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Marketing Trends 2013
[{"left":"Why ECommerce","right":"- More buyers out there for physical products vs. info\nproducts\n\n- Ecommerce has highest value per visitor\n- First visit transaction – people buy the first time they\ncome\n\n- Higher conversion rates\n- Higher perceived barrier to entry- less competition in\nniche\n\n- All work upfront. Finding marketing is hardest part.\nOngoing work is traffic + testing\n\n- Easier to sell to customers\n- Ecommerce is a baby – only 8% of retail sales are done\nonline and it’s growing 15% every year\n\n - Book: Crossing the chasm -\n [](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)[http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123](http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123)\n\n - Chinese valentines day – 3 billion in online sales\n- 2 Most common questions\n - How to find markets?\n - How to evaluate whether to go into?\n- Finding markets – Dirty diaper ninja\n - Find developers of top carts who have done\n redesigns. Those marketers are doing well\n\n - Niches of niches \n - Dog suppliers dog beds\n - Watchcount.com eBay pulse\n - Hobbies – anything people are passionate\n about\n\n - Weird/embarrassing ex. pubic hair trimmer\n - Top 500 guide (www.internetretailer.com ) – best\n source of data for north America ecommerce\n\n- Criteria for market\n - Average order value $75-200? +5 points\n - Gross margin 20% or more? +5 points\n - Fragmented market? +2 points \n - Fragmented = lots of merchants for top\n keywords\n\n - Lends itself to return customers? +3 points\n - Lends itself to multiple item orders? +1 points\n - Can you add value to the market? +5 points \n - Don’t go into market where you can’t add\n value\n\n - Creating educational content. Show how your\n products work\n\n - Products difficult to buy locally? +4\n - Seasonal business? +3 points \n - People go crazy for seasonal items\n - Google trends dominated in US \n - Make sure more volume in U.S. than other\n countries\n\n - At least 70 S.K.U.s +3\n - Non-commoditized product? +5\n - Is there competition? +4\n - Average product weigh under 10 lbs +1\n - Top 3 keywords have combined 15K exact match\n searches? (+3)\n\n - Target marketing is women? +2\n - Add up and if points are under 20, don’t be in the\n market \n\n - 20-20 okay\n - 30-40 good\n - 40-50 excellent\n- Model – start with dropshipping, for the products that\ndo well, start importing and doing everything yourself\n\n
"},{"left":"Getting More from Your Store","right":"Basic structure of ecommerce store: \n\n
\n\n- Home, section product detail (most important)\nblog/content, checkout, PPC landing pages, more info,\nsocial profiles\n\n- SEO structure\no Home page- 3 main KWs + modifiers (descriptor\nwords). Ex. modifiers = colors, type of material \n\n - Top 75+ modifies = section keywords. Section has\n products under it\n\n - Next 500 keywords that can productized =\n products\n Googel product listing ads are great for\n ecommerce\n\n - Remaining relevant KWs = blog posts\n - 700 words per sections - modifiers written in\n (unique sections + descriptions)\n\n - Weekly blogging = about product, other keywords,\n EdC, each post ahs deep link + picture (rich)\n\n - Obvious on page – reviews, social buttons, etc\n - Internal link structure\n o Don’t over optimize\n\n - Author of the store – someway to create a\n relationship with your customers\n\n- SEO Title Tags for ecommerce stores\n - “Vintage Costume Jewelry”\n - Description: KW, Phone #, Sentence, Modifiers\n - Get rid of big link boxes in the footer\n- Every search has a set of unique set of channels\n - Users prefer to consume media in different\n formats (video, audio, text, etc.) Goal: occupy as\n all positions possible\n\n - Channels to occupy\n Click here for more of Ryan Deiss’s stuff \n\n - SEO, PPC, Comparison Engine, email, social\n media\n\n - Image for each product – make sure if you\n have ownership of images, watermark them\n\n - Video for each section pages + home page\n - PPC ads (image ads + text ads, retargeting\n etc.)\n\n - Amazon listing for all products\n - Google search results: above the fold = ads,\n shopping, 1 or 2 organic results\n\n - Blog/ed content\n - Ezra recommends Panda breakthrough - Eric’s SEO\n course\n\n
"},{"left":"Make more sales increase average – diary of split\ntests","right":"- Must track these 3 things: \n - Goal flow- product page shopping car check\n out page product sale\n\n - Events- product options, messages, button clicks,\n errors, errors is most important\n\n - Site search- watch what Zappos and Amazon are\n doing\n\n- All pages\no Header is important: get search, GTY, contact,\nsecurity, offer, more info, cart, chat, foveal, opt-in\n(look at Zappos) \n\n - Favicon, social links, video FAQ, video customer\n service\n\n - Randomly displayed testimonials, best sellers\n - Footer: trust seal, search, opt-in\n- www.Exclusiveconcepts.com – incentivized plugins,\ndaily deal bars, incentive opt-ins. 25-30% conversion\nrates\n\n- Home page – look at www.sinfullysweet.com\n - Main rotator with 3 images\n - Tabbed featured products for each products\n - Test navigation\n - Rich home pages (images, videos, testimonials,\n hello from owner, FAQ)\n\n- Section page\n - look at Crate and Barrel\n - Test # items across\n - Put all items on sale – show percentage saved,\n etc.\n\n - Quick view – lightbox of enlarged image\n - Featured item bundle or deal on top of page\n - Goal is to get people to visit the product\n - www.Buyseasonsdirect.com – Halloween\n dropshipping\n\n- Product pages – most important page. Look at Zappos\n - Get rid of left navigation\n - Tabs on the left\n - Social buttons, zoom, review, a2c above fold, etc.\n - Cross sell (recommended items)\n - Q and A\n o User submitted pics/vids\n\n - Bundles\n - Features/benefits\n - Guarantee, trust, shipping\n - Recently viewed\n - Multiple quality images\n - Videos for top products\n - Put features/benefits under Add to Cart button\n- Checkout\n - Congruency – make it look nice as your product\n page\n\n - Shipping calculator\n - Proceed button at top and bottom\n - Image, product, guarantees\n- Check out page 2 – review page \n - Multiple payment options\n\n
"},{"left":"Additional Conversion Boosters","right":"- Create FAQ on shipping. It’s the most commonly asked\nquestion\n\n- Script to follow up with cat abandonments by email and\noffering a discount\n\n- Optimize section pages based on in-page analytics- put\nproducts that are getting clicked on the most and put\nthem on the top\n\n- Overcome “fear of loss” at every step\n- Social selling – curebit.com\no Sends follow up email – they share the product on\nFB and if 3 friends buy, they get theirs for free\n\n- Thank you video\n- Post-purchase survey – why did you buy from us?\n- Follow up with review request\n- LIVE CHAT (olark.com) & FREE SHIPPING (figure out a\nway)\n\n
"},{"left":"3rd piece of any successful business is community","right":"- Create engaging content + conversation – becomes\nfriends with your business\n\n- Package insert = include insert in package with coupon,\nfriend discount, education invite (webinar)\n\n- Weekly video blog\n- Promoted posts on Facebook working really well\n\n
"},{"left":"Misc.","right":"- Use jingles in your video intros\n- Pinterest - good for ranking images \n - Individual pins – products\n - Source- good to rank for reputation management\n - Board – good for section pages\n - Profile – register KW as username"},{"left":"FB Pre-launch Strategy","right":"- Upload your list in FB\n- Set up custom audience ad that will only be shown\nto your list on FB\nClick here for more of Ryan Deiss’s stuff\n\n- Show users your ads week leading up to the sale,\nteasing them with the product\n\n- Improved conversions by 3x\n\n
\n\nBigcommerce- recommended platform for starters. \n\nOnce you hit higher revenue, think about getting magenta"}]
eCommerce and Physical Products
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Rajan Chandi
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