Internet MarketingPart 1 of 12

George A. Rubsam@GARubsam

2

Technical Terms• Computers connect: URL > IP address > cookies > server • URL (Uniform Resource Locator)/Domain name =

shirts.com• IP address (Internet Protocol) = Network address• Server = holds website files• Cookie = short code that provides details about the device

visiting a website (ex: gmail login).- Identifies the requesting computer to the server with across every interaction

(e.g., click).- Browser and website specific.

• Web browser = reads the files and translates it to images.

3

Amazon without Cookies

4

Amazon with Cookies

5

Website Objectives

• Earn money through online sales E-commerce.

6

Website Objectives

• Ad revenue

• Commission revenue (e.g., blog)

• Subscription revenue

7

Website Objectives

• Provide information + generate awareness to

support offline sales

• Support a cause

• Provide customer support

Website Analysis

9

Website Analysis• Your friend starts a website, shirts.com and it’s

not very successful. • Let’s start to define the situation.• What questions would you ask?• Think as if this was a retail store.

10

Website Analysis• First question is always:

What are you trying to accomplish?• How much traffic did the website have last

month?• How did they hear about you?• How many shirts did you sell?• Anyone sign up for sale emails?• How much revenue did you gross/net?

11

Website Analysis• The best to worst performing audience segments, traffic sources/ad placements and

creative … relative to KPIs• Traffic

- Direct (URL)- Unpaid referral (VeritasStrategy.com links)- Paid referral (NYTimes.com)- Unpaid search traffic (Google Search - Organic results)- Paid search traffic (Google AdWords)

• Conversion- Purchase- Lead- Engagement- Account creation- Click-through

• Revenue (per conversion)

12

Conversions

13

Website Analysis: Direct Traffic

• Recognizable brand• Easy-to-remember

URL• Mobile app

14

Paid Referral Traffic

15

Paid Referral Traffic• Banner ads• Text ads• Video ads• Affiliates

16

Unpaid Referral Traffic• Facebook

- Amazon >24,000,000 likes!• Email• Backlinks

- Home page- Product pages

17

Unpaid Referral Traffic• Email is generally most cost-effective online

marketing channel (i.e. highest ROI).• Social media activity targets established

customers/fans.• Backlinks: placed by brand + search engine

- Reddit, PR + infographics / interesting content required

- SEO efforts

18

Search Traffic• Paid vs.

unpaid / organic

• Why does Amazon pay to be the top ad of a product they sell?

19

Search Traffic• Amazon

does not have a paid ad (maybe because movie margins are low)

• Amazon’s SEO is well done as it’s the second organic link.

20

Search Traffic• Amazon

does less well in clothing category.

• No ads and lower organic rank.

• Industry is competitive and not a core product line for Amazon.

21

Search Traffic• SEO: Unpaid search traffic comes by being well-ranked on

commonly searched terms.- On-site: relevant keywords and content.- Off-site: Top shirt websites cover shirts.com’s style and includes

links.• Paid search enables targeted ads.• SEM: Expense of paid search varies by keyword.

22

Conversion – Amazon

• Ranked products based on popular styles.

• Read cookie data?

• Helps users find desired product = greater conversions.

23

Conversion• Superior search function

helps customers find products quickly.

- Superior to other retail websites

- Tailored to user (shopping history)

- Refined by millions of searches

24

Conversion• Information

layout is key to conversion on any site.

- Provides thorough sense of product with multiple pictures.

- Answers most potential questions at top of page.

25

Conversion• Easy-to-navigate purchase process is

essential for conversion.- Prominent “Add to Cart” button

- 1-Click® shopping prevents consumers from changing their mind

• Secondary conversion: Add to Wish List

26

Conversion• Additional

information on product gives customers peace of mind.

• Customer reviews are very convincing for most internet shoppers.

27

Conversion• Technical product information uses same format in all

categories.- Easy to find, even with lots of information- Additional peace of mind

28

Conversion• Second step of

conversion process (following “Add to Cart” click)

• “Proceed to Checkout” prominent

• Related products displayed to maximize transaction value

29

Conversion• Stored information saves steps (no additional steps for

shipping or credit cart information).• Fewer steps = higher conversion rate

30

Conversion• Most important product information at top (“above the

fold”).• Prominent “Add to Cart” button.• Easy-to-navigate checkout procedure.• User profile enables stored shipping and credit card

information (and email messages).• Conversion is higher with fewer steps in the transaction

process.

31

Revenue• Millions of transactions

enable Amazon to make good product recommendations.

• Add-on products are huge source of profit.

32

Revenue

• Generally, highly-rated products tend to be more expensive, so providing reviews can increase revenue of each transaction.

33

Revenue• Creating a customer is expensive - increasing a

customer’s spending is much easier.- Add-on product recommendations- Upgrades- Product reviews

QuestionsPart 2 of 12 is up next.