This document provides strategies and best practices for effective e-commerce, as presented by Mike Duncan of Sage Island. It discusses Amazon's formula for success, finding customers and driving traffic to stores through search engine optimization, paid search, and shopping networks. The document also covers e-commerce design trends like building loyalty, reviews, navigation, personalization, mobile, and tracking performance.
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Effective ecommerce strategies
1. Effective E-commerce
Strategies
Mike Dunca n
mdunc an @Sa ge Is land.com
facebook.com/MikeADuncan
twitter.com/MikeADuncan
Sage Island CEO
2.
3. Amazon.com Conversion Experts
• 2010 Sales of $32.20B (+39.5%)
• 275M visitors/mo (56.5m unique)
• Converts 9.6%
• Avg. Sale $170
Traffic Comes from:
• Search Engines (32%)
• New Shoppers (30%)
• Return Shoppers (70%)
4. Amazon.com Formula
• Low prices + Great Selection
• Free Shipping Offers
• Amazon loyalty
• Personalization to highest degree
• Combination of account history and behavioral
learning to convert
• Combines multiple merchants
11. Keyword Research
Have a Strategy, Careful keyword selection is the heart of any campaign!
Create a robust keyword portfolio of relevant keyword phrases that are
searched on by potential customers.
www.keyworddiscovery.com
www.wordtracker.com
Google Adwords Keyword Tool
www.seobook.com
www.seomoz.org
16. SEO On-Page Optimization
• Use keyword research to determine how customers search
• Inject keywords into body copy, titles, and images
• User friendly and search engine friendly site.
Ranking factors:
www.seomoz.org/article/search-ranking-factors
www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
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18. Meta Data
<TITLE>Skateboards - Warehouse Skateboards offers Complete Skateboards,
Skateboard Decks, Trucks, Wheels & Much More!</TITLE>
<META NAME="Description" CONTENT="Biggest selection of skateboards,
skateboard decks, complete skateboards, skateboard wheels, skateboard trucks,
skateboards delivered right to your door!">
<META NAME="Keywords" CONTENT="skateboards,skateboard,complete
skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate
decks,warehouse skateboards">
Mike Duncan’s Best Practices
h"p://www.sageisland.com/SEO-‐best.pdf
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20. Sitemap Submission
Google WebMaster Tools - www.google.com/webmasters/tools/
Bing (MSN) WebMaster Tools - www.bing.com/webmasters
Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com
Create a Sitemap
www.gsitecrawler.com
Do you have a Robots.txt file?
www.yourdomain.com/robots.txt
User-agent: *
Disallow: /my-dirty-photos
Sitemap: http://www.domain.com/sitemap.xml
23. Quality/Quantity external links is
what you are after!
What is a Quality link?
Answer:
Good Google Page Rank (3+)
Relevant
Great! How do I get them Duncan?
(yes, I’m a mind reader)
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34. How does your site rank in SEO?
www.websitegrader.com
63. Product Reviews
•70% of shoppers trust consumer reviews on
products. (Nielsen)
• Offer users the opportunity to rate products,
provide reviews, to encourage consumers to trust
your products/brand.
68. Site Navigation
Filters
• Sorting (bestsellers)
• Customers want a fast path to their specs
69.
70. Buying Guides Work
• Video Library
• Featured Articles
• Involve Customers
• Help & Advise
• Great Images
• SEO Advantage
• TIP - Social Media!
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74. Personalization (You, Your)
• Welcome, Mike Duncan
• Recommendations for You (behavioral learning)
• Your Browsing History (cookies & account
registration)
• Rate these items (social, reason to return)
• Your Communities (social)
• Want to see Today's Deals? (conversion)
• Individual Treatment Creates (Loyalty)
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76. Segmentation & Behavioral Profiles
• Market Individually
• Create Email Alerts
• Convert Later (Social, wishlist)
• Compile Profile
• Record Everything
• Convert Now (you may also like)
• Tip - Segment Emails
77. Mobile E-Commerce
• Personalization
• Sync with Account
• Payment Integrated
• Product Reviews
• Price Shopping
• Conversion
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79. E-Commerce Strategies to Implement
Basic Advanced
Site Navigation Personalization
Integrate Social Media Account Registration
Segment Customers Enhanced Search / Nav
Add Shopping Guides Mobile Application
Create Best Sellers Cross Sell
More Visual Approach Email Alerts
Create Videos Loyalty Program
Add Live Help International
84. Search Engine Optimization – Kristopher Jones
Get to the top on Google – David Viney
Landing Page Optimization – Tim Ash
Building Findable Websites – Aarron Walter
MIKE DUNCAN
mduncan@sageisland.com
twitter.com/MikeADuncan
twitter.com/sageisland
www.sageisland.com