Effective E-Commerce Strategies

Effective E-commerce Strategies

Mike Duncanmduncan@SageIsland.com

facebook.com/MikeADuncantwit ter.com/MikeADuncan

Sage Island CEO

Sage Island• Birthday - February 10, 1997 (Google Sept 1998)• 24 Full Time Employees• Full-Service Interactive Marketing Agency• Startups to Fortune 500 Companies Worldwide

Me• Geek (computer, design, MBA)• Surfer / Vert - Pool Skater / Cycle• Vintage Auto Racer

Amazon.com Conversion Experts

• 2009 Sales of $24.51B (+28%)• 275M visitors/mo (56.5m unique)• Converts 9.6%• Avg. Sale $170

Traffic Comes from:• Search Engines (32%)• New Shoppers (30%)• Return Shoppers (70%)

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

Finding YOUR Customers

Getting them to buy

Know your Customer

Speak your Customers Language

Keyword ResearchHave 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

Drive Traffic to your Store

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

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 Practicesh"p://www.sageisland.com/SEO-­‐best.pdf

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

SEO OFF-Page Optimization

Link Building

Jan 25, 2007

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)

www.websitegrader.com

How does your site rank in SEO?

Paid Search

Shopping Networks

Company Blogging

Social Networking

E-Commerce Design Trends• Building Loyalty w/ Customer Service• Product Reviews• Enhanced Search & Navigation• Shopping Guides / Videos• Personalization• Segmentation & Behavioral Profiles• Mobile E-Commerce

Customer Service

Yes you need all this

Return PolicyShipping RatesOrder Tracking

Contact Info...and then some!

Consumer Reviews

• 70% of shoppers trust consumer reviews on products. (Nielson)

• Provide reviews, to encourage consumers to trust your products/brand.

Site NavigationFilters

• Sorting (bestsellers)• Customers want a fast path to their specs

Buying Guides Work• Video Library• Featured Articles• Involve Customers• Help & Advise• Great Images• SEO Advantage• TIP - Social Media!

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)

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

• Personalization• Sync with Account• Payment Integrated• Product Reviews• Price Shopping• Conversion

Mobile E-Commerce

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

Track Everything!

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 Nmduncan@sageisland.comtwitter.com/MikeADuncan

twitter.com/sageislandwww.sageisland.com