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Ecommerce Playbook<br />Convergence of the Content, Community & Commerce<br />Specific Use Case Examples<br />SEO Blogs Li...
ConvergenceConsumer Expectations | Convergence<br />Consumer expectations for a Brand’s website are rising quickly.  No lo...
BlogsConvergence Examples | Content & Commerce <br />Use blogs to drive cost effective traffic that converts<br />Example:...
$2 average CPC
50% click on #1 organic link
Over $8 million worth of annual search advertising for free with a single blog</li></li></ul><li>BlogsSEO Blogs | Increase...
BlogsSEO Blogs | Easily Associate Products to Blogs<br />Product Association<br />It must be very easy for staff to write ...
Content SyndicationSyndicate Content | Embed and Control Content on Partner Sites<br />Brands desire to manage their<br />...
Search3C Search | Search Should Span All Content<br />	Here is a common search example (not trying to pick on anyone):<br ...
Search3C Search | Search Should Span All Content<br />Example:<br />	It searched products first and not content and found ...
Search3C Search | Search Should Span All Content<br />Example:<br />	It found the number “30” in an earnings report, but n...
SearchApple | Not Surprisingly Does it Right<br />	Searching for “iPod” crosses all categories: Support, Products, Downloa...
Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Open up site to en...
Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connec...
Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connec...
Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connec...
Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Open up site to en...
Single Platform for 3CsSoftware Platform Reality | Siloed Systems<br />Until now, Brands have been forced to purchase 3 se...
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Ecommerce Playbook by Optaros

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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.

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Transcript of "Ecommerce Playbook by Optaros"

  1. 1. Ecommerce Playbook<br />Convergence of the Content, Community & Commerce<br />Specific Use Case Examples<br />SEO Blogs Linked to Product <br />Syndicate Content to Retail Partners<br />Search Spans Products, Blogs, Community<br />Social Shopping<br />Systems to Support 3Cs<br />
  2. 2. ConvergenceConsumer Expectations | Convergence<br />Consumer expectations for a Brand’s website are rising quickly. No longer is it enough to have corporate product information and links to retailers. <br />Consumers now expect to be able to seamlessly:<br />Find useful product information to help them make a decision (Content)<br />Engage with others that have product insight and experiences (Community) <br />Buy their chosen products directly from the Brand site (Commerce) <br />Convergence of 3Cs <br />
  3. 3. BlogsConvergence Examples | Content & Commerce <br />Use blogs to drive cost effective traffic that converts<br />Example: Crutchfield blog<br />Content driving traffic to<br />commerce site<br /><ul><li>673,000 monthly searches
  4. 4. $2 average CPC
  5. 5. 50% click on #1 organic link
  6. 6. Over $8 million worth of annual search advertising for free with a single blog</li></li></ul><li>BlogsSEO Blogs | Increase organic search traffic – no Google fees<br />Search Engine Optimized<br />Blogs are a great option to create compelling content that is optimized to be found by search engines<br />Key is to associate the blog with product details and add to cart to drive conversions<br />Keywords: Title of blog equals title of page giving fullest weight to highly searched keywords<br />Meta data: Enter description, meta tags when blog is created<br />
  7. 7. BlogsSEO Blogs | Easily Associate Products to Blogs<br />Product Association<br />It must be very easy for staff to write blogs and associate relevant products to the blog<br />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.<br />Search: Auto-search for related product during blog creation. <br />Product Catalog: Select from hierarchical product catalog <br />
  8. 8. Content SyndicationSyndicate Content | Embed and Control Content on Partner Sites<br />Brands desire to manage their<br />brand presence on retailer<br />sites<br />Application syndication<br />services such as OView enable<br />Brands to achieve this<br />Embed Content on Partners<br />Any type of content: text, rich media, video, etc.<br />Auto-scales on hosted service<br />Content Management<br />Control content on each partner site directly through a browser interface CMS system<br />Analytics<br />Full visibility into interaction on page with content<br />
  9. 9. Search3C Search | Search Should Span All Content<br /> Here is a common search example (not trying to pick on anyone):<br /> Here is Columbia’s new site.<br /> It has a blog.<br /> (Click to next page to see what happens when you search)<br />
  10. 10. Search3C Search | Search Should Span All Content<br />Example:<br /> 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) <br />
  11. 11. Search3C Search | Search Should Span All Content<br />Example:<br /> 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. <br /> The blog page isn’t Search Engine Optimized (SEO) either, so searching on Google for “30 Days of Cycling” doesn’t find it either. <br />
  12. 12. SearchApple | Not Surprisingly Does it Right<br /> Searching for “iPod” crosses all categories: Support, Products, Downloads, Apple Store, iTunes, Markets, Company. Ordered based on where you are on the site. <br />
  13. 13. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />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.<br />Access Facebook social graph on product detail page<br />Share “great find” with friends<br />Ask friends for advice to improve conversion rate<br />Drive traffic to the product detail page from Facebook<br />
  14. 14. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connect opens up a model to allow folks to connect to Facebook<br />
  15. 15. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connect opens up a model to allow folks to connect to Facebook<br />Now visitors can ask their friends for advice, encourage them to buy it as well<br />This can happen in real time with friends that are online at the time<br />
  16. 16. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connect opens up a model to allow folks to connect to Facebook<br />Now visitors can ask their friends for advice, encourage them to buy it as well<br />This can happen in real time with friends that are online at the time<br />Real-time advice from friends increase conversion rates<br />
  17. 17. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />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.<br />Access Facebook social graph on product detail page<br />Share “great find” with friends<br />Ask friends for advice to improve conversion rate<br />Drive traffic to the product detail page from Facebook<br />
  18. 18. Single Platform for 3CsSoftware Platform Reality | Siloed Systems<br />Until now, Brands have been forced to purchase 3 separate platforms to address Content, Commerce & Community. <br />Which results in:<br />Technical barriers blocking desired user experiences <br />Administration costs and challenges of 3 separate systems <br />Paying 3 times more than is necessary<br />Most importantly, falling behind<br />competitors on traffic, time on site and <br />conversions<br />
  19. 19. Single Platform for 3CsSystems | A Single Integrated System, not 3 Separate Ones<br />Brands should look for software designed to meet their needs, not the needs of online retailers.<br /><ul><li>Balanced handling of Commerce, Content and Community in a user-centered manner
  20. 20. Integrated user experience – no artificial boundaries across the 3Cs
  21. 21. Search spans all three areas
  22. 22. Single admin interface </li></li></ul><li>ConvergenceTo Learn More | Convergence<br />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.<br />Spend time on the following sites to experience how they are doing it:<br /><ul><li>Search: Apple
  23. 23. UGC: Ray Ban, Redtagcrazy
  24. 24. Community: LANE BRYANT, Sears
  25. 25. Content: Urban Outfitters, Crutchfield</li></ul>Read some blogs<br /><ul><li>Jochen Krisch
  26. 26. Nikki Baird
  27. 27. Michael Levy</li></ul>Convergence of 3Cs <br />
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