internet marketing strategies for ecommerce websites

45
Internet Marketing Strategies for Ecommerce Websites Mark Roberge VP Sales, HubSpot

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Learn how to increase traffic quantity and quality, improve your conversion of visitors to sales, and measure the whole process with inbound marketing strategies.

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Page 1: Internet Marketing Strategies for Ecommerce Websites

Internet Marketing Strategies for

Ecommerce WebsitesMark Roberge

VP Sales, HubSpot

Page 2: Internet Marketing Strategies for Ecommerce Websites

Agenda

• Increase Traffic Quantity & Quality

• Increase Visitor Conversion to Sale

• Improve Effectiveness with Analytics

• Q&A

Page 3: Internet Marketing Strategies for Ecommerce Websites

Which area is your

biggest challenge?

Page 4: Internet Marketing Strategies for Ecommerce Websites

What ecommerce

shopping cart platform

do you use?

Page 5: Internet Marketing Strategies for Ecommerce Websites

Agenda

• Increase Traffic Quantity & Quality

• Increase Visitor Conversion to Sale

• Improve Effectiveness with Analytics

• Q&A

Page 6: Internet Marketing Strategies for Ecommerce Websites

Problem: Duplicate Content

Page 7: Internet Marketing Strategies for Ecommerce Websites

Solution: Create Content

1) Blog

2) User Reviews

3) Unique Product Descriptions

4) Unique Photos

5) Product Comparisons

Page 8: Internet Marketing Strategies for Ecommerce Websites

1) Blog

Easiest Way to Produce Unique Content

• Thought leadership

• Education

• Entertainment

• Personality

• SEO

Page 9: Internet Marketing Strategies for Ecommerce Websites

Blogging Attracts More Visitors

Page 10: Internet Marketing Strategies for Ecommerce Websites

Blogging Means More Inbound Links

Page 11: Internet Marketing Strategies for Ecommerce Websites

2) User Reviews

Page 12: Internet Marketing Strategies for Ecommerce Websites

3) Unique Product Descriptions

• Separate yourself from

other retailers!

• Describe basic features

• Explain what you like

• Why your product?

• How can buyer benefit?

• Product alternatives?

Page 13: Internet Marketing Strategies for Ecommerce Websites

4) Unique Photos

• Separate yourself from the competition!

• Use ALT Text For SEO

• Links from photo attribution

Page 14: Internet Marketing Strategies for Ecommerce Websites

5) Product Comparisons

• Visually compare

products

• User generated

comparisons

Page 15: Internet Marketing Strategies for Ecommerce Websites

Case Study: Woot.com

Page 16: Internet Marketing Strategies for Ecommerce Websites

Case Study: ProClipUSA.com

Page 17: Internet Marketing Strategies for Ecommerce Websites

Case Study: ProClipUSA.com

0

5000

10000

15000

20000

25000

30000

35000

Unique Visitors

Source:

Started Blogging

Page 18: Internet Marketing Strategies for Ecommerce Websites

Agenda

• Increase Traffic Quantity & Quality

• Increase Visitor Conversion to Sale

• Improve Effectiveness with Analytics

• Q&A

Page 19: Internet Marketing Strategies for Ecommerce Websites

Problem: Many Visitors Don’t Convert

4%

96%

visitors convert to sales

Data: US Retail eCommerce sites from Coremetrics, 2009

Page 20: Internet Marketing Strategies for Ecommerce Websites

Problem: Many Visitors Don’t Convert

Data: US Retail eCommerce sites from Coremetrics, 2009

Page 21: Internet Marketing Strategies for Ecommerce Websites

Solution: Soft Calls to Action

• Capture consumers in

research phase

• Educate consumers

• Begin remarketing

through email

• Prevent cannibalization

with “Resources” section

Page 22: Internet Marketing Strategies for Ecommerce Websites

Call to Action Best Practices

• Action Oriented

Page 23: Internet Marketing Strategies for Ecommerce Websites

Call to Action Best Practices

• Action Oriented

• Images

Page 24: Internet Marketing Strategies for Ecommerce Websites

Call to Action Best Practices

• Action Oriented

• Images

• Clickable Links

Get Started Now

Page 25: Internet Marketing Strategies for Ecommerce Websites

Call to Action Best Practices

• Action Oriented

• Images

• Clickable Links

• Color

Page 26: Internet Marketing Strategies for Ecommerce Websites

Call to Action Best Practices

• Action Oriented

• Images

• Clickable Links

• Color

• Above the Fold

Page 27: Internet Marketing Strategies for Ecommerce Websites

Call to Action Best Practices

• Action Oriented

• Images

• Clickable Links

• Color

• Above the Fold

• Short and Simple

Page 28: Internet Marketing Strategies for Ecommerce Websites

Shorter Forms are Better

28

32%

Conversion 53%

Conversion

Page 29: Internet Marketing Strategies for Ecommerce Websites

Case Study: Natural Remedies

NativeRemedies.com

Page 30: Internet Marketing Strategies for Ecommerce Websites

Problem: Abandoned Carts

69% Abandoned Carts

vs.

Page 31: Internet Marketing Strategies for Ecommerce Websites

Are you tracking your

cart abandonment rate?

Page 32: Internet Marketing Strategies for Ecommerce Websites

Solution: Measurement is the first step

Page 33: Internet Marketing Strategies for Ecommerce Websites

Solution: Cut Forms Down to Essentials

Page 34: Internet Marketing Strategies for Ecommerce Websites

Solution: Abandoned Cart Nurturing

What:

• Reminder of incompletion or product value

• Gift certificate or coupon

When:

• 1 day later

• 3 days later

• 30 days later

Page 35: Internet Marketing Strategies for Ecommerce Websites

Are you doing any

abandoned cart

email nurturing?

Page 36: Internet Marketing Strategies for Ecommerce Websites

Agenda

• Increase Traffic Quantity & Quality

• Increase Visitor Conversion to Sale

• Improve Effectiveness with Analytics

• Q&A

Page 37: Internet Marketing Strategies for Ecommerce Websites

Problem: Don’t Know What Drives Sales

Page 38: Internet Marketing Strategies for Ecommerce Websites

How Do You Measure?

Page 39: Internet Marketing Strategies for Ecommerce Websites

Solution: Closed Loop Reporting

Marketing Sales

Page 40: Internet Marketing Strategies for Ecommerce Websites

Visitor to Sale

Page 41: Internet Marketing Strategies for Ecommerce Websites

…By Channel or Source

Page 42: Internet Marketing Strategies for Ecommerce Websites

Agenda

• Increase Traffic Quantity & Quality

• Increase Visitor Conversion to Sale

• Improve Effectiveness with Analytics

• Q&A

Page 43: Internet Marketing Strategies for Ecommerce Websites

About HubSpot

Get Found

SEO

Blogging

Social Media

Convert

Soft Calls to

Action

Abandoned

Cart Nurturing

Analyze

Closed Loop

Analytics

Competitive

Analysis

Abandoned

Cart Tracking

Page 44: Internet Marketing Strategies for Ecommerce Websites

Would you like a free

Inbound Marketing

Assessment?

Page 45: Internet Marketing Strategies for Ecommerce Websites

Thank You!

Questions?

www.HubSpot.com