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Effective E-commerce Strategies

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Industry Boot Camp …

Industry Boot Camp
November 8-9, 2010
Hyatt Regency Resort & Spa // Huntington Beach, Calif.

It’s crucial to have a marketing plan for your e-commerce website that drives results. This seminar will expand on the necessity of a well-designed, innovative site, and how to properly market it through a hands-on approach of planning, analysis, and optimization. Learn the art of SEO and PPC tactics and how to expand your brand and increase your sales on the web.

Published in: Technology, Business

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  • 1. Effective E-commerce Strategies Mike Duncan mduncan@SageIsland.com facebook.com/MikeADuncan twitter.com/MikeADuncan Sage Island CEO
  • 2. Sage Island • Birthday - February 10, 1997 (Google Sept 1998) • 24 Full Time Employees • Full-Service Interactive Marketing Agency • Startups to Fortune 500 Companies Worldwide Me • Geek (computer, design, MBA) • Surfer / Vert - Pool Skater / Cycle • Vintage Auto Racer
  • 3. Amazon.com Conversion Experts • 2009 Sales of $24.51B (+28%) • 275M visitors/mo (56.5m unique) • Converts 9.6% • Avg. Sale $170 Traffic Comes from: • Search Engines (32%) • New Shoppers (30%) • Return Shoppers (70%)
  • 4. Amazon.com Formula • Low prices + Great Selection • Free Shipping Offers • Amazon loyalty • Personalization to highest degree • Combination of account history and behavioral learning to convert • Combines multiple merchants
  • 5. Finding YOUR Customers Getting them to buy
  • 6. Know your Customer
  • 7. Speak your Customers Language
  • 8. Keyword Research Have a Strategy, Careful keyword selection is the heart of any campaign! Create a robust keyword portfolio of relevant keyword phrases that are searched on by potential customers. www.keyworddiscovery.com www.wordtracker.com Google Adwords Keyword Tool www.seobook.com www.seomoz.org
  • 9. Drive Traffic to your Store
  • 10. SEO On-Page Optimization • Use keyword research to determine how customers search • Inject keywords into body copy, titles, and images • User friendly and search engine friendly site. Ranking factors: www.seomoz.org/article/search-ranking-factors www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
  • 11. Meta Data <TITLE>Skateboards - Warehouse Skateboards offers Complete Skateboards, Skateboard Decks, Trucks, Wheels & Much More!</TITLE> <META NAME="Description" CONTENT="Biggest selection of skateboards, skateboard decks, complete skateboards, skateboard wheels, skateboard trucks, skateboards delivered right to your door!"> <META NAME="Keywords" CONTENT="skateboards,skateboard,complete skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate decks,warehouse skateboards"> Mike Duncan’s Best Practices h"p://www.sageisland.com/SEO-­‐best.pdf
  • 12. Sitemap Submission Google WebMaster Tools - www.google.com/webmasters/tools/ Bing (MSN) WebMaster Tools - www.bing.com/webmasters Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com Create a Sitemap www.gsitecrawler.com Do you have a Robots.txt file? www.yourdomain.com/robots.txt User-agent: * Disallow: /my-dirty-photos Sitemap: http://www.domain.com/sitemap.xml
  • 13. SEO OFF-Page Optimization Link Building
  • 14. Jan 25, 2007
  • 15. Quality/Quantity external links is what you are after! What is a Quality link? Answer: Good Google Page Rank (3+) Relevant Great! How do I get them Duncan? (yes, I’m a mind reader)
  • 16. www.websitegrader.com How does your site rank in SEO?
  • 17. Paid Search
  • 18. Shopping Networks
  • 19. Company Blogging
  • 20. Social Networking
  • 21. E-Commerce Design Trends • Building Loyalty w/ Customer Service • Product Reviews • Enhanced Search & Navigation • Shopping Guides / Videos • Personalization • Segmentation & Behavioral Profiles • Mobile E-Commerce
  • 22. Customer Service
  • 23. Yes you need all this Return Policy Shipping Rates Order Tracking Contact Info ...and then some!
  • 24. Consumer Reviews • 70% of shoppers trust consumer reviews on products. (Nielson) • Provide reviews, to encourage consumers to trust your products/brand.
  • 25. Site Navigation Filters • Sorting (bestsellers) • Customers want a fast path to their specs
  • 26. Buying Guides Work • Video Library • Featured Articles • Involve Customers • Help & Advise • Great Images • SEO Advantage • TIP - Social Media!
  • 27. Personalization (You, Your) • Welcome, Mike Duncan • Recommendations for You (behavioral learning) • Your Browsing History (cookies & account registration) • Rate these items (social, reason to return) • Your Communities (social) • Want to see Today's Deals? (conversion) • Individual Treatment Creates (Loyalty)
  • 28. Segmentation & Behavioral Profiles • Market Individually • Create Email Alerts • Convert Later (Social, wishlist) • Compile Profile • Record Everything • Convert Now (you may also like) • Tip - Segment Emails
  • 29. • Personalization • Sync with Account • Payment Integrated • Product Reviews • Price Shopping • Conversion Mobile E-Commerce
  • 30. E-Commerce Strategies to Implement Basic Site Navigation Integrate Social Media Segment Customers Add Shopping Guides Create Best Sellers More Visual Approach Create Videos Add Live Help Advanced Personalization Account Registration Enhanced Search / Nav Mobile Application Cross Sell Email Alerts Loyalty Program International
  • 31. Search Engine Optimization – Kristopher Jones Get to the top on Google – David Viney Landing Page Optimization – Tim Ash Building Findable Websites – Aarron Walter M I K E D U N C A N mduncan@sageisland.com twitter.com/MikeADuncan twitter.com/sageisland www.sageisland.com