analyzing sales channels heat mapping best strategy for landing page creation better search experience product page as key factor how to get to the better checkout flow

1. Maximize the ROI of your
Magento marketing: how to get
more sales with minimum
efforts and budget
May 15th, 2014 – online marketing session for Magento business owners

2. About Promodo

3. About Amasty

4. Speaker
Paul Ryazanov
Promodo
Recent speaking engagement
CloudCon – San Francisco, USA 2012
PubCon – Las Vegas, USA 2012
eComTim – Timisoara, Romania, 2013
SFIMA – Miami, USA 2013
PubCon – Las Vegas, USA 2013
Google – private workshop
NOLE – New Orleans, 2014
International speaker, internet
marketing expert, conversion
rate optimization expert

5. Speaker
Victoria Leonenko
Amasty
Marketing evangelist, loves to bind hearts
of Marketing and E-commerce.
Participates in product development from
customers' side.
Meet Magento Russia 2013
Developers Paradise 2013
Meet Magento Germany 2013
Recent Magento community interaction:
Meet Magento Belarus 2014 organizer

6. Advice #1 – Verify your goals

7. Step #1 – Setup your goals

8. Step #1 – Setup your goals

9. Advice #2 – Track your sales not just traffic

10. Step #2 – Enable ecommerce

11. Advice #3 – Track conversions

12. Step #3 – CRO = Traffic + Usability

13. Step #3 – CRO = Traffic + Usability

14. Step #3 – CRO = Traffic + Usability

15. Advice #4 – Analyze your funnel

16. Advice #5 – Best date/time for campaign

17. Advice #6 – Analyze channels

18. Advice #7 – Define channels carefully

19. Advice #8 – Track real visits – it’s free
Metrica.yandex.com

20. Advice #8 – Track real visits – it’s free

21. Advice #10 – Heatmapping

22. Advice #10 – Heatmapping

23. Advice #10 – Heatmapping

24. Advice #10 – Heatmapping

25. Advice #10 – Heatmapping

26. Advice #10 – Heatmapping

27. Advice #10 – Heatmapping

28. Advice #10 – Heatmapping

29. Advice #10 – Heatmapping

30. Advice #10 – Heatmapping

31. Advice #10 – Heatmapping

32. Advice #10 – Heatmapping

33. Advice #9 – Video of visits

34. Advice #11 – Webvisor

35. Advice #12 – Webvisor

36. Advice #13 – Webvisor

37. Advice #13 – Webvisor

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Advice #14 – Check your site
Indexing issues
Verify title + description

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Advice #15 – Keywords research
https://adwords.google.com/ko/KeywordPla
nner/Home?
__u=4610065993&__c=1942088833
semrush.com

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Advice #16 - <title></title>
Make sure your titles give a clear idea of what the page is about
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
Visible part is 512 pixels long!
http://seo-website-
designer.com/Google-SERP-Emulator

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Advice #17 – content, h1/h2 tags
Make sure you clearly set the h1/h2 tags to tell Google about
most important things
Avoid any duplicate content. All your page content needs to be unique – even
product descriptions. Forget about manufacture details. Put your own opinion
about product
Keep the balance of text and images. We do recommend content takes about
30% of your page

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Advice #18 – Optimize images
Traffic from Image search
Option to be on 1st
page

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Advice #19 – Product snippets
https://support.google.com/webmasters/an
swer/146750?hl=en
Better CTR in organic traffic
Snippets for Breadcrumbs, products, videos
Use schema.org

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Advice #20 – Product reviews
Better conversions / trust by visitors
Google love the user generated
content
Its free. Easy. Use yotpo.com
apps.shopify.com/yotpo-social-reviews

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Advice #21 – Video for products
Better conversions
Traffic from video channels
Its free. Easy. Use youtube.com

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Advice #22 – Blog
Create your blog ASAP
3-6 articles per month
Use Google+ authority

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Advice #23 – Link earning
Content marketing
Infographics
Forums/blog posts
ahrefs.com

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Advice #24 – GEO targeting
https://www.google.com/local/business/add
?hl=en-US
Register your business
Get Reviews!
Use Google Places / Yelp

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Advice #25 – Product feeds
Product listing ads Google
Thefind.com / shopping.com
Forums/blog posts

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Advice #26 – Coupons & deals
Coupons sites
Daily deals
Discounters

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Advice #28 – Re-marketing

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Advice #29 – Social

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Product Page as a key factor

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F-pattern page view model
You have only 10-20 sec to catch users’ attention

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Proper page structure
1. Place your logo at the top left of the
site and do not have the head
banner distract from that image
2. Place important content on the left
side of the page
3. Navigation bars should be across
the top (preferably) or on the left
side
4. Consider F eye movement pattern
when writing content and planning
image layout
5. First 2 paragraphs on every page
should state the most important info
6. Do not include a lot of text as users
won't read it completely

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The main requirements to product images:
• Good quality & proper size
• Multiple images showing different product features and angles
• The size must be not too heavy
Visual product presentation

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Color Swatches pro module for Magento
Visual product presentation
Use images for
attribute selection
No need to specify
price difference for
associated products
View image details
with elegant zoom
and lightbox effects

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Visual product presentation
360-degree view – 10-40% conversion increase

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Beware of image traps
1 2
Be careful how you using people on images

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Product images
Remember about gender
differences
Summarize efforts on
your target audience
Beware of image traps

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People love media – use it!
Google showing only text results
After implementing media
to search results
Use:
•Images (real use examples)
•Videos (product testing)

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Write product description for real people
No cold facts No impersonal sentences
Write in the manner your target
audience speak

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Fast page load
Product Page Musthaves
Full Page Cache extension for Magento:
• Decreases page load time
• Caches dynamic content much faster

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Customers also view block
Product Page Musthaves

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Customers also viewed extension for Magento
Product Page Musthaves

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Vivid product labels
Product Page Musthaves
• 'on sale' products
• products with special price
• new products
• '100% natural‘
• 'environment-friendly‘
• etc.
Highlight:

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Product Labels module for Magento
Product Page Musthaves
Display labels based on
category, price, status, etc.
Specify time period for display
Use variables for label
messages
Set priorities for label display

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Reviews from real people + social
buttons
Product Page Musthaves

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Product tests and videos
Product Page Musthaves
• Give a sense of a real product
• Allow to see products in details
• Show real product sizes

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Breadcrumbs
Product Page Musthaves

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Google rich snippets module for Magento
Product Page Musthaves

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Product Page Musthaves
Assign stock statuses to
products automatically
or manually
Display stock statuses
based on product
quantity
Custom Stock Status module for Magento

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Custom Stock Status module for Magento
Product Page Musthaves

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Coming soon + e-commerce landing pages
Product Page Musthaves
• Attract organic traffic before product lunch
• Collect leads

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Landing pages module for Magento
Product Page Musthaves

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The way to a better checkout flow

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Better checkout flow

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Abandoned carts disaster
Ecommerce sites have an average cart abandonment
rate from 55% to 75%.
Shopping cart abandonment can be described as:
•Shoppers place an item in their cart but doesn’t enter
the checkout phase of the funnel
•Shoppers begin the checkout process but don’t
complete it

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The reasons for leaving carts:
Curbing the abandonment

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Checkout tip #1
Display Clear and Progressive Process Indicator

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Checkout tip #2
Make registration optional

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Checkout tip #3
Avoid asking the same info repeatedly

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Include trust factors
Checkout tip #4

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Display the complete payment summary
without any hidden costs
Checkout tip #5

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Clear shipping and return policy
Checkout tip #6

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Keep a functional ‘Back’ button
Checkout tip #7
Save customers’ data if they click this button,
so there will be no need to fill them in again

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Give maximum payment options
Checkout tip #8

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Make the registration a value added process
Checkout tip #9

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Checkout tip #10
Amasty One step Checkout Magento module

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Contact information
Have any questions?
Ask them here:
Twitter.com/AmastyTeam
Victoria.leonenko@amasty.com

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A/B tests are the staff of life
Be data driven and implement new features
only after testing

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Improving checkout – Todo list
Design
 Checkout buttons at the top and bottom of the
page
 Continue shopping option from the checkout
 Different checkout/continue shopping button
colors
 The option to create an account AFTER checking
out
 Printing or emailing cart contents
 Add to wishlist and saving carts
 Final cart review

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Optimizing Product Details
Improving checkout – Todo list
 Product summary
 Shipping methods in details
 Ability to update quantity or remove from cart
 Related products recommendations before
checkout
 Order number + contact info
 Show the final price before checkout

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Payment and shipping
Improving checkout – Todo list
 Free shipping when customers spend $X
 Multiple shipping & payment methods
 Latest promo codes directly at the checkout
 Was $X, now $Y
 You saved $X
 Approximate shipping date
 Clear download & user guide (digital products)
 The reason for additional questions at the
checkout

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Rewards and special offers
Improving checkout – Todo list
 Give discounts for reviews
 Consider a loyalty program
 Complementary samples
 Upsell with gift cards

97. Free online marketing audit
We 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

98. Thank you for your attention!
Paul Ryazanov
Business development director
at Promodo
e-mail: p.ryazanov@promodo.com
Skype: pavel.ryazanov
Victoria Leonenko
Marketing director
at Amasty
e-mail: victoria.leonenko@amasty.com
Skype: victoria-leonenko

99. Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo
Please follow
Blog.amasty.com
twitter.com/AmastyTeam
Facebook.com/Amasty.LTd