These slides were first used in a presentation by Blueclaw Media, a SEO and Conversion Optimisation Agency based in Leeds, UK on the 11th November 2010. The presentation was part of a series of events for Leeds Digital Festival.
For more information, please visit http://www.blueclaw.co.uk and get in touch!
Working your Retail Ecommerce Store for Conversions - Blueclaw
1. Working your Retail Ecommerce
Website for Conversions
Blueclaw Media
Siti Yunus & Monica Chia
2. Blueclaw Media & Conversions
⢠Search Engine Optimisation
⢠Paid Search Management
⢠Conversion Optimisation
⢠Social Media Marketing & Monitoring
⢠Web Design & Development
⢠Online PR
⢠Best Use of SEO & PPC â DADI Awards 2009
4. Agenda
⢠PART I â Is your website being found?
Is your ecommerce website optimised for search
engines?
⢠PART II â Are you missing out on potential
sales?
How to make your website convert for more
sales
11. Image Optimisation
⢠Google Images, Flickr
⢠All available angles & detailed
⢠Personalise it â human element
⢠Catwalk shows, un-boxing products, taking
apart products
⢠Encourage users to send their pictures in â
build a community e.g. threadless.com
13. Google Local Listings
âBotox Leedsâ
⢠Google is experimenting
⢠Optimise your local
listing
⢠Get verified, REVIEWS,
description, images,
videos, opening times,
payment methods etc.
14. Google Scrapes
Reviews & Sentiments
â˘Tripadvisor
â˘Thomsonlocal
â˘Qype
â˘Schmap
â˘Restaurant-guide
â˘Freeindex
â˘Hotfrog
Research your
industry
16. Write Killer Content
⢠Minimise âBoilerplateâ text, but make sure it
is prominent. Donât forget FAQs
⢠Write great product descriptions
⢠Inspire! Expert Picks and Reviews
⢠Call to Action â what to do next?
17. Killer Content -Why you?
⢠What makes you unique?
⢠Best advice on buying a product?
⢠Cheapest Price?
⢠Availability â only one stocking this product?
⢠Best after sales service?
⢠Exclusive colour?
⢠Freeze on VAT?
20. Killer Content - Go one step further
Statistics
⢠Who is this product ideal for? Businessmen?
Students? Travellers?
⢠When do people buy this?
⢠Compare this item to others in your inventory
â unique points for each.
Reviews & Surveys
⢠Make others write the reviews for you - give
them an incentive.
22. Product Name, availability,
price & delivery
Real time Q&A. Active users on
site. What are people buying?
A really good piece
of link bait doubling
up as an amusing
description.
Sale Stats â how
many bottles bought
Technical details
24. Clever Link Building
Link Bait
⢠Survey & Statistics â release the results
⢠Fantastic Blog Content
How to guides, Top 10 lists, History ofâŚ
⢠Editorial Calendar â work the seasons and
trends and stay ahead of the game.
⢠Work on Press Releases to react to events
happening now.
39. Delivery
⢠Cheap delivery or free delivery?
⢠Free delivery + next day delivery + cheap delivery (like asos.com) give customers a choice
⢠Have competitive delivery prices. Especially. for xmas. Create sense of urgency: eg. âorder before
11pm for free next day deliveryâ
⢠Royal Mail? (think of other services: UK Mail. Less lost packages. Next day delivery.)
40. Build your Email List
⢠How? Organize competitions
⢠Surveys
⢠Email customers after the sale
⢠Remind them you are still here.
⢠Monitor / track opens / clicks.
41. Track what you are selling
A/B Testing: Test different designs of your pages and track which ones work better in google
website optimizer: ie. conversions, visitors, compare results of best performing one
43. Identify and Maximise ROI
⢠Track everything: make sure that you use
all conversion tracking methods possible.
⢠Understand the buying cycle for your
products.
⢠Segment the data: Identify your KPIs (key
performance indicators) and segment
(e.g new vs returning visits, keywords
used, traffic sources etc)- what works
best?
⢠Understand this data to maximise
profits.
SALES - COST
COST
X 100