Smart Digital Marketing Plan for eCommerce Website, by Anthony Ragland

2015 Digital Marketing Presentation Deck
for an eCommerce Website Client 
 
March 4, 2015
Presentation By:
Anthony Ragland 
Digital Marketing Consultant
Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Presented By:
About Smart Digital Marketing Firm: 
Smart Digital is a forward-thinking digital
marketing service firm located in Atlanta,
Georgia. Our team provides expert digital
marketing services to companies who want
to increase their online revenue and expand
their digital footprint. Our firm capabilities
are smart digital marketing strategies and
savvy growth hacking strategies.
About The Presenter: 
Anthony M. Ragland is the founder of Smart
Digital, inc. As founder, he is the leader of
the firm’s digital marketing practice.
Anthony plays a hands-on role in the
strategic planning and tactical execution of
all client projects.

Audit The Web Analytics
Sample Client Google Analytics Data
(Feb. 1 - Feb. 28, 2015)
• SEO top trafﬁc
referral source
• Create strategy to
increase trafﬁc
from other referral
sources
• Pageviews are good
• Avg. time on site good
• Pages per session good
• Bounce rate is OK
• Conversion
rate very low
• Transactions
very low
• Revenue low
• New visitors
indicate target
market health
• Returning visitors
indicate user
satisfaction

Establish Vision for the Future
Short-Term Vision (within 1 Year) 
➡ Goal for Monthly Increase in Website Visitors
➡ Goal for Monthly Increase in Revenue
➡ Objective to Achieve Higher Customer Satisfaction Levels
➡ Objective to Add More Products to eCommerce Website
➡ Objective to Build Brand Extension Revenue Models
Long-Term Vision (within 3 Years) 
➡ Monthly Website Visitor Goal
➡ Revenue Goal Per Year
➡ 100,000+ Satisﬁed Customers
➡ 20,000+ New e-Commerce Products
➡ The Most Recognized Digital Brand in the Industry

How do we
achieve growth and
realize our vision?

Customer Centricity
The Internet is a two-way communication medium and the customer is in charge.
The Digital Age has evolved … we know that eCommerce and online business
success requires a customer-centric online business model.
In order to achieve exponential growth and our vision for the future, the
company website must create the … 
 
Must-Have Customer Experience
A customer-centric framework and proven online business model for
proﬁtability and sustainability. 
 
There are two vital KPI questions everyone on the team is accountable for:
1. Did we make money?
2. Was the customer satisﬁed?

Turn Questions into KPIs
1. Did we make money?
 
Money Questions (weekly reporting)
- What percentage of visitors convert to new customers?
- What’s our customer acquisition cost?
- How many new orders per day?
- What’s the average order value?
- How many daily mailing list subscribers? 
2. Was the customer satisﬁed?
 
Satisfaction Questions (monthly reporting)
- What’s the customer satisfaction rate?
- What’s the percentage of new vs. repeat visitors?
- How much engagement on social media sites?
- What’s the bounce rate, time-on-site, recency, etc?
- What’s did we learn about our customers?

Our Plan & Approach
Data, Data, Data, Data …
Smart Data-Driven Decision Making
4 Types of Web Analytics
Quantitative (clickstream)
Qualitative (active research)
Competitor Intelligence
Multiple Outcome

12 Growth Sprints
March 2015 July 2015 November 2015
April 2015 August 2015 December 2015
May 2015 September 2015 January 2016
June 2016 October 2015 February 2016 

3 Growth Objectives
Modernize Optimize Monetize
Experience Performance Results

March 2015 Sprint
Optimize The New Website
• Conﬁgure Google Webmaster Tools and conduct search engine data analysis.
• Implement a plan for a 301 Redirect Map (old web pages, to new web pages).
• Implement plan for SEO URL Names for category and product pages.
• Implement SEO On-The-Page upgrades to site-wide template pages.

March 2015 Sprint
Modernize The New Website
• Conduct Usability Test on the new website; collect and analyze the qualitative
data and make improvements to user interface.
• Start promoting the new website on the current website NOW.
• Add Brand Positioning (USP) Statement on the new home page and on
product pages.
• Stress test the new website (broken link test, load speed, mobile testing,
checkout process, autoresponders, conversion goals, etc) .

March 2015 Sprint
Monetize The New Website
• Sell EXCLUSIVE site-wide advertising to one company instead of serving hundreds
of random banner ads; re-create advertising media kit package.
• Conduct conversion rate optimization to current website product pages to
increase transactions and new orders.
• Add LIVE Chat to become more customer-centric. Collect and analyze customer
feedback from LIVE chat transcripts. Use the qualitative data to create customer-
centric content and solutions.

Exclusive Advertising
• Demographics and interest data for EXCLUSIVE site-wide advertising.

Growth Goals & KPIs
• 488,000 Unique Visitors Per Month
• .07% Conversion Rate Per Month
• $10,000 in Online Revenue Per Month
• 2 Million Unique Visitors Per Month
• 2% Conversion Rate Per Month
• $100,000+ in Online Revenue Per Month
Current KPIs Short Term Goal KPIs
• 309% increase in Unique Visitors Per Month
• 2,757% increase * in Conversion Rate Per Month
• 900% increase in Online Revenue Per Month
Performance Goals & Benchmarks
* Note: 2,757% increase in conversion rate could equal $270,000 per month in revenue

How does the eCommerce
website go from current to
good to great?

Web Analytics
The analysis of quantitative and qualitative data from
your website and the competition, to drive a continual
improvement of the online experience & revenue.
• Google Analytics to answer the “What?” (Clickstream data)
• Experimentation Analysis to help answer the “Why?” (Surveys, A/B Testing, Usability, etc)
• Outcomes Analysis to answer the “How much?” (CRO, Engagement, Loyalty, etc)
• Competitor Intelligence to answer the “What else?” (SEO, SEM, SWOTs, etc)
Data Intelligence & Insights

Search Engine Optimization
The creative and technical process of improving the
visibility of the website in the search engine's
organic or un-paid search results.
• Content (Quality, Fresh, Duplicate, etc.)
• HTML (Meta Tags, Structure, Headers, etc.)
• Architecture (Crawl, Speed, URLs, etc.)
On-The-Page Factors
• Links (Quality, Quantity, Text, Spam, etc.)
• Trust (History, Authority, Reputation, etc.)
• Social (Signals, Shares, Integration, etc.)
Oﬀ-The-Page Factors

Conversion Rate Optimization
The scientiﬁc process of converting more website
visitors into prospects and customers.
• Customer Centricity (Easy, Simple, Clear)
• UI Design (Plan, Develop, Execute, Test)
• Optimize Results (Analyze, Reﬁne, Scale)
User Experience Upgrades
• A/B Split Testing (pages & elements)
• Usability Testing (VoC, Active Research)
• Segmentation (Men, Women, B2B, B2C)
Experimental Testing

Growth Hacking
The advanced application of digital marketing and web
development techniques to accelerate the growth
of an online business.
• Website-centric Growth Strategy
• Product-centric Growth Strategy
• Partner-centric Growth Strategy
Quarterly Growth Plan
• Efﬁcient & Agile Implementations
• Referral, Viral & Word-of-Mouth Triggers
• Platform Integrations & Community Building
Execute Growth Plan

Content Marketing
A marketing process focused on creating and distributing
valuable, relevant, and consistent content to attract and
retain a clearly-deﬁned audience.
• Create Content Strategy & Social Media Plan
• Invest in Visual, Useful, & Engaging Content
• Curate to Connect w/ Inﬂuencers & Markets
Content Creation
• Distribute via Blog & Social Platforms
• Use Content Marketing Automation Tools
• Analyze User Engagement and Link Building
Content Distribution

Email Marketing
The most affordable and effective digital media channel
to boost customer loyalty and retention.
• Incentive Based Email List Strategy
• Email Segmentation Strategy (B2C vs. B2B)
• Email Personalization & Relevancy
Email List Building
• Email On-boarding & Brand Positioning
• Customer Retention (ie…Promo Codes)
• Drip Campaigns of Useful Content
Email Drip Campaigns

What will it take for
the company and
Smart Digital to partner?

Your Company + Smart Digital
• Experienced Digital Marketing Direction & Management
• One Year Service Commitment (Minimum)
• Monthly Growth Planning & Tactical Execution
• Weekly Thought Leadership Meetings & Reporting
• Daily Project Management, Workﬂow and Progress
An eCommerce website requires a long-term digital marketing
partnership rooted in accountability, transparency, trust, and
best practices. Smart Digital is prepared to provide:

Let’s make a deal …

Smart Digital Marketing Plan for eCommerce Website, by Anthony Ragland

Smart Digital Marketing Plan for eCommerce Website, by Anthony Ragland

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