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Effective E-commerce
Strategies
Mike Duncan
mduncan@SageIsland.com
facebook.com/MikeADuncan
twitter.com/MikeADuncan
Sage I...
Sage Island
• Birthday - February 10, 1997 (Google Sept 1998)
• 24 Full Time Employees
• Full-Service Interactive Marketin...
Amazon.com Conversion Experts
• 2009 Sales of $24.51B (+28%)
• 275M visitors/mo (56.5m unique)
• Converts 9.6%
• Avg. Sale...
Amazon.com Formula
• Low prices + Great Selection
• Free Shipping Offers
• Amazon loyalty
• Personalization to highest deg...
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 portfoli...
Drive Traffic to your Store
SEO On-Page Optimization
• Use keyword research to determine how customers search
• Inject keywords into body copy, titles...
Meta Data
<TITLE>Skateboards - Warehouse Skateboards offers Complete Skateboards,
Skateboard Decks, Trucks, Wheels & Much ...
Sitemap Submission
Google WebMaster Tools - www.google.com/webmasters/tools/
Bing (MSN) WebMaster Tools - www.bing.com/web...
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...
www.websitegrader.com
How does your site rank in SEO?
Paid Search
Shopping Networks
Company Blogging
Social Networking
E-Commerce Design Trends
• Building Loyalty w/ Customer Service
• Product Reviews
• Enhanced Search & Navigation
• Shoppin...
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...
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
...
Personalization (You, Your)
• Welcome, Mike Duncan
• Recommendations for You (behavioral learning)
• Your Browsing History...
Segmentation & Behavioral Profiles
• Market Individually
• Create Email Alerts
• Convert Later (Social, wishlist)
• Compil...
• Personalization
• Sync with Account
• Payment Integrated
• Product Reviews
• Price Shopping
• Conversion
Mobile E-Commer...
E-Commerce Strategies to Implement
Basic
Site Navigation
Integrate Social Media
Segment Customers
Add Shopping Guides
Crea...
Search Engine Optimization – Kristopher Jones
Get to the top on Google – David Viney
Landing Page Optimization – Tim Ash
B...
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
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Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
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Effective E-commerce Strategies
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Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
Effective E-commerce Strategies
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Effective E-commerce Strategies

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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.

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Transcript of "Effective E-commerce Strategies"

  1. 1. Effective E-commerce Strategies Mike Duncan mduncan@SageIsland.com facebook.com/MikeADuncan twitter.com/MikeADuncan Sage Island CEO
  2. 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. 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. 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. 5. Finding YOUR Customers Getting them to buy
  6. 6. Know your Customer
  7. 7. Speak your Customers Language
  8. 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. 9. Drive Traffic to your Store
  10. 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. 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. 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. 13. SEO OFF-Page Optimization Link Building
  14. 14. Jan 25, 2007
  15. 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. 16. www.websitegrader.com How does your site rank in SEO?
  17. 17. Paid Search
  18. 18. Shopping Networks
  19. 19. Company Blogging
  20. 20. Social Networking
  21. 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. 22. Customer Service
  23. 23. Yes you need all this Return Policy Shipping Rates Order Tracking Contact Info ...and then some!
  24. 24. Consumer Reviews • 70% of shoppers trust consumer reviews on products. (Nielson) • Provide reviews, to encourage consumers to trust your products/brand.
  25. 25. Site Navigation Filters • Sorting (bestsellers) • Customers want a fast path to their specs
  26. 26. Buying Guides Work • Video Library • Featured Articles • Involve Customers • Help & Advise • Great Images • SEO Advantage • TIP - Social Media!
  27. 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. 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. 29. • Personalization • Sync with Account • Payment Integrated • Product Reviews • Price Shopping • Conversion Mobile E-Commerce
  30. 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. 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
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