eCommerce wars are raging. There’s little to no chance your store is destined to succeed based on the uniqueness of the products you offer. You have to outmaneuver your competition with superior sales and marketing tactics. What promotions best engage onsite shoppers? Which strategies inspire visitors to place products in their carts? How do you win and retain the trust of your buyers? Where does content marketing enter the equation? How do you gather useful data about your shoppers to help you create more effective marketing? What tactics work best for retaining customers and upselling? What tactics make the shopper’s user experience special? How do you bring back shoppers that slipped away? What effective social media approaches might you be neglecting? What “value-add” ideas can you present to turn undecided shoppers into buyers? Which advertising tactics generate click-throughs and purchases? Buckle up for this webinar. Online marketing expert Barry Feldman has created a long list of answers to all of these questions. And in less than 60 minutes he’s going to present 32 ideas — with a generous heap of examples — eCommerce companies can easily add to their marketing arsenal to boost engagement and sales.

1. Kissmetrics Webinar Series
“THE ECOMMERCE CONNECTION:
32 WAYS TO BOOST ENGAGEMENT AND SALES"
The webinar starts at 10am Pacific Time
Slides and Recording will be sent out within 24 hours of the webinar
Q&A after the presentation, but feel free to enter questions as they come up
10min Demo of Kissmetrics Analytics after the Q&A

2. The eCommerce Connection
32 Ways to Boost Engagement and Sales
BARRY FELDMAN, FELDMAN CREATIVE

3. Jonathan manages growth at Kissmetrics. His
background includes sales, product marketing and
project management. Outside the office you can find him
hiking with his dog, trying to surf and asking for
time off to travel.
JONATHAN CABIN
Growth, Kissmetrics
@kissmetrics
Barry is a digital marketing super freak. He provides
clients in a variety of industries content marketing
consulting, copywriting and creative direction services.
Barry’s the author of SEO Simplified for Short Attention
Spans and The Road to Recognition. He’s been
recognized by LinkedIn, Inc., and many others as an
influential leader in online marketing
.
BARRY FELDMAN
Founder, Feldman Creative
@feldmancreative

4. #Kisswebinar
@FeldmanCreative

5. We’re going to look at:
• The evolving eCommerce customer
• 32 ways to engage eCommerce customers
• Examples of most of them
• Relevant data
You'll come away with new ideas for
boosting engagement and sales
on your website and in your
digital marketing programs.
Here’s the Plan...
#Kisswebinar

6. • Online behaviors and buying preferences evolve
constantly
The eCommerce Customer Is a Moving Target.
#Kisswebinar

7. • Online behaviors and buying preferences evolve
constantly
• Customers jump around relentlessly from apps, to
messaging platforms, social sites and websites
The eCommerce Customer Is a Moving Target.
#Kisswebinar

8. • Online behaviors and buying preferences evolve
constantly
• Customers jump around relentlessly from apps, to
messaging platforms, social sites and websites
• They’re mobile
The eCommerce Customer Is a Moving Target.
#Kisswebinar

9. • Online behaviors and buying preferences evolve
constantly
• Customers jump around relentlessly from apps, to
messaging platforms, social sites and websites
• They’re mobile
• How do you woo these moving targets?
Your marketing and media needs to “move them”
The eCommerce Customer Is a Moving Target.
#Kisswebinar

10. 1. Coupons and Discounts
#Kisswebinar

11. 97%
don’t buy
#Kisswebinar

12. 2. eBooks and Other Lead Magnets
#Kisswebinar

13. 3. Loyalty Programs
#Kisswebinar

14. Big spenders
#Kisswebinar

15. 4. Giveaways
#Kisswebinar

16. Get creative
#Kisswebinar

17. 5. Contests
#Kisswebinar

18. Contest best practices
#Kisswebinar
• Create a unique hashtag for the promotion
• Create an image or video to announce the
contest
• Create example posts to inspire users
• Secure legal rights to re-use UGC
• Display the curated posts in a gallery on
your website and social channel
• Adhere to the rules of the network and
publish the policies

19. 6. Challenges
#Kisswebinar

20. 7. Cross-sell
#Kisswebinar

21. 8. Upsell
#Kisswebinar

22. Up-sell Cross-sell
Get a better thing…
Flight > upgrade
Camera > camera kit
Get another thing…
Flight + rental car
Camera + camera case

23. 9. Best Sellers
#Kisswebinar

24. “Show Me the Way”
#Kisswebinar

25. 10. Interactive Assistants
#Kisswebinar

26. 11. Video Demonstrations
#Kisswebinar

27. 12. Risk Reducers

28. Risk reduction ideas
#Kisswebinar
•Free shipping
•Fast delivery
•Money back guarantees
•Free returns
•Transaction security

29. 13.
Product plugs
#Kisswebinar

30. 14. Wishlists

31. 15. Trust Badges

32. 16. User-generated
content

33. 17. Satisfaction Surveys

34. 18. Exit Intent Popups

35. 19. Cart abandonment
email

36. Cart abandonment ideas
•Put personalized information to use
•Send emails promptly
•Try more than once
•Include social proof
•Offer viable options such as
related items
•Send discounts before giving up

37. 20. Automated emails
•Welcome series
•Purchase follow-up
•Re-engagement prompts
•Upsell offers
•Notices about educational content
•Product and promotion updates

38. 21. Support a charity

39. 22. Special Occasions Promotions

40. 23. Customer Advocacy

41. 24.
Send Instagram
fans to the site

42. 25.
Send shoppers
to Instagram

43. 26. Product Landing Pages

44. Product Line Landing Page

45. 27. Mobile Advertising

46. 28. Flexible Shipping Options

47. Shipping options
•On-demand delivery options
•Delivery tracking
•Detailed information regarding
shipping costs
•Free and fast delivery
incentives

48. 29. AUTO-SHIP Options

49. 30. Optimize for “ideas”

50. What are mobile
shoppers looking for?
•Searches for “ideas” on
mobile are rising fast
•Mobile searched for
“shopping lists” are spiking
•“Outfits for” is a hot partial
search term
•Category shoppers search
for: “brand,” ‘top” and
"best"

51. 31. Live Chat

52. Why Chat?
•I get my questions
answered immediately
•I can multitask
•Better than email
•Don’t like talking on
the phone
•I’m in control

53. 32. Expert
media buying

54. These are the main colors of our color palette to use.
MAIN COLOR PALLETE
#3E54FF
Headings
#34CA9A
Links
#3D466E
Text
#FF7C64
Flair
#EBF5FF
Background
#D5F7F1
Background
#CCCCCC
Fine Print
#Kisswebinar

55. feldmancreative.com

56. JONATHAN CABIN
Growth, Kissmetrics
@kissmetrics
jcabin@kissmetrics.com
Questions?
BARRY FELDMAN
Founder, Feldman Creative
@feldmancreative
barry@feldmancreative.com