Speech at eCommerce Search and Sales, Sao Paulo, March 15, 2012 on effective eCommerce marketing from top retailers in the US and Europe.

1. Trendsetters in ecommerce
marketing in 2011 in US and
Europe
Yulia V Smirnova
Internet marketer, in-house SEO, ecommerce professional
http://www.linkedin.com/in/ysmirnova
Blog: www.memesponge.com
@memesponge
Mar 15, 2012

2. 5 strategies for
traffic, conversions
① Grow organic search visibility multi-format, multi-
channel
② Reduce noise, extra steps pre-checkout
③ Tap into impulse buys
④ Tap into discovery buys
⑤ Cater local needs, deliver by local

3. 5 strategies for traffic, conversions
① Grow organic search visibility multi-format, multi-
channel

4. Google algo and state of SEO
① SEO content is more than KW Research,
Quality, uniqueness, originality, authorship, freshness, recency rewarded
② Social discovery is hot
③ Links losing their weight
④ Images index is expanded in universal search, freshness matters
⑤ More balanced SERPs, won’t show too many results from one site
⑥ Local is growing, mobile recommendations are hot
⑦ International launch of shopping rich snippets
⑧ Paid search is occupying more space
⑨ Mobile starts weighing in, HTML5 looks promising
⑩ Rel = author might factor into AuthorRank
Source:

5. Google real estate getting crowded

6. Google real estate more integrated with
social, local, personal

7. Opportunities for search visibility
a. Rich snippets
b. Universal search
c. Social integration
d. Unique, original, fresh content, worthy of
share, pin or like
e. Mobile friendliness of the site

8. 30 %
CTR uplift
Others CTR boost 36 – 400%
SEO traffic lift 5-10% (rel
=author, rel=publisher)

9. Top 500 with rich snippets

10. Increased conversions for
PDP, extended reach

11. Quality content, SEO as part
of product strategy
 55 % natural search, 5 % direct traffic

12. 2 clicks to share and earn Cash

13. 5 strategies for traffic, conversions
② Reduce noise and extra steps pre-checkout
a. Help with ‘which one’ decision
b. Remove pages, clicks

14. Smoothwindow shopping,
perfect pagination

15. Converts w/out product pages

16. compares, swatches pre-checkout
Courtesy of Best of the Web 2012, Internet Retailer Hot 100, Dec 2011

17. Plenty customers? Now What?
to shop more
Provide opportunities
Anywhere, anytime

18. 41% smartphone users researched and
purchased on mobile
 Travel companies dominate top 10 in mobile
commerce
 85 % of frequent flyers use smartphones and
adopt mobile shopping
Courtesy of eMarketer, Internet Retailer

19. mobile is Expected, lost sales if
not delivered well
51% more likely to purchase from retailers
when it was mobile friendly
 40% would visit a competitor's site
instead due to a disappointing mobile
experience
Courtesy of eMarketer, Internet Retailer

20. 5 strategies for traffic, conversions
③ Tap into impulse buys of “on-the-go” last minute
markets
a. Mobile loves travel
b. Mobile delivers instant gratification
c. Mobile + email = perfect match in
heaven

21. 2x mobile bookings in 2011
Courtesy of Internet Retailer, mobile guide 2011

22. Email + mobile = perfect match
mail.hotels.com pages. mail.hotels.com
158 % YOY 82 % YOY
click.mail.hotels.com view. mail.hotels.com
255 % YOY 71 % YOY
Email combined 10 % of total traffic, courtesy of Compete

23. Apps only merchants tap this market

24. Go Now grabs spontaneous shopper
Courtesy of Best of the Web 2012, Internet Retailer Hot 100, Dec 2011

25. mobile growth 1250% YOY, 184%
Courtesy of Compete

26. 5 strategies for traffic, conversions
④ Tap into discovery buys
a. Curated merchandising
b. Make me a match
c. Coach, bedroom commerce

27. spend 2x more, convert 75 % faster
Courtesy Internet Retailer, Best of the Web 2012, Internet Retailer Hot 100, 2011

28. 6 % iPad traffic of total traffic
Tablet shoppers spend more $225 vs. to $150 on site
 8 % of total revenue
20 % revenue day after Xmas 2011
Courtesy of Internet Retailer Web, Dec 2011

29. 5 strategies for
traffic, conversions
⑤ Cater to local needs, deliver by local means
a. Find real need within your own market
/niche/grow dominate hot category
a. Expand internationally, but play by local rules

30. Toronto condensed lifestyle brings
delivery ecommerce

31. Country specific
marketing, merchandising and payment
options
Top 300 Europe Guide, 2011

32. 5opportunities for traffic,
conversions
① Explore natural search, invest into content production of
items, worthy sharing every day
② Reduce noise, barriers to buy
③ Feed impulse buys, convert the always connected shopper
whenever, wherever
④ Tap into discovery buys, make your shoppers a match in
heaven
⑤ If expanding markets (segments, countries), think local
needs , deliver by local means

33. Imagine exploring all 5
$100
billion in 2015

34. Obrigado, perguntas são bem-vindos 
Yulia V Smirnova
http://www.linkedin.com/in/ysmirnova
Blog: www.memesponge.com
@memesponge
yulia@memesponge.com