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THE 2017
Ecommerce Marketer’s
Virtual Summit
PPC Advertising. Ecommerce SEO. CRO Tactics. Multi-Channel Expansion.
DAY 1:
Driving High Quality Traffic to Your Ecommerce Site
Top 5 Game-Changing PPC Strategies to
Implement Today
9am PST /...
DAY 2:
Converting Traffic & Multi-Channel Expansion
Optimizing Your Key Conversion Points: 5 Things You
Might’ve Missed
9a...
ECOMMERCE SUMMIT LOGISTICS
All SESSIONS ARE BEING
RECORDED & SENT OUT
HAVE A QUESTION?
SUBMIT IN CHAT BOX
MORE RESOURCES I...
Let’s Begin Today’s Session!
Triple your sales by mastering
multi-channel selling
Why Omnichannel Selling is a Must in 2017
Sources: eMarketer, Annual Reports (Amazon, eBay, Etsy), Internet Retailer, Cust...
Amazon
Listing optimization
Winning the Buy Box
Pricing strategy
Inventory management
Returns
Customer service
Analytics/reportin...
Products Sold on Amazon by Multichannel Merchants
100% 81%
SUBSET OF
PRODUCT
CATALOG
ENTIRE
PRODUCT
CATALOG
19%
81%
6%
3%
...
eBay
Facebook
● Products fed directly from branded store catalog
Instantly sync your inventory with a Facebook store with
built...
Facebook
Shop best practices:
● Live connection to products in branded
store (photos & descriptions)
● Up-to-date feed of ...
Instagram
Google Shopping
● Up-to-date feed
Ensure your Google Shopping feed is automatically kept
up-to-date with your website. If ...
Google Shopping
Digital wallets address the biggest mobile conversion hurdle
When we designed our new website, I told the designer,
‘Don’t...
Mobile will soon be >50% of store traffic, but it doesn’t convert
http://www.smartinsights.com/ecommerce/ecommerce-analyti...
Organic Search (SEO)
● Category Pages:
Google your product head terms (eg. ceiling fans, bike helmets, dog toys). 80-90%
o...
Buy Buttons – Embed commerce in content pages
Embed buyable product on pure content
pages
Coming soon: 100% configurable,
...
Blur the lines between content and product.
Organic Search + Content Marketing
Capitalize on the zeitgeist with products that serve as content.
Organic Search + Content Marketing
Showcase & empower your customers, so they create the content for you.
Organic Search + Content Marketing
Email Marketing
● Abandoned Cart Saver
Email any customer who has added an item to their cart, but left before completing ...
● Influencer Affiliates
Find leaders in your industry with rabid fans.
Affiliate Marketing
We spent a year getting our pro...
The world’s leading SaaS ecommerce platform for established
and rapidly-growing brands
The future of web store building Le...
Call us:
(866) 581-4549
Email us:
SellMore@BigCommerce.com
Get started:
https://www.bigcommerce.com/free-trial
The Definit...
Why Omnichannel Selling Is Now Tablestakes In Ecommerce
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Why Omnichannel Selling Is Now Tablestakes In Ecommerce

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Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A

Published in: Retail
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Why Omnichannel Selling Is Now Tablestakes In Ecommerce

  1. 1. THE 2017 Ecommerce Marketer’s Virtual Summit PPC Advertising. Ecommerce SEO. CRO Tactics. Multi-Channel Expansion.
  2. 2. DAY 1: Driving High Quality Traffic to Your Ecommerce Site Top 5 Game-Changing PPC Strategies to Implement Today 9am PST / 12 pm EST Tuesday, March 28th Advanced SEO Site Audit Revealing If Google can Find, Crawl, Index, and Rank Your Site in 40 minutes or Less. 11am PST / 2 pm EST Tuesday, March 28th
  3. 3. DAY 2: Converting Traffic & Multi-Channel Expansion Optimizing Your Key Conversion Points: 5 Things You Might’ve Missed 9am PST / 12 pm EST Wednesday, March 29th Why Omnichannel Selling Is Now Tablestakes In Ecommerce 11am PST / 2 pm EST Wednesday, March 29th
  4. 4. ECOMMERCE SUMMIT LOGISTICS All SESSIONS ARE BEING RECORDED & SENT OUT HAVE A QUESTION? SUBMIT IN CHAT BOX MORE RESOURCES IN ‘HANDOUTS’ SECTION
  5. 5. Let’s Begin Today’s Session!
  6. 6. Triple your sales by mastering multi-channel selling
  7. 7. Why Omnichannel Selling is a Must in 2017 Sources: eMarketer, Annual Reports (Amazon, eBay, Etsy), Internet Retailer, Custora 2016 US marketplaces share of US B2C ecommerce 2016 Branded store/marketplaces share of US B2C ecommerce 2016 Q3 Marketing channel origination of US ecommerce share of orders 2 3 4 1
  8. 8. Amazon
  9. 9. Listing optimization Winning the Buy Box Pricing strategy Inventory management Returns Customer service Analytics/reporting Shipping orders to fab Shipping & fulfilling orders Biggest challenges about Amazon as a sales channel Source: survey of 289 bc merchants selling on amazon, 2016 The biggest Amazon challenges when selling multi-channel 20% 14% 13% 12% 9% 9% 8% 4% 3%
  10. 10. Products Sold on Amazon by Multichannel Merchants 100% 81% SUBSET OF PRODUCT CATALOG ENTIRE PRODUCT CATALOG 19% 81% 6% 3% 3% 3% 13% 13% 18% 22% Source: survey of 254 bc merchants who sell on amazon, 2016 Successful merchants use Amazon as a complement to their branded stores OTHER WORST SELLING PRODUCTS PRODUCTS NOT ON WEBSITE OFF-BRAND PRODUCTS RESOLD PRODUCTS UNIQUE PRODUCTS BEST SELLING PRODUCTS SELECT PRODUCT CATEGORIES ONLY
  11. 11. eBay
  12. 12. Facebook ● Products fed directly from branded store catalog Instantly sync your inventory with a Facebook store with built-in checkout. ● Retargeting using Facebook pixel on branded store Target past visitors with specific ads based on the pages or products they viewed, or actions they took. ● Lookalike targeting Target Lookalike audiences based on visitors, emails, actions, or customer data. ● Custom targeting (eg. by personal) Single1 college-educated2 Millennials3 in large-cities4 who work in tech5 and live active lifestyle6
  13. 13. Facebook Shop best practices: ● Live connection to products in branded store (photos & descriptions) ● Up-to-date feed of inventory & pricing ● Native Facebook buy buttons Follower best practices: ● Give people a reason to follow (eg. limited time offers, contests, charity) ● Create VIP communities for your customers ● Imagery & video to invoke emotions for sharing -- remember why people are on social media to begin with
  14. 14. Instagram
  15. 15. Google Shopping ● Up-to-date feed Ensure your Google Shopping feed is automatically kept up-to-date with your website. If not, Google will reject your feed. ● Fully enriched feed If your product has additional options, make sure variants for each SKU are being sent with a proper link back to the parent page. ● More information is better Send more than the required information. With more data Google can include you in additional queries. ● Remarketing on branded store Target past visitors with specific ads based on the pages or products they viewed, or actions they took.
  16. 16. Google Shopping
  17. 17. Digital wallets address the biggest mobile conversion hurdle When we designed our new website, I told the designer, ‘Don’t send me desktop designs. Make mobile perfect, then make a responsive version for desktop.’ We’ve achieved 5% conversion rates on mobile with over 80% of our sales on mobile devices. Brandon Chatham, CEO NatoMounts
  18. 18. Mobile will soon be >50% of store traffic, but it doesn’t convert http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/ Desktop Mobile 4.31% 1.50% Conversion rates by device http://marketingland.com/mobile-drives-nearly-half-e-commerce-traffic-pc-still-rules-sales-report-11862 9 % of web store traffic % of web store sales
  19. 19. Organic Search (SEO) ● Category Pages: Google your product head terms (eg. ceiling fans, bike helmets, dog toys). 80-90% of the results will be category pages. Have you optimized yours? ● Pagespeed = Bounce Rate = $: ○ 1s to 3s the probability of a bounce increases 32% ○ 1s to 5s the probability of a bounce increases 90% ○ 1s to 10s the probability of a bounce increases 123% ○ Per Google, average time it takes to fully load a mobile page is 22s. That didn’t even make our list. ● Google Search Console: Often neglected over Google Analytics, but the last place with full transparency on queries per URL. Sort by “Impressions” and see where you aren’t getting traffic.
  20. 20. Buy Buttons – Embed commerce in content pages Embed buyable product on pure content pages Coming soon: 100% configurable, embeddable shopping cart Buy Buttons + Read/Write Cart API lets you externally embed your shopping cart outside your ecommerce store. Programmatic access to cart data lets you further integrate with marketing platforms, CRMs, analytics systems and more.
  21. 21. Blur the lines between content and product. Organic Search + Content Marketing
  22. 22. Capitalize on the zeitgeist with products that serve as content. Organic Search + Content Marketing
  23. 23. Showcase & empower your customers, so they create the content for you. Organic Search + Content Marketing
  24. 24. Email Marketing ● Abandoned Cart Saver Email any customer who has added an item to their cart, but left before completing their checkout. ● Promotions & Coupons Run promotions with built-in discount rules (eg. $X or X% off for repeat customers), so you can focus on other parts of your business. ● Up-Sell + Down-Sell + Cross-Sell Based on purchase history or abandoned carts, look for up-sell, down-sell, or cross-sell opportunities. ● New Products Add a 2017 version, Spring fashion line or a complementary product? Your customers deserve to know. ● Buy Buttons Email CTAs that go directly to a checkout page with that product + customer data.
  25. 25. ● Influencer Affiliates Find leaders in your industry with rabid fans. Affiliate Marketing We spent a year getting our products into 18 select Whole Foods stores in the Midwest. We thought that would be our tipping point, but we’d only sell 10-15 items per week in each store. That was less than 1,000 units per month. Then, we got one of the largest communities in the paleo space to promote our product on our ecommerce store. In 2 emails, they sold 2,500 units, plus we didn’t have to pay for inventory in advance and we got all those emails and we negotiated the affiliate split, so we would 100% come out net positive.
  26. 26. The world’s leading SaaS ecommerce platform for established and rapidly-growing brands The future of web store building Leading brands choose BigCommerce ● Market-leading store-building capabilities ○ 100+ pre-built themes & custom design framework ○ Customer acquisition (SEO, Google, Facebook) ○ Conversion (search, promotions, checkout) ● Market-leading performance ○ 99.99% uptime ○ Best-in-class page-load speed ○ Native security, DDOS protection, PCI compliance ● SaaS superiority to software ownership ○ Hosted, secured, and bug-fixed by BigCommerce ○ 80% lower cost & lower operational complexity ○ Continuously upgraded, ahead of competition ● Market-leading native omnichannel integrations ○ Marketplaces: eBay, Amazon ○ Social: Facebook, Pinterest, Instagram ○ Marketing: Google Shopping, Facebook Ads ○ Content: buy buttons, embeddable cart ○ POS: Square, ShopKeep, Springboard Retail ● Open platform with maximum API exposure ● Best-of-breed app/tech marketplace & integrations ● 10+ Fortune 1000 companies ● 27 Internet Retailer 1000 sites ● 2,000+ mid-market brands ● 50,000+ small/medium businesses ● B2B (in addition to B2C) ● Leading design and solution partners
  27. 27. Call us: (866) 581-4549 Email us: SellMore@BigCommerce.com Get started: https://www.bigcommerce.com/free-trial The Definitive Guide to Selling on Amazon (on Amazon): http://growth.so/Amazon-Guide ⇐ short-link Sell more with BigCommerce

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