How to Grow your E-Commerce Business in 30 days

Confidential © 2012 CrossView, Inc. All rights reserved.

Grow your Business in 30 Days

Jason Goldberg

Vice President of Business Strategy & Customer Experience

[email protected]

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Get

More

Traffic

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E-Mail Segmentation

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E-Mail Mobile Optimization

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The Days of 10 Blue Links are over

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The Days of 10 Blue Links are over

30% of

Sales 12% of

Sales

7% of

Sales

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Local

Organic

Paid

Product

Image

Video

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Local

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Specific Location (which Google often auto-detects)

Location-

Biased Results

Local SEO

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Accurate Data Across Every Listing Source

Yelp, OpenTable, Amber’s

website, Google Local,

etc. should all have

exactly the same details.

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Completeness & Quality of Listings

For each listing, it pays to provide the maximum amount of depth and detail

possible.

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Store Detail Page

http://www.guitarcenter.com/Raleigh

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Rich Snippets

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Rich Snippets

Microdata

(Schema.org)

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Rich Snippets

Microdata

(Schema.org)

20% - 30%

higher click-through!!

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Rich Snippets

www.google.com/webmasters/tools/richsnippets

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• Segment your e-mails (get more relevant)

• Optimize / Preview you e-mails (don’t rely upon images, and don’t forget mobile!)

• Claim all local listings

• Enrich all local listings

• Ensure consistent NAP for all local listings

• Enrich store detail pages on e-commerce site

• Mark-up e-commerce PDP’s with Microdata

(Schema.org, GoodRelations, Productontology.org)

• Solicit Seller Reviews (Bizrate, Epinions, resellerRaitings, PriceGrabber, Google, Yahoo)

• Solicit Places Reviews (Google, Yellowpages.com, Insiderpages, Yahoo)

• Solicit Product Review (on e-com site)

Improve Traffic in 30 Days

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Convert

More

Visits

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Speed

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Page Speed

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Page Speed

Video Comparison of Page Load Times

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Page Speed

• Real World Testing (Not Synthetic)

• Focus on User Facing improvements

• Don’t forget Mobile

• Google Webmaster Tools & Google Analytics

• Use Automated Solutions if you have to

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Are You Giving Visitors What They Want?

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Understanding Website Quality

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• Would you trust information from this website?

• Is this website written by experts?

• Would you give this site your credit card details?

• Do the pages on this site have obvious errors?

• Does the website provide original content or info?

• Would you recognize this site as an authority?

• Does this website contain insightful analysis?

• Would you consider bookmarking pages on this site?

• Are there excessive adverts on this website?

• Could pages from this site appear in print?

“Panda” Search Quality Survey

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Would you trust information from this website?

Is this website written by experts?

Would you give this site your credit card details?

Does this page have obvious errors?

Does the website provide original content or info?

Would you recognise this site as an authority?

Does this website contain insightful analysis?

Would you consider bookmarking pages on this site?

Are there excessive adverts on this website?

Could pages from this site appear in print?

Walmart Panda Quality Survey

Yes No Not Sure

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Would you trust information from this website?

Is this website written by experts?

Would you give this site your credit card details?

Does this page have obvious errors?

Does the website provide original content or info?

Would you recognise this site as an authority?

Does this website contain insightful analysis?

Would you consider bookmarking pages on this site?

Are there excessive adverts on this website?

Could pages from this site appear in print?

Walmart Panda Quality Survey

Yes No Not Sure

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Promo Codes

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Promo Codes

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Promo Codes

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Promo Codes

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Promo Codes

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Promo Codes

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Promo Codes

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• Find the friction in your shopping experience

• Improve your trust (design, trust symbols, social proof)

• Start measuring page-load speed / install Google Analytics

• Front-End Optimization (native or hire strangeloop, Blaze.io, etc…)

• Remove your promo code field (or add a promo code to the checkout page).

)

Improve Conversion in 30 Days

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Transition Slide

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Focus

on What

Matters

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You are what you measure

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• Page Views vs. Visitor Loyalty

• Revenue vs. Economic Value

• Time on Site vs. Task Completion Rate

• % of Search Traffic vs. Share of Global Search Volume

• # of Fans vs. Conversation Rate

Measure the Right Things

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• Analytics isn’t just for the web

• Yes, you need Google analytics

• Dashboard/Reporting Strategy

• Regular Analytics Meetings (not just with e-com)

• Don’t forget your stores! Traffic Data, Store Dashboard, Cross-Channel

• Integrate all your data (voice of customer, performance, etc…)

• Try some on-page analytics

• Voice of the Customer – Free http://www.4qsurvey.com)

Analytics

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for your time & interest.

VP of Business Strategy & Customer Experience

[email protected]

Jason Goldberg

Confidential © 2012 CrossView, Inc. All rights reserved.

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