Rob Snell's PubCon 2007 presentation in PDF converted from slide deck.

1. … “Pimp Your
Products, Sell
More Stuff”
Ecommerce Site
Optimization
Rob Snell
SNELL BROS.
Vegas Pubcon
12.6.07

2. 1 change
increased
conversion rate
20%

3. the more
content we put
up, the more
sales go up…

4. We got a spokesmodel…
“Meet Steve…”

5. buyer’s guide

6. video

7. we sell
dog tracking
collars

8. “…and this is Click…”

9. “This is Steve wondering where Click went…”
“Click, here. Click, here…”

10. Garmin Dog GPS announced early 2007
$3.5 billion-dollar company enters market

11. maybe
there’s an
opportunity
here…

12. google

13. everyone
sounds the
same…

14. Garmin product text

15. and everyone
looks the
same…

17. Amazon

18. REI

19. Competitor 2

20. Competitor 3

21. Competitor 4

22. Bass pro

23. cabelas

24. how to pimp
your products

25. • Be an expert
• Express opinions
• Tell folks what to buy
• Provide more info

26. Make manufacturer images your own

27. > your product image

28. use all
manufacturer
content

29. it’s easier to get
forgiveness than
permission
Nothing contained on this web site should be construed as
granting, by implication, estoppel, or otherwise, any
license or right to distribute, modify, transmit, use, re-use,
or re-post any of Innotek®, Inc. Intellectual Property
displayed on this web site without the express written
permission of Innotek®, Inc. -- the lawyers

30. Box copy

31. > owners manuals

32. > extract flash

33. use the
keywords your
customers use

34. > seo keywords

35. Sometimes a little hard
works goes a long way

36. gds section

37. gds product

38. Topo

39. Screenshots

40. offer your
opinion

41. tell stories

42. Hunt

43. Garmin review

44. create
custom
packages

45. bundle product

46. Garmin loved
the content,
we got a
DEMO unit

47. We pre-sold the hell out of ‘em…

48. Garmin upped
our allocation
of new units

49. Garmin
hooked us up
with PR folks

50. NYT article

51. NYT Web article with link

52. invited to join
advisory board

53. Garmin Blog

54. Pimpin’ ain’t easy…
• Be an expert
• Express opinions
• Tell folks what to buy
• Provide more info

55. … “Pimp Your
Products, Sell
More Stuff”
Ecommerce Site
Optimization
Rob Snell
SNELL BROS.
Vegas Pubcon
12.6.07