Millions of people shop online these days. With projections saying that ecommerce sales will exceed 550 billion dollars in 2016, not only do you need to have a PPC strategy in place, you need to make sure you site is user-friendly. And the most important element of you ecommerce website is the site navigation. In this presentation, ecommerce expert and co-founder of Edgacent, Linda Bustos, dives deep into why ecommerce navigation is the most important area of your site to get right. Learn how to constructively improve your navigation through CAMA (Catalog and Merchandising Architecture) to develop strategic navigation requirements.

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Ecommerce Navigation:
The Importance of Getting It Right
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Your Presenter
• Linda Bustos
– Co-Founder & Managing Partner of
Edgacent
– Author of upcoming book
“Ecommerce Illustrated”
– Blogger at Ecommerce Illustrated
– @edgacentlinda, @ecomillustrated

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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How do you manage your PPC account(s)?
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a) I’m part of an in-house PPC team
b) I do all the marketing including PPC
c) I work at an agency
d) I’m a consultant

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THE MOST IMPORTANT ELEMENT OF
AN ECOMMERCE SITE?

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Site Navigation!

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Not the home page
•Not every visitor lands on your home page
–Search, social, email, shopping engines…
•Home pages don’t convert
–Content often is overlooked and ignored
–There is a small chance featured content is
relevant to your visitor
–The goal of the home page is to get the visitor
towards a product they want/need

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Not search
•The search box/field does not communicate
what your site has to offer
•Search is for visitors that either know exactly
what they want, or have failed using your
navigation menus
•Exceptions…
•Search often fails

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You want your website to have good CAMA…

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Category and Merchandising Architecture

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Emphasis is on strategic
MERCHANDISING

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Why navigation should be influenced
by the strategic merchandiser
•Knowing your customer very well
•Using data to make decisions
•Validating hypotheses
•Measuring dollar impact of navigation

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CAMA depends on your catalog
•Everything store
•Retailer
•Brand direct to consumer

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“Everything Store”

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Retailer

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Brand-to-Consumer

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Brand to Consumer

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Developing Navigation Requirements

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Parent categories

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Parent categories

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Child categories

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Child categories

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Child categories

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Child categories

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Navandising

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Navandising

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Navandising

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Live Q&A Time!

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Have more questions?
Contact Us Directly
• Webinar Feedback: marketing@hanapinmarketing.com
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Thank you for attending our webinar! #thinkppc