Join in our 7 Deadly Sins of Fashion eCommerce Wifi Workshop on 25th July 2013 where we will be showing you, the good, the bad and the ugly of fashion eCommerce brands. You will learn: 1. How website navigation structure can impact SEO and increase revenue 2. How PPC can help to boost seasonal campaigns 3. Use of social media to enhance online brand awareness 4. Using reviews and ratings to convert visitors into sales 5. How drive repeat sales with e-mail marketing 6. Photography that sells 7. Importance in the choice of the right technology platform to help your customers buy online or on the move with mobile

1. 7 Deadly Sins of Fashion
eCommerce
Christina Rutherford
July 2013

2. Did You Know…?
• The UK is the world’s largest eCommerce
market
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What You Will Learn Today

4. 1. LUST
“Intense Desire”
SEO

5. Misconceptions of SEO –
Search Engine Optimisation
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6. SEO Applies To…
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7. Fashion eCommerce Sinner

8. Tell Tales of a Sinner

9. Tell Tales of a Sinner

10. Tell Tales of a Saint
Content in a text format that can be
crawled by search engines. !

11. Tell Tales of a Saint

12. Tell Tales of a Saint

13. 2. GLUTTONY
“Over Consumption”
PPC

14. Misconceptions of PPC – Pay
Per Click Advertising
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15. Fashion eCommerce Sinner
Ad Copy:
M&S Vintage Dresses – marksandspencer.com
www.marksandspencer.com/Dresses
Vintage Women’s Dresses from M&S. Order Online & Collect In-Store.
New Lines Added – Womenswear – Menswear - Home

16. Tell Tales of a Sinner
http://www.marksandspencer.com/b/42966030
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17. Fashion eCommerce Saint
Ad Copy:
Women’s Vintage Dresses – Latest Must-Have Fashion for Less
Amazon.co.uk/womens+vintage+dresses
385 reviews for amazon.co.uk
Wide Selection of Brands

18. Tell Tales of a Saint
http://www.amazon.co.uk/s/?ie=UTF8&keywords=women%27s+vintage+dresses&tag=googhydr-
21&index=clothing&hvadid=10068712112&hvpos=1t3&hvexid=748832&hvnetw=g&hvrand=101572322015186445
45&hvpone=&hvptwo=&hvqmt=b&hvdev=c&ref=pd_sl_5c4q5v8waf_b
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Google Merchant Center
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Google Merchant Center – Is
it Worth it?

21. PPC – Can I Afford it?
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22. Now It’s Your Turn…
Exercise

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Now it’s Your Turn
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24. Now it’s Your Turn
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25. 3. GREED
“To Possess More
Than Needed”
Social Media

26. Common Misconceptions of
Social Media
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27. Fashion eCommerce Sinner

28. Tell Tales of a Sinner
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Know Your Audience!

30. Fashion eCommerce Saint

31. Tell Tales of a Saint
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32. Tell Tales of a Saint
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33. 4. SLOTH
“Laziness”
Photography

34. Common Misconceptions of
Onsite Photography
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35. Fashion eCommerce Sinner

36. Tell Tales of a Sinner
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37. Tell Tales of a Saint
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38. Tell Tales of a Saint
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Tips for Good Photography
http://mashable.com/2011/09/21/ecommerce-

40. 5. WRATH
“Anger/Feud”
Reviews/Ratings

41. Common Misconceptions
About Online Reviews/Ratings
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42. Fashion eCommerce Sinner

43. Tell Tales of a Sinner
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44. Fashion eCommerce Saint

45. Tell Tales of a Saint
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46. http://www.trustpilot.co.uk/
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http://business.trustpilot.co.uk/product/share
Recommended Review
Platform

47. Now It’s Your Turn…
Exercise

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Now it’s Your Turn

49. 6. ENVY
“Jealousy”
Email Marketing

50. Fashion eCommerce Sinner

51. Tell Tales of a Sinner

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Tell Tales of a Sinner
Sender: donotreply@mailserver.com
‘CHEAP DESIGNER FASHION!!!’
Dear Valued Customer,
90% Sale on
Now
*Ends at mid-night tonight – Available to U.S only
Click here to share this e-mail.

53. Tell Tales of a Saint

54. Tell Tales of a Saint
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55. 7. PRIDE
“Excessive Love of Self”
Website

56. Take Pride in Your Website
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57. Fashion eCommerce Sinner

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Tell Tales of a Sinner

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Tell Tales of a Sinner

60. Fashion eCommerce Saint
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61. Tell Tales of a Saint
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What You’ve Learnt…

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Thank you for Coming

64. • Karl Lagerfeld – Christophschaefer at en.wikipedia [GFDL (http://www.gnu.org/copyleft/fdl.html), CC-BY-SA-3.0
(http://creativecommons.org/licenses/by-sa/3.0/) or CC-BY-SA-2.5-2.0-1.0 (http://creativecommons.org/licenses/by-sa/2.5-
2.0-1.0)], from Wikimedia Commons
• Google Logo - By Google (https://plus.google.com/) [Public domain], via Wikimedia Commons
• Pinocchio - By Don-vip (Own work) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia
Commons
• Facebook icon - http://commons.wikimedia.org/wiki/File:Facebook_icon.jpg
• Google+ icon - http://commons.wikimedia.org/wiki/File:Google_Plus_logo.png
• Twitter icon - By David Ferreira [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
• Linkedin icon – Screenshot from website linkedin.com
• YouTube icon - By google (The logo may be obtained from YouTube.) [Public domain], via Wikimedia Commons
• Pinterest logo - By Pinterest (http://pinterest.com/about/goodies/) [Public domain], via Wikimedia Commons
• Fashion Boots Shot - By Šimon Pikous (Šimon Pikous archive) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-
sa/3.0)], via Wikimedia Commons
• Photography Studio - By THOR (originally posted to Flickr as Studio work) [CC-BY-2.0
(http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
Image Resources

65. http://uk.fashionmag.com/news/UK-is-the-world-largest-e-commerce-market-followed-by-
US,341159.html#.UfEEQI1wquo
http://www.theretailbulletin.com/news/retail_searches_on_tablets_up_132_22-07-13/
http://econsultancy.com/uk/blog/9366-e-commerce-consumer-reviews-why-you-need-them-and-how-to-use-them
http://www.seoleaders.co.uk/blog/seo-is-on-the-rise-again-as-stats-reveal-its-responsible-for-40-revenue-increase-for-
companies/
Information Resources