John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass

Inside eCommerceMarketing:

From Click to Conversionwww.insideecommerce.ie

@insideecommerce

@micksgarage@j_smyth

John Smyth

What works for MicksGarage

What we define as success

From Click To Conversion

• Who’s Your Customer?

• Gaining the Click – Traffic Drivers

• Marketing driven by Metrics

• Going Beyond the Click

Who is Your Customer?• Users v Customers• Starting Point• Who • Where • How• Why• Understand Your Traffic Thoroughly• Metrics Drive Understanding

Traffic Drivers• Google AdWords Search• Search Engine Optimisation• Affiliate• Partnerships• Email• Social

Why AdWords?• Performance Driven Marketing• Complete Purchase Funnel• Have Clear Goal in Mind• Know Your Product / Service• Research Your Audience

– How do they search?• Competitive Analysis• Create Ads that Stand Out!

‘car parts’

‘VW car parts’

‘VW golf wiper blades’

“VW golf mark 5 wiper blades”

Why AdWords?• Performance Driven Marketing• Complete Purchase Funnel• Know Your Product / Service• Research Your Audience

– How do they search?• Competitive Analysis• Create Ads that Stand Out!

• Top Level KPIs– Clicks, Impressions, CTR, Conversions, CPA– Conversion Rate

• In Depth KPIs– Search Impression Share %– Quality Score – Know it inside out– Device Split – How does mobile operate– Top v Others– Google Search v Search Partners – A.B.T… Always Be Testing!

• Ads• Keywords• Bids• Landing Pages

AdWords – KPI Driven Management

AdWords – The Must Do’s1. In-Depth Research

2. Simple, Understandable Structure

3. Ad Relevancy – Make Users Want to Click

4. Ad, Keyword & Landing Page Connection

5. KPI Model – Don’t shoot blind

6. Link with Analytics – Beyond the Click

7. Never Stop Testing – Ever!

8. Know Your Bottom Line – ROI Rules

SEO • Start with Low Hanging Fruit – Your Site

• Structure – Easy to Navigate• 4 Key Things – URL, Page Title, H1 Tag, Page Blurb• Make it easy for Google & Your Users

• Create Page Content for the User• Webmaster Tools – Understand it– Geo Targeting, big wins!

• Focus on Content, not Links– Aim to keep users– Engage them

• Forget About Google PageRank• Know Who Links to You• Remember, it takes times

Be Aware! • Traffic - very important, but only the start• Can’t stop there

• ‘Beyond The Click’– Website– Basket

• Holistic Marketing Approach– Traffic In….Traffic Out

• Funnel Management

• Not customers, they’re easy!

• Value Proposition– Ask those who have bought

• Persuasion– Scarcity– Social Proof– Reciprocity

• Persuade them you’re the best option

Users – Why do they buy?

How do we persuade?

• Choice, Brands & Value• ‘Car Part Experts’• 360° Imagery• Video• Blog – How To Guides • Product / Company Reviews• Free Delivery / 365 Day Returns

Measure Smartly

• Analytics

• Don’t waste time

• Goals & KPIs

• Reports you need

• Less time tracking – more time deciding

• Data Overload

What to Measure?• Usual – Visits, Bounce Rate, Time on Site

• Go Deeper– Hours of the Day– Exit Rate – Where do they leave from?– Basket Funnel– Mobile v Desktop– Site Search – is there overuse? If so, you’re pages

are poor

KPIs – Weekly & Monthly • Complete Channel Measurement

• Visits• Orders• Revenue• Conversion Rate• Average Order Value• Cost• CPA

• Know where to focus your attention• Have targets, work towards them• Targets v Run Rate

Learn…Evolve…Grow• Not Perfect

• Constant Learning

• Live By Your Metrics

• Focus On Your Users – Learn From Your Customers

• New Challenges - New Channels

Going Back to the Office• Goals – Are they defined? Write them down• Have You Targets? Write them down• Do You Know Your Customers? • Before…During…After • What are your Metrics? – How do you track them?– Are you spending enough time on them?

Further Resources• Websites– Google blogs – (AdWords & Analytics)– Marketing Land / Search Engine Land / Search Engine Watch– GetElastic.com– PracticaleCommerce.com– Occam’s Razor – Avinash Kaushik

• Twitter Accounts– Rand Fishkin @randfish– Danny Sullivan @dannysullivan– Sean Si - SEO Hacker @seo_hacker– Matt Cutts - @mattcutts

Questions?