What e-commerce sites can do right now to cash in on the online holiday shopping rush, and a high level overview of setting e-commerce internet marketing strategy.

1. E-Commerce Optimization
Turn today’s click into tomorrow’s profit.

2. Agenda
• Long Term
• Integrating Online and
Offline
• The Customer
Experience
• Building Best Practices
• Short Term
• Getting Found
• Converting Visitors
• Optimizing Results

3. Sharing is Caring.
• You-Tube.com/user/minternetmarketing
• Webinar Twitter hashtag: #MiMecommerce
• Carole: @minetmarketing
• MiM: @mahoneyinternet

4. Lessons from Offline
• Customers are
looking for:
• Price
• Service
• Availability
• Convenience

5. Customer Experience

6. How does your
online store treat
your shoppers?
• Easy browsing
• Visual comparison
• Talk to other shoppers
• Give them something free
(before they leave.)
Photo Credit: theshopfloorproject.blogspot.com

7. PROSPECT
RAPPORT
OPPORTUNITIES
QUALITY TO OPTIMIZE
CLOSE
The Funnel (s)

8. Internet Marketing Stages
How to create your own
best practices.

9. Santa’s Workshop
Think Do Review
Who? Copywriting Analytics
What? Social Communities Test
Why? Email Correspondence Optimize
Where? PPC, Design, etc.. Refine

10. Rudolph to the Rescue
Get Found Convert Optimize
SEO Visitors Results
Inbound Links Automated Marketing
Social Closed Loop Analytics
Behavior Marketing Advanced Landing
Mobile Customer Reviews
Video Page Testing
Blogs
PPC Forms

11. Think (Strategies)
Search Get
Social
PPC
Email
Found
Mobile
Affiliate Partners
Do (Tactics)
On Page & Off Page SEO
Blogs
Inbound Links
Social (networking & ads)
Ads (PPC, Groupon, etc)
Landing Pages
Mobile (website, SMS)
Review (Analytics)
Top of Funnel

12. How can I speed up the
claims I process?
David- Business Claims Manager
Buying Stage- Attention Linear Metrics:
Analytics
-Traffic Sources
Tactics Prospect Driving Points -Social Media
Reach
-Inbound links
SEO Social
Media Blogs
Search: claim Question: claim
Action Tags: claims
management best management best Linear Metrics:
processing
practices practices Analytics -Top Landing
Page
Page Entity -Top Content
Funnel Entry Point
-Traffic Source
to Page
Get Found- Top of Funnel
Home Page
Blog post topic: claim
management best
practices
-Cost per visitor
Analytics
Non-Linear
Waypoints and Points of Resolution Metrics
-Funnel
Abandonment
points
Who else has used
this process/ product? -page views by
Which product/ What can this
What credentials/ How long does path
serivce is the product do that
expertise does this implementation take? best fit? others can't?
company have? What can I expect? How will this
help me do my
job better?
Linear Metrics:
-Page
Software conversion rate
Customer Implementation
Resource/ Professional Customer feature/benefit Software -Conversion
list About Us Process diagram
Associations testimonials comparison benefit by role
Page Entity and checklist Funnel
sheet
abandonment
CTAs rate
Analytics -Video plays,
Conversion stops
Micro Conversion Events -Blog
Goals
subscribers
Webinar - # of downloads
Download/ Registration
Download Video Subscribe
Mailing List Watch
Case Study Demo to Feed
Presentation
Analytics
Linear Metrics:
Lead Nurturing Campaigns -Open Rate
-CTR
-Forward rate
-Unsubscribe
rate

13. Clark- you said Get Found Do: On Page & Off Page SEO
you wanted... On Page SEO
Product Descriptions
Headlines and sub-headlines
Hyperlinks
Alt tags
Off- Page SEO
Title Tags
Meta- Description
Keyword tags
Alt tags

14. On & Off Page SEO Example

15. Duplicate Content= -SEO + -Conversion

16. Get Found Do: Blogs
Headlines and sub-
headlines
Hyperlinks
Alt tags Title Tags
Meta- Description
Keyword tags
Alt tags

17. Get Found with Blog Content

18. Blog Example: How to Use Your Products

19. Blog Example: Thought Leadership

20. Blog Example: Education

21. Get Found Do: Inbound Links
Social Sharing

22. Get Found Do: Social Sharing
Social Sharing

23. Ads
Get Found Do: Social
Networking
Ads

24. Social Media Ad Targeting
Help others find the perfect gift.

25. Get Found Do: Paid Ads

26. Get Found Do: Landing Pages
Approved Logo Header Graphic Account Login Link
Home Products Catalog Installation and Specifications About PCA Products Learn More on Blog
You are in: Products Catalog > Custom Screen Doors
Learn more about how the Adjustable Beauty that stands
and Easy Installation of PCA Doors
can save you lots of headaches down
CLose up photo of doors in a home.
the test of
the road.
weather and time.
Quality, Durability and Style
The PCA Warranty
Photo gallery Module / video of product
Build Your Screen Door doors
Order Your Screen Door The hidden benefits of high- quality
Content Area
custom screen doors.
Install Your Screen Door

27. Get Found Do: Mobile
Website & Landing Pages
App
Ads
Video

28. Get Found Do: Mobile App

29. Review: Top of Funnel Analytics
Visit Sources
Top Keywords
Referring Sites
CTR of Ads
Social Media Reach
Top Content Pages
Top Exit Pages
Bounce Rates

30. Convert
Think (Strategies)
Personas Visitors
Persuasive Momentum
Automated Behavior Marketing
Do (Tactics)
Unique Landing Pages
Automated Marketing
Customer Reviews
Blogs
Unique Product Photos & Descriptions
Confirmation Page CTAs
Review (Analytics)
Middle of the Funnel

31. How can I speed up the
claims I process?
David- Business Claims Manager
Buying Stage- Attention Linear Metrics:
Analytics
-Traffic Sources
Tactics Prospect Driving Points -Social Media
Reach
-Inbound links
SEO Social
Media Blogs
Search: claim Question: claim
Action Tags: claims
management best management best Linear Metrics:
processing
practices practices Analytics -Top Landing
Page
Page Entity -Top Content
Funnel Entry Point
-Traffic Source
to Page
Blog post topic: claim -Cost per visitor
Home Page management best
practices
Analytics
Non-Linear
Waypoints and Points of Resolution Metrics
-Funnel
Abandonment
points
Who else has used
this process/ product? -page views by
Which product/ What can this
What credentials/ How long does path
serivce is the product do that
expertise does this implementation take? best fit? others can't?
company have? What can I expect? How will this
help me do my
job better?
Linear Metrics:
Convert Visitors- Middle of Funnel
-Page
Software conversion rate
Customer Implementation
Resource/ Professional Customer feature/benefit Software -Conversion
list About Us Process diagram
Associations testimonials comparison benefit by role
Page Entity and checklist Funnel
sheet
abandonment
CTAs rate
Analytics -Video plays,
Conversion stops
Micro Conversion Events -Blog
Goals
subscribers
Webinar - # of downloads
Download/ Registration
Download Video Subscribe
Mailing List Watch
Case Study Demo to Feed
Presentation
Analytics
Linear Metrics:
Lead Nurturing Campaigns -Open Rate
-CTR
-Forward rate
-Unsubscribe
rate

32. Convert Visitors: Think
Personas
Persuasive Momentum
Automated Marketing

33. Convert Visitors Do: Unique Landing Pages
Product Descriptions
Headlines and sub-headlines
Customer Reviews
Unique Product Photos &
Descriptions
Visual Comparisons
Socialize

34. Convert Visitors Do: Unique Landing Pages- Example

35. Convert Visitors Do: Blogs
Product How- To and Tips
Points of Resolution
Wayward Points
Socialize

36. Convert Visitors Do: Confirmation Page CTAs
Always be Selling
Social Media Follows
Relevant Blog Articles
Free stuff!
Cross- Selling
Up-selling

37. Convert Visitors Do: Automated Marketing
Not just for search engines.
Product How- To and Tips
Points of Resolution
Wayward Points
Socialize

38. Convert Visitor- Review: Middle of the Funnel

39. Think (Strategies)
Optimize
A/B Testing
Multivariate Testing Results
Shopping Cart
Abandonment Testing
Do (Tactics)
Closed Loop Analytics
Smarketing
Advanced Landing Pages
Integrated Campaigns
Review (Analytics)
Bottom of the funnel

40. Page
Page Entity -Top Content
Funnel Entry Point
-Traffic Source
to Page
Blog post topic: claim -Cost per visitor
Home Page management best
practices
Analytics
Non-Linear
Waypoints and Points of Resolution Metrics
-Funnel
Abandonment
points
Who else has used
this process/ product? -page views by
Which product/ What can this
What credentials/ How long does path
serivce is the product do that
expertise does this implementation take? best fit? others can't?
company have? What can I expect? How will this
help me do my
job better?
Linear Metrics:
-Page
Software conversion rate
Customer Implementation
Resource/ Professional Customer feature/benefit Software -Conversion
list About Us Process diagram
Associations testimonials comparison benefit by role
Page Entity and checklist Funnel
sheet
abandonment
CTAs rate
Analytics -Video plays,
Conversion stops
Micro Conversion Events -Blog
Goals
subscribers
Webinar - # of downloads
Download/ Registration
Download Video Subscribe
Mailing List Watch
Case Study Demo to Feed
Presentation
Analytics
Linear Metrics:
Lead Nurturing Campaigns -Open Rate
-CTR
-Forward rate
-Unsubscribe
rate
Read blog posts Watch presentation Download Presentation slides
Optimize Results- Bottom of Funnel
Watch videos Case study
Watch videos Watch presentation Watch videos Download Case study Download Case study
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Request a live demo and/or Start a free 30 day trial
Linear Metrics:
Analytics
-Conversion
Macro Conversions Events Rate
-CPL
-Lead to Closed
Business Ratio

41. Optimize Results- Review: Bottom of the Funnel

43. Who doesn’t love a contest?
• Only those in
attendance eligible.
• Must have a product and
a process.
• Be able to answer how it
will effect your business
long term.