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Feb 27th, 2014 – online marketing session for Prestashop business owners

Development and promotion
of your Prestashop store.
Hidden pitfalls and smart
ways to bypass them
About Promodo
Speaker
Dmitry Feduleev, Head of custom
development at BelVG. Works with
most challenging projects and helps
other managers to achieve the best
results. Supporter of the latest trends at
e-commerce development area.

Dmitry Feduleev
BelVG
Speaker
Marketing manager and, in past, an
SEO consultant at Promodo. As an
SEO consultant Anna has worked with
large sites of the following niche:
gambling, dating, travel, ecommerce.
Anna is a certified Google Analytics
individual and a regular contributor to
Promodo and external blogs, also a
regular speaker at the webinars.
Currently Anna manages and oversees
all marketing activities of Promodo in
the English-speaking markets: SEM,
SEO, social media, content marketing,
email marketing, events.

Anna Korolekh
Promodo
Development and promotion of your Prestashop store. Hidden pitfalls and smart ways to bypass them
Home page is the face of your site.
Like a shop window at the busy streets.

50% of traffic goes to homepage
Homepage Etiquette
 Recognition
 Informative and user-friendly
 The Main message
Recognition
www.tileliving.com
Informative
and user-friendly
www.zodee.com
The Main message
www.benjifrank.com
An attractive carousel on homepage is a
common trend
Standard homepage layout solutions
Mono-brand
www.pixiemarket.com
Variety store
www. mumzworld.com
Specialized store
www.module-presta.com
Magazine
www.pinksandgreens.com
Examples of frontend modules
for looks, user experience
and customer loyalty improvement
Drop-down Menu
http://module-presta.com/drop-down-menu.html

Store pages will be enhanced with a stylish menu,
containing category blocks with products,
manufacturers, images, video and any other
information. Default categories automatically display
filtered items - bestsellers, new products, discount
products and more. There are plenty of menu
designs and position variants.
Points and discounts
http://module-presta.com/points-discounts.html

You can define how many points the user gets and
needs for buying this or that product. Assign
associated products and create bundle deals to
motivate users buy more. Related items can have
discounts and point rewards when bought together
with the main one.
Holiday Sales
http://module-presta.com/holiday-sales.html

If you want to attract your customers’ attention to a
specific promotion or special offer which you are
running on your web-store then this module is
exactly what you need. Create special promo popups on your pages where you will be able to spread
news about your sales campaigns and offer promo
codes for your customers.
Promotional Banner
http://module-presta.com/promotional-banner-free.html

Once enabled the extension places a special
promotional banner to all pages of a website. In this
banner you can advertise products and items which
are under the special offer or promotion.
Background Switcher
http://module-presta.com/background-switcher.html

Treat your customers with a possibility to change
store design within a second. Choose a background
image and set it with one click. It makes your store
style visually appealing for every single customer.
Optimized and enhanced browsing experience will
be appreciated and sales will increase.
Loyalty program
the why and the how
 Points and coins
 Gift certificates
 Abandoned Carts
 Email marketing
Socialize
Hidden pitfalls
• Template unoptimised for all users.
• Too many clicks to reach what you need.
• No tools to find the exact product you want
• Low-quality site content
• Unreachable customer service
Development and promotion of your Prestashop store. Hidden pitfalls and smart ways to bypass them
Multichannel marketing
Search Engine Optimization:
3 cornerstones of Prestashop SEO:
Proper indexation
Keywords and content

Links
Indexation:
Site structure:
• Easy to navigate, intuitive for
users
• Logical hierarchy for the search
bots

• Smart link juice flow
Site structure:
Htaccess, redirects and errors:
Siteliner.com

! Non existent
pages return a
404 error
Indexation:
• Sitemaps
•
•

XML
HTML
Friendly URLs:
http://someshop.com/category/2756-825417
Duplicate URLs and canonicalization:

addons.prestashop.com/en/seo-prestashop-modules/7482-canonical-url-advanced.html
presto-changeo.com/en/prestashop-modules/25-duplicate-url-redirect.html
Google Webmaster Tools:
Google Webmaster Tools:
Keywords:
Define your target audience and brainstorm for the keywords
Copy and paste your ideas into Google Keyword Planner, add
ideas using Google ”Searches related to”, Ubersuggest tool
and check their search volume
+ check and consider your successful competitors
keywords (SemRush)
Cleanse the list – remove too broad, too competitive (use
SEO Quake or MOZ plugin) queries
Snippets (titles & descriptions):
Make sure your titles give a clear idea of what the page is about

Use your keywords in the title, but never stuff more then two repetitions of one
and the same keyword and don’t stuff too many keywords – test how it’s going to
look like!

Visible part is 512 pixels long!

http://seo-website-designer.com/GooglePut the most important key phrase at the beginning and close the title with your
brand
Rich product snippets
https://support.google.com/webmasters/an
swer/146750?hl=en

Better CTR in organic traffic
Snippets for Breadcrumbs, products, videos
Use schema.org

21.3.11
Content:
Each page should have a unique piece of text content (at least
300 words) even the product pages!
Development and promotion of your Prestashop store. Hidden pitfalls and smart ways to bypass them
Content:
Optimize the pages’ text:
•use h1, h2 headings, wrap your keywords into h1’s and h2’s
•use your keywords in the page body
•link to relevant pages from the text using keywords as anchor texts

Make use of user-generated content: reviews, comments
Reviewme.com
YotPo.com
Create your blog – Google+
Create your blog ASAP
3-6 articles per month
Use Google+ authority

21.3.11
Links:
Link earning
Content marketing
Infographics
Forums/blog posts
ahrefs.com

21.3.11
Social channels

21.3.11
Video for products
Better conversions
Traffic from video channels
Its free. Easy. Use youtube.com

21.3.11
Other channels: product feeds
Product listing ads Google
Thefind.com / shopping.com
Forums/blog posts

21.3.11
Other channels: coupons - deals
Coupons sites
Daily deals
Discounters

21.3.11
Remarketing

21.3.11
Case study

21.3.11
Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
-

Quick usability audit of the existing site;
Quick SEO audit and review of existing analytics;
Audit of PPC campaigns;
Technical audit;
Best practices of conversion rate optimization;
General online marketing strategy insights.

Free online marketing audit
Thank you for your attention!
Anna Korolekh
Marketing manager
at Promodo

e-mail: a.moseva@promodo.com
Skype: ann.moseva

Dmitry Feduleev

Head of custom development
at BelVG
e-mail: dfeduleev@belvg.com
Skype: dfeduleev
Please follow
Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo

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Development and promotion of your Prestashop store. Hidden pitfalls and smart ways to bypass them

Editor's Notes

  1. Zappos product page example here http://www.zappos.com/the-north-face-base-camp-flip-flop~1
  2. Zappos product page example here http://www.zappos.com/the-north-face-base-camp-flip-flop~1
  3. Zappos product page example here http://www.zappos.com/the-north-face-base-camp-flip-flop~1
  4. you'd need to wrap the metatag in a theme.liquid if statement making sure it ONLY appears when you want to disable indexing. Depending on your theme design it may need to go inside the theme.liquid itself. Don't add anything until you know the if statement is (you don't want to make an error!). www and non-www both online at http://www.knobsandposts.com/
  5. To get indexed in search engines is to use URL name with the keywords not with numbers. For example:use like that “www.prestashopic.com/best_places_to_learn_about_prestashop” not like that “www.prestashopic.com/200032.html”. This increases the probability of getting caught by the crawlers. To use friendly URL, go to the “Back Office >> Preferences“ and click to “yes”. But before this you have to generate a .htaccess file.
  6. When you turn on friendly URL, some of URL may not be changed and may still work. Many search engines have filters in place to remove the duplicate listings – this keeps their search results clean, and is overall a good feature. Prestashop can not handle with duplicate URL well. To handle this problem, you may use
  7. Google know reserves the right to modify your title tag… Avoid vertical lines in titles – they may associate with spam (I’ve seen it at a number of sites)
  8. (no manufacturer’s descriptions on product pages) – Panda (first released in 2011) http://www.purest-green.com/collections/toys-and-accessories/products/stacking-cups
  9. (no manufacturer’s descriptions on product pages) – Panda (first released in 2011) http://www.purest-green.com/collections/toys-and-accessories/products/stacking-cups
  10. http://chicagodist.com/products/adafruit-0-56-4-digit-7-segment-display-w-i2c-backpack-green Google local - Pay attention for description of your business. Your description limited with 200 symbols and should contain local-oriented key words (example: « Hamburg Dermatologe Clinic »).