… “Pimp Your
Products, Sell
More Stuff”
Ecommerce Site
Optimization
Rob Snell
SNELL BROS.
Vegas Pubcon
12.6.07

1 change
increased
conversion rate
20%

the more
content we put
up, the more
sales go up…

We got a spokesmodel…
“Meet Steve…”

buyer’s guide

video

we sell
dog tracking
collars

“…and this is Click…”

“This is Steve wondering where Click went…”
“Click, here. Click, here…”

Garmin Dog GPS announced early 2007
$3.5 billion-dollar company enters market

maybe
there’s an
opportunity
here…

google

everyone
sounds the
same…

Garmin product text

and everyone
looks the
same…

Amazon

REI

Competitor 2

Competitor 3

Competitor 4

Bass pro

cabelas

how to pimp
your products

• Be an expert
• Express opinions
• Tell folks what to buy
• Provide more info

Make manufacturer images your own

> your product image

use all
manufacturer
content

it’s easier to get
forgiveness than
permission
Nothing contained on this web site should be construed as
granting, by implication, estoppel, or otherwise, any
license or right to distribute, modify, transmit, use, re-use,
or re-post any of Innotek®, Inc. Intellectual Property
displayed on this web site without the express written
permission of Innotek®, Inc. -- the lawyers

Box copy

> owners manuals

> extract flash

use the
keywords your
customers use

> seo keywords

Sometimes a little hard
works goes a long way

gds section

gds product

Topo

Screenshots

offer your
opinion

tell stories

Hunt

Garmin review

create
custom
packages

bundle product

Garmin loved
the content,
we got a
DEMO unit

We pre-sold the hell out of ‘em…

Garmin upped
our allocation
of new units

Garmin
hooked us up
with PR folks

NYT article

NYT Web article with link

invited to join
advisory board

Garmin Blog

Pimpin’ ain’t easy…
• Be an expert
• Express opinions
• Tell folks what to buy
• Provide more info

… “Pimp Your
Products, Sell
More Stuff”
Ecommerce Site
Optimization
Rob Snell
SNELL BROS.
Vegas Pubcon
12.6.07