Ecommerce Websites Mark Roberge VP Sales, HubSpot Agenda Increase - - PowerPoint PPT Presentation

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Ecommerce Websites Mark Roberge VP Sales, HubSpot Agenda Increase - - PowerPoint PPT Presentation

Nov 03, 2023 37 likes •487 views

Internet Marketing Strategies for Ecommerce Websites Mark Roberge VP Sales, HubSpot Agenda Increase Traffic Quantity & Quality Increase Visitor Conversion to Sale Improve Effectiveness with Analytics Q&A Which area is

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Internet Marketing Strategies for Ecommerce Websites

Mark Roberge VP Sales, HubSpot

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Agenda

  • Increase Traffic Quantity & Quality
  • Increase Visitor Conversion to Sale
  • Improve Effectiveness with Analytics
  • Q&A
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Which area is your biggest challenge?

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What ecommerce shopping cart platform do you use?

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Agenda

  • Increase Traffic Quantity & Quality
  • Increase Visitor Conversion to Sale
  • Improve Effectiveness with Analytics
  • Q&A
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Problem: Duplicate Content

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Solution: Create Content

1) Blog 2) User Reviews 3) Unique Product Descriptions 4) Unique Photos 5) Product Comparisons

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1) Blog

Easiest Way to Produce Unique Content

  • Thought leadership
  • Education
  • Entertainment
  • Personality
  • SEO
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Blogging Attracts More Visitors

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Blogging Means More Inbound Links

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2) User Reviews

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3) Unique Product Descriptions

  • Separate yourself from
  • ther retailers!
  • Describe basic features
  • Explain what you like
  • Why your product?
  • How can buyer benefit?
  • Product alternatives?
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4) Unique Photos

  • Separate yourself from the competition!
  • Use ALT Text For SEO
  • Links from photo attribution
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5) Product Comparisons

  • Visually compare

products

  • User generated

comparisons

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Case Study: Woot.com

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Case Study: ProClipUSA.com

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Case Study: ProClipUSA.com

5000 10000 15000 20000 25000 30000 35000

Unique Visitors

Source: Started Blogging

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Agenda

  • Increase Traffic Quantity & Quality
  • Increase Visitor Conversion to Sale
  • Improve Effectiveness with Analytics
  • Q&A
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Problem: Many Visitors Don’t Convert 4% 96%

visitors convert to sales Data: US Retail eCommerce sites from Coremetrics, 2009

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Problem: Many Visitors Don’t Convert

Data: US Retail eCommerce sites from Coremetrics, 2009

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Solution: Soft Calls to Action

  • Capture consumers in

research phase

  • Educate consumers
  • Begin remarketing

through email

  • Prevent cannibalization

with “Resources” section

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Call to Action Best Practices

  • Action Oriented
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Call to Action Best Practices

  • Action Oriented
  • Images
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Call to Action Best Practices

  • Action Oriented
  • Images
  • Clickable Links

Get Started Now

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Call to Action Best Practices

  • Action Oriented
  • Images
  • Clickable Links
  • Color
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Call to Action Best Practices

  • Action Oriented
  • Images
  • Clickable Links
  • Color
  • Above the Fold
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Call to Action Best Practices

  • Action Oriented
  • Images
  • Clickable Links
  • Color
  • Above the Fold
  • Short and Simple
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Shorter Forms are Better

28

32% Conversion 53% Conversion

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Case Study: Natural Remedies

NativeRemedies.com

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Problem: Abandoned Carts 69%

Abandoned Carts

vs.

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Are you tracking your cart abandonment rate?

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Solution: Measurement is the first step

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Solution: Cut Forms Down to Essentials

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Solution: Abandoned Cart Nurturing

What:

  • Reminder of incompletion or product value
  • Gift certificate or coupon

When:

  • 1 day later
  • 3 days later
  • 30 days later
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Are you doing any abandoned cart email nurturing?

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Agenda

  • Increase Traffic Quantity & Quality
  • Increase Visitor Conversion to Sale
  • Improve Effectiveness with Analytics
  • Q&A
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Problem: Don’t Know What Drives Sales

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How Do You Measure?

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Solution: Closed Loop Reporting Marketing Sales

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Visitor to Sale

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…By Channel or Source

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Agenda

  • Increase Traffic Quantity & Quality
  • Increase Visitor Conversion to Sale
  • Improve Effectiveness with Analytics
  • Q&A
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About HubSpot

Get Found

SEO Blogging Social Media

Convert

Soft Calls to Action Abandoned Cart Nurturing

Analyze

Closed Loop Analytics Competitive Analysis Abandoned Cart Tracking

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Would you like a free Inbound Marketing Assessment?

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Thank You! Questions? www.HubSpot.com