Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Ecommerce Playbook<br />Convergence of the Content, Community & Commerce<br />Specific Use Case Examples<br />SEO Blogs Li...
ConvergenceConsumer Expectations | Convergence<br />Consumer expectations for a Brand’s website are rising quickly.  No lo...
BlogsConvergence Examples | Content & Commerce <br />Use blogs to drive cost effective traffic that converts<br />Example:...
$2 average CPC
50% click on #1 organic link
Over $8 million worth of annual search advertising for free with a single blog</li></li></ul><li>BlogsSEO Blogs | Increase...
BlogsSEO Blogs | Easily Associate Products to Blogs<br />Product Association<br />It must be very easy for staff to write ...
Content SyndicationSyndicate Content | Embed and Control Content on Partner Sites<br />Brands desire to manage their<br />...
Search3C Search | Search Should Span All Content<br />	Here is a common search example (not trying to pick on anyone):<br ...
Search3C Search | Search Should Span All Content<br />Example:<br />	It searched products first and not content and found ...
Search3C Search | Search Should Span All Content<br />Example:<br />	It found the number “30” in an earnings report, but n...
SearchApple | Not Surprisingly Does it Right<br />	Searching for “iPod” crosses all categories: Support, Products, Downloa...
Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Open up site to en...
Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connec...
Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connec...
Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connec...
Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Open up site to en...
Single Platform for 3CsSoftware Platform Reality | Siloed Systems<br />Until now, Brands have been forced to purchase 3 se...
Upcoming SlideShare
Loading in …5
×

Ecommerce Playbook by Optaros

2,600 views

Published on

Ecommerce playbook announced on Shop.org by Optaros - a leading consulting firm for online retailers, brands and publishers.

Slides provide concrete examples of what companies should do to increase their online traffic and conversion rates.

Published in: Business, Technology
  • Be the first to comment

Ecommerce Playbook by Optaros

  1. 1. Ecommerce Playbook<br />Convergence of the Content, Community & Commerce<br />Specific Use Case Examples<br />SEO Blogs Linked to Product <br />Syndicate Content to Retail Partners<br />Search Spans Products, Blogs, Community<br />Social Shopping<br />Systems to Support 3Cs<br />
  2. 2. ConvergenceConsumer Expectations | Convergence<br />Consumer expectations for a Brand’s website are rising quickly. No longer is it enough to have corporate product information and links to retailers. <br />Consumers now expect to be able to seamlessly:<br />Find useful product information to help them make a decision (Content)<br />Engage with others that have product insight and experiences (Community) <br />Buy their chosen products directly from the Brand site (Commerce) <br />Convergence of 3Cs <br />
  3. 3. BlogsConvergence Examples | Content & Commerce <br />Use blogs to drive cost effective traffic that converts<br />Example: Crutchfield blog<br />Content driving traffic to<br />commerce site<br /><ul><li>673,000 monthly searches
  4. 4. $2 average CPC
  5. 5. 50% click on #1 organic link
  6. 6. Over $8 million worth of annual search advertising for free with a single blog</li></li></ul><li>BlogsSEO Blogs | Increase organic search traffic – no Google fees<br />Search Engine Optimized<br />Blogs are a great option to create compelling content that is optimized to be found by search engines<br />Key is to associate the blog with product details and add to cart to drive conversions<br />Keywords: Title of blog equals title of page giving fullest weight to highly searched keywords<br />Meta data: Enter description, meta tags when blog is created<br />
  7. 7. BlogsSEO Blogs | Easily Associate Products to Blogs<br />Product Association<br />It must be very easy for staff to write blogs and associate relevant products to the blog<br />Here is an example admin screen to create a blog that shows the ability to associate products to the blog. This automatically pulls in the product image, details and add to cart.<br />Search: Auto-search for related product during blog creation. <br />Product Catalog: Select from hierarchical product catalog <br />
  8. 8. Content SyndicationSyndicate Content | Embed and Control Content on Partner Sites<br />Brands desire to manage their<br />brand presence on retailer<br />sites<br />Application syndication<br />services such as OView enable<br />Brands to achieve this<br />Embed Content on Partners<br />Any type of content: text, rich media, video, etc.<br />Auto-scales on hosted service<br />Content Management<br />Control content on each partner site directly through a browser interface CMS system<br />Analytics<br />Full visibility into interaction on page with content<br />
  9. 9. Search3C Search | Search Should Span All Content<br /> Here is a common search example (not trying to pick on anyone):<br /> Here is Columbia’s new site.<br /> It has a blog.<br /> (Click to next page to see what happens when you search)<br />
  10. 10. Search3C Search | Search Should Span All Content<br />Example:<br /> It searched products first and not content and found nothing. It did search content but placed it on another page, let’s click on that (go to next slide) <br />
  11. 11. Search3C Search | Search Should Span All Content<br />Example:<br /> It found the number “30” in an earnings report, but not the blog. It doesn’t seem as if the blog is indexed for search. <br /> The blog page isn’t Search Engine Optimized (SEO) either, so searching on Google for “30 Days of Cycling” doesn’t find it either. <br />
  12. 12. SearchApple | Not Surprisingly Does it Right<br /> Searching for “iPod” crosses all categories: Support, Products, Downloads, Apple Store, iTunes, Markets, Company. Ordered based on where you are on the site. <br />
  13. 13. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Open up site to enable visitors to reach out to friends easily and pull them into the conversation. Increases traffic virally and increases conversion with trusted reviews.<br />Access Facebook social graph on product detail page<br />Share “great find” with friends<br />Ask friends for advice to improve conversion rate<br />Drive traffic to the product detail page from Facebook<br />
  14. 14. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connect opens up a model to allow folks to connect to Facebook<br />
  15. 15. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connect opens up a model to allow folks to connect to Facebook<br />Now visitors can ask their friends for advice, encourage them to buy it as well<br />This can happen in real time with friends that are online at the time<br />
  16. 16. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Clicking on connect opens up a model to allow folks to connect to Facebook<br />Now visitors can ask their friends for advice, encourage them to buy it as well<br />This can happen in real time with friends that are online at the time<br />Real-time advice from friends increase conversion rates<br />
  17. 17. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page<br />Social Shopping<br />Open up site to enable visitors to reach out to friends easily and pull them into the conversation. Increases traffic virally and increases conversion with trusted reviews.<br />Access Facebook social graph on product detail page<br />Share “great find” with friends<br />Ask friends for advice to improve conversion rate<br />Drive traffic to the product detail page from Facebook<br />
  18. 18. Single Platform for 3CsSoftware Platform Reality | Siloed Systems<br />Until now, Brands have been forced to purchase 3 separate platforms to address Content, Commerce & Community. <br />Which results in:<br />Technical barriers blocking desired user experiences <br />Administration costs and challenges of 3 separate systems <br />Paying 3 times more than is necessary<br />Most importantly, falling behind<br />competitors on traffic, time on site and <br />conversions<br />
  19. 19. Single Platform for 3CsSystems | A Single Integrated System, not 3 Separate Ones<br />Brands should look for software designed to meet their needs, not the needs of online retailers.<br /><ul><li>Balanced handling of Commerce, Content and Community in a user-centered manner
  20. 20. Integrated user experience – no artificial boundaries across the 3Cs
  21. 21. Search spans all three areas
  22. 22. Single admin interface </li></li></ul><li>ConvergenceTo Learn More | Convergence<br />The best way to learn more is to experience other sites as a consumer and internalize what convergence means and follow blogs from folks focused on convergence.<br />Spend time on the following sites to experience how they are doing it:<br /><ul><li>Search: Apple
  23. 23. UGC: Ray Ban, Redtagcrazy
  24. 24. Community: LANE BRYANT, Sears
  25. 25. Content: Urban Outfitters, Crutchfield</li></ul>Read some blogs<br /><ul><li>Jochen Krisch
  26. 26. Nikki Baird
  27. 27. Michael Levy</li></ul>Convergence of 3Cs <br />

×