• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Ecommerce Playbook by Optaros
 

Ecommerce Playbook by Optaros

on

  • 4,677 views

Ecommerce playbook announced on Shop.org by Optaros - a leading consulting firm for online retailers, brands and publishers....

Ecommerce playbook announced on Shop.org by Optaros - a leading consulting firm for online retailers, brands and publishers.

Slides provide concrete examples of what companies should do to increase their online traffic and conversion rates.

Statistics

Views

Total Views
4,677
Views on SlideShare
3,677
Embed Views
1,000

Actions

Likes
5
Downloads
124
Comments
0

7 Embeds 1,000

http://www.optaros.com 894
http://www.optaros.de 68
http://www.slideshare.net 24
http://www.linkedin.com 11
https://www.optaros.com 1
http://app.hubspot.com 1
https://www.linkedin.com 1
More...

Accessibility

Categories

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

    Ecommerce Playbook by Optaros Ecommerce Playbook by Optaros Presentation Transcript

    • Ecommerce Playbook
      Convergence of the Content, Community & Commerce
      Specific Use Case Examples
      SEO Blogs Linked to Product
      Syndicate Content to Retail Partners
      Search Spans Products, Blogs, Community
      Social Shopping
      Systems to Support 3Cs
    • ConvergenceConsumer Expectations | Convergence
      Consumer expectations for a Brand’s website are rising quickly. No longer is it enough to have corporate product information and links to retailers.
      Consumers now expect to be able to seamlessly:
      Find useful product information to help them make a decision (Content)
      Engage with others that have product insight and experiences (Community)
      Buy their chosen products directly from the Brand site (Commerce)
      Convergence of 3Cs
    • BlogsConvergence Examples | Content & Commerce
      Use blogs to drive cost effective traffic that converts
      Example: Crutchfield blog
      Content driving traffic to
      commerce site
      • 673,000 monthly searches
      • $2 average CPC
      • 50% click on #1 organic link
      • Over $8 million worth of annual search advertising for free with a single blog
    • BlogsSEO Blogs | Increase organic search traffic – no Google fees
      Search Engine Optimized
      Blogs are a great option to create compelling content that is optimized to be found by search engines
      Key is to associate the blog with product details and add to cart to drive conversions
      Keywords: Title of blog equals title of page giving fullest weight to highly searched keywords
      Meta data: Enter description, meta tags when blog is created
    • BlogsSEO Blogs | Easily Associate Products to Blogs
      Product Association
      It must be very easy for staff to write blogs and associate relevant products to the blog
      Here is an example admin screen to create a blog that shows the ability to associate products to the blog. This automatically pulls in the product image, details and add to cart.
      Search: Auto-search for related product during blog creation.
      Product Catalog: Select from hierarchical product catalog
    • Content SyndicationSyndicate Content | Embed and Control Content on Partner Sites
      Brands desire to manage their
      brand presence on retailer
      sites
      Application syndication
      services such as OView enable
      Brands to achieve this
      Embed Content on Partners
      Any type of content: text, rich media, video, etc.
      Auto-scales on hosted service
      Content Management
      Control content on each partner site directly through a browser interface CMS system
      Analytics
      Full visibility into interaction on page with content
    • Search3C Search | Search Should Span All Content
      Here is a common search example (not trying to pick on anyone):
      Here is Columbia’s new site.
      It has a blog.
      (Click to next page to see what happens when you search)
    • Search3C Search | Search Should Span All Content
      Example:
      It searched products first and not content and found nothing. It did search content but placed it on another page, let’s click on that (go to next slide)
    • Search3C Search | Search Should Span All Content
      Example:
      It found the number “30” in an earnings report, but not the blog. It doesn’t seem as if the blog is indexed for search.
      The blog page isn’t Search Engine Optimized (SEO) either, so searching on Google for “30 Days of Cycling” doesn’t find it either.
    • SearchApple | Not Surprisingly Does it Right
      Searching for “iPod” crosses all categories: Support, Products, Downloads, Apple Store, iTunes, Markets, Company. Ordered based on where you are on the site.
    • Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page
      Social Shopping
      Open up site to enable visitors to reach out to friends easily and pull them into the conversation. Increases traffic virally and increases conversion with trusted reviews.
      Access Facebook social graph on product detail page
      Share “great find” with friends
      Ask friends for advice to improve conversion rate
      Drive traffic to the product detail page from Facebook
    • Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page
      Social Shopping
      Clicking on connect opens up a model to allow folks to connect to Facebook
    • Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page
      Social Shopping
      Clicking on connect opens up a model to allow folks to connect to Facebook
      Now visitors can ask their friends for advice, encourage them to buy it as well
      This can happen in real time with friends that are online at the time
    • Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page
      Social Shopping
      Clicking on connect opens up a model to allow folks to connect to Facebook
      Now visitors can ask their friends for advice, encourage them to buy it as well
      This can happen in real time with friends that are online at the time
      Real-time advice from friends increase conversion rates
    • Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page
      Social Shopping
      Open up site to enable visitors to reach out to friends easily and pull them into the conversation. Increases traffic virally and increases conversion with trusted reviews.
      Access Facebook social graph on product detail page
      Share “great find” with friends
      Ask friends for advice to improve conversion rate
      Drive traffic to the product detail page from Facebook
    • Single Platform for 3CsSoftware Platform Reality | Siloed Systems
      Until now, Brands have been forced to purchase 3 separate platforms to address Content, Commerce & Community.
      Which results in:
      Technical barriers blocking desired user experiences
      Administration costs and challenges of 3 separate systems
      Paying 3 times more than is necessary
      Most importantly, falling behind
      competitors on traffic, time on site and
      conversions
    • Single Platform for 3CsSystems | A Single Integrated System, not 3 Separate Ones
      Brands should look for software designed to meet their needs, not the needs of online retailers.
      • Balanced handling of Commerce, Content and Community in a user-centered manner
      • Integrated user experience – no artificial boundaries across the 3Cs
      • Search spans all three areas
      • Single admin interface
    • ConvergenceTo Learn More | Convergence
      The best way to learn more is to experience other sites as a consumer and internalize what convergence means and follow blogs from folks focused on convergence.
      Spend time on the following sites to experience how they are doing it:
      • Search: Apple
      • UGC: Ray Ban, Redtagcrazy
      • Community: LANE BRYANT, Sears
      • Content: Urban Outfitters, Crutchfield
      Read some blogs
      • Jochen Krisch
      • Nikki Baird
      • Michael Levy
      Convergence of 3Cs