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SMB Online Best Practices
Marta Obrebska, SMB Online Marketing
April 2010
Global Marketing
DELL ONLINE TODAY
Our vision is:
to be the technology e-commerce leader by offering the most relevant experience and solutions to drive high customer loyalty
Confidential2
Global Marketing
WE ARE INVESTING IN TOP 3
Confidential3
Global Marketing
10 TIPS FOR ONLINE BEST PRACTICES
Confidential4
Global Marketing
1. CONVERSION – KNOW THE LEVERS
Effective Traffic Browse Config Cart
• Page design
• Path to most effective pages
• Comparisons
• Targeting
• Strong internal search
• Offers & Pricing
• Drive online demand
• Optimize entry points
• Targeting bytraffic source
• Simplified Config
• Learning content
• Improved search • Payment approvals/options
• Simplified checkout
1000 Visits (example)
60% or 600 visits to product pages
Consideration
62% or 369 visits enter config
Total Checkout
Conversion
21% or 77 visits enter cart
40% or 31 visits advance to checkout
Convergence
45% or 8 visits complete order
eClose Rate
51% or 16
visits
complete
checkout
System Checkout
• Persistent Cart
• Saved cart email/outbounding
• Share cart options
• SMB: ~98% abandon rate and from config through checkout for systems• Explore ways to shift the funnel & reduce leakage in each stage of path
TIP: Focus design, data and testing on highest leakage areas5
Global Marketing
2. ENSURE SITE STABILITY & QUALITY
• Downtime impacts your customer experience and bottom line
• Build processes to monitor site uptime and quality (applications, network and content)
• Establish an automated audit an notification process for site issues
• Obtain root cause reports to prevent future recurrence
Small Business Site Orders by Hour
0
100
200
300
400
500
600
700
800
0 2 4 6 8 10 12 14 16 18 20 22 0 2 4 6 8 10 12 14 16
Dec 11 - Dec 12
Dec 4 - Dec 5
SITE
DOWN
Customers returned, but
revenue still lost
Downtime impacts both financials . . . and customer experience:
4.19
2.56
4.32
0 1 2 3 4 5
24 hrs after
9pm - 7am
24 hrs before
Servers down,
site slow
Buyer satisfaction rating
Very unsatisfied Very satisfied
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Global Marketing
3. TRAFFIC – DRIVE DEMAND & OPTIMIZE ENTRY POINTS
• SEO and SEM are critical – B2B Internet users use search engines first to find out about a product or service (83% use Google)
• Develop CRM powered customer lifecycle programs and deliver via online vehicles
• Email – Grow an opt-in email subscriber list aggressively, provide clear benefits to subscription and track opt out
• Consider segmented OA/email programs that add value beyond just promo/price
• Offer value-added and exclusive promotions to affiliates
ODG vs. Non-attributed traffic:
• Brings in qualified traffic
• Higher conversion% and RPV
• Higher intent of buying
• Helps increase brand/ product awareness
Tip: Avoid landing pages that don’t convert.
7
Global Marketing
4. MAINTAIN SIMPLE & INTUITIVE SITE, OFFER SUPPORT
• Clear and user friendly site navigation:
• Online Support improvements reduced Customer Care contacts into (costlier) phone support over 30%
Quick and intuitive access to Order status application
Fast and easy access to Order Support FAQs
Improve visibility and relevance of Order support Self-help tool
Product Advisors
Merchandising content
Promotions
Imagery
ANAV (assisted navigation)
Learn content
Monetization assets
Ratings and reviews
New Product AdvisorNew online support platform New Builder: Redesigned configurator
Global Marketing
5. SEGMENT YOUR AUDIENCE
If you are X, then you belong to group Y and will get relevant to your segment price, promotion and content set.
9
EnterRecognize
•Authenticate and validate identity
•Determine Rights/access
•Retrieve:•Opt-in/out preferences•Browsing behavior
•Customer ID
•Sales Rep ID
Group•Assemble data attributes
•Match to predefined segments
Target•Populate pages with group specific pricing, promotions, and content.
Global Marketing
6. DRIVE CONVERSION VIA SITE MERCHANDISING
• Consider the site as an extension of the sales force
– Call to action with phone number, chat, lead gen forms should be hard to miss
– Control the Sale and Upsell
• Navigation & Design– Make forward-moving navigation clear. Side
paths can provide additional information, but should always lead back to the main path
– Provide robust comparison and filtering tools
– Enable various sorting mechanisms: Deals, Top rated, Best Sellers, All
– Integrate relevant content in addition to just selling products for customers there to learn
– Integrate content/customer stories/insights
10
Tip: Target this content based on
behavior or authenticated data where
possible for improved RPV/MPV
Global Marketing
7. DEVELOP MEANINGFUL CONTENT TO DRIVE STICKINESS
• Content marketing = engagement
• Think beyond the sale – remember that most customer are here to learn not purchase
• Content can be your own or from your partners or customers
• Simplify language and choice
• Be consistent in all messaging and drive reassurance
Unclear Better
TIP: Robust content is a great search traffic driver
11
Global Marketing
8. LISTEN TO YOUR CUSTOMERS
• Create baseline site and user experience metrics and measure often – NPS
• Document your user needs - are they accomplishing the purpose of their visit?
• Identify possible barriers to visitor success
• Quantify and categorize the key visitor demographics and attitudes
• Use customer insights to prioritize improvements to the site – and then start over
• Trust the wisdom of the crowds, solicit ideas and implement >>> http://www.ideastorm.com
12
Tip: Develop short and long term projects to fix the larger CE issues tracked on site to improve NPS and conversion.
Global Marketing
1
3
9. TRACK CORE COMPETITORS & INDUSTRY BEST PRACTICES
Global Marketing
1O. DON’T FORGET TO UPSELL
1
4
• Best time to recommend complementary purchases are at POS
• “Candy Aisle” recommendations offer customer-based, impulse purchases after a computer
or S&P item is added to cart
• Behavioral targeting helps make recommendations more relevant.
• .
Global Marketing
SMB ONLINE BEST PRACTICES
1. Establish rigorous KPIs and focus on conversion levers
2. Uptime is king – fix site stabilization issues first
3. Develop robust email, online demand generation and search programs to drive traffic
4. Maintain a simple and intuitive site, offer support
5. One size does not fit all – segment your visitors and target
6. Drive conversion via navigation, merchandising and promotions
7. Develop meaningful content to create stickiness
8. Listen to your customers
9. Track your core competitors and industry best practices
10. Don’t forget to upsell
15
Introduction to SEO
Global Marketing
• Natural search is our fastest growing and #1 online traffic driver• Fostering an “SEO” culture can ensure that all those who create,
maintain or influence online content will contribute
From Omniture17
THE IMPORTANCE OF SEARCH
Global Marketing
1
8
WHAT DOES SEO MEAN?
Google Search Engine Results Page
Search Engine Optimization (SEO) is a phrase that is applied to many different areas of search engine marketing.
For our purpose, we will focus on optimizing Web pages so they are easily recognized to be highly ranked by the major search engines. This is referred to as Natural Search or Organic Search as opposed to the paid advertising placement called Paid Search
Global Marketing
• People tend to scan online content, not read it—especially search engine results.
• Top rankings for your targeted keywords/phrases is crucial. This is because searchers:
1. Predominantly focus on the first 3 search results of the first page1
2. Rarely view the second page
3. Almost never browse past the third.
The Sweet Spot: the SERP “Golden Triangle”
10
no
n-p
aid
lis
tin
gs
pe
r p
ag
e
1
2
1 Over 40% of users will try a new search rather than go to the second page of search results (http://www.accuracast.com/search-daily-news/seo-7471/first-page-listings-on-google-even-more-important/). 19
HOW PEOPLE SEARCH
3
Global Marketing
• Web l News l Images l Video Content l Blogs l PDFs
Images
News
20
THE POWER OF DIVERSE CONTENT
Global Marketing21
KEY SEO ELEMENTS TO OPTIMIZE
The most important search elements that we can influence are:
Site StructureThe “ticket to entry” providing
the foundation
• URLs
• Spider accessibility to content and links
ContentMatches searched keywords
to content
• Primary subject matter
• Keyword usage
• Titles
• Emphasized text
• Filenames of images and multimedia
LinksEnabler to achieve
high ranking
• Interlinking between company owned sites
• External inbound
• Hyperlinked anchor text used
Global Marketing
Browser Title
URL
Content
Anchor Text Links
Multimedia & Image Filenames, Alt Tags
Page Title
Customer-facing Onsite Dell Content Hidden HTML Source Code
Pulled into Results
Meta Keywords
Meta Description
22
SEARCH ELEMENTS ON PAGES AND IN SOURCE CODE
Global Marketing
SERP
Listing (or Browser) TitleMeta Description
160 characters displayed
HTML Source Code
• Results that grab the most attention:
1. Match the searched keywords
2. Are well written and easily skimmed
3. Include descriptions with compelling soft calls to action.
23
TITLES & DESCRIPTIONS ARE SEEN FIRSTSERP
Global Marketing
1) Descriptive Filenames
2) Descriptive Alt Attributes 3) Content Surrounding Images
dell-inspiron-laptops.jpg
• Search engines use 3 factors to indirectly determine what an image is about because they cannot “see”
24
IMAGES MAKE A IMPACT
Global Marketing
Discover keyword ideas and gauge popularity with Google Adwords Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
Example 1: Search volume for keywords related to wifi in Australia (EN)
Determine popularity of keywords, even by region with Google’s Trends
www.google.com/trends
Example 2: Popularity of wi-fi, wifi, wireless in Australia (EN)
See the Tools section for more details.
2
5
FIND POPULAR TERMS
• Use tools to discover or validate local high volume search terms:
• For example, Dell is moving away from “notebooks” >> “laptops”
Global Marketing
Passing the “Link Juice”
very
authoritativesomewhat
authoritative
low influence
Link Juice
“PageRank” authority derives from a page’s:
1. Popularity
2. Subject matter
3. Update frequency
Types of Websites:
1. Educational Institutions & Organizations
2. Industry Topical
3. News
4. Ratings & Reviews
5. Partners
6. Social Media
7. Blogs
8. Other Company Domains
• Sites linking may pass on their link juice, boosting rankings.
• Quality over quantity: a link from an “authoritative” trustworthy site may be worth a lot more than many links from lesser sites.
26
INBOUND LINKS BOOST RANKING
Global Marketing
• Contextual links lead to supporting information.• Search engine algorithms take into account the text surrounding the
links.
Contextual Links Guidelines:
Use the most relevant keyword rich anchor text that supports the page it links to, not the page that it is on
27
PLACEMENT OF CONTEXTUAL LINKS
Global Marketing
www.seo-browser.com
Full Multimedia Version Text Version Read by Search Engines
28
TIP: VIEW HOW SEARCH ENGINES SEE PAGES: SEO-BROWSER.COM
• See a page the way a search engine sees it: blind of content embedded in multimedia (images, Flash, Javascript, video) but able to read “Alt” tags describing content and multimedia filenames.
Global Marketing
http://www.seo-browser.com/
29
TIP: VIEW HOW GOOGLE SEES PAGES: CACHED TEXT• See a page the way a search engine sees it: blind of content embedded
in multimedia (images, Flash, Javascript, video) but able to read “Alt” tags describing content and multimedia filenames.
Google SERP
Google Cached Version
Google Cached Version (Text-only)