from conversation to conversion: getting smart about ... 406 e-retailing/digital...building a strong...
TRANSCRIPT
From Conversation to Conversion:
Getting Smart About Retail Digital Marketing
September 4, 2014
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Build and Strengthen Your Digital Marketing Foundation
Tips for Attendees
Today’s presentation will last 45 minutes. We’ll save 10 minutes for a Q&A session after the presentation.
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Greg IvesProduct Marketing Manager,
Digital Marketing
ChannelAdvisor
4
Today’s Presenters
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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
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Getting Started
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Building a Strong Foundation
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Agenda
Optimizing Your Webstore
Creating an Awesome Mobile Experience
Building a Strong Search Engine Optimization (SEO) Strategy
Q&A Session
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Optimizing Your Webstore
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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?
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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
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Include trusted brand logos whenever possible — “trust by association”
Remove distractions
Make Your Webstore Professional and Inviting
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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
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Don’t Forget About Your Product Pages
Use large, high-resolution images with multiple angles
Include zoom features
Consider video, if possible
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Don’t Forget About Your Product Pages
Focus on easy-to-add and related upsells
Highlight sale and clearance items, discounts and amount saved
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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
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Stop Losing Customers at Checkout
2. Eliminate distractions
3. Avoid surprises when it comes to shipping fees and return policies
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Stop Losing Customers at Checkout
4. Provide real-time chat on the checkout page
5. Boost buyer confidence with credible payment options
6. Include a confirmation “thank you” page
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Creating an Awesome Mobile Experience
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Purchase Behavior Is Changing
Would you like to grow your business up to 27% in the next couple of years?
Source: eMarketer 2014
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Mobile Challenges
Adapting to various screen sizes
On-the-go shoppers
Multiple site design options
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Option #1: Responsive Web Design
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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
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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
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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
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Mobile Site Design Checklist
Use expandable, high-resolution images
Provide passcode security for personal information
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Mobile Site Design Checklist
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
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Building a Strong SEO Strategy
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SEOURL Structure
Heading Tags
Page Content
Keyword Search
Traffic Monitoring
Competitive Analysis
Link Building
Social Media
What Is SEO?
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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?
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Where Is SEO?
Unpaid, or Organic, Search Listings
Paid Search Listings
Product Listing Ads
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Ran
ked
in o
rder
of
rele
van
ce
Where Is SEO?
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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+
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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.
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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
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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?
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The Competitive Advantage
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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
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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.”
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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”
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The Basic Elements of SEO
Tags
Content
Links
Structure
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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
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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.
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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.
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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!
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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
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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
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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.
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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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About ChannelAdvisor
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ChannelAdvisor Overview
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Trusted by Thousands of Top Sellers Globally
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ChannelAdvisor Platform
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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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Questions?Contact us:
Phone: 866-264-8594
Email: [email protected]
Newsletter: channeladvisor.com/newsletter
Blog: blog.channeladvisor.com
Web: www.channeladvisor.com
Twitter: @ChannelAdvisor
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