on optimising for keyphrases with high volumes of searches but no conversions• 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
  • 31. @annstanley Understanding keyphrase profiles Client 2All keyphrases in PPC account (bid on) 29,287Number of eligible or active keyphrases (bid on) 26,083All eligible keyphrases with an impression / conversion 4,666/479 (10.3%)Number of unique keyphrases (eligible) 5,549Unique keyphrases with an impression / conversions 1,569/299 (19.1%) 247 (all match types)See search terms all phrases 46,232See search terms all phrases with an impression / conversion 46,201/1,837 (4.0%)See search terms unique phrases 36,968See search terms unique phrases with an impression / conversion 36,939 /1,050 (2.9%)
  • 32. Selecting keyphrases for SEO @annstanley using PPC conversion data PPC data See search Searches Competition Conv. (1- terms Total (phrase (Allintitle:Keyword per-click) conversions conversions match) "keyphrase") RatioClients Brand 307 307 2900 14,200 0.204225mens underwear 196 196 27100 2,050,000 0.01322aussiebum 185 185 14800 598,000 0.024749mens underwear uk 86 86 2400 3,540 0.677966mens slimming underwear 42 18 60 73 551 0.132486xtg 29 29 58 1600 472,000 0.00339andrew christian underwear 49 49 590 82,400 0.00716Clients Brand uk 48 48 58 168 0.345238andrew christian 47 47 4400 582,000 0.00756mens enhancing underwear 45 45 260 8,060 0.032258n2n 44 44 3600 516,000 0.006977aussiebum uk 43 43 880 210 4.190476mens slimming pants 25 11 36 16 366 0.043716andrew christian uk 16 18 34 260 28 9.285714n2n underwear 29 29 140 10,500 0.013333xtg underwear 16 12 28 210 8,270 0.025393gay underwear 24 24 3600 51,300 0.070175Clients Brand clothing 24 24 58 6 9.666667andrew christian underwear uk 23 23 73 30 2.4333332xist 22 22 1600 205,000 0.007805
  • 33. @annstanley Increase in organic traffic and salesJan 2011 – Dec 2012 – visits from organic (dark blue line) vs revenue (light blue line)Visits from organic 2011 (dark blue line) vs 2010 (orange line) SEO project started July 2011
  • 34. @annstanleySocial
  • 35. @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)
  • 36. @annstanleyKaboodle
  • 37. @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 pageviews per month). Again, with these kind of figures, if these sites are not part of your social strategy then perhaps they should be!
  • 38. @annstanleyPinterest
  • 39. @annstanley Mobile and theeffect of different devices
  • 40. @annstanley Activities differ by device (Data from AdMob )Report can be found at http://googlemobileads.blogspot.com/
  • 41. @annstanley Device responsive design• Same url for all devices rather than a separate mobile site or sub-domain• User detection agent (distinguishes device)• Liquid or responsive design suitable for each size device/operating system/browser• Mobile design often has a single column with most important content/features moved to the top and in some cases some content hidden
  • 42. @annstanley Amazon.co.uk responsive design or Amazon.co.uk AppMain site – with adaptive CSS Amazon App
  • 43. @annstanleyConversion rate optimisation
  • 44. @annstanley Example of a low PPC conversion rate – using Funnels to solve a site-wide issue• Is the conversion rate the same for all traffic sources?• If yes, review in “funnel visualisation” and determine at what step there is a problem• Review site to fix problem on the first page of the shopping cart
  • 45. @annstanley Example of landing page A:B test using Google OptimiserUsing models for the product photos raised purchases by 44% and increased the average order value by 67%.
  • 46. @annstanley Summary• The ecommerce landscape is more complex and fragmented with many channels to sell on-site and off-site• Panda has changed the way ecommerce sites need to be optimised – content is more important than ever!• Paid search continues to offer new ad formats for use with ecommerce sites, particularly by integrating with Merchant Centre• Use data from PPC to identify converting keyphrases and use these for SEO• Social is important to generate direct traffic and sales; but also indirectly due to the importance of social indicators in SEO• You need to understand how mobile is used by shoppers, and check whether your website is compatible for use with mobile, tablets and other devices• Conversion optimisation and measurement is key to maximise the ROI from different channels• Channel management software such as ChannelAdvisor will become more important to centrally manage inventory, pricing and the data feeds
  • 47. @annstanleyChannel management using ChannelAdvisor
  • 48. @annstanley Thank You Ann Stanley @annstanleyann@anicca-solutions.comwww.anicca-solutions.com
  • 49. @annstanley Resources/References• http://go.channeladvisor.com/UK-Website- 2011-Consumer-Survey.html?ls=Website• http://www.channeladvisor.com/webinars/sli des/State-of-E-Commerce-2012.pdf• http://searchenginewatch.com/article/21045 71/Google-Panda-6-Months-Out-Still-Has- People-Baffled• http://googlemobileads.blogspot.com/