Effective E-commerce Strategies

Effective E-commerce Strategies Mike Dunca n mdunc an @Sa ge Is land.com facebook.com/MikeADuncan twitter.com/MikeADuncan Sage Island CEO

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

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%)

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

Finding YOUR Customers Getting them to buy

Know your Customer

Speak your Customers Language

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

Drive Traffic to your Store

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

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

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

SEO OFF-Page Optimization Link Building

Jan 25, 2007

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)

How does your site rank in SEO? www.websitegrader.com

Paid Search

Shopping Networks

Company Blogging

Social Networking

E-Commerce Design Trends • Building Loyalty w/ Customer Service • Product Reviews • Enhanced Search & Navigation • Shopping Guides / Videos • Personalization • Segmentation & Behavioral Profiles • Mobile E-Commerce

Customer Service

Yes you need all this Return Policy Shipping Rates Order Tracking Contact Info ...and then some!

Consumer Reviews • 70% of shoppers trust consumer reviews on products. (Nielson) • Provide reviews, to encourage consumers to trust your products/brand.

Site Navigation Filters • Sorting (bestsellers) • Customers want a fast path to their specs

Buying Guides Work • Video Library • Featured Articles • Involve Customers • Help & Advise • Great Images • SEO Advantage • TIP - Social Media!

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)

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

Mobile E-Commerce • Personalization • Sync with Account • Payment Integrated • Product Reviews • Price Shopping • Conversion

E-Commerce Strategies to Implement Basic Advanced Site Navigation Personalization Integrate Social Media Account Registration Segment Customers Enhanced Search / Nav Add Shopping Guides Mobile Application Create Best Sellers Cross Sell More Visual Approach Email Alerts Create Videos Loyalty Program Add Live Help International

Search Engine Optimization – Kristopher Jones Get to the top on Google – David Viney Landing Page Optimization – Tim Ash Building Findable Websites – Aarron Walter MIKE DUNCAN mduncan@sageisland.com twitter.com/MikeADuncan twitter.com/sageisland www.sageisland.com

Effective E-commerce Strategies

by Sage Island on Nov 11, 2010

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