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Inside eCommerce
Marketing:
From Click to Conversion
www.insideecommerce.ie
@insideecommerce
@micksgarage
@j_smyth
John Sm...
What works for MicksGarage
What we define as success
From Click To Conversion
• Who’s Your Customer?
• Gaining the Click – Traffic Drivers
• Marketing driven by Metrics
• Goin...
Who is Your Customer?
• Users v Customers
• Starting Point
• Who
• Where
• How
• Why
• Understand Your Traffic Thoroughly
...
Traffic Drivers
• Google AdWords Search
• Search Engine Optimisation
• Affiliate
• Partnerships
• Email
• Social
Why AdWords?
• Performance Driven Marketing
• Complete Purchase Funnel
• Have Clear Goal in Mind
• Know Your Product / Ser...
‘car parts’
‘VW car parts’
‘VW golf wiper blades’
“VW golf mark 5 wiper blades”
Why AdWords?
• Performance Driven Marketing
• Complete Purchase Funnel
• Know Your Product / Service
• Research Your Audie...
• Top Level KPIs
– Clicks, Impressions, CTR, Conversions, CPA
– Conversion Rate
• In Depth KPIs
– Search Impression Share ...
AdWords – The Must Do’s
1. In-Depth Research
2. Simple, Understandable Structure
3. Ad Relevancy – Make Users Want to Clic...
SEO
• Start with Low Hanging Fruit – Your Site
• Structure – Easy to Navigate
• 4 Key Things – URL, Page Title, H1 Tag, Pa...
Be Aware!
• Traffic - very important, but only the start
• Can’t stop there
• ‘Beyond The Click’
– Website
– Basket
• Holi...
How do we persuade?
• Choice, Brands & Value
• ‘Car Part Experts’
• 360° Imagery
• Video
• Blog – How To Guides
• Product ...
Measure Smartly
• Analytics
• Don’t waste time
• Goals & KPIs
• Reports you need
• Less time tracking – more time deciding...
What to Measure?
• Usual – Visits, Bounce Rate, Time on Site
• Go Deeper
– Hours of the Day
– Exit Rate – Where do they le...
KPIs – Weekly & Monthly
• Complete Channel Measurement
• Visits
• Orders
• Revenue
• Conversion Rate
• Average Order Value...
Learn…Evolve…Grow
• Not Perfect
• Constant Learning
• Live By Your Metrics
• Focus On Your Users – Learn From Your Custome...
Going Back to the Office
• Goals – Are they defined? Write them down
• Have You Targets? Write them down
• Do You Know You...
Further Resources
• Websites
– Google blogs – (AdWords & Analytics)
– Marketing Land / Search Engine Land / Search Engine
...
Questions?
John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass
John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass
John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass
John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass
John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass
John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass
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John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass

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John Smyth, senior marketing exec at MicksGarage.com explains how they create a digital strategy around paid and organic search.

Published in: Marketing, Technology, Business
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  • Agenda for today
  • TripadvisorAmazonBookingRyanair Hairbo & Free Friday
  • Everyday’s a school day!Content creation will be linked to the bottom line figures, and companies will strive to be able put a hard number on what it generates in terms of conversion for them. Need to understand what customer do overtime on their way to purchase, repurchase and brand advocacy. Content can’t just be good, it has to be great to stand out from a very noisy crowd.
  • Transcript of "John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass"

    1. 1. Inside eCommerce Marketing: From Click to Conversion www.insideecommerce.ie @insideecommerce @micksgarage @j_smyth John Smyth
    2. 2. What works for MicksGarage What we define as success
    3. 3. From Click To Conversion • Who’s Your Customer? • Gaining the Click – Traffic Drivers • Marketing driven by Metrics • Going Beyond the Click
    4. 4. Who is Your Customer? • Users v Customers • Starting Point • Who • Where • How • Why • Understand Your Traffic Thoroughly • Metrics Drive Understanding
    5. 5. Traffic Drivers • Google AdWords Search • Search Engine Optimisation • Affiliate • Partnerships • Email • Social
    6. 6. 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!
    7. 7. ‘car parts’ ‘VW car parts’ ‘VW golf wiper blades’ “VW golf mark 5 wiper blades”
    8. 8. 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!
    9. 9. • 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
    10. 10. AdWords – The Must Do’s 1. 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
    11. 11. 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
    12. 12. 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
    13. 13. 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
    14. 14. Measure Smartly • Analytics • Don’t waste time • Goals & KPIs • Reports you need • Less time tracking – more time deciding • Data Overload
    15. 15. 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
    16. 16. 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
    17. 17. Learn…Evolve…Grow • Not Perfect • Constant Learning • Live By Your Metrics • Focus On Your Users – Learn From Your Customers • New Challenges- New Channels
    18. 18. 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?
    19. 19. Further Resources • Websites – Google blogs – (AdWords & Analytics) – Marketing Land / Search Engine Land / Search Engine Watch – GetElastic.com – PracticaleCommerce.com – Occam’s Razor – AvinashKaushik • Twitter Accounts – Rand Fishkin @randfish – Danny Sullivan @dannysullivan – Sean Si - SEO Hacker @seo_hacker – Matt Cutts - @mattcutts
    20. 20. Questions?
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