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Effective E-commerce
Strategies
Mike Duncan
mduncan@SageIsland.com
facebook.com/MikeADuncan
twitter.com/MikeADuncan
Sage Island CEO
Sage Island
• Birthday - February 10, 1997 (Google Sept 1998)
• 24 Full Time Employees
• Full-Service Interactive Marketing Agency
• Startups to Fortune 500 Companies Worldwide
Me
• Geek (computer, design, MBA)
• Surfer / Vert - Pool Skater / Cycle
• Vintage Auto Racer
Amazon.com Conversion Experts
• 2009 Sales of $24.51B (+28%)
• 275M visitors/mo (56.5m unique)
• Converts 9.6%
• Avg. Sale $170
Traffic Comes from:
• Search Engines (32%)
• New Shoppers (30%)
• Return Shoppers (70%)
Amazon.com Formula
• Low prices + Great Selection
• Free Shipping Offers
• Amazon loyalty
• Personalization to highest degree
• Combination of account history and behavioral
learning to convert
• Combines multiple merchants
Finding YOUR Customers
Getting them to buy
Know your Customer
Speak your Customers Language
Keyword Research
Have a Strategy, Careful keyword selection is the heart of any campaign!
Create a robust keyword portfolio of relevant keyword phrases that are
searched on by potential customers.
www.keyworddiscovery.com
www.wordtracker.com
Google Adwords Keyword Tool
www.seobook.com
www.seomoz.org
Drive Traffic to your Store
SEO On-Page Optimization
• Use keyword research to determine how customers search
• Inject keywords into body copy, titles, and images
• User friendly and search engine friendly site.
Ranking factors:
www.seomoz.org/article/search-ranking-factors
www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
Meta Data
<TITLE>Skateboards - Warehouse Skateboards offers Complete Skateboards,
Skateboard Decks, Trucks, Wheels & Much More!</TITLE>
<META NAME="Description" CONTENT="Biggest selection of skateboards,
skateboard decks, complete skateboards, skateboard wheels, skateboard trucks,
skateboards delivered right to your door!">
<META NAME="Keywords" CONTENT="skateboards,skateboard,complete
skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate
decks,warehouse skateboards">
Mike Duncan’s Best Practices
h"p://www.sageisland.com/SEO-­‐best.pdf
Sitemap Submission
Google WebMaster Tools - www.google.com/webmasters/tools/
Bing (MSN) WebMaster Tools - www.bing.com/webmasters
Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com
Create a Sitemap
www.gsitecrawler.com
Do you have a Robots.txt file?
www.yourdomain.com/robots.txt
User-agent: *
Disallow: /my-dirty-photos
Sitemap: http://www.domain.com/sitemap.xml
SEO OFF-Page Optimization
Link Building
Jan 25, 2007
Quality/Quantity external links is
what you are after!
What is a Quality link?
Answer:
Good Google Page Rank (3+)
Relevant
Great! How do I get them Duncan?
(yes, I’m a mind reader)
www.websitegrader.com
How does your site rank in SEO?
Paid Search
Shopping Networks
Company Blogging
Social Networking
E-Commerce Design Trends
• Building Loyalty w/ Customer Service
• Product Reviews
• Enhanced Search & Navigation
• Shopping Guides / Videos
• Personalization
• Segmentation & Behavioral Profiles
• Mobile E-Commerce
Customer Service
Yes you need all this
Return Policy
Shipping Rates
Order Tracking
Contact Info
...and then some!
Consumer Reviews
• 70% of shoppers trust consumer reviews on products.
(Nielson)
• Provide reviews, to encourage consumers to trust your
products/brand.
Site Navigation
Filters
• Sorting (bestsellers)
• Customers want a fast path to their specs
Buying Guides Work
• Video Library
• Featured Articles
• Involve Customers
• Help & Advise
• Great Images
• SEO Advantage
• TIP - Social Media!
Personalization (You, Your)
• Welcome, Mike Duncan
• Recommendations for You (behavioral learning)
• Your Browsing History (cookies & account
registration)
• Rate these items (social, reason to return)
• Your Communities (social)
• Want to see Today's Deals? (conversion)
• Individual Treatment Creates (Loyalty)
Segmentation & Behavioral Profiles
• Market Individually
• Create Email Alerts
• Convert Later (Social, wishlist)
• Compile Profile
• Record Everything
• Convert Now (you may also like)
• Tip - Segment Emails
• Personalization
• Sync with Account
• Payment Integrated
• Product Reviews
• Price Shopping
• Conversion
Mobile E-Commerce
E-Commerce Strategies to Implement
Basic
Site Navigation
Integrate Social Media
Segment Customers
Add Shopping Guides
Create Best Sellers
More Visual Approach
Create Videos
Add Live Help
Advanced
Personalization
Account Registration
Enhanced Search / Nav
Mobile Application
Cross Sell
Email Alerts
Loyalty Program
International
Search Engine Optimization – Kristopher Jones
Get to the top on Google – David Viney
Landing Page Optimization – Tim Ash
Building Findable Websites – Aarron Walter
M I K E D U N C A N
mduncan@sageisland.com
twitter.com/MikeADuncan
twitter.com/sageisland
www.sageisland.com

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Effective E-commerce Strategies for Growing Online Sales

  • 2.
  • 3. Sage Island • Birthday - February 10, 1997 (Google Sept 1998) • 24 Full Time Employees • Full-Service Interactive Marketing Agency • Startups to Fortune 500 Companies Worldwide Me • Geek (computer, design, MBA) • Surfer / Vert - Pool Skater / Cycle • Vintage Auto Racer
  • 4.
  • 5. Amazon.com Conversion Experts • 2009 Sales of $24.51B (+28%) • 275M visitors/mo (56.5m unique) • Converts 9.6% • Avg. Sale $170 Traffic Comes from: • Search Engines (32%) • New Shoppers (30%) • Return Shoppers (70%)
  • 6. Amazon.com Formula • Low prices + Great Selection • Free Shipping Offers • Amazon loyalty • Personalization to highest degree • Combination of account history and behavioral learning to convert • Combines multiple merchants
  • 9.
  • 10.
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  • 13. Keyword Research Have a Strategy, Careful keyword selection is the heart of any campaign! Create a robust keyword portfolio of relevant keyword phrases that are searched on by potential customers. www.keyworddiscovery.com www.wordtracker.com Google Adwords Keyword Tool www.seobook.com www.seomoz.org
  • 14. Drive Traffic to your Store
  • 15.
  • 16.
  • 17.
  • 18. SEO On-Page Optimization • Use keyword research to determine how customers search • Inject keywords into body copy, titles, and images • User friendly and search engine friendly site. Ranking factors: www.seomoz.org/article/search-ranking-factors www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
  • 19.
  • 20. Meta Data <TITLE>Skateboards - Warehouse Skateboards offers Complete Skateboards, Skateboard Decks, Trucks, Wheels & Much More!</TITLE> <META NAME="Description" CONTENT="Biggest selection of skateboards, skateboard decks, complete skateboards, skateboard wheels, skateboard trucks, skateboards delivered right to your door!"> <META NAME="Keywords" CONTENT="skateboards,skateboard,complete skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate decks,warehouse skateboards"> Mike Duncan’s Best Practices h"p://www.sageisland.com/SEO-­‐best.pdf
  • 21.
  • 22. Sitemap Submission Google WebMaster Tools - www.google.com/webmasters/tools/ Bing (MSN) WebMaster Tools - www.bing.com/webmasters Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com Create a Sitemap www.gsitecrawler.com Do you have a Robots.txt file? www.yourdomain.com/robots.txt User-agent: * Disallow: /my-dirty-photos Sitemap: http://www.domain.com/sitemap.xml
  • 25. Quality/Quantity external links is what you are after! What is a Quality link? Answer: Good Google Page Rank (3+) Relevant Great! How do I get them Duncan? (yes, I’m a mind reader)
  • 26.
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  • 61.
  • 62. E-Commerce Design Trends • Building Loyalty w/ Customer Service • Product Reviews • Enhanced Search & Navigation • Shopping Guides / Videos • Personalization • Segmentation & Behavioral Profiles • Mobile E-Commerce
  • 64. Yes you need all this Return Policy Shipping Rates Order Tracking Contact Info ...and then some!
  • 65.
  • 66.
  • 67.
  • 68.
  • 69. Consumer Reviews • 70% of shoppers trust consumer reviews on products. (Nielson) • Provide reviews, to encourage consumers to trust your products/brand.
  • 70.
  • 71.
  • 72. Site Navigation Filters • Sorting (bestsellers) • Customers want a fast path to their specs
  • 73.
  • 74. Buying Guides Work • Video Library • Featured Articles • Involve Customers • Help & Advise • Great Images • SEO Advantage • TIP - Social Media!
  • 75.
  • 76.
  • 77.
  • 78. Personalization (You, Your) • Welcome, Mike Duncan • Recommendations for You (behavioral learning) • Your Browsing History (cookies & account registration) • Rate these items (social, reason to return) • Your Communities (social) • Want to see Today's Deals? (conversion) • Individual Treatment Creates (Loyalty)
  • 79.
  • 80. Segmentation & Behavioral Profiles • Market Individually • Create Email Alerts • Convert Later (Social, wishlist) • Compile Profile • Record Everything • Convert Now (you may also like) • Tip - Segment Emails
  • 81. • Personalization • Sync with Account • Payment Integrated • Product Reviews • Price Shopping • Conversion Mobile E-Commerce
  • 82.
  • 83. E-Commerce Strategies to Implement Basic Site Navigation Integrate Social Media Segment Customers Add Shopping Guides Create Best Sellers More Visual Approach Create Videos Add Live Help Advanced Personalization Account Registration Enhanced Search / Nav Mobile Application Cross Sell Email Alerts Loyalty Program International
  • 84. Search Engine Optimization – Kristopher Jones Get to the top on Google – David Viney Landing Page Optimization – Tim Ash Building Findable Websites – Aarron Walter M I K E D U N C A N mduncan@sageisland.com twitter.com/MikeADuncan twitter.com/sageisland www.sageisland.com