Slingshot SEO and iGoDigital have teamed up for the first of our 5-Part Series: Best Practices for Increasing Conversions On Your E-Commerce Site User Experience and Conversion Rate Optimization Through the end of 2012, we’re once again teaming up with iGoDigital, a leading provider of personalization services that guide smarter retail, to present a 5-part webinar series. In each of these 30-minute webinars, we’ll explore five aspects of the online shopping experience in order to enhance user-experience and increase conversions. We’ll also leave time for questions at the end of each session.

1. @SlingshotSEO | www.SlingshotSEO.com

2. INTRODUCTIONS
MITCHELL CAUSEY
Slingshot SEO
@MitchellCausey
John Deines
@JMDeines
STEVEN SHATTUCK
Slingshot SEO
@StevenShattuck
@SlingshotSEO | www.SlingshotSEO.com

3. Part 1:
Homepage
@SlingshotSEO | www.SlingshotSEO.com

4. Clean is Allowed
» Feature only the most
important pages
visually on your
homepage.
» Create an HTML
sitemap to allow
better crawlability.
@SlingshotSEO | www.SlingshotSEO.com

5. Clean is Allowed
@SlingshotSEO | www.SlingshotSEO.com

6. Clean is Allowed
@SlingshotSEO | www.SlingshotSEO.com

7. Optimize Navigation
» Menu anchor
text should
reflect primary
keywords
» Track click path
and reorder
based on most
clicked.
@SlingshotSEO | www.SlingshotSEO.com

8. 7 Back-to-Basics Tips
1. The home page is not a billboard…
make it interactive and actionable
2. Make it easy for shoppers to
understand what you do and how
they should shop
3. Place actionable and important
items above the fold
4. Goal: To get the customer to the
product detail page from the home
page in the least amount of clicks
5. Know where shopper is coming from
when she arrives on the site
6. Could your mom quickly find what
she is looking for?
7. Make search navigation easy to find
@SlingshotSEO | www.SlingshotSEO.com

9. Personalizing for First Time Visitors
Shoppers that click through to the product detail page from the home page are
20% more likely to convert!
• Introduce trending / popular Items -
“wisdom of the crowds”
• Use geo-location to personalize
“People who live in New York also
bought”
• Match popular seasonal or sales
related trends
• Utilize Google Search Terms to bring
forward relevant products
• Make your search box interactive and
not just a place to enter generic
search terms
• Give the customers multiple ways to
dig deeper into your site quickly
@SlingshotSEO | www.SlingshotSEO.com

10. Make Your Customers Feel Like Norm From Cheers
» Customers want to feel special and remembered, like walking into
their favorite store or watering hole.
» Engage customers based on their previous site behavior, past
purchases, product views, social interactions, ratings and reviews
submissions, etc…
@SlingshotSEO | www.SlingshotSEO.com

11. How To Engage With a Returning Shopper
1. Recently Viewed Products –
Simple and powerful way to
reconnect
2. Promote two scenarios of
recommendations on the
page instead of just one.
*Especially relevant when
retailer has multiple different
types of shoppers*
3. Use the profile data to
personalize what the
shoppers sees
4. Layer on merchandising
business rules
5. Send that customer to a
personalized home page
6. Make the recommendations
interactive
@SlingshotSEO | www.SlingshotSEO.com

12. @SlingshotSEO | www.SlingshotSEO.com

13. Upcoming Webinars
» September 18: Landing/Category Page
» October 23: Product Page
» November 13: Shopping Cart
» December 11: Post-Purchase Page
SlingshotSEO.com/resources/webcasts
@SlingshotSEO | www.SlingshotSEO.com

14. OUR TOOLBOX OF SERVICES:
Guiding Smarter Retail
Personalized and Predictive
Product Recommendations
iGoDigital observes
behavior, asks questions,
leverages social profiles Guided Selling Tools
and analyzes “wisdom of
the crowds” to help
retailers and consumer
Guided Search
brands deliver the right
product to the right
customer at the right time.
Segment Builder
Visit iGoDigital.com
or email TellMeMore@iGoDigital.com for more information

15. WE STAY ON TOP OF BEST
PRACTICES, EMERGING TRENDS,
PEER REPORTING, & CHANGES
IN THE SCIENCE OF THE INDUSTRY
SO WE CAN RESPOND TO THE
REALITIES WE ENCOUNTER.
Visit SlingshotSEO.com/Resources for more information
@SlingshotSEO | www.SlingshotSEO.com