These slides were first used in a presentation by Blueclaw Media, a SEO and Conversion Optimisation Agency based in Leeds, UK on the 11th November 2010. The presentation was part of a series of events for Leeds Digital Festival.
For more information, please visit http://www.blueclaw.co.uk and get in touch!
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Working your Retail Ecommerce Website for Conversions
1. Working your Retail Ecommerce
Website for Conversions
Blueclaw Media
Siti Yunus & Monica Chia
2. Blueclaw Media & Conversions
• Search Engine Optimisation
• Paid Search Management
• Conversion Optimisation
• Social Media Marketing & Monitoring
• Web Design & Development
• Online PR
• Best Use of SEO & PPC – DADI Awards 2009
4. Agenda
• PART I – Is your website being found?
Is your ecommerce website optimised for search
engines?
• PART II – Are you missing out on potential
sales?
How to make your website convert for more
sales
11. Image Optimisation
• Google Images, Flickr
• All available angles & detailed
• Personalise it – human element
• Catwalk shows, un-boxing products, taking
apart products
• Encourage users to send their pictures in –
build a community e.g. threadless.com
13. Google Local Listings
“Botox Leeds”
• Google is experimenting
• Optimise your local
listing
• Get verified, REVIEWS,
description, images,
videos, opening times,
payment methods etc.
14. Google Scrapes
Reviews & Sentiments
•Tripadvisor
•Thomsonlocal
•Qype
•Schmap
•Restaurant-guide
•Freeindex
•Hotfrog
Research your
industry
16. Write Killer Content
• Minimise “Boilerplate” text, but make sure it
is prominent. Don’t forget FAQs
• Write great product descriptions
• Inspire! Expert Picks and Reviews
• Call to Action – what to do next?
17. Killer Content -Why you?
• What makes you unique?
• Best advice on buying a product?
• Cheapest Price?
• Availability – only one stocking this product?
• Best after sales service?
• Exclusive colour?
• Freeze on VAT?
18. ‘Low hanging
fruit’ keywords
• Check Google
Analytics
• Check your rankings
• Google Insights for
Search
• Google Trends
20. Killer Content - Go one step further
Statistics
• Who is this product ideal for? Businessmen?
Students? Travellers?
• When do people buy this?
• Compare this item to others in your inventory
– unique points for each.
Reviews & Surveys
• Make others write the reviews for you - give
them an incentive.
22. Product Name, availability,
price & delivery
Real time Q&A. Active users on
site. What are people buying?
A really good piece
of link bait doubling
up as an amusing
description.
Sale Stats – how
many bottles bought
Technical details
24. Clever Link Building
Link Bait
• Survey & Statistics – release the results
• Fantastic Blog Content
How to guides, Top 10 lists, History of…
• Editorial Calendar – work the seasons and
trends and stay ahead of the game.
• Work on Press Releases to react to events
happening now.
39. Delivery
• Cheap delivery or free delivery?
• Free delivery + next day delivery + cheap delivery (like asos.com) give customers a choice
• Have competitive delivery prices. Especially. for xmas. Create sense of urgency: eg. “order before
11pm for free next day delivery”
• Royal Mail? (think of other services: UK Mail. Less lost packages. Next day delivery.)
40. Build your Email List
• How? Organize competitions
• Surveys
• Email customers after the sale
• Remind them you are still here.
• Monitor / track opens / clicks.
41. Track what you are selling
A/B Testing: Test different designs of your pages and track which ones work better in google
website optimizer: ie. conversions, visitors, compare results of best performing one
43. Identify and Maximise ROI
• Track everything: make sure that you use
all conversion tracking methods possible.
• Understand the buying cycle for your
products.
• Segment the data: Identify your KPIs (key
performance indicators) and segment
(e.g new vs returning visits, keywords
used, traffic sources etc)- what works
best?
• Understand this data to maximise
profits.
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