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THE E-COMMERCE FUNNEL Driving profitable revenue with performance marketing
Eyal Rosen The Israeli E-Commerce Executive Forum [email protected]
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Managing the Funnel – a Framework
Define Acquisition Strategy
Optimize Your Website
Generate the Traffic
Convert Visitors
Lead Nurturing and Retention
3
Analyze &
Optim
ize
Managing the Funnel – a Framework
4
Step-1: Define Acquisition Strategy
5 Step-1: Define Acquisition Strategy
Selecting the right channel is the first step to any successful marketing strategy
6
Step-2: Optimize Your Website
7 Step-2: Optimize Your Website
Example: targeting social shopping & SEO
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Step-3: Generate the Traffic
9 Step-3: Generate the Traffic
SEO
Groupons
Affiliates Combination
AdWords
Customer Economics!
CLV > 0!
CLV = Customer NV - CPA!
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Step-4: Convert Visitors
11 Step-4: Convert Visitors
An “Irresistible Offer” with a clear “Call For Action”
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Step-5: Lead Nurturing & Retention
13 Step-5: Lead Nurturing and Retention
Retention = Conversion!
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Step-6: Analyze & Optimize
15 Step-6: Analyze & Optimize
Google Analytics! Again, and again, and again
16 …and don’t forget mobile!
Eyal Rosen, The Israeli E-Commerce Executive Forum, [email protected], www.ieef.org.il