Magento marketing: maximize your store's ROI on low budget
Upcoming SlideShare
Loading in...5
×
 

Magento marketing: maximize your store's ROI on low budget

on

  • 330 views

analyzing sales channels

analyzing sales channels
heat mapping
best strategy for landing page creation
better search experience
product page as key factor
how to get to the better checkout flow

Statistics

Views

Total Views
330
Views on SlideShare
303
Embed Views
27

Actions

Likes
0
Downloads
6
Comments
0

1 Embed 27

http://www.promodo.com 27

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Magento marketing: maximize your store's ROI on low budget Magento marketing: maximize your store's ROI on low budget Presentation Transcript

  • Maximize the ROI of your Magento marketing: how to get more sales with minimum efforts and budget May 15th, 2014 – online marketing session for Magento business owners
  • About Promodo
  • About Amasty
  • Speaker Paul Ryazanov Promodo Recent speaking engagement CloudCon – San Francisco, USA 2012 PubCon – Las Vegas, USA 2012 eComTim – Timisoara, Romania, 2013 SFIMA – Miami, USA 2013 PubCon – Las Vegas, USA 2013 Google – private workshop NOLE – New Orleans, 2014 International speaker, internet marketing expert, conversion rate optimization expert
  • Speaker Victoria Leonenko Amasty Marketing evangelist, loves to bind hearts of Marketing and E-commerce. Participates in product development from customers' side. Meet Magento Russia 2013 Developers Paradise 2013 Meet Magento Germany 2013 Recent Magento community interaction: Meet Magento Belarus 2014 organizer
  • Advice #1 – Verify your goals
  • Step #1 – Setup your goals
  • Step #1 – Setup your goals
  • Advice #2 – Track your sales not just traffic
  • Step #2 – Enable ecommerce
  • Advice #3 – Track conversions
  • Step #3 – CRO = Traffic + Usability
  • Step #3 – CRO = Traffic + Usability
  • Step #3 – CRO = Traffic + Usability
  • Advice #4 – Analyze your funnel
  • Advice #5 – Best date/time for campaign
  • Advice #6 – Analyze channels
  • Advice #7 – Define channels carefully
  • Advice #8 – Track real visits – it’s free Metrica.yandex.com
  • Advice #8 – Track real visits – it’s free
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #10 – Heatmapping
  • Advice #9 – Video of visits
  • Advice #11 – Webvisor
  • Advice #12 – Webvisor
  • Advice #13 – Webvisor
  • Advice #13 – Webvisor
  • 21.3.11 Advice #14 – Check your site Indexing issues Verify title + description
  • 21.3.11 Advice #15 – Keywords research https://adwords.google.com/ko/KeywordPla nner/Home? __u=4610065993&__c=1942088833 semrush.com
  • 21.3.11 Advice #16 - <title></title> Make sure your titles give a clear idea of what the page is about Use your keywords in the title, but never stuff more then two repetitions of one and the same keyword and don’t stuff too many keywords – test how it’s going to look like! Put the most important key phrase at the beginning and close the title with your brand Visible part is 512 pixels long! http://seo-website- designer.com/Google-SERP-Emulator
  • 21.3.11 Advice #17 – content, h1/h2 tags Make sure you clearly set the h1/h2 tags to tell Google about most important things Avoid any duplicate content. All your page content needs to be unique – even product descriptions. Forget about manufacture details. Put your own opinion about product Keep the balance of text and images. We do recommend content takes about 30% of your page
  • 21.3.11 Advice #18 – Optimize images Traffic from Image search Option to be on 1st page
  • 21.3.11 Advice #19 – Product snippets https://support.google.com/webmasters/an swer/146750?hl=en Better CTR in organic traffic Snippets for Breadcrumbs, products, videos Use schema.org
  • 21.3.11 Advice #20 – Product reviews Better conversions / trust by visitors Google love the user generated content Its free. Easy. Use yotpo.com apps.shopify.com/yotpo-social-reviews
  • 21.3.11 Advice #21 – Video for products Better conversions Traffic from video channels Its free. Easy. Use youtube.com
  • 21.3.11 Advice #22 – Blog Create your blog ASAP 3-6 articles per month Use Google+ authority
  • 21.3.11 Advice #23 – Link earning Content marketing Infographics Forums/blog posts ahrefs.com
  • 21.3.11 Advice #24 – GEO targeting https://www.google.com/local/business/add ?hl=en-US Register your business Get Reviews! Use Google Places / Yelp
  • 21.3.11 Advice #25 – Product feeds Product listing ads Google Thefind.com / shopping.com Forums/blog posts
  • 21.3.11 Advice #26 – Coupons & deals Coupons sites Daily deals Discounters
  • 21.3.11 Advice #28 – Re-marketing
  • 21.3.11 Advice #29 – Social
  • 21.3.11 Product Page as a key factor
  • 21.3.11 F-pattern page view model You have only 10-20 sec to catch users’ attention
  • 21.3.11 Proper page structure 1. Place your logo at the top left of the site and do not have the head banner distract from that image 2. Place important content on the left side of the page 3. Navigation bars should be across the top (preferably) or on the left side 4. Consider F eye movement pattern when writing content and planning image layout 5. First 2 paragraphs on every page should state the most important info 6. Do not include a lot of text as users won't read it completely
  • 21.3.11 The main requirements to product images: • Good quality & proper size • Multiple images showing different product features and angles • The size must be not too heavy Visual product presentation
  • 21.3.11 Color Swatches pro module for Magento Visual product presentation Use images for attribute selection No need to specify price difference for associated products View image details with elegant zoom and lightbox effects
  • 21.3.11 Visual product presentation 360-degree view – 10-40% conversion increase
  • 21.3.11 Beware of image traps 1 2 Be careful how you using people on images
  • 21.3.11 Product images Remember about gender differences Summarize efforts on your target audience Beware of image traps
  • 21.3.11 People love media – use it! Google showing only text results After implementing media to search results Use: •Images (real use examples) •Videos (product testing)
  • 21.3.11 Write product description for real people No cold facts No impersonal sentences Write in the manner your target audience speak
  • 21.3.11 Fast page load Product Page Musthaves Full Page Cache extension for Magento: • Decreases page load time • Caches dynamic content much faster
  • 21.3.11 Customers also view block Product Page Musthaves
  • 21.3.11 Customers also viewed extension for Magento Product Page Musthaves
  • 21.3.11 Vivid product labels Product Page Musthaves • 'on sale' products • products with special price • new products • '100% natural‘ • 'environment-friendly‘ • etc. Highlight:
  • 21.3.11 Product Labels module for Magento Product Page Musthaves Display labels based on category, price, status, etc. Specify time period for display Use variables for label messages Set priorities for label display
  • 21.3.11 Reviews from real people + social buttons Product Page Musthaves
  • 21.3.11 Product tests and videos Product Page Musthaves • Give a sense of a real product • Allow to see products in details • Show real product sizes
  • 21.3.11 Breadcrumbs Product Page Musthaves
  • 21.3.11 Google rich snippets module for Magento Product Page Musthaves
  • 21.3.11 Product Page Musthaves Assign stock statuses to products automatically or manually Display stock statuses based on product quantity Custom Stock Status module for Magento
  • 21.3.11 Custom Stock Status module for Magento Product Page Musthaves
  • 21.3.11 Coming soon + e-commerce landing pages Product Page Musthaves • Attract organic traffic before product lunch • Collect leads
  • 21.3.11 Landing pages module for Magento Product Page Musthaves
  • 21.3.11 The way to a better checkout flow
  • 21.3.11 Better checkout flow
  • 21.3.11 Abandoned carts disaster Ecommerce sites have an average cart abandonment rate from 55% to 75%. Shopping cart abandonment can be described as: •Shoppers place an item in their cart but doesn’t enter the checkout phase of the funnel •Shoppers begin the checkout process but don’t complete it
  • 21.3.11 The reasons for leaving carts: Curbing the abandonment
  • 21.3.11 Checkout tip #1 Display Clear and Progressive Process Indicator
  • 21.3.11 Checkout tip #2 Make registration optional
  • 21.3.11 Checkout tip #3 Avoid asking the same info repeatedly
  • 21.3.11 Include trust factors Checkout tip #4
  • 21.3.11 Display the complete payment summary without any hidden costs Checkout tip #5
  • 21.3.11 Clear shipping and return policy Checkout tip #6
  • 21.3.11 Keep a functional ‘Back’ button Checkout tip #7 Save customers’ data if they click this button, so there will be no need to fill them in again
  • 21.3.11 Give maximum payment options Checkout tip #8
  • 21.3.11 Make the registration a value added process Checkout tip #9
  • 21.3.11 Checkout tip #10 Amasty One step Checkout Magento module
  • 21.3.11 Contact information Have any questions? Ask them here: Twitter.com/AmastyTeam Victoria.leonenko@amasty.com
  • 21.3.11 A/B tests are the staff of life Be data driven and implement new features only after testing
  • 21.3.11 Improving checkout – Todo list Design  Checkout buttons at the top and bottom of the page  Continue shopping option from the checkout  Different checkout/continue shopping button colors  The option to create an account AFTER checking out  Printing or emailing cart contents  Add to wishlist and saving carts  Final cart review
  • 21.3.11 Optimizing Product Details Improving checkout – Todo list  Product summary  Shipping methods in details  Ability to update quantity or remove from cart  Related products recommendations before checkout  Order number + contact info  Show the final price before checkout
  • 21.3.11 Payment and shipping Improving checkout – Todo list  Free shipping when customers spend $X  Multiple shipping & payment methods  Latest promo codes directly at the checkout  Was $X, now $Y  You saved $X  Approximate shipping date  Clear download & user guide (digital products)  The reason for additional questions at the checkout
  • 21.3.11 Rewards and special offers Improving checkout – Todo list  Give discounts for reviews  Consider a loyalty program  Complementary samples  Upsell with gift cards
  • Free online marketing audit We would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts. - Quick usability audit of the existing site; - Quick SEO audit and review of existing analytics; - Audit of PPC campaigns; - Technical audit; - Best practices of conversion rate optimization; - General online marketing strategy insights. Free online marketing audit
  • Thank you for your attention! Paul Ryazanov Business development director at Promodo e-mail: p.ryazanov@promodo.com Skype: pavel.ryazanov Victoria Leonenko Marketing director at Amasty e-mail: victoria.leonenko@amasty.com Skype: victoria-leonenko
  • Promodo.com/blog Twitter.com/promodo_en Facebook.com/promodo Please follow Blog.amasty.com twitter.com/AmastyTeam Facebook.com/Amasty.LTd