from conversation to conversion: getting smart about ... 406 e-retailing/digital...building a strong...

From Conversation to Conversion:

Getting Smart About Retail Digital Marketing

September 4, 2014

Copyright ChannelAdvisor 2014

Build and Strengthen Your Digital Marketing Foundation

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2Copyright ChannelAdvisor 2014

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Greg IvesProduct Marketing Manager,

Digital Marketing

ChannelAdvisor

4

Today’s Presenters

Copyright ChannelAdvisor 2014

Tansy ObryantSEO Strategist

ChannelAdvisor

Sheridan OrrSenior Product Marketing

Manager

ChannelAdvisor

Building Your Digital Marketing Strategy

Enhance Your Webstore for Conversions

Be Prepared for Mobile Shoppers

Ensure That You’re Being Seen with SEOLearn the Basics of

Brand Building

Establish a Social Identity Make Sense of Advertising Channel Mixes


Getting Started


Building a Strong Foundation


Agenda

Optimizing Your Webstore

Creating an Awesome Mobile Experience

Building a Strong Search Engine Optimization (SEO) Strategy

Q&A Session


Optimizing Your Webstore


confidential 10

Source: Flickr Commons

https://www.flickr.com/photos/scurzuzu/126779032/

What Does Your Welcome Mat Say?

Does it look professional and trustworthy?

Can your customers easily find the products they’re looking for?

Once customers find what they need, how easy is it for them to complete a purchase?


Make Your Webstore Professional and Inviting

Consistent navigation is key

Allow quick access to the homepage (should be only one click from anywhere)

Include a search bar on every page

Make it easy for shoppers to contact you for customer service

Include contact information on every page

FAQs

SALES

ToolsHome Flashlights


Include trusted brand logos whenever possible — “trust by association”

Remove distractions

Make Your Webstore Professional and Inviting


Don’t Forget About Your Product Pages

Follow the three-second rule:

Your eye should be able to scan the image, product title, and Add to Cart button within three seconds.

Don’t overlook the importance of buttons

Keep product descriptions short and to the point



Use large, high-resolution images with multiple angles

Include zoom features

Consider video, if possible



Focus on easy-to-add and related upsells

Highlight sale and clearance items, discounts and amount saved


Stop Losing Customers at Checkout

1. Let them be guests

Don’t require customers to create an account before making a purchase

When they do create an account, be clear about how you will use the information



2. Eliminate distractions

3. Avoid surprises when it comes to shipping fees and return policies



4. Provide real-time chat on the checkout page

5. Boost buyer confidence with credible payment options

6. Include a confirmation “thank you” page


Creating an Awesome Mobile Experience


Purchase Behavior Is Changing

Would you like to grow your business up to 27% in the next couple of years?

Source: eMarketer 2014


Mobile Challenges

Adapting to various screen sizes

On-the-go shoppers

Multiple site design options


Option #1: Responsive Web Design


Pros Optimized viewing experience

on any device type

Automatically reconfigures the site’s layout and proportionality

Single URL

Cons Expensive and time-consuming

Poor experience on old browsers

Load times can be slower

Option #2: Native Application


Pros Ease of use and access for

customers

Advanced mobile functionality (camera, contacts, photo galleries, etc.)

Cons Multiple versions required

Can be expensive

Must be regularly upgraded and maintained

Option #3: Dedicated Mobile Website


Pros Look and basic functionality of

a native app

Universal compatibility

Reduced cost

Can be manually saved to mobile desktop

Cons Multiple URLs needed

Limited mobile functionality (camera, contacts, etc.)

Mobile Site Design Checklist

Keep menus short and sweet

Intuitive search

Display your logo

Take advantage of click-to-call

Map to-store locations



Use expandable, high-resolution images

Provide passcode security for personal information



Allow mobile web users to check out as guests

Reduce the steps during checkout

Include checkbox for replicating billing/shipping information

Eliminate the “card type” field

Keep cross-device shopping in mind


Building a Strong SEO Strategy


SEOURL Structure

Heading Tags

Page Content

Keyword Search

Traffic Monitoring

Competitive Analysis

Link Building

Social Media

What Is SEO?


Search Engine Optimization = Ensuring your website can be found in search engines for

words and phrases relevant to what your site offers.

Where Is SEO?


Where Is SEO?

Unpaid, or Organic, Search Listings

Paid Search Listings

Product Listing Ads


Ran

ked

in o

rder

of

rele

van

ce

Where Is SEO?


Universal Search

Includes: Images

Videos

News

And much more

Where Is SEO?

The Knowledge Graph

Checklist: Create a Wikipedia page for your company

Create posts, images and videos and Google+


How Search Engines Work

The search engine then

builds an index of the

information.

Search engines have robots that collect information on the internet. This robot is nicknamed a “spider.”

Like a real spider climbs around on its web, the search engine spider climbs around on the world wide web.

The Search Engine Data Warehouse

stores, indexes and scores the

data.

The spider finds information, wrapping it up to break it down into usable information later.


There are millions of webpages that can provide an answer to your question!

To figure this out, search engines use algorithms and processes.

Google has many algorithms that rely on 200+ signals to figure out if your webpage is the best match for a searcher’s query.

SEO harnesses these 200 signals to improve your site’s reach and visibility.

These signals include keywords, content freshness and location.

Search Engines Are Driven by Algorithms


1. Increases your visibility and reach

2. Decreases your cost per click (CPC) and increases your ad position by influencing your Quality Score as part of Google’s Ad Rank Algorithm

3. Creates a well-rounded marketing portfolio

4. Buffers your marketing efforts against changes in competition

Why Is SEO Important?


The Competitive Advantage


Paid Search

Organic Listings

Videos

Images

You can get analytics about your SEO and digital marketing campaigns from two places:

All Good Marketing Campaigns Rely on Data

Performance information about your marketing campaigns

Both are FREE!

Information about your site’s performance including ranking


Check Rankings in Google Webmaster Tools

“I don’t have any rankings for the keyword category ‘Bamboo Bath Mats,’ but my competitor does. I’m going to start a project to inventory my competitors’ keyword categories.”


Sign up at www.google.com/webmasters/tools.

Use Google Analytics

Answer questions like: “How does organic search support other marketing tactics?”

287% increase in traffic for keywords containing “women’s boots”


The Basic Elements of SEO

Tags

Content

Links

Structure


What Is Site Structure?

Homepage

Distance Running

New Balance

Women’s

New Balance 410

Fresh Foam 980

Men’s

Nike

Women’s

3.0 Free Run

Pegasus Stability

Men’s

Site Structure = The way your site is mapped, including its code and platform

Checklist: Select a flexible e-commerce platform

Eliminate dynamic parameters in the URL

Add keywords to the URL


Structure Planning: Use Long Tail Keywords

“Women’s New Balance overpronationrunning shoes wide feet”

Paid search ads become less relevant as searchers figure out exactly what they want to buy. Organic listings become more specific.


Good Structure Creates Great Sitelinks

Life Run: Women's Running Shoes, Athletic Shoes ...

www.liferun.com/

Shop the latest styles in Women's Running Shoes. Free Shipping and

10% Off when Google+ page (1022 reviews)

Distance RunnersWomen's Long Distance Running Shoes

Sprinters

Women’s Racing and Sprint Running Shoes

Sitelinks = The links shown below organic search results that can

take users directly to a specific page.


Checklist: Make sure your top

navigation includes the links you would like included as your sitelinks.

Content is the text on your website, but can also include videos and images, though they’re less consumable for the search engines.

Search engines ignore or even penalize “canned” content.

Developing content takes planning and creativity. Develop a content strategy before starting.

Create Great Content

Remember: Search engines exist to find and organize content!


Search engine algorithms favor content close to the top left-hand corner. Some algorithms penalize sites that are too “top heavy” with images and ads.

Search engines like highly structured pages that include H tags and schema.

Create Great Content

Checklist: Leverage your H tags

Implement schema


Checklist for Creating Great Content

Add keywords in meaningful places

Write valuable and unique product descriptions

Develop new content regularly

Keep your site dynamic

Review counters

In stock/out of stock notifications

Slashed prices


Content: Add “Indexable” Reviews

Help shoppers make informed buying decisions

Reviews build your brand and reputation

Checklist: Make sure your reviews

are included in your HTML code so the search engines can see them.


Tag It! Title Tags and Meta Descriptions

A title tag should explain the relationship of the page to the website.

Example:<title> Red Leather Stove Pipe Sonara Women’s Cowboy Boots:

Women’s Boots </title>

The Meta Description is the organic equivalent of paid search ad copy.

<meta name="description" content=“ On Sale 50.99 – 50% Off –Originally 102.99. Red Leather Stove Pipe Sonara Women's Cowboy Boots. Free Shipping. Get 10% Off and Sign Up for the Big Boots Newsletter.”>

Formula:Attribute + Product Name + Category Name


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Join Us Next Week!

Don’t miss Part II next Thursday, September 11

at 2 p.m. EDT!


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from conversation to conversion: getting smart about ... 406 e-retailing/digital...building a strong...

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