Embed Size (px)
Citation preview
THE 2017
Ecommerce Marketer’sVirtual Summit
PPC Advertising. Ecommerce SEO. CRO Tactics. Multi-Channel Expansion.
DAY 1:Driving High Quality Traffic to Your Ecommerce Site
Top 5 Game-Changing PPC Strategies to Implement Today
9am PST / 12 pm EST
Tuesday, March 28th
Advanced SEO Site Audit Revealing If Google can Find, Crawl, Index, and Rank Your Site in 40 minutes or
Less.
11am PST / 2 pm EST
Tuesday, March 28th
DAY 2:Converting Traffic & Multi-Channel Expansion
Optimizing Your Key Conversion Points: 5 Things You Might’ve Missed
9am PST / 12 pm EST
Wednesday, March 29th
Why Omnichannel Selling Is Now Tablestakes In Ecommerce
11am PST / 2 pm EST
Wednesday, March 29th
ECOMMERCE SUMMIT LOGISTICS
All SESSIONS ARE BEING RECORDED & SENT OUT
HAVE A QUESTION? SUBMIT IN CHAT BOX
MORE RESOURCES IN ‘HANDOUTS’ SECTION
Let’s Begin Today’s Session!
Triple your sales by mastering multi-channel selling
Why Omnichannel Selling is a Must in 2017
Sources: eMarketer, Annual Reports (Amazon, eBay, Etsy), Internet Retailer, Custora
2016US marketplaces share of
US B2C ecommerce
2016Branded store/marketplaces share of US B2C ecommerce
2016 Q3Marketing channel origination of
US ecommerce share of orders
2
3
4
1
Amazon
Listing optimization
Winning the Buy Box
Pricing strategy
Inventory management
Returns
Customer service
Analytics/reporting
Shipping orders to fab
Shipping & fulfilling orders
Biggest challenges about Amazon as a sales channel
Source: survey of 289 bc merchants selling on amazon, 2016
The biggest Amazon challenges when selling multi-channel
20%
14%
13%
12%
9%
9%
8%
4%
3%
Products Sold on Amazon by Multichannel Merchants
100% 81%
SUBSET OFPRODUCTCATALOG
ENTIREPRODUCTCATALOG
19%
81%
6%
3%3%3%
13%
13%
18%
22%
Source: survey of 254 bc merchants who sell on amazon, 2016
Successful merchants use Amazon as a complement to their branded stores
OTHER
WORST SELLING PRODUCTS
PRODUCTS NOT ON WEBSITE
OFF-BRAND PRODUCTS
RESOLD PRODUCTS
UNIQUE PRODUCTS
BEST SELLING PRODUCTS
SELECT PRODUCTCATEGORIES ONLY
eBay
● Products fed directly from branded store catalog Instantly sync your inventory with a Facebook store with built-in checkout.
● Retargeting using Facebook pixel on branded storeTarget past visitors with specific ads based on the pages or products they viewed, or actions they took.
● Lookalike targetingTarget Lookalike audiences based on visitors, emails, actions, or customer data.
● Custom targeting (eg. by personal)Single1 college-educated2 Millennials3 in large-cities4 who work in tech5 and live active lifestyle6
Shop best practices:● Live connection to products in branded
store (photos & descriptions)● Up-to-date feed of inventory & pricing● Native Facebook buy buttons
Follower best practices:● Give people a reason to follow (eg. limited
time offers, contests, charity)● Create VIP communities for your customers● Imagery & video to invoke emotions for
sharing -- remember why people are on social media to begin with
Google Shopping
● Up-to-date feedEnsure your Google Shopping feed is automatically kept up-to-date with your website. If not, Google will reject your feed.
● Fully enriched feedIf your product has additional options, make sure variants for each SKU are being sent with a proper link back to the parent page.
● More information is betterSend more than the required information. With more data Google can include you in additional queries.
● Remarketing on branded storeTarget past visitors with specific ads based on the pages or products they viewed, or actions they took.
Google Shopping
Digital wallets address the biggest mobile conversion hurdle
When we designed our new website, I told the designer, ‘Don’t send me desktop designs. Make mobile perfect, then make a responsive version for desktop.’
We’ve achieved 5% conversion rates on mobile with over 80% of our sales on mobile devices.
Brandon Chatham, CEO NatoMounts
Mobile will soon be >50% of store traffic, but it doesn’t convert
http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
Desktop
Mobile
4.31%
1.50%
Conversion rates by device
http://marketingland.com/mobile-drives-nearly-half-e-commerce-traffic-pc-still-rules-sales-report-118629
% of web store traffic % of web store sales
Organic Search (SEO)
● Category Pages: Google your product head terms (eg. ceiling fans, bike helmets, dog toys). 80-90% of the results will be category pages. Have you optimized yours?
● Pagespeed = Bounce Rate = $:○ 1s to 3s the probability of a bounce increases 32%○ 1s to 5s the probability of a bounce increases 90%○ 1s to 10s the probability of a bounce increases 123%○ Per Google, average time it takes to fully load a mobile page is 22s. That
didn’t even make our list.
● Google Search Console:Often neglected over Google Analytics, but the last place with full transparency on queries per URL. Sort by “Impressions” and see where you aren’t getting traffic.
Buy Buttons – Embed commerce in content pages
Embed buyable product on pure content pages
Coming soon: 100% configurable, embeddable shopping cart
Buy Buttons + Read/Write Cart API lets you externally embed your shopping cart outside your ecommerce store.
Programmatic access to cart data lets you further integrate with marketing platforms, CRMs, analytics systems and more.
Blur the lines between content and product.
Organic Search + Content Marketing
Capitalize on the zeitgeist with products that serve as content.
Organic Search + Content Marketing
Showcase & empower your customers, so they create the content for you.
Organic Search + Content Marketing
Email Marketing
● Abandoned Cart SaverEmail any customer who has added an item to their cart, but left before completing their checkout.
● Promotions & CouponsRun promotions with built-in discount rules (eg. $X or X% off for repeat customers), so you can focus on other parts of your business.
● Up-Sell + Down-Sell + Cross-SellBased on purchase history or abandoned carts, look for up-sell, down-sell, or cross-sell opportunities.
● New ProductsAdd a 2017 version, Spring fashion line or a complementary product? Your customers deserve to know.
● Buy ButtonsEmail CTAs that go directly to a checkout page with that product + customer data.
● Influencer AffiliatesFind leaders in your industry with rabid fans.
Affiliate Marketing
We spent a year getting our products into 18 select Whole Foods stores in the Midwest. We thought that would be our tipping point, but we’d only sell 10-15 items per week in each store. That was less than 1,000 units per month.
Then, we got one of the largest communities in the paleo space to promote our product on our ecommerce store. In 2 emails, they sold 2,500 units, plus we didn’t have to pay for inventory in advance and we got all those emails and we negotiated the affiliate split, so we would 100% come out net positive.
The world’s leading SaaS ecommerce platform for established and rapidly-growing brands
The future of web store building Leading brands choose BigCommerce
● Market-leading store-building capabilities○ 100+ pre-built themes & custom design framework○ Customer acquisition (SEO, Google, Facebook)○ Conversion (search, promotions, checkout)
● Market-leading performance○ 99.99% uptime○ Best-in-class page-load speed○ Native security, DDOS protection, PCI compliance
● SaaS superiority to software ownership○ Hosted, secured, and bug-fixed by BigCommerce○ 80% lower cost & lower operational complexity○ Continuously upgraded, ahead of competition
● Market-leading native omnichannel integrations○ Marketplaces: eBay, Amazon○ Social: Facebook, Pinterest, Instagram○ Marketing: Google Shopping, Facebook Ads○ Content: buy buttons, embeddable cart○ POS: Square, ShopKeep, Springboard Retail
● Open platform with maximum API exposure● Best-of-breed app/tech marketplace & integrations
● 10+ Fortune 1000 companies
● 27 Internet Retailer 1000 sites
● 2,000+ mid-market brands
● 50,000+ small/medium businesses
● B2B (in addition to B2C)
● Leading design and solution partners
Call us: (866) 581-4549
Email us: [email protected]
Get started:https://www.bigcommerce.com/free-trial
The Definitive Guide to Selling on Amazon (on Amazon):http://growth.so/Amazon-Guide ⇐ short-link
Sell more with BigCommerce
