7 Deadly Sins of Fashion
eCommerce
Christina Rutherford
July 2013
Did You Know…?
• The UK is the world’s largest eCommerce
market
•
•
•
•
•
•
•
•
•
•
•
What You Will Learn Today
1. LUST
“Intense Desire”
SEO
Misconceptions of SEO –
Search Engine Optimisation
•
•
•
•
•
SEO Applies To…
•
•
•
•
•
•
•
•
•
Fashion eCommerce Sinner
Tell Tales of a Sinner
Tell Tales of a Sinner
Tell Tales of a Saint
Content in a text format that can be
crawled by search engines. !
Tell Tales of a Saint
Tell Tales of a Saint
2. GLUTTONY
“Over Consumption”
PPC
Misconceptions of PPC – Pay
Per Click Advertising
•
•
•
•
•
•
•
Fashion eCommerce Sinner
Ad Copy:
M&S Vintage Dresses – marksandspencer.com
www.marksandspencer.com/Dresses
Vintage Women’...
Tell Tales of a Sinner
http://www.marksandspencer.com/b/42966030
•
•
•
•
•
Fashion eCommerce Saint
Ad Copy:
Women’s Vintage Dresses – Latest Must-Have Fashion for Less
Amazon.co.uk/womens+vintage+d...
Tell Tales of a Saint
http://www.amazon.co.uk/s/?ie=UTF8&keywords=women%27s+vintage+dresses&tag=googhydr-
21&index=clothin...
•
•
•
•
•
Google Merchant Center
•
•
•
•
•
•
•
•
Google Merchant Center – Is
it Worth it?
PPC – Can I Afford it?
•
•
•
•
•
•
•
•
•
•
Now It’s Your Turn…
Exercise
•
–
–
–
–
–
Now it’s Your Turn
•
•
•
•
•
•
•
•
•
Now it’s Your Turn
•
•
•
•
•
•
3. GREED
“To Possess More
Than Needed”
Social Media
Common Misconceptions of
Social Media
•
•
•
•
•
•
•
Fashion eCommerce Sinner
Tell Tales of a Sinner
•
•
•
•
•
•
•
Know Your Audience!
Fashion eCommerce Saint
Tell Tales of a Saint
•
•
•
•
• •
•
Tell Tales of a Saint
•
•
•
•
•
•
•
•
•
•
4. SLOTH
“Laziness”
Photography
Common Misconceptions of
Onsite Photography
•
•
•
•
Fashion eCommerce Sinner
Tell Tales of a Sinner
• • •
•
Tell Tales of a Saint
•
•
•
•
Tell Tales of a Saint
•
•
• •
•
•
•
•
•
•
•
Tips for Good Photography
http://mashable.com/2011/09/21/ecommerce-
5. WRATH
“Anger/Feud”
Reviews/Ratings
Common Misconceptions
About Online Reviews/Ratings
•
•
•
•
•
Fashion eCommerce Sinner
Tell Tales of a Sinner
•
•
•
Fashion eCommerce Saint
Tell Tales of a Saint
•
•
•
•
http://www.trustpilot.co.uk/
•
•
•
•
•
http://business.trustpilot.co.uk/product/share
Recommended Review
Platform
Now It’s Your Turn…
Exercise
•
•
•
•
•
•
•
Now it’s Your Turn
6. ENVY
“Jealousy”
Email Marketing
Fashion eCommerce Sinner
Tell Tales of a Sinner
•
•
•
•
•
•
•
•
Tell Tales of a Sinner
Sender: donotreply@mailserver.com
‘CHEAP DESIGNER FASHION!!!’
Dear Valued Customer,...
Tell Tales of a Saint
Tell Tales of a Saint
•
•
•
•
•
•
•
7. PRIDE
“Excessive Love of Self”
Website
Take Pride in Your Website
•
•
•
•
•
•
•
Fashion eCommerce Sinner
•
•
•
•
•
•
Tell Tales of a Sinner
•
•
•
•
•
•
Tell Tales of a Sinner
Fashion eCommerce Saint
•
•
•
•
•
•
•
Tell Tales of a Saint
•
•
•
•
•
•
•
•
•
•
•
What You’ve Learnt…
•
•
•
Thank you for Coming
• Karl Lagerfeld – Christophschaefer at en.wikipedia [GFDL (http://www.gnu.org/copyleft/fdl.html), CC-BY-SA-3.0
(http://cr...
http://uk.fashionmag.com/news/UK-is-the-world-largest-e-commerce-market-followed-by-
US,341159.html#.UfEEQI1wquo
http://ww...
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ThoughtShift - 7 Deadly Sins of Fashion eCommerce Wifi Workshop - Jul 2013

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Join in our 7 Deadly Sins of Fashion eCommerce Wifi Workshop on 25th July 2013 where we will be showing you, the good, the bad and the ugly of fashion eCommerce brands.

You will learn:
1. How website navigation structure can impact SEO and increase revenue
2. How PPC can help to boost seasonal campaigns
3. Use of social media to enhance online brand awareness
4. Using reviews and ratings to convert visitors into sales
5. How drive repeat sales with e-mail marketing
6. Photography that sells
7. Importance in the choice of the right technology platform to help your customers buy online or on the move with mobile

Published in: Technology, Design
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ThoughtShift - 7 Deadly Sins of Fashion eCommerce Wifi Workshop - Jul 2013

  1. 1. 7 Deadly Sins of Fashion eCommerce Christina Rutherford July 2013
  2. 2. Did You Know…? • The UK is the world’s largest eCommerce market • • • • •
  3. 3. • • • • • • What You Will Learn Today
  4. 4. 1. LUST “Intense Desire” SEO
  5. 5. Misconceptions of SEO – Search Engine Optimisation • • • • •
  6. 6. SEO Applies To… • • • • • • • • •
  7. 7. Fashion eCommerce Sinner
  8. 8. Tell Tales of a Sinner
  9. 9. Tell Tales of a Sinner
  10. 10. Tell Tales of a Saint Content in a text format that can be crawled by search engines. !
  11. 11. Tell Tales of a Saint
  12. 12. Tell Tales of a Saint
  13. 13. 2. GLUTTONY “Over Consumption” PPC
  14. 14. Misconceptions of PPC – Pay Per Click Advertising • • • • • • •
  15. 15. Fashion eCommerce Sinner Ad Copy: M&S Vintage Dresses – marksandspencer.com www.marksandspencer.com/Dresses Vintage Women’s Dresses from M&S. Order Online & Collect In-Store. New Lines Added – Womenswear – Menswear - Home
  16. 16. Tell Tales of a Sinner http://www.marksandspencer.com/b/42966030 • • • • •
  17. 17. Fashion eCommerce Saint Ad Copy: Women’s Vintage Dresses – Latest Must-Have Fashion for Less Amazon.co.uk/womens+vintage+dresses 385 reviews for amazon.co.uk Wide Selection of Brands
  18. 18. Tell Tales of a Saint http://www.amazon.co.uk/s/?ie=UTF8&keywords=women%27s+vintage+dresses&tag=googhydr- 21&index=clothing&hvadid=10068712112&hvpos=1t3&hvexid=748832&hvnetw=g&hvrand=101572322015186445 45&hvpone=&hvptwo=&hvqmt=b&hvdev=c&ref=pd_sl_5c4q5v8waf_b • • • • • •
  19. 19. • • • • • Google Merchant Center • • • • •
  20. 20. • • • Google Merchant Center – Is it Worth it?
  21. 21. PPC – Can I Afford it? • • • • • • • • • •
  22. 22. Now It’s Your Turn… Exercise
  23. 23. • – – – – – Now it’s Your Turn • • • • • • • • •
  24. 24. Now it’s Your Turn • • • • • •
  25. 25. 3. GREED “To Possess More Than Needed” Social Media
  26. 26. Common Misconceptions of Social Media • • • • • • •
  27. 27. Fashion eCommerce Sinner
  28. 28. Tell Tales of a Sinner • • •
  29. 29. • • • • Know Your Audience!
  30. 30. Fashion eCommerce Saint
  31. 31. Tell Tales of a Saint • • • • • • •
  32. 32. Tell Tales of a Saint • • • • • • • • • •
  33. 33. 4. SLOTH “Laziness” Photography
  34. 34. Common Misconceptions of Onsite Photography • • • •
  35. 35. Fashion eCommerce Sinner
  36. 36. Tell Tales of a Sinner • • • •
  37. 37. Tell Tales of a Saint • • • •
  38. 38. Tell Tales of a Saint • • • •
  39. 39. • • • • • • • Tips for Good Photography http://mashable.com/2011/09/21/ecommerce-
  40. 40. 5. WRATH “Anger/Feud” Reviews/Ratings
  41. 41. Common Misconceptions About Online Reviews/Ratings • • • • •
  42. 42. Fashion eCommerce Sinner
  43. 43. Tell Tales of a Sinner • • •
  44. 44. Fashion eCommerce Saint
  45. 45. Tell Tales of a Saint • • • •
  46. 46. http://www.trustpilot.co.uk/ • • • • • http://business.trustpilot.co.uk/product/share Recommended Review Platform
  47. 47. Now It’s Your Turn… Exercise
  48. 48. • • • • • • • Now it’s Your Turn
  49. 49. 6. ENVY “Jealousy” Email Marketing
  50. 50. Fashion eCommerce Sinner
  51. 51. Tell Tales of a Sinner
  52. 52. • • • • • • • • Tell Tales of a Sinner Sender: donotreply@mailserver.com ‘CHEAP DESIGNER FASHION!!!’ Dear Valued Customer, 90% Sale on Now *Ends at mid-night tonight – Available to U.S only Click here to share this e-mail.
  53. 53. Tell Tales of a Saint
  54. 54. Tell Tales of a Saint • • • • • • •
  55. 55. 7. PRIDE “Excessive Love of Self” Website
  56. 56. Take Pride in Your Website • • • • • • •
  57. 57. Fashion eCommerce Sinner
  58. 58. • • • • • • Tell Tales of a Sinner
  59. 59. • • • • • • Tell Tales of a Sinner
  60. 60. Fashion eCommerce Saint • • • • • • •
  61. 61. Tell Tales of a Saint • • • •
  62. 62. • • • • • • • What You’ve Learnt…
  63. 63. • • • Thank you for Coming
  64. 64. • Karl Lagerfeld – Christophschaefer at en.wikipedia [GFDL (http://www.gnu.org/copyleft/fdl.html), CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0/) or CC-BY-SA-2.5-2.0-1.0 (http://creativecommons.org/licenses/by-sa/2.5- 2.0-1.0)], from Wikimedia Commons • Google Logo - By Google (https://plus.google.com/) [Public domain], via Wikimedia Commons • Pinocchio - By Don-vip (Own work) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons • Facebook icon - http://commons.wikimedia.org/wiki/File:Facebook_icon.jpg • Google+ icon - http://commons.wikimedia.org/wiki/File:Google_Plus_logo.png • Twitter icon - By David Ferreira [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons • Linkedin icon – Screenshot from website linkedin.com • YouTube icon - By google (The logo may be obtained from YouTube.) [Public domain], via Wikimedia Commons • Pinterest logo - By Pinterest (http://pinterest.com/about/goodies/) [Public domain], via Wikimedia Commons • Fashion Boots Shot - By Šimon Pikous (Šimon Pikous archive) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by- sa/3.0)], via Wikimedia Commons • Photography Studio - By THOR (originally posted to Flickr as Studio work) [CC-BY-2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons Image Resources
  65. 65. http://uk.fashionmag.com/news/UK-is-the-world-largest-e-commerce-market-followed-by- US,341159.html#.UfEEQI1wquo http://www.theretailbulletin.com/news/retail_searches_on_tablets_up_132_22-07-13/ http://econsultancy.com/uk/blog/9366-e-commerce-consumer-reviews-why-you-need-them-and-how-to-use-them http://www.seoleaders.co.uk/blog/seo-is-on-the-rise-again-as-stats-reveal-its-responsible-for-40-revenue-increase-for- companies/ Information Resources

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