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Working your Retail Ecommerce Store for Conversions - Blueclaw



These slides were first used in a presentation by Blueclaw Media, a SEO and Conversion Optimisation Agency based in Leeds, UK on the 11th November 2010. The presentation was part of a series of events ...

These slides were first used in a presentation by Blueclaw Media, a SEO and Conversion Optimisation Agency based in Leeds, UK on the 11th November 2010. The presentation was part of a series of events for Leeds Digital Festival.

For more information, please visit http://www.blueclaw.co.uk and get in touch!



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Working your Retail Ecommerce Store for Conversions - Blueclaw Working your Retail Ecommerce Store for Conversions - Blueclaw Presentation Transcript

  • Working your Retail Ecommerce Website for Conversions Blueclaw Media Siti Yunus & Monica Chia
  • Blueclaw Media & Conversions • Search Engine Optimisation • Paid Search Management • Conversion Optimisation • Social Media Marketing & Monitoring • Web Design & Development • Online PR • Best Use of SEO & PPC – DADI Awards 2009
  • A sample of our clients
  • Agenda • PART I – Is your website being found? Is your ecommerce website optimised for search engines? • PART II – Are you missing out on potential sales? How to make your website convert for more sales
  • SEO Checklist  Title tag , Meta Description - USPs. Sell your site!  Clean, logical URLs & Breadcrumbs www.widgetshop.com/womens-shoes/high-heels NOT www.widgetshop.com/abcdef28574?29.php=4928drs  Clear Landing Pages & Targeted Keywords  Clean code & Usability – for humans and search engines  Optimise Images & Videos  Claim your local listing  Killer Content  Clever Link Building  Advanced Tactics
  • URL / Breadcrumb Example http://www.debenhams.com/home- furniture/dinnerware/cutlery
  • Title Tag, Meta Description Example Search “Blue High Heels”
  • Landing Page Example Blue High Heels
  • Sitemap -Schuh.co.uk
  • Image Optimisation • Google Images, Flickr • All available angles & detailed • Personalise it – human element • Catwalk shows, un-boxing products, taking apart products • Encourage users to send their pictures in – build a community e.g. threadless.com
  • Video Optimisation
  • Google Local Listings “Botox Leeds” • Google is experimenting • Optimise your local listing • Get verified, REVIEWS, description, images, videos, opening times, payment methods etc.
  • Google Scrapes Reviews & Sentiments •Tripadvisor •Thomsonlocal •Qype •Schmap •Restaurant-guide •Freeindex •Hotfrog Research your industry
  • Content & Link Building
  • Write Killer Content • Minimise “Boilerplate” text, but make sure it is prominent. Don’t forget FAQs • Write great product descriptions • Inspire! Expert Picks and Reviews • Call to Action – what to do next?
  • Killer Content -Why you? • What makes you unique? • Best advice on buying a product? • Cheapest Price? • Availability – only one stocking this product? • Best after sales service? • Exclusive colour? • Freeze on VAT?
  • ‘Low hanging fruit’ keywords • Check Google Analytics • Check your rankings • Google Insights for Search • Google Trends
  • Statistics & Surveys
  • Killer Content - Go one step further Statistics • Who is this product ideal for? Businessmen? Students? Travellers? • When do people buy this? • Compare this item to others in your inventory – unique points for each. Reviews & Surveys • Make others write the reviews for you - give them an incentive.
  • Build Trust through Reviews
  • Product Name, availability, price & delivery Real time Q&A. Active users on site. What are people buying? A really good piece of link bait doubling up as an amusing description. Technical details Sale Stats – how many bottles bought
  • Clever Link Building – Google Base
  • Clever Link Building Link Bait • Survey & Statistics – release the results • Fantastic Blog Content How to guides, Top 10 lists, History of… • Editorial Calendar – work the seasons and trends and stay ahead of the game. • Work on Press Releases to react to events happening now.
  • Clever Link Building – Micro sites
  • Advanced Tactics
  • Brand Management & Spying on Competitors • Google Alerts • Brand Reputation Management Tools • Online PR • Twitter - Tweetdeck, Twitter Lists • Newsletter & RSS Feeds • Check their back links • Compare and analyse USPs, prices & stock • Social Media Profiles • Google Suggest
  • Case Study: Ecommerce Client before
  • Case Study: Conversion Rate An increase from 0.5% to 2%
  • Help me find what I’m looking for!
  • Comparison
  • Navigation
  • How can I trust this site?
  • Category Pages
  • Product Pages
  • Detailed Images
  • Status Updates
  • Delivery • Cheap delivery or free delivery? • Free delivery + next day delivery + cheap delivery (like asos.com) give customers a choice • Have competitive delivery prices. Especially. for xmas. Create sense of urgency: eg. “order before 11pm for free next day delivery” • Royal Mail? (think of other services: UK Mail. Less lost packages. Next day delivery.)
  • Build your Email List • How? Organize competitions • Surveys • Email customers after the sale • Remind them you are still here. • Monitor / track opens / clicks.
  • Track what you are selling A/B Testing: Test different designs of your pages and track which ones work better in google website optimizer: ie. conversions, visitors, compare results of best performing one
  • Drill Down Further Eg. Summer dresses in google trends
  • Identify and Maximise ROI SALES - COST X 100 COST • Track everything: make sure that you use all conversion tracking methods possible. • Understand the buying cycle for your products. • Segment the data: Identify your KPIs (key performance indicators) and segment (e.g new vs returning visits, keywords used, traffic sources etc)- what works best? • Understand this data to maximise profits.
  • Thanks for listening! Questions? 0113 234 3300 Tweet @blueclaw www.blueclaw.co.uk Email: siti@blueclaw.co.uk Email: monica@blueclaw.co.uk