Jason "Retailgeek" Goldberg presents "How to Grow Your E-Commerce" business in 30 days, at the CrossView CrossChannel executive summit in Chapel Hill North Carolina, on 4/24/2012

1. Grow your Business in 30 Days
Jason Goldberg
Vice President of Business Strategy & Customer Experience
jgoldberg@crossview.com
Confidential © 2012 CrossView, Inc. All rights reserved.

2. Get
More
Traffic
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3. E-Mail Segmentation
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4. E-Mail Mobile Optimization
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5. The Days of 10 Blue Links are over
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6. The Days of 10 Blue Links are over
30% of
12% of Sales
Sales
7% of
Sales
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7. CrossView.com 7

8. Local
Organic
Paid
Image
Product
Video
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9. Local
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10. Specific Location
(which Google often auto-detects)
Local SEO
Location-
Biased Results CrossView.com 10

11. Accurate Data Across Every Listing Source
Yelp, OpenTable, Amber’s
website, Google Local,
etc. should all have
exactly the same details.
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12. Completeness & Quality of Listings
For each listing, it pays to provide the maximum amount of depth and detail
possible.
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13. Store Detail Page
http://www.guitarcenter.com/Raleigh
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14. Rich Snippets
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15. Rich Snippets
Microdata
(Schema.org)
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16. Rich Snippets
20% - 30%
Microdata
higher click-through!!
(Schema.org)
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17. Rich Snippets
www.google.com/webmasters/tools/richsnippets
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18. Improve Traffic in 30 Days
• Segment your e-mails (get more relevant)
• Optimize / Preview you e-mails (don’t rely upon images, and don’t forget mobile!)
• Claim all local listings
• Enrich all local listings
• Ensure consistent NAP for all local listings
• Enrich store detail pages on e-commerce site
• Mark-up e-commerce PDP’s with Microdata
(Schema.org, GoodRelations, Productontology.org)
• Solicit Seller Reviews (Bizrate, Epinions, resellerRaitings, PriceGrabber, Google, Yahoo)
• Solicit Places Reviews (Google, Yellowpages.com, Insiderpages, Yahoo)
• Solicit Product Review (on e-com site)
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19. Convert
More
Visits
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19

20. Speed
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21. Page Speed
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22. Page Speed
Video Comparison of Page Load Times
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23. Page Speed
• Real World Testing (Not Synthetic)
• Focus on User Facing improvements
• Don’t forget Mobile
• Google Webmaster Tools & Google Analytics
• Use Automated Solutions if you have to
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24. Are You Giving Visitors What They Want?
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25. Understanding Website Quality
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26. “Panda” Search Quality Survey
• Would you trust information from this website?
• Is this website written by experts?
• Would you give this site your credit card details?
• Do the pages on this site have obvious errors?
• Does the website provide original content or info?
• Would you recognize this site as an authority?
• Does this website contain insightful analysis?
• Would you consider bookmarking pages on this site?
• Are there excessive adverts on this website?
• Could pages from this site appear in print?
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27. Walmart Panda Quality Survey
Could pages from this site appear in print?
Are there excessive adverts on this website?
Would you consider bookmarking pages on this site?
Does this website contain insightful analysis?
Would you recognise this site as an authority?
Does the website provide original content or info?
Does this page have obvious errors?
Would you give this site your credit card details?
Is this website written by experts?
Would you trust information from this website?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes No Not Sure
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28. Walmart Panda Quality Survey
Could pages from this site appear in print?
Are there excessive adverts on this website?
Would you consider bookmarking pages on this site?
Does this website contain insightful analysis?
Would you recognise this site as an authority?
Does the website provide original content or info?
Does this page have obvious errors?
Would you give this site your credit card details?
Is this website written by experts?
Would you trust information from this website?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes No Not Sure
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29. Promo Codes
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30. Promo Codes
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31. Promo Codes
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32. Promo Codes
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33. Promo Codes
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34. Promo Codes
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35. Promo Codes
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36. Improve Conversion in 30 Days
• Find the friction in your shopping experience
• Improve your trust (design, trust symbols, social proof)
• Start measuring page-load speed / install Google Analytics
• Front-End Optimization (native or hire strangeloop, Blaze.io, etc…)
• Remove your promo code field (or add a promo code to the checkout page).
)
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37. Transition Slide
Focus
on What
Matters
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37

38. You are what you measure
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39. Measure the Right Things
• Page Views vs. Visitor Loyalty
• Revenue vs. Economic Value
• Time on Site vs. Task Completion Rate
• % of Search Traffic vs. Share of Global Search Volume
• # of Fans vs. Conversation Rate
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40. Analytics
• Analytics isn’t just for the web
• Yes, you need Google analytics
• Dashboard/Reporting Strategy
• Regular Analytics Meetings (not just with e-com)
• Don’t forget your stores! Traffic Data, Store Dashboard, Cross-Channel
• Integrate all your data (voice of customer, performance, etc…)
• Try some on-page analytics
• Voice of the Customer – Free http://www.4qsurvey.com)
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41. for your time & interest.
Jason Goldberg
VP of Business Strategy
& Customer Experience
jgoldberg@crossview.com
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42. Special Thanks to Our 2012 Sponsors:
Confidential © 2012 CrossView, Inc. All rights reserved.