development and promotion of your prestashop store. hidden pitfalls and smart ways to bypass them

Development and promotion of your Prestashop store.

Hidden pitfalls and smart ways to bypass

them

Feb 27th, 2014 – online marketing session for Prestashop business owners

About Promodo

Speaker

Dmitry Feduleev BelVG

Dmitry Feduleev, Head of custom development at BelVG. Works with most challenging projects and helps other managers to achieve the best results. Supporter of the latest trends at e-commerce development area.

Speaker

Anna Korolekh Promodo

Marketing manager and, in past, an SEO consultant at Promodo. As an SEO consultant Anna has worked with large sites of the following niche: gambling, dating, travel, ecommerce. Anna is a certified Google Analytics individual and a regular contributor to Promodo and external blogs, also a regular speaker at the webinars. Currently Anna manages and oversees all marketing activities of Promodo in the English-speaking markets: SEM, SEO, social media, content marketing, email marketing, events.

Home page is the face of your site.Like a shop window at the busy streets.

50% of traffic goes to homepage

Homepage Etiquette

Recognition Informative and user-friendly The Main message

Recognition

www.tileliving.com

Informative and user-friendly

www.zodee.com

The Main message

www.benjifrank.com

An attractive carousel on homepage is a common trend

Standard homepage layout solutions

Mono-brand

www.pixiemarket.com

Variety store

www. mumzworld.com

Specialized store

www.module-presta.com

Magazine

www.pinksandgreens.com

Examples of frontend modules

for looks, user experience

and customer loyalty improvement

http://module-presta.com/drop-down-menu.html

Drop-down Menu

Store pages will be enhanced with a stylish menu, containing category blocks with products, manufacturers, images, video and any other information. Default categories automatically display filtered items - bestsellers, new products, discount products and more. There are plenty of menu designs and position variants.

http://module-presta.com/points-discounts.html

Points and discounts

You can define how many points the user gets and needs for buying this or that product. Assign associated products and create bundle deals to motivate users buy more. Related items can have discounts and point rewards when bought together with the main one.

http://module-presta.com/holiday-sales.html

Holiday Sales

If you want to attract your customers’ attention to a specific promotion or special offer which you are running on your web-store then this module is exactly what you need. Create special promo pop-ups on your pages where you will be able to spread news about your sales campaigns and offer promo codes for your customers.

http://module-presta.com/promotional-banner-free.html

Promotional Banner

Once enabled the extension places a special promotional banner to all pages of a website. In this banner you can advertise products and items which are under the special offer or promotion.

http://module-presta.com/background-switcher.html

Background Switcher

Treat your customers with a possibility to change store design within a second. Choose a background image and set it with one click. It makes your store style visually appealing for every single customer. Optimized and enhanced browsing experience will be appreciated and sales will increase.

Loyalty program

the why and the how

Points and coins

Gift certificates

Abandoned Carts

Email marketing

Socialize

• Template unoptimised for all users.

• Too many clicks to reach what you need.

• No tools to find the exact product you want

• Low-quality site content

• Unreachable customer service

Hidden pitfalls

Multichannel marketing

Search Engine Optimization:

3 cornerstones of Prestashop SEO:

Keywords and content

Links

Proper indexation

Indexation:

Site structure:

• Easy to navigate, intuitive for users

• Logical hierarchy for the search bots

• Smart link juice flow

Site structure:

Htaccess, redirects and errors:

! Non existent pages return a 404 error

Siteliner.com

Indexation: • Sitemaps

• XML• HTML

Friendly URLs:

http://someshop.com/category/2756-825417

Duplicate URLs and canonicalization:

presto-changeo.com/en/prestashop-modules/25-duplicate-url-redirect.html

addons.prestashop.com/en/seo-prestashop-modules/7482-canonical-url-advanced.html

Google Webmaster Tools:

Google Webmaster Tools:

Keywords:

Copy and paste your ideas into Google Keyword Planner, add ideas using Google ”Searches related to”, Ubersuggest tool and check their search volume

+ check and consider your successful competitors keywords (SemRush)

Cleanse the list – remove too broad, too competitive (use SEO Quake or MOZ plugin) queries

Define your target audience and brainstorm for the keywords

Snippets (titles & descriptions):

Use your keywords in the title, but never stuff more then two repetitions of one and the same keyword and don’t stuff too many keywords – test how it’s going to look like!

Put the most important key phrase at the beginning and close the title with your brand

Make sure your titles give a clear idea of what the page is about

Visible part is 512 pixels long!http://seo-website-designer.com/Google-SERP-Emulator

21.3.11

Rich product snippetshttps://support.google.com/webmasters/answer/146750?hl=en

Better CTR in organic traffic

Snippets for Breadcrumbs, products, videos

Use schema.org

Content: Each page should have a unique piece of text content (at least 300 words) even the product pages!

Content: Optimize the pages’ text:•use h1, h2 headings, wrap your keywords into h1’s and h2’s•use your keywords in the page body•link to relevant pages from the text using keywords as anchor texts

Make use of user-generated content: reviews, comments Reviewme.comYotPo.com

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Create your blog – Google+

Create your blog ASAP

3-6 articles per month

Use Google+ authority

Links:

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Link earning

Content marketing

Infographics

Forums/blog posts

ahrefs.com

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Social channels

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Video for products

Better conversions

Traffic from video channels

Its free. Easy. Use youtube.com

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Other channels: product feeds

Product listing ads Google

Thefind.com / shopping.com

Forums/blog posts

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Other channels: coupons - deals

Coupons sites

Daily deals

Discounters

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Remarketing

21.3.1121.3.11

Case study

Free online marketing auditWe would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts.

- Quick usability audit of the existing site;- Quick SEO audit and review of existing analytics;- Audit of PPC campaigns;- Technical audit;- Best practices of conversion rate optimization;- General online marketing strategy insights.

Free online marketing audit

Thank you for your attention!

Anna KorolekhMarketing manager at Promodo

e-mail: a.moseva@promodo.comSkype: ann.moseva

Dmitry FeduleevHead of custom development at BelVG

e-mail: dfeduleev@belvg.com Skype: dfeduleev

Promodo.com/blog

Twitter.com/promodo_en

Facebook.com/promodo

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