Webinar: 2014 Holiday ECommerce Playbook

#123webinar | @webmarketing123


1. Can I ask questions?

2. Can I have a copy of the slides?

Tweet @webmarketing123 or use #123webinar.

Yes! Email [email protected].

3. How do I get a custom search marketing analysis? Chat us your website and top 2 keywords.

FAQs


We drive revenue. Not just clicks and traffic.

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SEO

Attribution

Display

Video

Content Creation

ROI Tracking

Social

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Conversion Optimization

/ About Webmarketing123


American shoppers spent

$46.5 Billion online last holiday season.

Source: comScore

/ The 2014 Holiday Challenge




Plus, 3% growth is predicted this year.

Source: comScore





Want to snag a larger slice of that billion dollar pie?

Source: comScore



Understand digital consumer behavior.

Source: MarketingLand, “Report ‘Understanding Customer Behavior’ Top Holiday Priority for 66% of Retailers.”

66% of retailers believe this is the #1 way to drive holiday sales.



Understand digital consumer behavior.

Source: MarketingLand, “Report ‘Understanding Customer Behavior’ Top Holiday Priority for 66% of Retailers.”

Yet, nearly HALF feel their brands are ineffective at using data to improve.



The new digital path to purchase.

Source: Hubspot


$

$

PURCHASE

RESEARCH COMPARISON

INTENT

WEB

SITE

VIS

TORS

LEAD

S

Conversion

LTV

CoCA This is complicated!

And we still need to add devices & channels into the mix.


Don’t panic. / The 2014 Holiday Challenge

You can still deliver a very merry Q4.


1 Evaluate Current Digital Program Use Data to Grow Strengths & Fix Weaknesses

2 Prep the Q4 Ecommerce Playbook Maximize Holiday Sales w/ Smart Search & Social

How to Have a Very Merry Q4


Evaluate conversion rate by device.

Analyze conversion rate by channel.

Break down conversion rate by stage in buying

cycle.

1 2 3

/Evaluate Current Digital Program

Check for healthy CVR in 3 steps:


1 Analyze CVR by channel

TIP: Use Google Analytics “Acquisition Overview” report to compare channel performance.



2 Break down conversion by cycle stage.


Source: Hubspot

$

$

PURCHASE

RESEARCH COMPARISON

INTENT

WEB

SITE

VIS

TORS

LEAD

S

Conversion

LTV

CoCA


$

$

PURCHASE

2 Break down conversion by cycle stage.


Cost of Visitor Acquisition

Cost of Lead Acquisition

How do your campaign offers impact CoCA?

Cost of Customer Acquisition

How do campaign offers impact LTV? Source: Hubspot


TIP: Use Google Analytics “Devices” report to compare device performance.

3 Evaluate CVR by device.



/ Optimize for Cross-Device Users


Source: MarketingLand, “Report: Mobile 21% of E-Commerce, Will be $84B in 2014”

Tablets convert at 66% of PC.

Mobile converts at 22% of PC.



3 Evaluate CVR by device. Pay close attention to your shopping cart experience!

Source: Responsinator.com, Search for “www.burton.com/default/feather-snowboard/W15-106961.html?start=8&cgid=womens-boards




Source: SmashingMagazine, “SEO for Responsive Websites”

Check mobile load time with Google’s PageSpeed Insights.


1 Evaluate Current Digital Program Use Data to Grow Strengths & Fix Weaknesses

2 Prep the Q4 Ecommerce Playbook Maximize Holiday Sales w/ Smart Search & Social

How to Have a Very Merry Q4



Prep new on-site optimization. 1

/ Prep the Q4 eCommerce Playbook

Revise keyword list and mapping structure for new holiday product pages.

Update title tags with new offers.

Make sure all new images are have ALT tags and descriptive file names.

Organic search listings should convey offers as well as paid.


Double check site structure. 2


Be sure to add any new product categories to your site map for proper indexing.


Tackle new link building opportunities. 3


Pitch new products and content to editors that might link to competitors or publish gift guides.

Source: Huffington Post


Get mobile SEO right. 4


Source: Google; Mobile Path to Purchase



Use responsive design to build a seamless cross-device UX. Source: Moz, “The SEO of Responsive Web Design”





Appease the birds of mobile: Hummingbird & Pigeon

Rank for long tail keyword queries with FAQ content.

Trouble shoot for major UX errors. Mobile sites have a 72% error rate. (Stat applies to sites with separate URL.)

Build profiles for local directory listings like Yelp and TripAdvisor if applicable.

Optimize your site for Google’s Knowledge Graph.



Switch to Google Shopping. 1


Say goodbye to PLA campaigns and hello to Google shopping.

TIP: Make the manual switch before the September 30th deadline!




It’s still all about the product feed quality.




But, there are 6 new features to master:

Submit mobile link attributes.

Take advantage of merchant-defined bundles.

Update product availability information.

Comply with new landing page submissions requirements.

Upgrade your product image quality.

Apparel retailers submit additional category information.


Women’s Snowboarding

Optimize for ROAS with new structure. 2


Build a smart bidding strategy with granular product groups.

TIP: Use new benchmark CPCs to gauge competitor bidding strategy. Snowboarding

Equipment

Men’s Snowboarding

Boots Jackets Boards Boots Jackets Boards Bindings Bindings




Efficiently manage budget with new campaign priorities.

Women’s Snowboarding Snowboarding

Equipment Men’s

Snowboarding

Boots Jackets Boards Bindings

Boots Jackets Boards Bindings

Winter 2014 Sale:

Holiday hats, scarves, discounted boards, gift wrap offers, free shipping, etc.

Low priority

High priority!




Better understand buyer behavior with benchmark CTR.

TIP: Don’t forget to check SQRs for negative keywords.


Test new “holiday” keywords. 3


“gift ideas” “holiday sale”

“holiday coupon”

“cyber Monday”

Refresh ad copy and keywords to reflect seasonal offers.

“Black Friday discount”


Estimated Total Conversions Improved reporting will give invaluable cross-device conversion insights & increase ROI on mobile ad spend.

AdWords Enhanced Campaigns Specific bidding features capture the “always-on” customer across: •  Device •  Location •  Time

Refine mobile bidding and reporting.

Test mobile performance. 4



Don’t dismiss social ads. 5

Top retailers sold an estimated $2.69 Billion to shoppers clicking directly on social ads.

Source: Internet Retailer, ”Retailers focus on Social Media Results.”



Don’t dismiss social ads. 5


Social ads drive sales– not just Likes.


Launch remarketing campaigns. 6


One visit is typically not enough to convert.

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

But one visit is typically not enough

96%

70%

1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010

Abandon shopping carts without purchasing1

Leave a website without converting1

49% Typically visit 2-4 sites before purchasing2

2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited) Google Confidential and Proprietary 4 Google Confidential and Proprietary 4


96%

70%





2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4


96%

70%





2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)

Remarketing gives you a

second chance to bring past

visitors back to your site to

convert.

Source: Google New Opportunities for Remarketing Deck


Launch remarketing campaigns. 6


Past site visitors are more likely to convert.

Google AdWords (RLSA) GDN (Display Remarketing)

3x Previous site visitors convert at a 3x higher rate.

450% Advertisers see a 450% increase in CTR.

Source: Google New Opportunities for Remarketing Deck

TIP: Twitter and Facebook provide retargeting opportunities, too.



2014 Holiday eCommerce Recap:


1

2

Switch to Google Shopping campaigns BEFORE September 30th.

Get mobile search and UX right. Mobile sites have a 72% error rate. (Stat applies to sites with separate URL.)

3 Get ahead of the competition. Build your new keyword mapping structure and paid strategy now.

4 Measure success by revenue – not just clicks and traffic. Start measuring CoCA and LTV progress.


Schedule a free, 30 minute consultation!

Thank you!

Let’s Talk! Mike Turner, Director of Business Development

e: [email protected] t: 800. 619. 1570

Source: Synecore, “10 Examples of Amazing Responsive Design”

Date post:	21-Feb-2017
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