Rob Snell PubCon WMW 2007

Slide 1: … “Pimp Your Products, Sell More Stuff” Ecommerce Site Optimization Rob Snell SNELL BROS. Vegas Pubcon 12.6.07

Slide 2: 1 change increased conversion rate 20%

Slide 3: the more content we put up, the more sales go up…

Slide 4: We got a spokesmodel… “Meet Steve…”

Slide 5: buyer’s guide

Slide 6: video

Slide 7: we sell dog tracking collars

Slide 8: “…and this is Click…”

Slide 9: “This is Steve wondering where Click went…” “Click, here. Click, here…”

Slide 10: Garmin Dog GPS announced early 2007 $3.5 billion-dollar company enters market

Slide 11: maybe there’s an opportunity here…

Slide 12: google

Slide 13: everyone sounds the same…

Slide 14: Garmin product text

Slide 15: and everyone looks the same…

Slide 17: Amazon

Slide 18: REI

Slide 19: Competitor 2

Slide 20: Competitor 3

Slide 21: Competitor 4

Slide 22: Bass pro

Slide 23: cabelas

Slide 24: how to pimp your products

Slide 25: • Be an expert • Express opinions • Tell folks what to buy • Provide more info

Slide 26: Make manufacturer images your own

Slide 27: > your product image

Slide 28: use all manufacturer content

Slide 29: 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

Slide 30: Box copy

Slide 31: > owners manuals

Slide 32: > extract flash

Slide 33: use the keywords your customers use

Slide 34: > seo keywords

Slide 35: Sometimes a little hard works goes a long way

Slide 36: gds section

Slide 37: gds product

Slide 38: Topo

Slide 39: Screenshots

Slide 40: offer your opinion

Slide 41: tell stories

Slide 42: Hunt

Slide 43: Garmin review

Slide 44: create custom packages

Slide 45: bundle product

Slide 46: Garmin loved the content, we got a DEMO unit

Slide 47: We pre-sold the hell out of ‘em…

Slide 48: Garmin upped our allocation of new units

Slide 49: Garmin hooked us up with PR folks

Slide 50: NYT article

Slide 51: NYT Web article with link

Slide 52: invited to join advisory board

Slide 53: Garmin Blog

Slide 54: Pimpin’ ain’t easy… • Be an expert • Express opinions • Tell folks what to buy • Provide more info

Slide 55: … “Pimp Your Products, Sell More Stuff” Ecommerce Site Optimization Rob Snell SNELL BROS. Vegas Pubcon 12.6.07