Working your Retail Ecommerce
Website for Conversions
Blueclaw Media
Siti Yunus & Monica Chia
Blueclaw Media & Conversions
• Search Engine Optimisation
• Paid Search Management
• Conversion Optimisation
• Social Medi...
A sample of our clients
Agenda
• PART I – Is your website being found?
Is your ecommerce website optimised for search
engines?
• PART II – Are you...
IS YOUR ECOMMERCE WEBSITE
OPTIMISED FOR SEARCH ENGINES?
Part I
SEO Checklist
 Title tag , Meta Description - USPs. Sell your site!
 Clean, logical URLs & Breadcrumbs
www.widgetshop.co...
URL / Breadcrumb Example
http://www.debenhams.com/home-
furniture/dinnerware/cutlery
Title Tag, Meta Description Example
Search “Blue High Heels”
Landing Page Example
Blue High Heels
Sitemap -Schuh.co.uk
Image Optimisation
• Google Images, Flickr
• All available angles & detailed
• Personalise it – human element
• Catwalk sh...
Video Optimisation
Google Local Listings
“Botox Leeds”
• Google is experimenting
• Optimise your local
listing
• Get verified, REVIEWS,
descr...
Google Scrapes
Reviews & Sentiments
•Tripadvisor
•Thomsonlocal
•Qype
•Schmap
•Restaurant-guide
•Freeindex
•Hotfrog
Researc...
Content & Link Building
Write Killer Content
• Minimise “Boilerplate” text, but make sure it
is prominent. Don’t forget FAQs
• Write great product...
Killer Content -Why you?
• What makes you unique?
• Best advice on buying a product?
• Cheapest Price?
• Availability – on...
‘Low hanging
fruit’ keywords
• Check Google
Analytics
• Check your rankings
• Google Insights for
Search
• Google Trends
Statistics & Surveys
Killer Content - Go one step further
Statistics
• Who is this product ideal for? Businessmen?
Students? Travellers?
• When...
Build Trust through Reviews
Product Name, availability,
price & delivery
Real time Q&A. Active users on
site. What are people buying?
A really good pi...
Clever Link Building – Google Base
Clever Link Building
Link Bait
• Survey & Statistics – release the results
• Fantastic Blog Content
How to guides, Top 10 ...
Clever Link Building – Micro sites
Advanced Tactics
Brand Management & Spying on
Competitors
• Google Alerts
• Brand Reputation Management Tools
• Online PR
• Twitter - Tweet...
HOW TO MAKE YOUR WEBSITE
CONVERT FOR MORE SALES
PART II
Case Study: Ecommerce Client
before
Case Study: Conversion Rate
An increase from 0.5% to 2%
Help me find what I’m looking for!
Comparison
Navigation
How can I trust this site?
Category Pages
Product Pages
Detailed Images
Status Updates
Delivery
• Cheap delivery or free delivery?
• Free delivery + next day delivery + cheap delivery (like asos.com) give cust...
Build your Email List
• How? Organize competitions
• Surveys
• Email customers after the sale
• Remind them you are still ...
Track what you are selling
A/B Testing: Test different designs of your pages and track which ones work better in google
we...
Drill Down Further
Eg. Summer dresses in google trends
Identify and Maximise ROI
• Track everything: make sure that you use
all conversion tracking methods possible.
• Understan...
Thanks for listening!
Questions?
0113 234 3300
Tweet @blueclaw
www.blueclaw.co.uk
Email: siti@blueclaw.co.uk
Email: monica...
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Working your Retail Ecommerce Store for Conversions - Blueclaw

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These slides were first used in a presentation by Blueclaw Media, a SEO and Conversion Optimisation Agency based in Leeds, UK on the 11th November 2010. The presentation was part of a series of events for Leeds Digital Festival.

For more information, please visit http://www.blueclaw.co.uk and get in touch!

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Working your Retail Ecommerce Store for Conversions - Blueclaw

  1. 1. Working your Retail Ecommerce Website for Conversions Blueclaw Media Siti Yunus & Monica Chia
  2. 2. Blueclaw Media & Conversions • Search Engine Optimisation • Paid Search Management • Conversion Optimisation • Social Media Marketing & Monitoring • Web Design & Development • Online PR • Best Use of SEO & PPC – DADI Awards 2009
  3. 3. A sample of our clients
  4. 4. Agenda • PART I – Is your website being found? Is your ecommerce website optimised for search engines? • PART II – Are you missing out on potential sales? How to make your website convert for more sales
  5. 5. IS YOUR ECOMMERCE WEBSITE OPTIMISED FOR SEARCH ENGINES? Part I
  6. 6. SEO Checklist  Title tag , Meta Description - USPs. Sell your site!  Clean, logical URLs & Breadcrumbs www.widgetshop.com/womens-shoes/high-heels NOT www.widgetshop.com/abcdef28574?29.php=4928drs  Clear Landing Pages & Targeted Keywords  Clean code & Usability – for humans and search engines  Optimise Images & Videos  Claim your local listing  Killer Content  Clever Link Building  Advanced Tactics
  7. 7. URL / Breadcrumb Example http://www.debenhams.com/home- furniture/dinnerware/cutlery
  8. 8. Title Tag, Meta Description Example Search “Blue High Heels”
  9. 9. Landing Page Example Blue High Heels
  10. 10. Sitemap -Schuh.co.uk
  11. 11. Image Optimisation • Google Images, Flickr • All available angles & detailed • Personalise it – human element • Catwalk shows, un-boxing products, taking apart products • Encourage users to send their pictures in – build a community e.g. threadless.com
  12. 12. Video Optimisation
  13. 13. Google Local Listings “Botox Leeds” • Google is experimenting • Optimise your local listing • Get verified, REVIEWS, description, images, videos, opening times, payment methods etc.
  14. 14. Google Scrapes Reviews & Sentiments •Tripadvisor •Thomsonlocal •Qype •Schmap •Restaurant-guide •Freeindex •Hotfrog Research your industry
  15. 15. Content & Link Building
  16. 16. Write Killer Content • Minimise “Boilerplate” text, but make sure it is prominent. Don’t forget FAQs • Write great product descriptions • Inspire! Expert Picks and Reviews • Call to Action – what to do next?
  17. 17. Killer Content -Why you? • What makes you unique? • Best advice on buying a product? • Cheapest Price? • Availability – only one stocking this product? • Best after sales service? • Exclusive colour? • Freeze on VAT?
  18. 18. ‘Low hanging fruit’ keywords • Check Google Analytics • Check your rankings • Google Insights for Search • Google Trends
  19. 19. Statistics & Surveys
  20. 20. Killer Content - Go one step further Statistics • Who is this product ideal for? Businessmen? Students? Travellers? • When do people buy this? • Compare this item to others in your inventory – unique points for each. Reviews & Surveys • Make others write the reviews for you - give them an incentive.
  21. 21. Build Trust through Reviews
  22. 22. Product Name, availability, price & delivery Real time Q&A. Active users on site. What are people buying? A really good piece of link bait doubling up as an amusing description. Sale Stats – how many bottles bought Technical details
  23. 23. Clever Link Building – Google Base
  24. 24. Clever Link Building Link Bait • Survey & Statistics – release the results • Fantastic Blog Content How to guides, Top 10 lists, History of… • Editorial Calendar – work the seasons and trends and stay ahead of the game. • Work on Press Releases to react to events happening now.
  25. 25. Clever Link Building – Micro sites
  26. 26. Advanced Tactics
  27. 27. Brand Management & Spying on Competitors • Google Alerts • Brand Reputation Management Tools • Online PR • Twitter - Tweetdeck, Twitter Lists • Newsletter & RSS Feeds • Check their back links • Compare and analyse USPs, prices & stock • Social Media Profiles • Google Suggest
  28. 28. HOW TO MAKE YOUR WEBSITE CONVERT FOR MORE SALES PART II
  29. 29. Case Study: Ecommerce Client before
  30. 30. Case Study: Conversion Rate An increase from 0.5% to 2%
  31. 31. Help me find what I’m looking for!
  32. 32. Comparison
  33. 33. Navigation
  34. 34. How can I trust this site?
  35. 35. Category Pages
  36. 36. Product Pages
  37. 37. Detailed Images
  38. 38. Status Updates
  39. 39. Delivery • Cheap delivery or free delivery? • Free delivery + next day delivery + cheap delivery (like asos.com) give customers a choice • Have competitive delivery prices. Especially. for xmas. Create sense of urgency: eg. “order before 11pm for free next day delivery” • Royal Mail? (think of other services: UK Mail. Less lost packages. Next day delivery.)
  40. 40. Build your Email List • How? Organize competitions • Surveys • Email customers after the sale • Remind them you are still here. • Monitor / track opens / clicks.
  41. 41. Track what you are selling A/B Testing: Test different designs of your pages and track which ones work better in google website optimizer: ie. conversions, visitors, compare results of best performing one
  42. 42. Drill Down Further Eg. Summer dresses in google trends
  43. 43. Identify and Maximise ROI • Track everything: make sure that you use all conversion tracking methods possible. • Understand the buying cycle for your products. • Segment the data: Identify your KPIs (key performance indicators) and segment (e.g new vs returning visits, keywords used, traffic sources etc)- what works best? • Understand this data to maximise profits. SALES - COST COST X 100
  44. 44. Thanks for listening! Questions? 0113 234 3300 Tweet @blueclaw www.blueclaw.co.uk Email: siti@blueclaw.co.uk Email: monica@blueclaw.co.uk

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