E-Commerce OptimizationTurn today’s click into tomorrow’s profit.

Agenda

• Short Term

• Getting Found

• Converting Visitors

• Optimizing Results

• Long Term

• Integrating Online and Offline

• The Customer Experience

• Building Best Practices

Sharing is Caring.

• Webinar Twitter hashtag: #MiMecommerce

• Carole: @minetmarketing

• MiM: @mahoneyinternet

• You-Tube.com/user/minternetmarketing

Lessons from Offline

• Customers are looking for:

• Price

• Service

• Availability

• Convenience

Customer Experience

How does your online store treat your shoppers? • Easy browsing

• Visual comparison

• Talk to other shoppers

• Give them something free (before they leave.)

Photo Credit: theshopfloorproject.blogspot.com

The Funnel (s)

PROSPECT

RAPPORT

QUALITY

CLOSE

OPPORTUNITIES TO OPTIMIZE

Internet Marketing Stages

How to create your own best practices.

Santa’s Workshop

Think Who?What?Why?

Where?

ReviewAnalytics

TestOptimize

Refine

DoCopywriting

Social CommunitiesEmail Correspondence

PPC, Design, etc..

Rudolph to the RescueOptimize Results

Closed Loop AnalyticsAdvanced Landing

Page Testing

Convert Visitors

Automated Marketing Behavior MarketingCustomer Reviews

BlogsForms

Get FoundSEO

Inbound LinksSocialMobileVideoPPC

Get Found

Think (Strategies)Search SocialPPCEmailMobileAffiliate Partners

Do (Tactics) On Page & Off Page SEO Blogs Inbound Links Social (networking & ads) Ads (PPC, Groupon, etc)Landing PagesMobile (website, SMS)

Review (Analytics)Top of Funnel

Prospect Driving Points

Funnel Entry Point

David- Business Claims ManagerBuying Stage- Attention

How can I speed up the claims I process?

Search: claim management best practices

SEO

Question: claim management best practices

Social Media Blogs

Tags: claims processing

Blog post topic: claim management best

practices

Subscribe to Feed

Macro Conversions Events

Linear Metrics:-Traffic Sources-Social Media

Reach-Inbound links

Linear Metrics:-Top Landing

Page-Top Content

-Traffic Source to Page

-Cost per visitor

Tactics

Action

Page Entity

Micro Conversion Events

Video Demo

Webinar RegistrationDownload

Case Study

Conversion Goals

Home Page

Download/Watch

Presentation

Waypoints and Points of ResolutionNon-Linear

Metrics-Funnel

Abandonment points

-page views by pathWhich product/

serivce is the best fit?

Who else has used this process/ product?

What credentials/expertise does this

company have?

Customer listResource/

Page EntityProfessional Associations

Customer testimonials

Software feature/benefit

comparison sheet

What can this product do that others can't?

Implementation Process diagram

and checklist

Mailing List

Lead Nurturing Campaigns

Linear Metrics:-Page

conversion rate-Conversion

Funnel abandonment

rate-Video plays,

stops-Blog

subscribers- # of downloads

Linear Metrics:-Open Rate

-CTR-Forward rate-Unsubscribe

rate

Linear Metrics:-Conversion

Rate-CPL

-Lead to Closed Business Ratio

Analytics

About Us

How long does implementation take? What can I expect? How will this

help me do my job better?

Software benefit by role

Analytics

Analytics

Analytics

Analytics

Analytics

CTAs

Request a live demo and/or Start a free 30 day trial

Read blog posts

Watch videos

Download Case study

Watch videos

Webinar Signup

Watch presentation Watch videos

Webinar Signup

Watch presentation

Download Case study

Case study

Webinar Signup

Download Case study

Download Presentation slides

Watch videos

Get Found- Top of Funnel

Get Found Do: On Page & Off Page SEO

Product DescriptionsHeadlines and sub-headlinesHyperlinksAlt tags

On Page SEO

Off- Page SEO

Title TagsMeta- DescriptionKeyword tagsAlt tags

Clark- you said you wanted...

On & Off Page SEO Example

Duplicate Content= -SEO + -Conversion

Get Found Do: Blogs

Headlines and sub-headlines

HyperlinksAlt tags Title TagsMeta- DescriptionKeyword tagsAlt tags

Get Found with Blog Content

Blog Example: How to Use Your Products

Blog Example: Thought Leadership

Blog Example: Education

Get Found Do: Inbound Links

Social Sharing

Social Sharing

Get Found Do: Social Sharing

Get Found Do: Social

Networking

Ads

Ads

Social Media Ad Targeting Help others find the perfect gift.

Get Found Do: Paid Ads

Get Found Do: Landing Pages

Header Graphic

Products CatalogHome Learn More on BlogInstallation and Specifications About PCA Products

Account Login LinkApproved Logo

You are in: Products Catalog > Custom Screen Doors

Content Area

Photo gallery Module / video of product doors

The PCA Warranty

Social Media Link Module

Build Your Screen Door

Order Your Screen Door

Install Your Screen Door

Blog link Module- target by keyword tags?

Quality, Durability and Style

The hidden benefits of high- quality custom screen doors.

Learn more about how the Adjustable and Easy Installation of PCA Doors can save you lots of headaches down the road.

CLose up photo of doors in a home.

Beauty that stands the test of weather and time.

Get Found Do: Mobile

Website & Landing Pages App Ads Video

Get Found Do: Mobile App

Review: Top of Funnel Analytics

Visit SourcesTop KeywordsReferring SitesCTR of AdsSocial Media ReachTop Content PagesTop Exit PagesBounce Rates

Convert Visitors

Think (Strategies)PersonasPersuasive MomentumAutomated Behavior Marketing

Do (Tactics) Unique Landing PagesAutomated MarketingCustomer ReviewsBlogsUnique Product Photos & DescriptionsConfirmation Page CTAs

Review (Analytics)Middle of the Funnel

Prospect Driving Points

Funnel Entry Point

David- Business Claims ManagerBuying Stage- Attention

How can I speed up the claims I process?

Search: claim management best practices

SEO

Question: claim management best practices

Social Media Blogs

Tags: claims processing

Blog post topic: claim management best

practices

Subscribe to Feed

Macro Conversions Events

Linear Metrics:-Traffic Sources-Social Media

Reach-Inbound links

Linear Metrics:-Top Landing

Page-Top Content

-Traffic Source to Page

-Cost per visitor

Tactics

Action

Page Entity

Micro Conversion Events

Video Demo

Webinar RegistrationDownload

Case Study

Conversion Goals

Home Page

Download/Watch

Presentation

Waypoints and Points of ResolutionNon-Linear

Metrics-Funnel

Abandonment points

-page views by pathWhich product/

serivce is the best fit?

Who else has used this process/ product?

What credentials/expertise does this

company have?

Customer listResource/

Page EntityProfessional Associations

Customer testimonials

Software feature/benefit

comparison sheet

What can this product do that others can't?

Implementation Process diagram

and checklist

Mailing List

Lead Nurturing Campaigns

Linear Metrics:-Page

conversion rate-Conversion

Funnel abandonment

rate-Video plays,

stops-Blog

subscribers- # of downloads

Linear Metrics:-Open Rate

-CTR-Forward rate-Unsubscribe

rate

Linear Metrics:-Conversion

Rate-CPL

-Lead to Closed Business Ratio

Analytics

About Us

How long does implementation take? What can I expect? How will this

help me do my job better?

Software benefit by role

Analytics

Analytics

Analytics

Analytics

Analytics

CTAs

Request a live demo and/or Start a free 30 day trial

Read blog posts

Watch videos

Download Case study

Watch videos

Webinar Signup

Watch presentation Watch videos

Webinar Signup

Watch presentation

Download Case study

Case study

Webinar Signup

Download Case study

Download Presentation slides

Watch videos

Convert Visitors- Middle of Funnel

Convert Visitors: Think

PersonasPersuasive MomentumAutomated Marketing

Convert Visitors Do: Unique Landing Pages

Product DescriptionsHeadlines and sub-headlinesCustomer Reviews Unique Product Photos &

DescriptionsVisual ComparisonsSocialize

Convert Visitors Do: Unique Landing Pages- Example

Convert Visitors Do: Blogs

Product How- To and TipsPoints of ResolutionWayward PointsSocialize

Convert Visitors Do: Confirmation Page CTAs

Always be Selling

Social Media FollowsRelevant Blog ArticlesFree stuff!Cross- SellingUp-selling

Convert Visitors Do: Automated Marketing

Not just for search engines.

Product How- To and TipsPoints of ResolutionWayward PointsSocialize

Convert Visitor- Review: Middle of the Funnel

Optimize Results

Think (Strategies)A/B TestingMultivariate TestingShopping Cart

Abandonment Testing

Do (Tactics)Closed Loop AnalyticsSmarketingAdvanced Landing PagesIntegrated Campaigns

Review (Analytics)Bottom of the funnel

Prospect Driving Points

Funnel Entry Point

David- Business Claims ManagerBuying Stage- Attention

How can I speed up the claims I process?

Search: claim management best practices

SEO

Question: claim management best practices

Social Media Blogs

Tags: claims processing

Blog post topic: claim management best

practices

Subscribe to Feed

Macro Conversions Events

Linear Metrics:-Traffic Sources-Social Media

Reach-Inbound links

Linear Metrics:-Top Landing

Page-Top Content

-Traffic Source to Page

-Cost per visitor

Tactics

Action

Page Entity

Micro Conversion Events

Video Demo

Webinar RegistrationDownload

Case Study

Conversion Goals

Home Page

Download/Watch

Presentation

Waypoints and Points of ResolutionNon-Linear

Metrics-Funnel

Abandonment points

-page views by pathWhich product/

serivce is the best fit?

Who else has used this process/ product?

What credentials/expertise does this

company have?

Customer listResource/

Page EntityProfessional Associations

Customer testimonials

Software feature/benefit

comparison sheet

What can this product do that others can't?

Implementation Process diagram

and checklist

Mailing List

Lead Nurturing Campaigns

Linear Metrics:-Page

conversion rate-Conversion

Funnel abandonment

rate-Video plays,

stops-Blog

subscribers- # of downloads

Linear Metrics:-Open Rate

-CTR-Forward rate-Unsubscribe

rate

Linear Metrics:-Conversion

Rate-CPL

-Lead to Closed Business Ratio

Analytics

About Us

How long does implementation take? What can I expect? How will this

help me do my job better?

Software benefit by role

Analytics

Analytics

Analytics

Analytics

Analytics

CTAs

Request a live demo and/or Start a free 30 day trial

Read blog posts

Watch videos

Download Case study

Watch videos

Webinar Signup

Watch presentation Watch videos

Webinar Signup

Watch presentation

Download Case study

Case study

Webinar Signup

Download Case study

Download Presentation slides

Watch videos

Optimize Results- Bottom of Funnel

Optimize Results- Review: Bottom of the Funnel

Who doesn’t love a contest?• Only those in

attendance eligible.

• Must have a product and a process.

• Be able to answer how it will effect your business long term.