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.

1. Ecommerce Playbook Convergence of the Content, Community & Commerce Specific Use Case Examples SEO Blogs Linked to Product Syndicate Content to Retail Partners Search Spans Products, Blogs, Community Social Shopping Systems to Support 3Cs

2. ConvergenceConsumer Expectations | Convergence Consumer expectations for a Brand’s website are rising quickly. No longer is it enough to have corporate product information and links to retailers. Consumers now expect to be able to seamlessly: Find useful product information to help them make a decision (Content) Engage with others that have product insight and experiences (Community) Buy their chosen products directly from the Brand site (Commerce) Convergence of 3Cs

4. $2 average CPC

5. 50% click on #1 organic link

7. BlogsSEO Blogs | Easily Associate Products to Blogs Product Association It must be very easy for staff to write blogs and associate relevant products to the blog 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. Search: Auto-search for related product during blog creation. Product Catalog: Select from hierarchical product catalog

8. Content SyndicationSyndicate Content | Embed and Control Content on Partner Sites Brands desire to manage their brand presence on retailer sites Application syndication services such as OView enable Brands to achieve this Embed Content on Partners Any type of content: text, rich media, video, etc. Auto-scales on hosted service Content Management Control content on each partner site directly through a browser interface CMS system Analytics Full visibility into interaction on page with content

9. Search3C Search | Search Should Span All Content Here is a common search example (not trying to pick on anyone): Here is Columbia’s new site. It has a blog. (Click to next page to see what happens when you search)

10. Search3C Search | Search Should Span All Content Example: 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)

11. Search3C Search | Search Should Span All Content Example: 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. The blog page isn’t Search Engine Optimized (SEO) either, so searching on Google for “30 Days of Cycling” doesn’t find it either.

12. SearchApple | Not Surprisingly Does it Right Searching for “iPod” crosses all categories: Support, Products, Downloads, Apple Store, iTunes, Markets, Company. Ordered based on where you are on the site.

13. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page Social Shopping 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. Access Facebook social graph on product detail page Share “great find” with friends Ask friends for advice to improve conversion rate Drive traffic to the product detail page from Facebook

14. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page Social Shopping Clicking on connect opens up a model to allow folks to connect to Facebook

15. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page Social Shopping Clicking on connect opens up a model to allow folks to connect to Facebook Now visitors can ask their friends for advice, encourage them to buy it as well This can happen in real time with friends that are online at the time

16. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page Social Shopping Clicking on connect opens up a model to allow folks to connect to Facebook Now visitors can ask their friends for advice, encourage them to buy it as well This can happen in real time with friends that are online at the time Real-time advice from friends increase conversion rates

17. Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page Social Shopping 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. Access Facebook social graph on product detail page Share “great find” with friends Ask friends for advice to improve conversion rate Drive traffic to the product detail page from Facebook

18. Single Platform for 3CsSoftware Platform Reality | Siloed Systems Until now, Brands have been forced to purchase 3 separate platforms to address Content, Commerce & Community. Which results in: Technical barriers blocking desired user experiences Administration costs and challenges of 3 separate systems Paying 3 times more than is necessary Most importantly, falling behind competitors on traffic, time on site and conversions

20. Integrated user experience – no artificial boundaries across the 3Cs

21. Search spans all three areas

23. UGC: Ray Ban, Redtagcrazy

24. Community: LANE BRYANT, Sears

26. Nikki Baird

27. Michael LevyConvergence of 3Cs