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

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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

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

  1. 1. 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
  2. 2. About Promodo
  3. 3. About Amasty
  4. 4. 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
  5. 5. 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
  6. 6. Advice #1 – Verify your goals
  7. 7. Step #1 – Setup your goals
  8. 8. Step #1 – Setup your goals
  9. 9. Advice #2 – Track your sales not just traffic
  10. 10. Step #2 – Enable ecommerce
  11. 11. Advice #3 – Track conversions
  12. 12. Step #3 – CRO = Traffic + Usability
  13. 13. Step #3 – CRO = Traffic + Usability
  14. 14. Step #3 – CRO = Traffic + Usability
  15. 15. Advice #4 – Analyze your funnel
  16. 16. Advice #5 – Best date/time for campaign
  17. 17. Advice #6 – Analyze channels
  18. 18. Advice #7 – Define channels carefully
  19. 19. Advice #8 – Track real visits – it’s free Metrica.yandex.com
  20. 20. Advice #8 – Track real visits – it’s free
  21. 21. Advice #10 – Heatmapping
  22. 22. Advice #10 – Heatmapping
  23. 23. Advice #10 – Heatmapping
  24. 24. Advice #10 – Heatmapping
  25. 25. Advice #10 – Heatmapping
  26. 26. Advice #10 – Heatmapping
  27. 27. Advice #10 – Heatmapping
  28. 28. Advice #10 – Heatmapping
  29. 29. Advice #10 – Heatmapping
  30. 30. Advice #10 – Heatmapping
  31. 31. Advice #10 – Heatmapping
  32. 32. Advice #10 – Heatmapping
  33. 33. Advice #9 – Video of visits
  34. 34. Advice #11 – Webvisor
  35. 35. Advice #12 – Webvisor
  36. 36. Advice #13 – Webvisor
  37. 37. Advice #13 – Webvisor
  38. 38. 21.3.11 Advice #14 – Check your site Indexing issues Verify title + description
  39. 39. 21.3.11 Advice #15 – Keywords research https://adwords.google.com/ko/KeywordPla nner/Home? __u=4610065993&__c=1942088833 semrush.com
  40. 40. 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
  41. 41. 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
  42. 42. 21.3.11 Advice #18 – Optimize images Traffic from Image search Option to be on 1st page
  43. 43. 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
  44. 44. 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
  45. 45. 21.3.11 Advice #21 – Video for products Better conversions Traffic from video channels Its free. Easy. Use youtube.com
  46. 46. 21.3.11 Advice #22 – Blog Create your blog ASAP 3-6 articles per month Use Google+ authority
  47. 47. 21.3.11 Advice #23 – Link earning Content marketing Infographics Forums/blog posts ahrefs.com
  48. 48. 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
  49. 49. 21.3.11 Advice #25 – Product feeds Product listing ads Google Thefind.com / shopping.com Forums/blog posts
  50. 50. 21.3.11 Advice #26 – Coupons & deals Coupons sites Daily deals Discounters
  51. 51. 21.3.11 Advice #28 – Re-marketing
  52. 52. 21.3.11 Advice #29 – Social
  53. 53. 21.3.11 Product Page as a key factor
  54. 54. 21.3.11 F-pattern page view model You have only 10-20 sec to catch users’ attention
  55. 55. 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
  56. 56. 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
  57. 57. 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
  58. 58. 21.3.11 Visual product presentation 360-degree view – 10-40% conversion increase
  59. 59. 21.3.11 Beware of image traps 1 2 Be careful how you using people on images
  60. 60. 21.3.11 Product images Remember about gender differences Summarize efforts on your target audience Beware of image traps
  61. 61. 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)
  62. 62. 21.3.11 Write product description for real people No cold facts No impersonal sentences Write in the manner your target audience speak
  63. 63. 21.3.11 Fast page load Product Page Musthaves Full Page Cache extension for Magento: • Decreases page load time • Caches dynamic content much faster
  64. 64. 21.3.11 Customers also view block Product Page Musthaves
  65. 65. 21.3.11 Customers also viewed extension for Magento Product Page Musthaves
  66. 66. 21.3.11 Vivid product labels Product Page Musthaves • 'on sale' products • products with special price • new products • '100% natural‘ • 'environment-friendly‘ • etc. Highlight:
  67. 67. 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
  68. 68. 21.3.11 Reviews from real people + social buttons Product Page Musthaves
  69. 69. 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
  70. 70. 21.3.11 Breadcrumbs Product Page Musthaves
  71. 71. 21.3.11 Google rich snippets module for Magento Product Page Musthaves
  72. 72. 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
  73. 73. 21.3.11 Custom Stock Status module for Magento Product Page Musthaves
  74. 74. 21.3.11 Coming soon + e-commerce landing pages Product Page Musthaves • Attract organic traffic before product lunch • Collect leads
  75. 75. 21.3.11 Landing pages module for Magento Product Page Musthaves
  76. 76. 21.3.11 The way to a better checkout flow
  77. 77. 21.3.11 Better checkout flow
  78. 78. 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
  79. 79. 21.3.11 The reasons for leaving carts: Curbing the abandonment
  80. 80. 21.3.11 Checkout tip #1 Display Clear and Progressive Process Indicator
  81. 81. 21.3.11 Checkout tip #2 Make registration optional
  82. 82. 21.3.11 Checkout tip #3 Avoid asking the same info repeatedly
  83. 83. 21.3.11 Include trust factors Checkout tip #4
  84. 84. 21.3.11 Display the complete payment summary without any hidden costs Checkout tip #5
  85. 85. 21.3.11 Clear shipping and return policy Checkout tip #6
  86. 86. 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
  87. 87. 21.3.11 Give maximum payment options Checkout tip #8
  88. 88. 21.3.11 Make the registration a value added process Checkout tip #9
  89. 89. 21.3.11 Checkout tip #10 Amasty One step Checkout Magento module
  90. 90. 21.3.11 Contact information Have any questions? Ask them here: Twitter.com/AmastyTeam Victoria.leonenko@amasty.com
  91. 91. 21.3.11 A/B tests are the staff of life Be data driven and implement new features only after testing
  92. 92. 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
  93. 93. 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
  94. 94. 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
  95. 95. 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
  96. 96. 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
  97. 97. 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
  98. 98. Promodo.com/blog Twitter.com/promodo_en Facebook.com/promodo Please follow Blog.amasty.com twitter.com/AmastyTeam Facebook.com/Amasty.LTd

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