Internet Marketing Strategies for Ecommerce Websites
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Learn how to increase traffic quantity and quality, improve your conversion of visitors to sales, and measure the whole process with inbound marketing strategies.
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Internet Marketing Strategies for Ecommerce Websites
- 1. Internet Marketing Strategies for Ecommerce Websites Mark Roberge VP Sales, HubSpot
- 2. Agenda • Increase Traffic Quantity & Quality • Increase Visitor Conversion to Sale • Improve Effectiveness with Analytics • Q&A
- 3. Which area is your biggest challenge?
- 4. What ecommerce shopping cart platform do you use?
- 5. Agenda • Increase Traffic Quantity & Quality • Increase Visitor Conversion to Sale • Improve Effectiveness with Analytics • Q&A
- 7. Solution: Create Content 1) Blog 2) User Reviews 3) Unique Product Descriptions 4) Unique Photos 5) Product Comparisons
- 8. 1) Blog Easiest Way to Produce Unique Content • Thought leadership • Education • Entertainment • Personality • SEO
- 9. Blogging Attracts More Visitors
- 10. Blogging Means More Inbound Links
- 11. 2) User Reviews
- 12. 3) Unique Product Descriptions • Separate yourself from other retailers! • Describe basic features • Explain what you like • Why your product? • How can buyer benefit? • Product alternatives?
- 13. 4) Unique Photos • Separate yourself from the competition! • Use ALT Text For SEO • Links from photo attribution
- 14. 5) Product Comparisons • Visually compare products • User generated comparisons
- 17. Case Study: ProClipUSA.com 35000 Started Blogging 30000 25000 20000 15000 10000 5000 0 Unique Visitors Source:
- 18. Agenda • Increase Traffic Quantity & Quality • Increase Visitor Conversion to Sale • Improve Effectiveness with Analytics • Q&A
- 19. Problem: Many Visitors Don’t Convert 4% visitors convert to sales 96% Data: US Retail eCommerce sites from Coremetrics, 2009
- 20. Problem: Many Visitors Don’t Convert Data: US Retail eCommerce sites from Coremetrics, 2009
- 21. Solution: Soft Calls to Action • Capture consumers in research phase • Educate consumers • Begin remarketing through email • Prevent cannibalization with “Resources” section
- 22. Call to Action Best Practices • Action Oriented
- 23. Call to Action Best Practices • Action Oriented • Images
- 24. Call to Action Best Practices • Action Oriented • Images • Clickable Links Get Started Now
- 25. Call to Action Best Practices • Action Oriented • Images • Clickable Links • Color
- 26. Call to Action Best Practices • Action Oriented • Images • Clickable Links • Color • Above the Fold
- 27. Call to Action Best Practices • Action Oriented • Images • Clickable Links • Color • Above the Fold • Short and Simple
- 28. Shorter Forms are Better 32% Conversion 53% Conversion 28
- 29. Case Study: Natural Remedies NativeRemedies.com
- 30. Problem: Abandoned Carts 69% Abandoned Carts vs.
- 31. Are you tracking your cart abandonment rate?
- 32. Solution: Measurement is the first step
- 33. Solution: Cut Forms Down to Essentials
- 34. Solution: Abandoned Cart Nurturing What: • Reminder of incompletion or product value • Gift certificate or coupon When: • 1 day later • 3 days later • 30 days later
- 35. Are you doing any abandoned cart email nurturing?
- 36. Agenda • Increase Traffic Quantity & Quality • Increase Visitor Conversion to Sale • Improve Effectiveness with Analytics • Q&A
- 37. Problem: Don’t Know What Drives Sales
- 38. How Do You Measure?
- 39. Solution: Closed Loop Reporting Marketing Sales
- 40. Visitor to Sale
- 41. …By Channel or Source
- 42. Agenda • Increase Traffic Quantity & Quality • Increase Visitor Conversion to Sale • Improve Effectiveness with Analytics • Q&A
- 43. About HubSpot Get Found Convert Analyze SEO Soft Calls to Closed Loop Action Analytics Blogging Abandoned Competitive Social Media Cart Nurturing Analysis Abandoned Cart Tracking
- 44. Would you like a free Inbound Marketing Assessment?
- 45. Thank You! Questions? www.HubSpot.com