Ecommerce Playbook by Optaros

transcript

Ecommerce Playbook

Convergence of the Content, Community & Commerce

Specific Use Case Examples

SEO Blogs Linked to Product

Syndicate Content to Retail Partners

Search Spans Products, Blogs, Community

Social Shopping

Systems to Support 3Cs

Convergence

Consumer Expectations | Convergence

Consumer expectations for a Brand’s website are rising quickly. No longer is it enough to have corporate product information and links to retailers.

Consumers now expect to be able to seamlessly:• Find useful product information to help them

make a decision (Content)

• Engage with others that have product insight and experiences (Community)

• Buy their chosen products directly from the Brand site (Commerce)

Convergence of 3Cs

Convergence Examples | Content & Commerce

Use blogs to drive cost effective traffic that converts

Example: Crutchfield blogContent driving traffic tocommerce site• 673,000 monthly searches• $2 average CPC• 50% click on #1 organic link

• Over $8 million worth of annual search advertising for free with a single blog

SEO Blogs | Increase organic search traffic – no Google fees

Search Engine Optimized• Blogs are a great option

to create compelling content that is optimized to be found by search engines

• Key is to associate the blog with product details and add to cart to drive conversions

• Keywords: Title of blog equals title of page giving fullest weight to highly searched keywords

• Meta data: Enter description, meta tags when blog is created

SEO Blogs | Easily Associate Products to Blogs

Product Association• It must be very easy for

staff to write blogs and associate relevant products to the blog

• Here is an example admin screen to create a blog that shows the ability to associate products to the blog. This automatically pulls in the product image, details and add to cart.

• Search: Auto-search for related product during blog creation.

• Product Catalog: Select from hierarchical product catalog

Content Syndication

Syndicate Content | Embed and Control Content on Partner Sites

Brands desire to manage theirbrand presence on retailersites

Application syndicationservices such as OView enableBrands to achieve this

Embed Content on Partners• Any type of content: text, rich

media, video, etc.• Auto-scales on hosted service

Content Management• Control content on each partner

site directly through a browser interface CMS system

Analytics• Full visibility into interaction on

page with content

Search

3C Search | Search Should Span All Content

Here is a common search example (not trying to pick on anyone):

Here is Columbia’s new site.

It has a blog.

(Click to next page to see what happens when you search)

Search

Example:

It searched products first and not content and found nothing. It did search content but placed it on another page, let’s click on that (go to next slide)

Search

Example:

It found the number “30” in an earnings report, but not the blog. It doesn’t seem as if the blog is indexed for search.

The blog page isn’t Search Engine Optimized (SEO) either, so searching on Google for “30 Days of Cycling” doesn’t find it either.

Search

Apple | Not Surprisingly Does it Right

Searching for “iPod” crosses all categories: Support, Products, Downloads, Apple Store, iTunes, Markets, Company. Ordered based on where you are on the site.

Social Shopping

Social Shopping | Facebook Social Graph on Product Detail Page

Social Shopping• Open up site to enable visitors to reach out to friends easily and pull them into the

conversation. Increases traffic virally and increases conversion with trusted reviews.• Access Facebook social graph on product detail page• Share “great find” with friends• Ask friends for advice to improve conversion rate• Drive traffic to the product detail page from Facebook

Social Shopping

Social Shopping• Clicking on connect

opens up a model to allow folks to connect to Facebook

Social Shopping

• Now visitors can ask their friends for advice, encourage them to buy it as well

• This can happen in real time with friends that are online at the time

Social Shopping

• Now visitors can ask their friends for advice, encourage them to buy it as well

• This can happen in real time with friends that are online at the time

• Real-time advice from friends increase conversion rates

Social Shopping

Social Shopping• Open up site to enable

visitors to reach out to friends easily and pull them into the conversation. Increases traffic virally and increases conversion with trusted reviews.

• Access Facebook social graph on product detail page

• Share “great find” with friends

• Ask friends for advice to improve conversion rate

• Drive traffic to the product detail page from Facebook

Single Platform for 3Cs

Software Platform Reality | Siloed Systems

Until now, Brands have been forced to purchase 3 separate platforms to address Content, Commerce & Community.

Which results in:• Technical barriers blocking desired user

experiences

• Administration costs and challenges of 3 separate systems

• Paying 3 times more than is necessary

Most importantly, falling behindcompetitors on traffic, time on site and conversions

Single Platform for 3Cs

Systems | A Single Integrated System, not 3 Separate Ones

Brands should look for software designed to meet their needs, not the needs of online retailers.

• Balanced handling of Commerce, Content and Community in a user-centered manner

• Integrated user experience – no artificial boundaries across the 3Cs

• Search spans all three areas

• Single admin interface

Convergence

To Learn More | Convergence

The best way to learn more is to experience other sites as a consumer and internalize what convergence means and follow blogs from folks focused on convergence.• Spend time on the following sites to

experience how they are doing it:- Search: Apple- UGC: Ray Ban, Redtagcrazy- Community: LANE BRYANT, Sears - Content: Urban Outfitters, Crutchfield

• Read some blogs- Jochen Krisch- Nikki Baird- Michael Levy

Convergence of 3Cs

Ecommerce Playbook by Optaros

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