From Conversation to Conversion: Getting Smart About Retail Digital Marketing

Transcription

1 From Conversation to Conversion: Getting Smart About Retail Digital Marketing Build and Strengthen Your Digital Marketing Foundation September 4, 2014

2 Tips for Attendees Today s presentation will last 45 minutes. We ll save 10 minutes for a Q&A session after the presentation. Have a question? Type it into the Q&A box located on the right side of your WebEx console panel in the box and hit SEND. If you don t see the Q&A box, select it from the menu at the top-right area of your screen. The recording and slides will be available after this webinar. 2

3 Subscribe to ECOMmunicator Sign up for ChannelAdvisor s new monthly newsletter: 3

4 Today s Presenters Greg Ives Product Marketing Manager, Digital Marketing ChannelAdvisor Tansy Obryant SEO Strategist ChannelAdvisor Sheridan Orr Senior Product Marketing Manager ChannelAdvisor 4

5 Building Your Digital Marketing Strategy Enhance Your Webstore for Conversions Be Prepared for Mobile Shoppers Learn the Basics of Brand Building Ensure That You re Being Seen with SEO Establish a Social Identity Make Sense of Advertising Channel Mixes 5

6 Getting Started 6

7 Building a Strong Foundation 7

8 Agenda Optimizing Your Webstore Creating an Awesome Mobile Experience Building a Strong Search Engine Optimization (SEO) Strategy Q&A Session 8

9 Optimizing Your Webstore 9

10 Source: Flickr Commons confidential 10

11 What Does Your Welcome Mat Say? Does it look professional and trustworthy? Can your customers easily find the products they re looking for? Once customers find what they need, how easy is it for them to complete a purchase? 11

12 Make Your Webstore Professional and Inviting Consistent navigation is key Allow quick access to the homepage (should be only one click from anywhere) Home Tools Flashlights Include a search bar on every page Make it easy for shoppers to contact you for customer service Include contact information on every page SALES FAQs 12

13 Make Your Webstore Professional and Inviting Include trusted brand logos whenever possible trust by association Remove distractions 13

14 Don t Forget About Your Product Pages Follow the three-second rule: Your eye should be able to scan the image, product title, and Add to Cart button within three seconds. Don t overlook the importance of buttons Keep product descriptions short and to the point 14

15 Don t Forget About Your Product Pages Use large, high-resolution images with multiple angles Include zoom features Consider video, if possible 15

16 Don t Forget About Your Product Pages Focus on easy-to-add and related upsells Highlight sale and clearance items, discounts and amount saved 16

17 Stop Losing Customers at Checkout 1. Let them be guests Don t require customers to create an account before making a purchase When they do create an account, be clear about how you will use the information 17

18 Stop Losing Customers at Checkout 2. Eliminate distractions 3. Avoid surprises when it comes to shipping fees and return policies 18

19 Stop Losing Customers at Checkout 4. Provide real-time chat on the checkout page 5. Boost buyer confidence with credible payment options 6. Include a confirmation thank you page 19

20 Creating an Awesome Mobile Experience 20

21 Purchase Behavior Is Changing Would you like to grow your business up to 27% in the next couple of years? Source: emarketer

22 Mobile Challenges Adapting to various screen sizes On-the-go shoppers Multiple site design options 22

23 Option #1: Responsive Web Design Pros Optimized viewing experience on any device type Automatically reconfigures the site s layout and proportionality Single URL Cons Expensive and time-consuming Poor experience on old browsers Load times can be slower 23

24 Option #2: Native Application Pros Ease of use and access for customers Advanced mobile functionality (camera, contacts, photo galleries, etc.) Cons Multiple versions required Can be expensive Must be regularly upgraded and maintained 24

25 Option #3: Dedicated Mobile Website Pros Look and basic functionality of a native app Universal compatibility Reduced cost Can be manually saved to mobile desktop Cons Multiple URLs needed Limited mobile functionality (camera, contacts, etc.) 25

26 Mobile Site Design Checklist Keep menus short and sweet Intuitive search Display your logo Take advantage of click-to-call Map to-store locations 26

27 Mobile Site Design Checklist Use expandable, high-resolution images Provide passcode security for personal information 27

28 Mobile Site Design Checklist Allow mobile web users to check out as guests Reduce the steps during checkout Include checkbox for replicating billing/shipping information Eliminate the card type field Keep cross-device shopping in mind 28

29 Building a Strong SEO Strategy 29

30 What Is SEO? Search Engine Optimization = Ensuring your website can be found in search engines for words and phrases relevant to what your site offers. Page Content Keyword Search Traffic Monitoring Competitive Analysis Heading Tags Link Building URL Structure SEO Social Media 30

31 Where Is SEO? 31

32 Ranked in order of relevance Where Is SEO? Paid Search Listings Unpaid, or Organic, Search Listings Product Listing Ads 32

33 Where Is SEO? Universal Search Includes: Images Videos News And much more 33

34 Where Is SEO? The Knowledge Graph Checklist: Create a Wikipedia page for your company Create posts, images and videos and Google+ 34

35 How Search Engines Work Search engines have robots that collect information on the internet. This robot is nicknamed a spider. Like a real spider climbs around on its web, the search engine spider climbs around on the world wide web. The Search Engine Data Warehouse stores, indexes and scores the data. The search engine then builds an index of the information. The spider finds information, wrapping it up to break it down into usable information later. 35

36 Search Engines Are Driven by Algorithms There are millions of webpages that can provide an answer to your question! To figure this out, search engines use algorithms and processes. Google has many algorithms that rely on 200+ signals to figure out if your webpage is the best match for a searcher s query. SEO harnesses these 200 signals to improve your site s reach and visibility. These signals include keywords, content freshness and location. 36

37 Why Is SEO Important? 1. Increases your visibility and reach 2. Decreases your cost per click (CPC) and increases your ad position by influencing your Quality Score as part of Google s Ad Rank Algorithm 3. Creates a well-rounded marketing portfolio 4. Buffers your marketing efforts against changes in competition 37

38 The Competitive Advantage Paid Search Organic Listings Videos Images 38

39 All Good Marketing Campaigns Rely on Data You can get analytics about your SEO and digital marketing campaigns from two places: Information about your site s performance including ranking Performance information about your marketing campaigns Both are FREE! 39

40 Check Rankings in Google Webmaster Tools I don t have any rankings for the keyword category Bamboo Bath Mats, but my competitor does. I m going to start a project to inventory my competitors keyword categories. Sign up at 40

41 Use Google Analytics 287% increase in traffic for keywords containing women s boots Answer questions like: How does organic search support other marketing tactics? 41

42 The Basic Elements of SEO Links Content Structure Tags 42

43 What Is Site Structure? Site Structure = The way your site is mapped, including its code and platform Homepage Distance Running New Balance Nike Women s Men s Women s Men s New Balance Free Run Checklist: Select a flexible e-commerce platform Fresh Foam 980 Pegasus Stability Eliminate dynamic parameters in the URL Add keywords to the URL 43

44 Structure Planning: Use Long Tail Keywords Women s New Balance overpronation running shoes wide feet Paid search ads become less relevant as searchers figure out exactly what they want to buy. Organic listings become more specific. 44

45 Good Structure Creates Great Sitelinks Sitelinks = The links shown below organic search results that can take users directly to a specific page. Life Run: Women's Running Shoes, Athletic Shoes... Shop the latest styles in Women's Running Shoes. Free Shipping and 10% Off when Google+ page (1022 reviews) Distance Runners Women's Long Distance Running Shoes Sprinters Women s Racing and Sprint Running Shoes Checklist: Make sure your top navigation includes the links you would like included as your sitelinks. 45

46 Create Great Content Remember: Search engines exist to find and organize content! Content is the text on your website, but can also include videos and images, though they re less consumable for the search engines. Search engines ignore or even penalize canned content. Developing content takes planning and creativity. Develop a content strategy before starting. 46

47 Create Great Content Search engine algorithms favor content close to the top left-hand corner. Some algorithms penalize sites that are too top heavy with images and ads. Search engines like highly structured pages that include H tags and schema. Checklist: Leverage your H tags Implement schema 47

48 Checklist for Creating Great Content Add keywords in meaningful places Write valuable and unique product descriptions Develop new content regularly Keep your site dynamic Review counters In stock/out of stock notifications Slashed prices 48

49 Content: Add Indexable Reviews Help shoppers make informed buying decisions Reviews build your brand and reputation Checklist: Make sure your reviews are included in your HTML code so the search engines can see them. 49

50 Tag It! Title Tags and Meta Descriptions A title tag should explain the relationship of the page to the website. Formula: Attribute + Product Name + Category Name Example: <title> Red Leather Stove Pipe Sonara Women s Cowboy Boots: Women s Boots </title> The Meta Description is the organic equivalent of paid search ad copy. <meta name="description" content= On Sale % Off Originally Red Leather Stove Pipe Sonara Women's Cowboy Boots. Free Shipping. Get 10% Off and Sign Up for the Big Boots Newsletter. > 50

51 About ChannelAdvisor 51

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55 Join Us Next Week! Don t miss Part II next Thursday, September 11 at 2 p.m. EDT! 55

56 Questions? Contact us: Phone: Newsletter: channeladvisor.com/newsletter Blog: blog.channeladvisor.com Web: 56