Internet Marketing Strategies for Ecommerce Websites

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Learn how to increase traffic quantity and quality, improve your conversion of visitors to sales, and measure the whole process with inbound marketing strategies.

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Internet Marketing Strategies for Ecommerce Websites

  1. 1. Internet Marketing Strategies for Ecommerce Websites Mark Roberge VP Sales, HubSpot
  2. 2. Agenda • Increase Traffic Quantity & Quality • Increase Visitor Conversion to Sale • Improve Effectiveness with Analytics • Q&A
  3. 3. Which area is your biggest challenge?
  4. 4. What ecommerce shopping cart platform do you use?
  5. 5. Agenda • Increase Traffic Quantity & Quality • Increase Visitor Conversion to Sale • Improve Effectiveness with Analytics • Q&A
  6. 6. Problem: Duplicate Content
  7. 7. Solution: Create Content 1) Blog 2) User Reviews 3) Unique Product Descriptions 4) Unique Photos 5) Product Comparisons
  8. 8. 1) Blog Easiest Way to Produce Unique Content • Thought leadership • Education • Entertainment • Personality • SEO
  9. 9. Blogging Attracts More Visitors
  10. 10. Blogging Means More Inbound Links
  11. 11. 2) User Reviews
  12. 12. 3) Unique Product Descriptions • Separate yourself from other retailers! • Describe basic features • Explain what you like • Why your product? • How can buyer benefit? • Product alternatives?
  13. 13. 4) Unique Photos • Separate yourself from the competition! • Use ALT Text For SEO • Links from photo attribution
  14. 14. 5) Product Comparisons • Visually compare products • User generated comparisons
  15. 15. Case Study: Woot.com
  16. 16. Case Study: ProClipUSA.com
  17. 17. Case Study: ProClipUSA.com 35000 Started Blogging 30000 25000 20000 15000 10000 5000 0 Unique Visitors Source:
  18. 18. Agenda • Increase Traffic Quantity & Quality • Increase Visitor Conversion to Sale • Improve Effectiveness with Analytics • Q&A
  19. 19. Problem: Many Visitors Don’t Convert 4% visitors convert to sales 96% Data: US Retail eCommerce sites from Coremetrics, 2009
  20. 20. Problem: Many Visitors Don’t Convert Data: US Retail eCommerce sites from Coremetrics, 2009
  21. 21. Solution: Soft Calls to Action • Capture consumers in research phase • Educate consumers • Begin remarketing through email • Prevent cannibalization with “Resources” section
  22. 22. Call to Action Best Practices • Action Oriented
  23. 23. Call to Action Best Practices • Action Oriented • Images
  24. 24. Call to Action Best Practices • Action Oriented • Images • Clickable Links Get Started Now
  25. 25. Call to Action Best Practices • Action Oriented • Images • Clickable Links • Color
  26. 26. Call to Action Best Practices • Action Oriented • Images • Clickable Links • Color • Above the Fold
  27. 27. Call to Action Best Practices • Action Oriented • Images • Clickable Links • Color • Above the Fold • Short and Simple
  28. 28. Shorter Forms are Better 32% Conversion 53% Conversion 28
  29. 29. Case Study: Natural Remedies NativeRemedies.com
  30. 30. Problem: Abandoned Carts 69% Abandoned Carts vs.
  31. 31. Are you tracking your cart abandonment rate?
  32. 32. Solution: Measurement is the first step
  33. 33. Solution: Cut Forms Down to Essentials
  34. 34. Solution: Abandoned Cart Nurturing What: • Reminder of incompletion or product value • Gift certificate or coupon When: • 1 day later • 3 days later • 30 days later
  35. 35. Are you doing any abandoned cart email nurturing?
  36. 36. Agenda • Increase Traffic Quantity & Quality • Increase Visitor Conversion to Sale • Improve Effectiveness with Analytics • Q&A
  37. 37. Problem: Don’t Know What Drives Sales
  38. 38. How Do You Measure?
  39. 39. Solution: Closed Loop Reporting Marketing Sales
  40. 40. Visitor to Sale
  41. 41. …By Channel or Source
  42. 42. Agenda • Increase Traffic Quantity & Quality • Increase Visitor Conversion to Sale • Improve Effectiveness with Analytics • Q&A
  43. 43. About HubSpot Get Found Convert Analyze SEO Soft Calls to Closed Loop Action Analytics Blogging Abandoned Competitive Social Media Cart Nurturing Analysis Abandoned Cart Tracking
  44. 44. Would you like a free Inbound Marketing Assessment?
  45. 45. Thank You! Questions? www.HubSpot.com

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