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Effective ecommerce strategies
This document provides strategies and best practices for effective e-commerce, as presented by Mike Duncan of Sage Island. It discusses Amazon's formula for success, finding customers and driving traffic to stores through search engine optimization, paid search, and shopping networks. The document also covers e-commerce design trends like building loyalty, reviews, navigation, personalization, mobile, and tracking performance.
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Effective ecommerce strategies
- 1. Effective E-commerce Strategies Mike Dunca n mdunc an @Sa ge Is land.com facebook.com/MikeADuncan twitter.com/MikeADuncan Sage Island CEO
- 3. Amazon.com Conversion Experts • 2010 Sales of $32.20B (+39.5%) • 275M visitors/mo (56.5m unique) • Converts 9.6% • Avg. Sale $170 Traffic Comes from: • Search Engines (32%) • New Shoppers (30%) • Return Shoppers (70%)
- 4. Amazon.com Formula • Low prices + Great Selection • Free Shipping Offers • Amazon loyalty • Personalization to highest degree • Combination of account history and behavioral learning to convert • Combines multiple merchants
- 5. Finding YOUR Customers Getting them to buy
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- 9. Or is ityour Mom?
- 10. Speak your CustomersLanguage
- 11. Keyword Research Have aStrategy, Careful keyword selection is the heart of any campaign! Create a robust keyword portfolio of relevant keyword phrases that are searched on by potential customers. www.keyworddiscovery.com www.wordtracker.com Google Adwords Keyword Tool www.seobook.com www.seomoz.org
- 12. Drive Traffic toyour Store
- 16. SEO On-Page Optimization •Use keyword research to determine how customers search • Inject keywords into body copy, titles, and images • User friendly and search engine friendly site. Ranking factors: www.seomoz.org/article/search-ranking-factors www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
- 18. Meta Data <TITLE>Skateboards -Warehouse Skateboards offers Complete Skateboards, Skateboard Decks, Trucks, Wheels & Much More!</TITLE> <META NAME="Description" CONTENT="Biggest selection of skateboards, skateboard decks, complete skateboards, skateboard wheels, skateboard trucks, skateboards delivered right to your door!"> <META NAME="Keywords" CONTENT="skateboards,skateboard,complete skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate decks,warehouse skateboards"> Mike Duncan’s Best Practices h"p://www.sageisland.com/SEO-‐best.pdf
- 20. Sitemap Submission Google WebMasterTools - www.google.com/webmasters/tools/ Bing (MSN) WebMaster Tools - www.bing.com/webmasters Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com Create a Sitemap www.gsitecrawler.com Do you have a Robots.txt file? www.yourdomain.com/robots.txt User-agent: * Disallow: /my-dirty-photos Sitemap: http://www.domain.com/sitemap.xml
- 21. SEO OFF-Page Optimization Link Building
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- 23. Quality/Quantity external linksis what you are after! What is a Quality link? Answer: Good Google Page Rank (3+) Relevant Great! How do I get them Duncan? (yes, I’m a mind reader)
- 34. How does yoursite rank in SEO? www.websitegrader.com
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- 42. E-Commerce Design Trends • Building Loyalty w/ Customer Service • Product Reviews • Enhanced Search & Navigation • Shopping Guides / Videos • Personalization • Segmentation & Behavioral Profiles • Mobile E-Commerce
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- 49. Can I Geta Little Help?
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- 56. It’s a realperson.
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- 63. Product Reviews •70% ofshoppers trust consumer reviews on products. (Nielsen) • Offer users the opportunity to rate products, provide reviews, to encourage consumers to trust your products/brand.
- 65. Ask for theReview
- 68. Site Navigation Filters • Sorting (bestsellers) • Customers want a fast path to their specs
- 70. Buying Guides Work • Video Library • Featured Articles • Involve Customers • Help & Advise • Great Images • SEO Advantage • TIP - Social Media!
- 74. Personalization (You, Your) •Welcome, Mike Duncan • Recommendations for You (behavioral learning) • Your Browsing History (cookies & account registration) • Rate these items (social, reason to return) • Your Communities (social) • Want to see Today's Deals? (conversion) • Individual Treatment Creates (Loyalty)
- 76. Segmentation & BehavioralProfiles • Market Individually • Create Email Alerts • Convert Later (Social, wishlist) • Compile Profile • Record Everything • Convert Now (you may also like) • Tip - Segment Emails
- 77. Mobile E-Commerce • Personalization • Sync with Account • Payment Integrated • Product Reviews • Price Shopping • Conversion
- 79. E-Commerce Strategies toImplement Basic Advanced Site Navigation Personalization Integrate Social Media Account Registration Segment Customers Enhanced Search / Nav Add Shopping Guides Mobile Application Create Best Sellers Cross Sell More Visual Approach Email Alerts Create Videos Loyalty Program Add Live Help International
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- 84. Search Engine Optimization– Kristopher Jones Get to the top on Google – David Viney Landing Page Optimization – Tim Ash Building Findable Websites – Aarron Walter MIKE DUNCAN mduncan@sageisland.com twitter.com/MikeADuncan twitter.com/sageisland www.sageisland.com