ETAIL WEST 2012 CONFERENCE      PALM SPRINGS, CALIFORNIA50 E-Commerce And Internet  Marketing Tips You May    Not Have Tho...
50 E-Commerce And Internet Marketing Tips You May                             Not Have Thought Of                         ...
50 E-Commerce And Internet Marketing Tips You May                      Not Have Thought OfKey Takeaways Of This Presentati...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #1   Back In Stock Email Si...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #2   Back In Stock Email Th...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #3   Auto Generated Discoun...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #4   GZIP Compression On Yo...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #5   Canonical on product p...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #6    XML Sitemaps, now Vid...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #7   Using Video? Get A Tra...
50 E-Commerce And Internet Marketing Tips You May                         Not Have Thought Of           Tip #8 Tablets – D...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #9   Do you use industry te...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #10 Make It Easy For People...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #11 Are Consumers Googling ...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #12   Make It Easy For Peo...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #13   Don’t Underestimate ...
50 E-Commerce And Internet Marketing Tips You May                      Not Have Thought Of          Consumers Want To Know...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #15    Allow Billing Infor...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #16   Use Call To Actions,...
50 E-Commerce And Internet Marketing Tips You May                    Not Have Thought OfTip #17 Users Fill Out Top Aligned...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #18   Test Flows Using Goo...
50 E-Commerce And Internet Marketing Tips You May                           Not Have Thought Of Tip #19      Form Abandonm...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #20   Launching A New Webs...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #21   Track Internal “Not ...
50 E-Commerce And Internet Marketing Tips You May                         Not Have Thought Of Tip #22   Browser Test Your ...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #23   Abandoned Shopping C...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #24   Reengage Return Visi...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #25   Launch “Click To Cha...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #26   Launch “Click To Cal...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #27   Ask Your Customers F...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #28   Find Your Competitor...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #29   Live User Testing- U...
50 E-Commerce And Internet Marketing Tips You May                           Not Have Thought Of  Tip #30 Organize Internal...
50 E-Commerce And Internet Marketing Tips You May                     Not Have Thought OfTip #31 Google Rich Snippets     ...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #32   Test Removing Non-Es...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #33   Craigslist Factor – ...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #34   Requiring An Account...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #35    Out Of Stock Items ...
50 E-Commerce And Internet Marketing Tips You May                          Not Have Thought Of  Tip #39   Pay Attention To...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #40    Find The Right Tool...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #41   Social Proof On Prod...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #42   Implement An Economy...
50 E-Commerce And Internet Marketing Tips You May                       Not Have Thought OfTip #43 Re-Establish Relationsh...
50 E-Commerce And Internet Marketing Tips You May                            Not Have Thought Of    Tip #43   View Your Em...
50 E-Commerce And Internet Marketing Tips You May                           Not Have Thought OfTip #45       Are You Watch...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #47   Add XML Sitemaps to ...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #49   Put Spacing Between ...
50 E-Commerce And Internet Marketing Tips You May                        Not Have Thought OfTip #50   Follow Industry Lead...
Summary - Key Takeaways Of This PresentationI.   Take a new Internet Marketing or Technical tip back to the     officeIII....
50 E-Commerce And Internet Marketing Tips You May                             Not Have Thought Of                         ...
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David Jones - 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of

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David Jones - 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of

  1. 1. ETAIL WEST 2012 CONFERENCE PALM SPRINGS, CALIFORNIA50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of 1
  2. 2. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of The Little Tikes Company • Started selling replacement parts online in 1999 • Direct To Consumer program in 2004 via LittleTikes.comDavid JonesE-commerce Technical Architectand Internet Marketing Specialist@E_CommerceGuy on Twitter
  3. 3. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfKey Takeaways Of This PresentationI. Take a new Internet Marketing or Technical tip back to the officeIII. Learn new tips on gaining a boost in traffic, conversion, or average order valueV. Always Be Testing….Test! Test! Test!VII. Find out why these tips matter. Will they matter for you? 3
  4. 4. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #1 Back In Stock Email Signup -46% Conversion Rate for 2011 -8% of Littletikes.com business in 2011 -Try to opt them in when they sign up -Noticeable conversion boost for signups when expected “In Stock” date added 4
  5. 5. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #2 Back In Stock Email Throttling -Have 100 items being added back to stock? Maybe you have 300 email signups? -Best practice would be to send out small count of emails out at first and then every hour to increase the count in case you go “Out Of Stock” again 5
  6. 6. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #3 Auto Generated Discount Codes -Do not use one’s, zero’s or the letter O letter or I -Why? -The look like each other, frustrate the consumer, and result in lost sales -Example code, AEIO1230 Also, make sure it doesn’t spit out profanity!!! 6
  7. 7. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #4 GZIP Compression On Your Web Server -Save Bandwidth and save on your Bandwidth bursting charges from your ISP! Reduce html, css, and javascript. -Up to 75% savings on size -Speed Up Your Site! -Ultimately make consumers happy and boost conversion rate! -Test your site here: http://www.whatsmyip.org/http-compression-test/ 7
  8. 8. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #5 Canonical on product paging and filtering-Check with your developer to make sure pages 2,3,4,etc of your product listings are using the <link rel="canonical" tag.-Reduces or avoids duplicate content. Boost page ratings.-Many other uses for Canonical.More info here:http://support.google.com/webmasters/bin/answer.py?hl=en&answer=139394 8
  9. 9. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #6 XML Sitemaps, now Video & Mobile Sitemaps http://www.innovativeinteriorneo.com/googlesitemapvideo.xml -Why is this important? Be included in search results and control your own thumbnail image. In some cases, you could be the only video on the first page -Most know about Google sitemaps for all of your site links. If you aren’t doing this, should start on this soon.Source:http://support.google.com/webmasters/bin/answer.py?hl=en&answer=80472http://www.google.com/webmasters/videositemaps/ 9
  10. 10. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #7 Using Video? Get A Transcript To Boost SEO Do your kids need a trike they can learn and grow with? The Little Tikes 3-in-1 tricycle for tots as young as one year old that are ready to be like the big kids……….. 10
  11. 11. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of Tip #8 Tablets – Don’t Use Small Text/Small Buttons-On a computer, you have a thin mousepointer to click with-On a tablet, you have a thick finger to tapwith-Make sure tablet designs have plenty ofspace between vertical links and anythingclickable that is stacked, especiallynavigation and paging 11
  12. 12. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #9 Do you use industry terms on your site instead of everyday terms?-Examples, - Outer Wear (Industry Term) versus Jacket (Everyday Term) - Hooded Sweatshirts (Industry Term) versus Hoodie (Everyday Term) - Bridal Gowns (Industry Term) versus Wedding Dresses (Everyday Term) 12
  13. 13. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #10 Make It Easy For People With Failed Credit Card Transactions To Still Submit Their Order - Why not provide a form so they can: - Ask for additional help or - Pay by check? - At Littletikes.com last year, we had 10,000 failed credit card requests 13
  14. 14. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #11 Are Consumers Googling Your Promo Codes?-When a consumer does this, they usually end up on an affiliate page where they will find that coveted discount code they are searching for-Solutions: Hide the box. Or, create a page specifically for the terms they are Googling.Ex, “Little Tikes Coupon Code”. Mapped here: http://www.littletikes.com/coupon-code 14
  15. 15. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #12 Make It Easy For People To Subscribe To Your Newsletter?- People do really want your newsletters!- Minimize the number of required fields- Put your signup in an easy to find place. Little Tikes is at the top.- 45% increase in subscribe rate for Little Tikes just bymaking our newsletter signup easier to find 15
  16. 16. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #13 Don’t Underestimate The Values Of Trust Seals?-Shocking that during an A/B test with our trust seal, we saw a 5% difference insales- Don’t believe it? Google it! 16
  17. 17. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of Consumers Want To Know The DetailsTip #14 Of The Details Of Your Product-People need information in order to make a decision-People are skeptical about things we fail to make them understand-Still populating your website descriptions with those manufacture’s sales sheets? Sales sheets often don’t include valuable information consumers need 17
  18. 18. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #15 Allow Billing Information To Be Taken From Outside The United States- Yes, people outside the U.S.A. may want to ship your products to a friend or relative living in the United States. Make it easy for them to do so in your checkout.- Common Questions: 1. Won’t this affect the tax I charge? 2. I don’t accept their currency, how does this work? 18
  19. 19. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #16 Use Call To Actions, not generics-People need to be told what to do-Examples, - versus - versus -Use words that compel people to take an action, show a value, or create a sense of urgency -Fact: Dell Computer Corp made an extra $25 million dollars in sales by changing “Learn More” to “Help Me Choose” 19
  20. 20. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #17 Users Fill Out Top Aligned Label Forms Faster Could mean the difference between abandoning and completing the form http://uxmovement.com/forms/faster-with-top-aligned-labels/ 20
  21. 21. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #18 Test Flows Using Google Analytics Funnel Visualizations 21
  22. 22. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of Tip #19 Form Abandonment Problems? - Not sure why people are abandoning your email signup page? - Add a Google event tracker for Google Analytics<input name="first_name" onchange="pageTracker._trackEvent(Forms, this.form.action, this.name);" /> 22
  23. 23. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #20 Launching A New Website? You Must 301 Redirect Any Old Links- Don’t lose all of your search engine traffic in one day!- Tell Google, Bing, etc about your new links via a 301 redirect- Ex, http://www.littletikes.com/toys/outdoor-toys.aspx Other 301 uses • Product discontinued? Some 301 to new product or a product category 23
  24. 24. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #21 Track Internal “Not Found” searches Have your developer do this with Google Analytics code: <script type="text/javascript"> _gaq.push([_trackEvent, WebsiteSearch, ZeroResults, nintendo wii]); </script> 24
  25. 25. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of Tip #22 Browser Test Your Website(s) EasilySource:http://browsershots.org, https://browserlab.adobe.com/en-us/index.html, 25
  26. 26. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #23 Abandoned Shopping Cart Emails- If you don’t have their email address, try to capture it on the first page ofcheckout- At Little Tikes, this email converts at 6 times our normal conversion rate 26
  27. 27. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #24 Reengage Return Visitors Who Have A Cart Source: Idea generated by using onlineshoes.com 27
  28. 28. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #25 Launch “Click To Chat”- We used it at Little Tikes during the 4th Quarter of 2011 and converted 30% of chatters to a sale 28
  29. 29. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #26 Launch “Click To Call”- Many people are going to feel uncomfortable about ordering online- If possible, setup an easy way to schedule a call with a Consumer Servicerepresentative 29
  30. 30. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #27 Ask Your Customers For Product Reviews 30
  31. 31. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #28 Find Your Competitors Back Links- May provide value to you or help you find new affiliates or blogging partners- In Google, use the following: link:www.yourcompetitor.com- Better Way! In Google, use the following: "+www.websitename.+com" 31
  32. 32. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #29 Live User Testing- Usertesting.com is theleader in this area- Well worth the money!- Watch one of my testshere:http://accounts.usertesting.com/ViewVideo.aspx?file=zVyRopcK2lM%3d Use code eTailOneFree for 1 free test Offer good for first 100 visitors 32
  33. 33. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of Tip #30 Organize Internal Search Stop Words and Synonyms - Stop Words. People will come to your site to search on: 1. Generic terms like “toys”, “products”, and your brand. 2. Brand 3. Competitors Brand - Synonyms. People will search on your site for related terms to your product. Are you setup to serve them relative content?Whale Teeter Totter Triangle Bouncer Classic Pickup Truck •See Saw? •Bounce House? • Ford Truck? •Bouncy House? • Chevy Truck? •Bouncie House? • Black Truck? 33
  34. 34. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #31 Google Rich Snippets More Information http://youtu.be/n0SF6PLCx4I 34
  35. 35. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #32 Test Removing Non-Essential Navigation Choices or Navigation Bar On Landing Pages And Checkout. Don’t distract them! 35
  36. 36. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #33 Craigslist Factor – Interrupt them- Are your products sold on Craigslist? 36
  37. 37. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #34 Requiring An Account To Order? -If an account is really thought to be needed, it deserves a Google Analytics funnel to test abandonment or an A/B split test 37
  38. 38. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #35 Out Of Stock Items Up High On Search?Tip #36 Do You Allow People To Sort By Rating?Tip #37 Send Time Optimization at Your ESPTip #38 Mobile Website – Check To See If User Is Local. On your phone, http://www.playitagainsports.com 38
  39. 39. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of Tip #39 Pay Attention To Possible Duplicate Content -Feb. 24, 2011 – Google Panda Release -Google won’t be able to distinguish between the good guys and the bad guys - How To Test Yours? Take a piece of your content and put it within double quotes within Google? Tip: Do not use manufacturer supplied descriptionsWhy Does This Matter?With duplicate content,Google can get confusedand lower your searchengine ranking. 39
  40. 40. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #40 Find The Right Tool For The Job- http://www.websitetestingtools.com/- Many free tools that are very useful- Reviews on Enterprise and Professional Tools My favorite free tool Is Ghostery for Firefox. Allows you to see what 3rd parties your competitors are running on their sites 40
  41. 41. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #41 Social Proof On Product Detail 41
  42. 42. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #42 Implement An Economy Shipping Method- UPS Basic – Launched in 2004. For contract customers only.- FedEx Smart Post – Launched in October of 2004.- Both originate from the carrier, but are delivered by the United States PostalService- Pros - Very cheap shipping prices - Generally, only takes 1-3 days longer than standard ground carriers- Cons - Slower delivery - Tracking not as reliable 42
  43. 43. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #43 Re-Establish Relationship With Un-opens On Your Email List With “Win Back” Campaigns- Yes, many still want your email but don’t open or click- Solution: 1. Send these un-openers an exclusive email to try to win them back 2. Try a new subject line like “We want you back!” 43
  44. 44. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of Tip #43 View Your Email With Images Off- Have your offer at the top of the email in plain text- Do Not Use All Images!- Change all of your image ALT tags to say what your offer is. This way, it’ll still be printed on the page with images off.- Always send a plain text version of your email along w/ the HTML version 44
  45. 45. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #45 Are You Watching Your Site Speed?- Marketers love large images!- Developers love to not test!Source:http://googlewebmastercentral.blogspot.com/2010/04/using-site-speed-in-web-search-ranking.htmlTip #46 Try Geo-Targeting Your PPC Ads - Free Shipping for people within X miles of your distribution center - Local Pickup offers 45
  46. 46. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #47 Add XML Sitemaps to Robots.txt fileTip #48 Give Your Images Relative Names 46
  47. 47. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #49 Put Spacing Between 2 Forms On A Page 47
  48. 48. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought OfTip #50 Follow Industry Leaders On Twitter 48
  49. 49. Summary - Key Takeaways Of This PresentationI. Take a new Internet Marketing or Technical tip back to the officeIII. Learn new tips on gaining a boost in traffic, conversion, or average order valueV. Always Be Testing….Test! Test! Test!VII. Find out why these tips matter. Will they matter for you? 49
  50. 50. 50 E-Commerce And Internet Marketing Tips You May Not Have Thought Of Have questions on any of my tips? @E_CommerceGuy on Twitter davewjones@yahoo.comDavid JonesE-commerce Technical Architect Download presentation:and Internet Marketing Specialist http://www.littletikes.com/etail 50

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