Inbound marketing and social media for eCommerce. Presented at the Liverpool Chamber of Commerce on 6th July 2012

1. INBOUND MARKETING AND SOCIAL MEDIA
FOR ECOMMERCE

2. GOOGLE JUST LIKE YOUR HIGH STREET

3. GOOGLE INSIGHTS PLAN FOR SEASONALITY

4. GOOGLE KEYWORD TOOL HOW BUYERS FIND YOU

5. SEO: 200 FACTORS INFLUENCE YOUR
RANKINGS
• Relevancy
- On page SEO - 20% of the effort
- Give users what they want
- Be useful, answer the question
• Recommendation
- Off page SEO – 50% of the effort
- Will people vote for you with
inbound links?
- Social influence & proof
• Experience
- 30% of the effort
- What do user think of your pages?
- How do you compare to your
competition?

7. GOOGLE ADWORDS WINDOW SHOPPING

8. SOCIAL MEDIA STRATEGY

9. WHAT IS SOCIAL COMMERCE?

10. BRANDS DOING FACEBOOK COMMERCE

12. 1-880 FLOWERS
A fully functioning Facebook store. It has embedded its
e-commerce platform directly into its Facebook fan page,
allowing consumers to make quick purchases without
having to leave Facebook.

13. PINTEREST

14. PINTEREST

15. PINTEREST

16. PINTEREST

17. WHAT WE’VE ACHIEVED AND CAN APPLY TO
YOUR WORLD

18. WHO STOLE MY BROCCOLI?

19. CONVERSION RATE OPTIMISATION (CRO)

20. Anchor offer/promo
STRATEGY Breadcrumbs help user
understand what “section”
guarantee instill user
confidence
JOHN they are in
Reviews, social proof build
trust – here they are “hot
Offering users customer
LEWIS service advice video &
links” to bottom of page; not
onto another page taking user
written away from product
Consider using
Availability Helps user
“livechat” but you must
continue
be able to answer Strong imagery &
modal window Take away hassle of
allows user to zoom old TV
Try Video and how Natural “scroll flow” to add
product would look upsell to basket
in environment
Free delivery & time
frame – manages user
Key benefits of
expectations
product
Customer review
excellent trust Good related upselling
reinforcement
Product Spec
Social share icons, good for search engines
and word of mouth marketing – should be
higher up on page?

21. STRATEGY ASOS Important to have a search bar in a familiar position for
your users.
Help them find very quickly what they want from your
home page (this will broadest keywords entering the
site) so help your next customer find what they want.
Predictive search from home
page, helps users find what they
are looking for.
This one also gives number of
styles in range – showing the
depth and variety helping users
feel confident they’ll find what they
like/want.
Also make sure you have set up
“site search tracking” set up in
Google analytics to provide insight
into what your users want.
Get in stock and feed into your
CRO, SEO and PPC strategy.

22. Checkout process – Main navigation has been removed – once your customer is in
STRATEGY the queue for the till, get them with limited distraction ( take the money!)
PLAY.COM
Clear progress indicators – let your users know where they are in the queue
Offer help as your users may have some questions
Retailers also test “visible” answers to common questions,
specifically delivery and returns information – as these can
be common thoughts in a users mind at this stage (but you
should always try to handle this at the product page and
others).
This page
is very
Currency Converter
clean, with
minimal
distractions
or friction
on the page
Explain what
and where the
“Pop” clearly confirms
“3 digits” on the
to users that they have
Trust indicators near back are –
placed an item in the
“continue” button to enhance reduce
basket.
trust confusion
It provides an option to
continue shopping or
go to basket.

23. PUTTING IT ALL TOGETHER

24. PUTTING IT ALL TOGETHER

25. PUTTING IT ALL TOGETHER

26. PUTTING IT ALL TOGETHER

27. PUTTING IT ALL TOGETHER
ASK THE BUSINESS ASK THE CUSTOMER
• Usability tests
• Eye tracking
• Customer survey’s (VOC)
• Survey your team
– Telephone & Customer Service team
• What are the USP’s
• Why should a trade consumer user engage
repeatedly
• What are you common objections?
– How do you overcome them?
• Key learning's and messages
– How do we get into the site design
– How do we learn and evolve