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Effective ecommerce strategies

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  • 1. Effective E-commerce Strategies Mike Dunca n mdunc an @Sa ge Is land.com facebook.com/MikeADuncan twitter.com/MikeADuncan Sage Island CEO
  • 2. Amazon.com Conversion Experts• 2010 Sales of $32.20B (+39.5%)• 275M visitors/mo (56.5m unique)• Converts 9.6%• Avg. Sale $170Traffic Comes from:• Search Engines (32%)• New Shoppers (30%)• Return Shoppers (70%)
  • 3. 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
  • 4. Finding YOUR Customers Getting them to buy
  • 5. Know your Customer
  • 6. Who’s Your Customer?
  • 7. Or is it your Mom?
  • 8. Speak your Customers Language
  • 9. Keyword ResearchHave a Strategy, Careful keyword selection is the heart of any campaign!Create a robust keyword portfolio of relevant keyword phrases that aresearched on by potential customers. www.keyworddiscovery.com www.wordtracker.com Google Adwords Keyword Tool www.seobook.com www.seomoz.org
  • 10. Drive Traffic to your Store
  • 11. 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-factorswww.vaughns-1-pagers.com/internet/google-ranking-factors.htm
  • 12. 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,completeskateboards,skateboard decks,skateboard wheels,skateboard trucks,skatedecks,warehouse skateboards">Mike Duncan’s Best Practicesh"p://www.sageisland.com/SEO-­‐best.pdf
  • 13. Sitemap SubmissionGoogle 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
  • 14. SEO OFF-Page Optimization Link Building
  • 15. Jan 25, 2007
  • 16. 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)
  • 17. How does your site rank in SEO? www.websitegrader.com
  • 18. Paid Search
  • 19. Shopping Networks
  • 20. E-Commerce Design Trends • Building Loyalty w/ Customer Service • Product Reviews • Enhanced Search & Navigation • Shopping Guides / Videos • Personalization • Segmentation & Behavioral Profiles • Mobile E-Commerce
  • 21. Customer Service
  • 22. You Could Call.
  • 23. Contact Info
  • 24. Local Search
  • 25. Great Return Policy
  • 26. Guidance
  • 27. Can I Get a Little Help?
  • 28. Track Orders
  • 29. Live Chat
  • 30. It’s a real person.
  • 31. Under the Hood
  • 32. Who are you?
  • 33. Shopping Pages
  • 34. Alerts
  • 35. Help them Shop!
  • 36. Product Reviews•70% of shoppers trust consumer reviews on products. (Nielsen)• Offer users the opportunity to rate products, provide reviews, to encourage consumers to trust your products/brand.
  • 37. Ask for the Review
  • 38. Site Navigation Filters• Sorting (bestsellers)• Customers want a fast path to their specs
  • 39. Buying Guides Work• Video Library• Featured Articles• Involve Customers• Help & Advise• Great Images• SEO Advantage• TIP - Social Media!
  • 40. 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 Todays Deals? (conversion)• Individual Treatment Creates (Loyalty)
  • 41. 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
  • 42. Mobile E-Commerce• Personalization• Sync with Account• Payment Integrated• Product Reviews• Price Shopping• Conversion
  • 43. E-Commerce Strategies to Implement Basic AdvancedSite Navigation PersonalizationIntegrate Social Media Account RegistrationSegment Customers Enhanced Search / NavAdd Shopping Guides Mobile ApplicationCreate Best Sellers Cross SellMore Visual Approach Email AlertsCreate Videos Loyalty ProgramAdd Live Help International
  • 44. Track Everything!
  • 45. 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

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