Inbound Marketing for Ecommerce

548 views
480 views

Published on

Inbound marketing and social media for eCommerce.

Presented at the Liverpool Chamber of Commerce on 6th July 2012

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
548
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Inbound Marketing for Ecommerce

  1. 1. INBOUND MARKETING AND SOCIAL MEDIA FOR ECOMMERCE
  2. 2. GOOGLE JUST LIKE YOUR HIGH STREET
  3. 3. GOOGLE INSIGHTS PLAN FOR SEASONALITY
  4. 4. GOOGLE KEYWORD TOOL HOW BUYERS FIND YOU
  5. 5. SEO: 200 FACTORS INFLUENCE YOUR RANKINGS• Relevancy - On page SEO - 20% of the effort - Give users what they want - Be useful, answer the question• Recommendation - Off page SEO – 50% of the effort - Will people vote for you with inbound links? - Social influence & proof• Experience - 30% of the effort - What do user think of your pages? - How do you compare to your competition?
  6. 6. GOOGLE ADWORDS WINDOW SHOPPING
  7. 7. SOCIAL MEDIA STRATEGY
  8. 8. WHAT IS SOCIAL COMMERCE?
  9. 9. BRANDS DOING FACEBOOK COMMERCE
  10. 10. 1-880 FLOWERSA fully functioning Facebook store. It has embedded itse-commerce platform directly into its Facebook fan page,allowing consumers to make quick purchases withouthaving to leave Facebook.
  11. 11. PINTEREST
  12. 12. PINTEREST
  13. 13. PINTEREST
  14. 14. PINTEREST
  15. 15. WHAT WE’VE ACHIEVED AND CAN APPLY TO YOUR WORLD
  16. 16. WHO STOLE MY BROCCOLI?
  17. 17. CONVERSION RATE OPTIMISATION (CRO)
  18. 18. Anchor offer/promoSTRATEGY Breadcrumbs help user understand what “section” guarantee instill user confidenceJOHN they are in Reviews, social proof build trust – here they are “hot Offering users customerLEWIS service advice video & links” to bottom of page; not onto another page taking user written away from product Consider using Availability Helps user “livechat” but you must continue be able to answer Strong imagery & modal window Take away hassle of allows user to zoom old TV Try Video and how Natural “scroll flow” to add product would look upsell to basket in environment Free delivery & time frame – manages user Key benefits of expectations product Customer review excellent trust Good related upselling reinforcement Product Spec Social share icons, good for search engines and word of mouth marketing – should be higher up on page?
  19. 19. STRATEGY ASOS Important to have a search bar in a familiar position for your users. Help them find very quickly what they want from your home page (this will broadest keywords entering the site) so help your next customer find what they want.Predictive search from homepage, helps users find what theyare looking for.This one also gives number ofstyles in range – showing thedepth and variety helping usersfeel confident they’ll find what theylike/want.Also make sure you have set up“site search tracking” set up inGoogle analytics to provide insightinto what your users want.Get in stock and feed into yourCRO, SEO and PPC strategy.
  20. 20. Checkout process – Main navigation has been removed – once your customer is inSTRATEGY the queue for the till, get them with limited distraction ( take the money!)PLAY.COM Clear progress indicators – let your users know where they are in the queue Offer help as your users may have some questions Retailers also test “visible” answers to common questions, specifically delivery and returns information – as these can be common thoughts in a users mind at this stage (but you should always try to handle this at the product page and others). This page is very Currency Converter clean, with minimal distractions or friction on the page Explain what and where the“Pop” clearly confirms “3 digits” on theto users that they have Trust indicators near back are –placed an item in the “continue” button to enhance reducebasket. trust confusionIt provides an option tocontinue shopping orgo to basket.
  21. 21. PUTTING IT ALL TOGETHER
  22. 22. PUTTING IT ALL TOGETHER
  23. 23. PUTTING IT ALL TOGETHER
  24. 24. PUTTING IT ALL TOGETHER
  25. 25. PUTTING IT ALL TOGETHER ASK THE BUSINESS ASK THE CUSTOMER • Usability tests • Eye tracking • Customer survey’s (VOC) • Survey your team – Telephone & Customer Service team • What are the USP’s • Why should a trade consumer user engage repeatedly • What are you common objections? – How do you overcome them? • Key learnings and messages – How do we get into the site design – How do we learn and evolve

×