1. THE 2017
Ecommerce Marketer’s
Virtual Summit
PPC Advertising. Ecommerce SEO. CRO Tactics. Multi-Channel Expansion.

2. DAY 1:
Driving High Quality Traffic to Your Ecommerce Site
Top 5 Game-Changing PPC Strategies to
Implement Today
9am PST / 12 pm EST
Tuesday, March 28th
Advanced SEO Site Audit Revealing If Google can Find,
Crawl, Index, and Rank Your Site in 40 minutes or
Less.
11am PST / 2 pm EST
Tuesday, March 28th

3. DAY 2:
Converting Traffic & Multi-Channel Expansion
Optimizing Your Key Conversion Points: 5 Things You
Might’ve Missed
9am PST / 12 pm EST
Wednesday, March 29th
Why Omnichannel Selling Is Now Tablestakes In
Ecommerce
11am PST / 2 pm EST
Wednesday, March 29th

4. ECOMMERCE SUMMIT LOGISTICS
All SESSIONS ARE BEING
RECORDED & SENT OUT
HAVE A QUESTION?
SUBMIT IN CHAT BOX
MORE RESOURCES IN
‘HANDOUTS’ SECTION

5. Let’s Begin Today’s Session!

6. Triple your sales by mastering
multi-channel selling

7. Why Omnichannel Selling is a Must in 2017
Sources: eMarketer, Annual Reports (Amazon, eBay, Etsy), Internet Retailer, Custora
2016
US marketplaces share of
US B2C ecommerce
2016
Branded store/marketplaces
share of US B2C ecommerce
2016 Q3
Marketing channel origination of
US ecommerce share of orders
2
3
4
1

8. Amazon

9. Listing optimization
Winning the Buy Box
Pricing strategy
Inventory management
Returns
Customer service
Analytics/reporting
Shipping orders to fab
Shipping & fulfilling orders
Biggest challenges
about Amazon
as a sales channel
Source: survey of 289 bc merchants selling on amazon, 2016
The biggest Amazon challenges when selling multi-channel
20%
14%
13%
12%
9%
9%
8%
4%
3%

10. Products Sold on Amazon by Multichannel Merchants
100% 81%
SUBSET OF
PRODUCT
CATALOG
ENTIRE
PRODUCT
CATALOG
19%
81%
6%
3%
3%
3%
13%
13%
18%
22%
Source: survey of 254 bc merchants who sell on amazon, 2016
Successful merchants use Amazon as a complement to
their branded stores
OTHER
WORST SELLING PRODUCTS
PRODUCTS NOT ON WEBSITE
OFF-BRAND PRODUCTS
RESOLD PRODUCTS
UNIQUE PRODUCTS
BEST SELLING PRODUCTS
SELECT PRODUCT
CATEGORIES ONLY

11. eBay

12. Facebook
● Products fed directly from branded store catalog
Instantly sync your inventory with a Facebook store with
built-in checkout.
● Retargeting using Facebook pixel on branded store
Target past visitors with specific ads based on the pages
or products they viewed, or actions they took.
● Lookalike targeting
Target Lookalike audiences based on visitors,
emails, actions, or customer data.
● Custom targeting (eg. by personal)
Single1
college-educated2
Millennials3
in
large-cities4
who work in tech5
and
live active lifestyle6

13. Facebook
Shop best practices:
● Live connection to products in branded
store (photos & descriptions)
● Up-to-date feed of inventory & pricing
● Native Facebook buy buttons
Follower best practices:
● Give people a reason to follow (eg. limited
time offers, contests, charity)
● Create VIP communities for your customers
● Imagery & video to invoke emotions for
sharing -- remember why people are on
social media to begin with

14. Instagram

15. Google Shopping
● Up-to-date feed
Ensure your Google Shopping feed is automatically kept
up-to-date with your website. If not, Google will reject your feed.
● Fully enriched feed
If your product has additional options, make sure variants for
each SKU are being sent with a proper link back to the parent
page.
● More information is better
Send more than the required information. With more data Google
can include you in additional queries.
● Remarketing on branded store
Target past visitors with specific ads based on the pages or
products they viewed, or actions they took.

16. Google Shopping

17. Digital wallets address the biggest mobile conversion hurdle
When we designed our new website, I told the designer,
‘Don’t send me desktop designs. Make mobile perfect, then
make a responsive version for desktop.’
We’ve achieved 5% conversion rates on mobile with over
80% of our sales on mobile devices.
Brandon Chatham, CEO NatoMounts

18. Mobile will soon be >50% of store traffic, but it doesn’t convert
http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
Desktop
Mobile
4.31%
1.50%
Conversion
rates by device
http://marketingland.com/mobile-drives-nearly-half-e-commerce-traffic-pc-still-rules-sales-report-11862
9
% of web store traffic % of web store sales

19. Organic Search (SEO)
● Category Pages:
Google your product head terms (eg. ceiling fans, bike helmets, dog toys). 80-90%
of the results will be category pages. Have you optimized yours?
● Pagespeed = Bounce Rate = $:
○ 1s to 3s the probability of a bounce increases 32%
○ 1s to 5s the probability of a bounce increases 90%
○ 1s to 10s the probability of a bounce increases 123%
○ Per Google, average time it takes to fully load a mobile page is 22s. That
didn’t even make our list.
● Google Search Console:
Often neglected over Google Analytics, but the last place with full transparency on
queries per URL. Sort by “Impressions” and see where you aren’t getting traffic.

20. Buy Buttons – Embed commerce in content pages
Embed buyable product on pure content
pages
Coming soon: 100% configurable,
embeddable shopping cart
Buy Buttons + Read/Write Cart API lets you
externally embed your shopping cart outside
your ecommerce store.
Programmatic access to cart data lets you
further integrate with marketing platforms,
CRMs, analytics systems and more.

21. Blur the lines between content and product.
Organic Search + Content Marketing

22. Capitalize on the zeitgeist with products that serve as content.
Organic Search + Content Marketing

23. Showcase & empower your customers, so they create the content for you.
Organic Search + Content Marketing

24. Email Marketing
● Abandoned Cart Saver
Email any customer who has added an item to their cart, but left before completing their checkout.
● Promotions & Coupons
Run promotions with built-in discount rules (eg. $X or X% off for repeat customers), so you can focus on
other parts of your business.
● Up-Sell + Down-Sell + Cross-Sell
Based on purchase history or abandoned carts, look for up-sell, down-sell, or cross-sell opportunities.
● New Products
Add a 2017 version, Spring fashion line or a complementary product? Your customers deserve to know.
● Buy Buttons
Email CTAs that go directly to a checkout page with that product + customer data.

25. ● Influencer Affiliates
Find leaders in your industry with rabid fans.
Affiliate Marketing
We spent a year getting our products into 18 select Whole Foods stores in the Midwest. We
thought that would be our tipping point, but we’d only sell 10-15 items per week in each
store. That was less than 1,000 units per month.
Then, we got one of the largest communities in the paleo space to promote our product on
our ecommerce store. In 2 emails, they sold 2,500 units, plus we didn’t have to pay for
inventory in advance and we got all those emails and we negotiated the affiliate split, so
we would 100% come out net positive.

26. The world’s leading SaaS ecommerce platform for established
and rapidly-growing brands
The future of web store building Leading brands choose BigCommerce
● Market-leading store-building capabilities
○ 100+ pre-built themes & custom design framework
○ Customer acquisition (SEO, Google, Facebook)
○ Conversion (search, promotions, checkout)
● Market-leading performance
○ 99.99% uptime
○ Best-in-class page-load speed
○ Native security, DDOS protection, PCI compliance
● SaaS superiority to software ownership
○ Hosted, secured, and bug-fixed by BigCommerce
○ 80% lower cost & lower operational complexity
○ Continuously upgraded, ahead of competition
● Market-leading native omnichannel integrations
○ Marketplaces: eBay, Amazon
○ Social: Facebook, Pinterest, Instagram
○ Marketing: Google Shopping, Facebook Ads
○ Content: buy buttons, embeddable cart
○ POS: Square, ShopKeep, Springboard Retail
● Open platform with maximum API exposure
● Best-of-breed app/tech marketplace & integrations
● 10+ Fortune 1000 companies
● 27 Internet Retailer 1000 sites
● 2,000+ mid-market brands
● 50,000+ small/medium businesses
● B2B (in addition to B2C)
● Leading design and solution partners

27. Call us:
(866) 581-4549
Email us:
SellMore@BigCommerce.com
Get started:
https://www.bigcommerce.com/free-trial
The Definitive Guide to Selling on Amazon (on
Amazon):
http://growth.so/Amazon-Guide ⇐ short-link
Sell more with BigCommerce