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Holiday Prep: Real eCommerce Stories #EcommerceHolidayPrep Trada.com

Holiday Prep: Real eCommerce Stories

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The holiday rush for online sales is within sight. Are you ready? Come hear from three savvy search marketers who have done their holiday homework! Join Trada for this free webinar and learn how to get the best ROI during the most critical eight-week selling period of the entire year. Learn about tried and true programs, new spins and new ideas to engage your customers to keep them coming back for more this holiday season. You'll walk away from this webinar with a plan to have the most profitable holiday season ever! Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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Page 1: Holiday Prep: Real eCommerce Stories

Holiday Prep: Real eCommerce Stories

#EcommerceHolidayPrep Trada.com

Page 2: Holiday Prep: Real eCommerce Stories

Last Time - Holiday Prep: PPC and SEO Optimizing Your PPC and SEO

Competitive Research

Predict Click Prices for Budget and Lead Time

Product and Pricing Competitive Research

Build Your Holiday Strategy Target Product Categories

Ad Group Architecture

Testing Ad Copy

Landing Pages

SEO Optimize Landing Pages Call to Action

Update Description Tags

Include SKUs, model numbers and UPCs

Use Heatmap Tool

Page 3: Holiday Prep: Real eCommerce Stories

A Few of My Favorite Things …

• Jewelry

• Clothes

• Accessories

Page 4: Holiday Prep: Real eCommerce Stories

Holiday PlanningThe Trends

Page 5: Holiday Prep: Real eCommerce Stories

POLL

Do you have a 2011 holiday paid search plan?

YESNO

Page 6: Holiday Prep: Real eCommerce Stories

Seasonal Marketing Tips

Early Marketers Gets the Revenue

Testing Makes Perfect

Responsive Support Makes Sales

Use or Compete with Free Shipping (Watch Your Margins!)

All Days Are Not Created Equal More than just BLACK FRIDAY

Don’t Forget Social and Mobile

Page 7: Holiday Prep: Real eCommerce Stories

Holiday Online Buyers are Buying More

iCrossing Holiday Retail Analysis, December, 2010

Traffic continues to trend up Conversion rebounded in ‘10 Marketers getting better ROI

12.3% improved exact match

Decreasing Branded CPC -34% in 2009 -29% in 2010

Page 8: Holiday Prep: Real eCommerce Stories

Top 10 Online Spending Days

2010 Holiday Season Revenue: $32.6B “Cyber Monday” $1B Day Free Shipping Day Shoppers 212 million from

195 million.

Page 9: Holiday Prep: Real eCommerce Stories

Black Friday – Cyber Monday

Consumers expect deals. Be Prepared for Volume. Test Early in the Season. Optimize for Black Friday. Leverage Other Key Days.

How to compete? Leverage community events Extend hours to match holiday traffic Offer more personalized service Focus on quality over quantity.

Page 10: Holiday Prep: Real eCommerce Stories

Pre-PlanJuly and August(or September)

Page 11: Holiday Prep: Real eCommerce Stories

What Have You Done?

Start with Last Year’s Results What did you do and what worked? What did others do that seemed to work better? Look at Competitor Efforts

Products and Inventory Identify feature products Ensure available inventory

Evaluate Click throughs Conversions by messages

Integrate Email campaigns with other online marketing efforts

Create a Baseline Where to start this year's holiday paid search planning!

Page 12: Holiday Prep: Real eCommerce Stories

Consumer Segmentation Relevant messages Design for buyer interest

Integrate Keywords + paid search + landing pages Email + direct mail Site + SEO + social + mobile

Crowded paid search competitive message CPC price

Plan Design Tests Now Review design and functionality mobile, web & desktop

Iterate – Iterate – Iterate!

Cost-effective Conversion – Optimize!

Page 13: Holiday Prep: Real eCommerce Stories

Holiday Planning Schedule

July Build strategy and timelines Research holiday keywords Create budget Create site design wish list Research industry buying trends

August Define holiday promotions Identify feature products Start design projects Optimize keywords in site content Begin general PPC advertising

Page 14: Holiday Prep: Real eCommerce Stories

POLL

Which buyer motivators are you planning to use (check all that apply) Free Shipping Online Only Sales Save X if you spend Y Repeat buyer discount Rebate Early shopper discount Buy X get Y free Free gift with purchase

Page 15: Holiday Prep: Real eCommerce Stories

“Which of the following offers have caused you to purchase online?”

Free Shipping No Conditions

Free Shipping Conditions

Online Only Sales

Save X if you Spend Y

Repeat Buyer Discount

Rebate

Other Discounts

Early Shopper Discount

Buy X Get Y Free

Free Gift with Purchase

0 5 10 15 20 25 30 35 40 45 50

Source: BizRate and Shop.org Holiday Mood Study

Page 16: Holiday Prep: Real eCommerce Stories

Holiday PlanningNuts and Bolts

Page 17: Holiday Prep: Real eCommerce Stories

Holiday Planning Schedule

September Test ad copy / keywords Try out promotion ideas Ensure supplier inventory levels Consider using live chat Revisit your customer return policy

Page 18: Holiday Prep: Real eCommerce Stories

Holiday Planning Schedule

October Finish site and landing page updates Move feature products to home page Remind customers of Black Friday Acquire seasonal design graphics Work with shipping provider on rates

Page 19: Holiday Prep: Real eCommerce Stories

Holiday Planning Schedule

November Organize campaigns to easily respond

to competitive and price pressures Implement keyword bid strategy Add holiday ads to PPC campaigns Use holiday design elements on site

and in marketing materials Send dedicated holiday campaigns Market to specific customer segments

Page 20: Holiday Prep: Real eCommerce Stories

Holiday Planning Schedule

December Optimize keywords and bid prices Refine ad copy based on inventories Send reminder promotional emails Track last day for guaranteed delivery SELL, SELL, SELL!

Page 21: Holiday Prep: Real eCommerce Stories

Paid Search Checklist

Segment Your Customers and Offers (dads, moms, gamers, etc.)

Plan Your Online Marketing

Products Identified for Promotions and Features

Competitor Review for Product, Position and Pricing Analysis

Keyword Discovery and Bid Strategy for Relevance and Volume

Ads Should Leverage Both Search and Display to Maximize Exposure

Landing Page Design are Vital to Successful ROI

Social-sharing Initiatives Should Be Developed or Refined

Mobile Future or Now to Engage Consumers

Remind Customers the Holidays Are Coming!

See www.trada.com/resources for webinars and papers on these topics!

Page 22: Holiday Prep: Real eCommerce Stories

The Plans!Ready, Set, Go

Page 23: Holiday Prep: Real eCommerce Stories

Holiday Planning - Jewelry

• Trends– Review Last Year’s Patterns– Look at This Year’s Trends

• Segment Customers for Promotion– Moms, Dads, Kids– Regions of the Country

• Merchandising and Inventory– Get Agreement on Promotional Items– Ensure Availability of Product

• Email Campaigns– Start with general campaigns– Develop campaigns based on user

knowledge and site behavior

• Retargeter– Delivers display ads on other news and

publication sites.

Page 24: Holiday Prep: Real eCommerce Stories

• Semi-Annual• Now for Holidays!!!• Early Promotion

• Contact Us• Phone• Live Chat• Email

• Easy Purchase Process

• Simple to choose• See product• See price easily

• Santa List• Create a way for

customer to share their gift preferences.

Home Page – Early Holiday Offer

Page 25: Holiday Prep: Real eCommerce Stories

• Promotions• Free Shipping• 60 Day return

• Contact Us• Phone• Live Chat• Email

• Easy Purchase Process

• Simple to choose• See product• See price easily

• Santa List• Create a way for

customer to share their gift preferences.

Landing Page – Ease Purchase Process

Page 26: Holiday Prep: Real eCommerce Stories

• Holiday Focus• Specialty Items• Only during the holidays• Limited edition

• Layout• Clean• Focuses on each item• Explanation – simple,

elegant

• Santa List• Saved items

Holiday Specific Charms

Page 27: Holiday Prep: Real eCommerce Stories

Tips

• Segment Customers for Promotion– Boyfriend, husband. Wife, girlfriend.– Entertainer, parent, budgeted– Regions of the Country

• Merchandising and Inventory– Get Agreement on Promotional Items– Ensure Availability of Product

• Email Campaigns– Start with general campaigns– Develop campaigns based on user

knowledge and site behavior

• Advertise on Other Sites– Delivers display ads on other news and

publication sites.– Relevant news and buying sites

Page 28: Holiday Prep: Real eCommerce Stories

Holiday Planning - Clothing

• New Products– Optimize for this year’s fashions– Use long tail keywords for relevancy

• VIP Loyalty Programs– Give incentives to returning consumers– Have them provide you with their info

• Positioning– How can you differentiate?– Service, specialty items, incentives

• Communication Channels– videos, blogs, bloggers, mobile devices

• Black Friday / Cyber Monday– Get consumers to sign up early– Solve their shopping challenges, help them

find what they need.

Page 29: Holiday Prep: Real eCommerce Stories

Positioning – A Service Company

• Customer Service Heroes– Video Campaign

• FREE Shipping

– VIPs get Free Overnight Shipping

• Expanded Offer Campaigns

– More than just shoes

• Introducing Mobile App

Page 30: Holiday Prep: Real eCommerce Stories

Landing Page – Outfit Builder

• Designed By Customers• Chose outfits• Add Accessories• See and Buy

• Layout• Icon Function• Clear Explanation• Online Support Help

• Benefits• Increased total ticket

amount by 1.8X

Page 31: Holiday Prep: Real eCommerce Stories

Facebook

Leverage Community Let’s be in a Like Relationship

Share Your Experience

Engagement Fan of the Week

Review Trends

VIP Rewards Free Overnight Shipping

Vote On What You Want

Page 32: Holiday Prep: Real eCommerce Stories

Mobile Holiday Ideas

• Location-Based

– Leverage tools such as Foursquare

• Integrate Campaigns

– Offline

– Facebook

– Twitter

• Text Promotion

– Sign up for SMS messages

– 12 Days of Text offers

– Highlight Student ID discounts

• Consider Creating a Mobile App in 2012

Page 33: Holiday Prep: Real eCommerce Stories

Tips

• KEYWORDS– Trend keywords to target bid boosts– Budget for holiday price and volume

• Merchandise and Inventory– Plan for breakout items– Expand keyword terms to capitalize

• Shipping– Highlight free shipping offers– Track and advertise cutoff dates

• Community– Use ads on Facebook– Create social engagement

• Mobile– Leverage SMS messages.

Page 34: Holiday Prep: Real eCommerce Stories

Holiday Planning - Accessories

• Holiday Season Specific Products– Review Last Year’s Patterns– Look at This Year’s Trends

• Loyalty Campaigns– Rope them into Black Friday ASAP!– Give them incentives, get their demographics

• Integrated Campaigns– Direct mail, email, paid search, SEO, blog,

mobile and more.

• Co-Market– Work with complementary businesses– Create joint promotions

• Blog– Highlight product choices for specific gift buying– Get raving fan bloggers to reuse content

Page 35: Holiday Prep: Real eCommerce Stories

• New Products• Loyalty Program

• Access to Latest Designs• Special Offers

• Special Online Offers• Discounts• Coupons

• Brick and Mortar• In Store Specials• Extended Hours

Black Friday

Page 36: Holiday Prep: Real eCommerce Stories

• Special Offers• Coupons• Giveaways• Discounts• Direct Mail

Special Offers

Page 37: Holiday Prep: Real eCommerce Stories

• Leverage Relationships• Large Retailers• Promotions• Giveaways

Co-Marketing

Page 38: Holiday Prep: Real eCommerce Stories

Social Media & Holiday Keywords

Leverage Community Sneak Peak

Vote for your favorite

Tracking Resort wear Christmas

Resort wear women’s holiday present

Twitter Content Example: All I want for Christmas is a Baroque Tote!

Landing page link to 20% discount for registering

Facebook Content Example: Deliver gifts and gift cards

Product review testimonials

Winter Vera Bradley Sneak Peak of Christmas!

Page 39: Holiday Prep: Real eCommerce Stories

Tips

• MERCHANDISE– New products for the holiday season

• Loyalty Program– Give them something to get something– Free shipping for demographic details

• Special Offers– Try them, see what works– Watch your margins!

• Co-Marketing– Find complementary business to joint

market combined offers

• Community– Use ads on Facebook– Leverage Blogger Fans

Page 40: Holiday Prep: Real eCommerce Stories

Don’t Forget - Write Blogs Optimize posts for long-tail of “holiday” centric keywords.

“For the Holidays, Why Diamonds are a Husbands Best Friend”

“Last Minute Christmas Gift that Will Thrill – Baroque Tote”

“3 Great Basketball Shoes for a Boy’s Christmas Present”

Content to Include

Name the Product

Use Holiday Terms

Have a Strong Call to Action

Page 41: Holiday Prep: Real eCommerce Stories

POLL

What are you going to do first as a result of this webinar?

Page 42: Holiday Prep: Real eCommerce Stories

Summary Create a Baseline

Review Last Year’s Results Prioritize Products and Ensure Inventory Create Flexible Budget for Keywords and Ads

Segment and Communicate Leverage communication that builds loyalty and reaches a targeted audience

The Holiday Seasons Starts Now

Build flexible campaigns and keyword budgets and respond to market changes

Prepare for top shopping days

Dip Your Toe in Social or Mobile Marketing

TEST Mix – Do Not Follow Competitors. Use to Plan 2012!

Promote product by price, segment, popularity and more

Test and tweak ad content and keywords

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