#thinkppc FLASH SERIES Ecommerce Navigation: The Importance of Getting It Right HOSTED BY: &
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FLASH SERIES
Ecommerce Navigation: The Importance of Getting It
Right
HOSTED BY: &
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Your Presenter
• Linda Bustos– Co-Founder & Managing Partner of
Edgacent
– Author of upcoming book “Ecommerce Illustrated”
– Blogger at Ecommerce Illustrated
– @edgacentlinda, @ecomillustrated
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
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Live Poll Question #1
How do you manage your PPC account(s)?#thinkppca) I’m part of an in-house PPC team
b) I do all the marketing including PPCc) I work at an agencyd) I’m a consultant
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THE MOST IMPORTANT ELEMENT OF AN ECOMMERCE SITE?
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Site Navigation!
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Not the home page
•Not every visitor lands on your home page–Search, social, email, shopping engines…
•Home pages don’t convert–Content often is overlooked and ignored–There is a small chance featured content is relevant to your visitor–The goal of the home page is to get the visitor towards a product they want/need
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Not search
•The search box/field does not communicate what your site has to offer•Search is for visitors that either know exactly what they want, or have failed using your navigation menus•Exceptions…•Search often fails
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You want your website to have good CAMA…
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Category and Merchandising Architecture
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Emphasis is on strategic MERCHANDISING
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Why navigation should be influenced by the strategic merchandiser
•Knowing your customer very well•Using data to make decisions•Validating hypotheses•Measuring dollar impact of navigation
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CAMA depends on your catalog
•Everything store•Retailer•Brand direct to consumer
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“Everything Store”
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Retailer
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Brand-to-Consumer
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Brand to Consumer
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Developing Navigation Requirements
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Parent categories
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Parent categories
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Child categories
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Child categories
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Child categories
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Child categories
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Navandising
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Navandising
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Navandising
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Live Q&A Time!
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