effective ecommerce strategies
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Effective E-commerce
Strategies
Mike [email protected]
facebook.com/MikeADuncantwit ter.com/MikeADuncan
Sage Island CEO
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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%)
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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
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Finding YOUR Customers
Getting them to buy
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Know your Customer
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Who’s Your Customer?
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Or is it your Mom?
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Speak your Customers Language
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Keyword Research
Have a Strategy, 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.comwww.wordtracker.com
Google Adwords Keyword Toolwww.seobook.comwww.seomoz.org
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Drive Traffic to your Store
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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-factorswww.vaughns-1-pagers.com/internet/google-ranking-factors.htm
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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
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Sitemap SubmissionGoogle WebMaster Tools - www.google.com/webmasters/tools/
Bing (MSN) WebMaster Tools - www.bing.com/webmasters
Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com
Create a Sitemapwww.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
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SEO OFF-Page Optimization
Link Building
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Jan 25, 2007
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Quality/Quantity external links is 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)
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www.websitegrader.com
How does your site rank in SEO?
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Paid Search
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Shopping Networks
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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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Customer Service
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You Could Call.
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Contact Info
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Local Search
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Great Return Policy
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Guidance
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Can I Get a Little Help?
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Track Orders
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Live Chat
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It’s a real person.
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Under the Hood
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Who are you?
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Shopping Pages
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Alerts
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Help them Shop!
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•70% of shoppers trust consumer reviews on products. (Nielsen)
• Offer users the opportunity to rate products, provide reviews, to encourage consumers to trust your products/brand.
Product Reviews
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Ask for the Review
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Site Navigation
Filters• Sorting (bestsellers)• Customers want a fast path to their specs
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Buying Guides Work
• Video Library• Featured Articles• Involve Customers• Help & Advise• Great Images• SEO Advantage• TIP - Social Media!
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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)
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Segmentation & Behavioral Profiles
• Market Individually• Create Email Alerts• Convert Later (Social, wishlist)• Compile Profile• Record Everything• Convert Now (you may also like)• Tip - Segment Emails
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• Personalization• Sync with Account• Payment Integrated• Product Reviews• Price Shopping• Conversion
Mobile E-Commerce
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E-Commerce Strategies to Implement
Basic
Site NavigationIntegrate Social MediaSegment CustomersAdd Shopping GuidesCreate Best SellersMore Visual ApproachCreate VideosAdd Live Help
Advanced
PersonalizationAccount RegistrationEnhanced Search / NavMobile ApplicationCross SellEmail AlertsLoyalty ProgramInternational
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Track Everything!
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Search Engine Optimization – Kristopher JonesGet to the top on Google – David VineyLanding Page Optimization – Tim Ash
Building Findable Websites – Aarron Walter
M I K E D U N C A [email protected]/MikeADuncan
twitter.com/sageislandwww.sageisland.com