Effective ecommerce strategies


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Effective ecommerce strategies

  1. 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. 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. 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. 4. Finding YOUR Customers Getting them to buy
  5. 5. Know your Customer
  6. 6. Who’s Your Customer?
  7. 7. Or is it your Mom?
  8. 8. Speak your Customers Language
  9. 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. 10. Drive Traffic to your Store
  11. 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. 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. 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. 14. SEO OFF-Page Optimization Link Building
  15. 15. Jan 25, 2007
  16. 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. 17. How does your site rank in SEO? www.websitegrader.com
  18. 18. Paid Search
  19. 19. Shopping Networks
  20. 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. 21. Customer Service
  22. 22. You Could Call.
  23. 23. Contact Info
  24. 24. Local Search
  25. 25. Great Return Policy
  26. 26. Guidance
  27. 27. Can I Get a Little Help?
  28. 28. Track Orders
  29. 29. Live Chat
  30. 30. It’s a real person.
  31. 31. Under the Hood
  32. 32. Who are you?
  33. 33. Shopping Pages
  34. 34. Alerts
  35. 35. Help them Shop!
  36. 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. 37. Ask for the Review
  38. 38. Site Navigation Filters• Sorting (bestsellers)• Customers want a fast path to their specs
  39. 39. Buying Guides Work• Video Library• Featured Articles• Involve Customers• Help & Advise• Great Images• SEO Advantage• TIP - Social Media!
  40. 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. 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. 42. Mobile E-Commerce• Personalization• Sync with Account• Payment Integrated• Product Reviews• Price Shopping• Conversion
  43. 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. 44. Track Everything!
  45. 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