Ecommerce Playbook by Optaros

  • 2,109 views
Uploaded on

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,109
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
125
Comments
0
Likes
5

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 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
  • 2. 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
  • 3. 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
    • 4. $2 average CPC
    • 5. 50% click on #1 organic link
    • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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)
  • 10. 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)
  • 11. 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.
  • 12. 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.
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
    • 20. Integrated user experience – no artificial boundaries across the 3Cs
    • 21. Search spans all three areas
    • 22. 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
    • 23. UGC: Ray Ban, Redtagcrazy
    • 24. Community: LANE BRYANT, Sears
    • 25. Content: Urban Outfitters, Crutchfield
    Read some blogs
    Convergence of 3Cs