Building your Brand's Sales Online - a few pointers to those of you who are getting started

Background Niche brands targeting ABCs Mostly retail & mail order Owner-managed, small-medium businesses Working off measured budgets Owner, Screen Pages Focused on e-commerce since 2002 100+ retail websites designed & built Strong marketing orientation

Niche brands targeting ABCs

Mostly retail & mail order

Owner-managed, small-medium businesses

Working off measured budgets

Owner, Screen Pages

Focused on e-commerce since 2002

100+ retail websites designed & built

Strong marketing orientation

Starting out? What’s your goal? What do you and your customers want? It’s not about the website Think it all through What happens when you’ve got the order?

What’s your goal?

What do you and your customers want?

It’s not about the website

Think it all through

What happens when you’ve got the order?

A typical scenario “ I want to sell £150k in my first year.” How much traffic do you get? how much will you need? how will it convert? what’s your average order value?

“ I want to sell £150k in my first year.”

How much traffic do you get?

how much will you need?

how will it convert?

what’s your average order value?

How is that going to happen? Very quickly we discover we need to get 550 visitors per day who convert at 1.5% generating 8 orders per day and spend £50 per order Making sales of £400 per day

Very quickly we discover

we need to get 550 visitors per day

who convert at 1.5%

generating 8 orders per day

and spend £50 per order

Making sales of £400 per day

Where’s it coming from? SEO! Your large email database (do the maths) PR (it’s a great product and sexy brand) … social media?

SEO!

Your large email database (do the maths)

PR (it’s a great product and sexy brand)

… social media?

Paid search is guaranteed, but… If you’re relying on PPC spend £60 per day (£1800 per month) To generate 3 orders And make £150 sales So where are the other 5 coming from?

If you’re relying on PPC

spend £60 per day (£1800 per month)

To generate 3 orders

And make £150 sales

So where are the other 5 coming from?

The taps you can turn Repeat business Traffic Conversions New business Traffic Conversions

Repeat business

Traffic

Conversions

New business

Traffic

Conversions

A simple planning tool Define the before and afters Set out the activity plan for each No. orders / sales Conversion rate Bounce rate Visitors (new & returning) Email Direct Paid Search Organic Search

Define the before and afters

Set out the activity plan for each

Five fundamentals Agree & quantify business goal Breakdown into key activities Identify metrics for each activity set Define activities to achieve the metrics Measure results “ A goal without a plan is just a wish”

Agree & quantify business goal

Breakdown into key activities

Identify metrics for each activity set

Define activities to achieve the metrics

Measure results

One huge piece of advice Shop online

Shop online

Questions? www.twitter.com/screenpages www.facebook.com/screenpages [email_address]

www.twitter.com/screenpages

www.facebook.com/screenpages

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