Working your Retail Ecommerce Website for Conversions
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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
- 3. A sample of our clients
- 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
- 5. IS YOUR ECOMMERCE WEBSITE OPTIMISED FOR SEARCH ENGINES? Part I
- 6. SEO Checklist Title tag , Meta Description - USPs. Sell your site! Clean, logical URLs & Breadcrumbs www.widgetshop.com/womens-shoes/high-heels NOT www.widgetshop.com/abcdef28574?29.php=4928drs Clear Landing Pages & Targeted Keywords Clean code & Usability – for humans and search engines Optimise Images & Videos Claim your local listing Killer Content Clever Link Building Advanced Tactics
- 7. URL / Breadcrumb Example http://www.debenhams.com/home- furniture/dinnerware/cutlery
- 8. Title Tag, Meta Description Example Search “Blue High Heels”
- 9. Landing Page Example Blue High Heels
- 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
- 15. Content & Link Building
- 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.
- 21. Build Trust through Reviews
- 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
- 23. Clever Link Building – Google Base
- 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.
- 25. Clever Link Building – Micro sites
- 26. Advanced Tactics
- 27. Brand Management & Spying on Competitors • Google Alerts • Brand Reputation Management Tools • Online PR • Twitter - Tweetdeck, Twitter Lists • Newsletter & RSS Feeds • Check their back links • Compare and analyse USPs, prices & stock • Social Media Profiles • Google Suggest
- 28. HOW TO MAKE YOUR WEBSITE CONVERT FOR MORE SALES PART II
- 29. Case Study: Ecommerce Client before
- 30. Case Study: Conversion Rate An increase from 0.5% to 2%
- 31. Help me find what I’m looking for!
- 32. Comparison
- 33. Navigation
- 34. How can I trust this site?
- 35. Category Pages
- 36. Product Pages
- 37. Detailed Images
- 38. Status Updates
- 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
- 42. Drill Down Further Eg. Summer dresses in google trends
- 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. SALES - COST COST X 100
- 44. Thanks for listening! Questions? 0113 234 3300 Tweet @blueclaw www.blueclaw.co.uk Email: siti@blueclaw.co.uk Email: monica@blueclaw.co.uk