This document provides 42 tips for optimizing an ecommerce website and increasing online sales. It covers topics like search engine optimization, paid search advertising, email marketing, homepage and category page design, product page layout, checkout processes, and more. The goal is to eliminate customer uncertainties and obstacles at every step of the online shopping process in order to drive more purchases.

1. THEMARKETER’S GUIDEECOMMERCETO THEGALAXY42 Ways to Sell More OnlineJason Billingsley, Flip Retail

2. @jbillingsley

3. From YVR

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12. DON’TPANIC

13. C=4m+3v+2(i-f)-2a

14. seo

15. Set a Base Domainwww.domain.com vsdomain.comWebmaster ToolsUse 301 redirect toohttp://www.google.com/webmasters/tools/

16. Shorter URLs = higher CTR, better email compatibilityLess duplicate content w/product in multiple categorieshttp://www.domain.com/category/sub-category/product/Place Products 1 Level Deephttp://www.domain.com/product/

17. Link Deep, Link OftenUse top ranked products lists on home & cat pagesCross-sell from entry point URLSCreate anchor content (i.e. buying guides)http://www.seomoz.org/blog/diagrams-for-solving-crawl-priority-indexation-issues

18. Optimize for the First LinkPut text link first in codeUse CSS absolute positioningFallback = alt textwww.firstlinkchecker.com

19. Handle PaginationWebmaster Tools to ignore parametersCanonical tag<link rel="canonical" href="http://www.domain.com/page.html"/>

20. Copy MattersYou have some right?Avoid or modify manufacturers descriptionsOptimize for plurals + singularUse alt textOptimize image namesProduct model #’s & alternate model #'s

21. ppc

22. Paid Search Hack (AdWords Editor = 10 Minutes)Duplicate ‘broad match’ campaigns to ‘exact match’Bid ‘exact match’ campaigns slightly higherCost-Per-ClickDown 25%($0.16 to $0.12)Bounce RateDown 25%(20% to 15%)Per Visit ValueUp 100%Click-Through RateUp 850%(2.2% to 18.7%)

23. Separate Content AdsDifferent MotivationDifferent landing pageTarget ads by site

24. email

25. Ask for It!Site-wideIncentDemonstrateAssureCapitalize w/effective welcome email

26. Get It in the Inbox – Deliverability is HardTest accountsSPF (Sender Policy Framework)Domain Keys & DKIM (DomainKeys Identified Mail)Bounce suppressionFeedback Loopshttp://www.deliverability.com

27. The Right Sender NameDo NOT use a generic: info, customer service, order …Do NOT use the email address as sender nameDO use your brand: Monkey Mitts Inc.Customer service reps: Brand – First Last

28. Capitalize on Pre-headers

29. Format for SuccessImage only vs HTML/image hybridDeliverability:78%vs98%Opens:10% vs13%Click-through:3% vs5%Conversion:0.4% vs1.5%BeforeOptimizedImages Off

34. Small Email Template Change = HUGE ResultsVisitsChange Made HereTransactions

35. Leverage Transactional EmailsFirst touch = simplifyRequest white-listingTrack!OrdersSupportAccount CreationTrackingNewsletter sign-uphttp://www.useit.com/alertbox/confirmation-email.html

36. home page

37. W.I.I.F.M.(So What?!)

38. Communicate a Clear Value PropositionCan you solve my problem?Why should I buy?What incentives are you offering?

39. Get Them Closer to the Goal, Fast

40. Capture Attention w/ Product & PricesShow them. Period.

42. Helpful or Hurtful HeroBe mindful of sizeActually sell somethingPowerful images can hurt conversion

44. category pages

45. Suggestive Selling for Fun & ProfitPeople want guidanceTypes of shoppers:Price sensitive (cheap)Competitive (newest)Emotional (popular)

46. Sorting it OutDo NOT sort A-ZDo NOT sort by priceDO sort manually

47. DO sort by Top SellersIf you Got’em, Show ‘emShow LOTS of product (min. 50/pg)Use large pagination i.e. GoogleClick area extends into whitespace

48. Visual & Multi-SKU ItemsShow more SKUs availableToggle front/back view on hover

49. product pages

50. Image Size & Context is CriticalAs big as possible by defaultAs many looks as possibleShow in useShow SKU optionsDon’t skimp!

51. Kid Inc. Toy of the YearMonkeyBlaster9000MonkeyBlaster 9000VS

52. The Price (Structure) Is RightCreate a mental baseline: MSRP, List, Compare atCurrent price most prominent + colorShow savings: $ and %

53. Focus on the Product

54. Gateway to Other Items

55. Gateway to Other Items

56. Is it Available?