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Marketing en ligne pour
webshops - Online
marketing voor webshops
20 05 2014
A quick tour through the different traffic
sources of your e-commerce platform.
(and the ones you don’t have … )
Wednesday, May 21, 2014 | Mathieu Van de Velde
(… yet… )
This is why you’re here …
This is why you’re here …
This is why I’m here …
Comeos - Traffic sources for e-commerce
First things first.
Define your Targets & KPI’s
Comeos - Traffic sources for e-commerce
One more thing...
Acquisition & Retention
Acquisition Channels
90%
of all internet sessions
begin with a simple search
source
Search Engine Optimization – Organic
Embrace content!
Use microformats! (www.schema.org)
Use content for FAQ’s as entry pages
Use content of Reviews
Use content marketing – blog about tips & tricks
Foresee content on Product pages
... And on Category pages
OPTIMIZE EVERY PAGE!
Comeos - Traffic sources for e-commerce
Search Engine Advertising – CPC
Display Ads – CPC
Display Ads – CPC
Engagement Ads – CPC
http://www.thinkwithgoogle.com/products/engagement-ads.html
http://www.richmediagallery.com/resources/engagement_ads/
Engagement Ads – CPC
http://www.thinkwithgoogle.com/products/engagement-ads.html
http://www.richmediagallery.com/resources/engagement_ads/
Google Shopping – CPC
Google Shopping – CPC
Google Shopping – CPC
Comparison Sites – CPC
Facebook Advertising – CPC
Youtube Ads – CPC
Youtube Ads – CPV
Affiliate Marketing – Affiliate
Use product feeds in .XML
Set up attractive campaigns
Give your affiliates the adequate sales material
Performance Based ... What are you waiting for?
“Affiliate marketing is a type of performance-based marketing in
which a business rewards one or more affiliates for each visitor or
customer brought by the affiliate's own marketing efforts.” -Wikipedia
Retention Channels
Segmentation of your Target Audience!
Personalization!
Define conversion paths & flows …
Automation!
Customer Intimacy!
Remarketing
“With remarketing, you can
reach customers who have
shown an interest in your
product or service by visiting
your site, and show them
relevant ads across the Google
Display Network. It's a powerful
way to match the right people
with the right message.”
-Google
Advanced Remarketing
Advanced Remarketing
Advanced Remarketing
CRM / E-mail / ...
CRM / E-mail / ...
Transactional mails
• Thank you for your purchase
• Your payment has been succesfully received
• Your (your product) has been shipped and will arrive
tomorrow!
=> Customer Intimacy
CRM / E-mail / ...
CRM / E-mail / ...
Ask for product reviews in exchange for loyalty points
• Did you enjoy your holiday?
Fill in surveys in exchange for loyalty points
• How are you liking feature x of (your product)?
CRM / E-mail / ...
CRM / E-mail / ...
Ask for birthdays & other events
• Make your audience feel that you care
• Happy mother’s day! Because you work so hard as a mom,
have a 10 euro coupon to spend on our shop on mother’s
day.
=> Segmentation & Personalization
CRM / E-mail / ...
CRM Automation
http://www.crmsearch.com/marketing-directory.php
Social Media
Use it to:
• Bond with the Consumer
• Provide Customer Care
• Boost Brand advocacy
• Inspire
• Recruit
Comeos - Traffic sources for e-commerce
Bonus: A/B Testing
Constantly test your pages & checkout process
• Add testimonials to checkout process
• Make registration forms more transparant
• Test variations of call to actions
• Play around with product & category pages
Visual Website Optimizer
• http://visualwebsiteoptimizer.com/
Optimizely
• https://www.optimizely.com/
Bonus: A/B Testing
Bonus: A/B Testing
Bonus: E-commerce Dashboard
https://www.google.com/analytics/web/template?uid=m-ez2C77QYWAbiAT-aCKNQ
Take-Aways
Some suggestions …
When I get back to the office
When I get back to the office I’ll start testing with new channels
When I get back to the office I am going to start with CRM
When I get back to the office I will play around with Google Shopping
When I get back to the office I’m going to think about segmentation
When I get back to the office I’ll download the E-commerce Dashboard
When I get back to the office I will start A/B testing right away
When I get back to the office I’ll consider Social Media for customer care
When I get back to the office I’m going to tell my boss about this event
When I get back to the office I will call The Reference for some advice
Q&A
Comeos - Traffic sources for e-commerce
About The Reference
Limoges
Ghent
Antwerp
Amsterdam & Rotterdam
Paris
Brussels
Belgium
The Reference, Ghent
Emakina Belgium, Brussels
Design is Dead, Antwerp
Netherlands
Emakina.NL, Rotterdam, Amsterdam
France
Emakina.FR, Paris, Limoges
UK
Emakina.UK, London
Switzerland
Emakina.CH, Genève, Lausanne
The Reference, part of Emakina Group
London
Geneva & Lausanne
Emakina Group Coverage
The Reference Core Services
User Interface Design
CMS Platforms
Creative Websites
Transactional Websites
Mobile Interfaces
E-Direct Marketing
Search Engine Marketing
Campaigns
Performance Dashboards
Emerging Channels
Supported by
Emakina/Live
Emakina/Social
Emakina/Media
Supported by
Emakina/Motion
Emakina/Mobile
Supported by
Emakina/Think
Emakina/Perform
Strategic Planning
Site Optimization
User Goal Scenarios
KPI Definition
Consulting
Concept & strategy Technology & design Management & Marketing
Some clients
The Perform Team
Certified Solution Provider
Center of Excellence of The Reference & Emakina Group dedicated to
analytics, search engine marketing, social media & conversion optimization.
Team of specialist consultants, trained and certified in their area of expertise
working groupwide on The Reference and Emakina Clients.
Certified Implementation Partner
Previously Omniture
Certified Partner
Previously Nedstat
What is The Perform Team?
Certified Partner
Comeos - Traffic sources for e-commerce
Our Services
KPI Workshops
Analytics Setups & Configurations
Online Advertising
• Google Search Network
• Google Display Network
• Remarketing
• Google Shopping
• Youtube Advertising
• Facebook Advertising
• LinkedIN Advertising
• Bing Advertising
• …
Search Engine Optimization
Inbound & Content Marketing
A/B Testing
Social Media Strategy &
Conversation Management
Social Media Monitoring
• Brand monitoring
• Competitor Monitoring
Online Reputation Management
Affiliate Marketing
• TradeTracker
• …
Consultancy & Trainings
Our USP’s
Our geographic proximity of our offices in Ghent, Belgium
Our previous experience & knowledge gained on multiple
projects
We are a full service digital agency with a vast network of
resources. Not just an SEO & SEA agency
Not a traditional strategy but a web traffic approach through
content strategy, partially steered by social analytics & insights
Open and transparant communication on every level. We’re not
a bakery, we do not sugarcoat our product.
Highly qualified and trained staff with incentivized Senior
profiles.
Our Partners
For our Digital Marketing Strategies & Executions we take advantage of a few
Strategic Partnerships:
• Google Dublin & Belgium
• (Google Search, Google Display, Product Listing Ads, … )
• Facebook
• (Advertising)
• Visual Website Optimizer
• (A/B Testing)
• Media Forta
• (Preferred multilingual partner for native copy in Campaigns & SEO)
• Adobe
• (Analytics / Omniture, Marketing Cloud, Experience Manager, …)
• Selligent
• (Interactive marketing & E-mailmarketing)

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Comeos - Traffic sources for e-commerce

  • 1. Marketing en ligne pour webshops - Online marketing voor webshops 20 05 2014
  • 2. A quick tour through the different traffic sources of your e-commerce platform. (and the ones you don’t have … ) Wednesday, May 21, 2014 | Mathieu Van de Velde (… yet… )
  • 3. This is why you’re here …
  • 4. This is why you’re here …
  • 5. This is why I’m here …
  • 13. 90% of all internet sessions begin with a simple search source
  • 14. Search Engine Optimization – Organic Embrace content! Use microformats! (www.schema.org) Use content for FAQ’s as entry pages Use content of Reviews Use content marketing – blog about tips & tricks Foresee content on Product pages ... And on Category pages OPTIMIZE EVERY PAGE!
  • 19. Engagement Ads – CPC http://www.thinkwithgoogle.com/products/engagement-ads.html http://www.richmediagallery.com/resources/engagement_ads/
  • 20. Engagement Ads – CPC http://www.thinkwithgoogle.com/products/engagement-ads.html http://www.richmediagallery.com/resources/engagement_ads/
  • 28. Affiliate Marketing – Affiliate Use product feeds in .XML Set up attractive campaigns Give your affiliates the adequate sales material Performance Based ... What are you waiting for? “Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.” -Wikipedia
  • 30. Segmentation of your Target Audience! Personalization! Define conversion paths & flows … Automation! Customer Intimacy!
  • 31. Remarketing “With remarketing, you can reach customers who have shown an interest in your product or service by visiting your site, and show them relevant ads across the Google Display Network. It's a powerful way to match the right people with the right message.” -Google
  • 35. CRM / E-mail / ...
  • 36. CRM / E-mail / ... Transactional mails • Thank you for your purchase • Your payment has been succesfully received • Your (your product) has been shipped and will arrive tomorrow! => Customer Intimacy
  • 37. CRM / E-mail / ...
  • 38. CRM / E-mail / ... Ask for product reviews in exchange for loyalty points • Did you enjoy your holiday? Fill in surveys in exchange for loyalty points • How are you liking feature x of (your product)?
  • 39. CRM / E-mail / ...
  • 40. CRM / E-mail / ... Ask for birthdays & other events • Make your audience feel that you care • Happy mother’s day! Because you work so hard as a mom, have a 10 euro coupon to spend on our shop on mother’s day. => Segmentation & Personalization
  • 41. CRM / E-mail / ...
  • 43. Social Media Use it to: • Bond with the Consumer • Provide Customer Care • Boost Brand advocacy • Inspire • Recruit
  • 45. Bonus: A/B Testing Constantly test your pages & checkout process • Add testimonials to checkout process • Make registration forms more transparant • Test variations of call to actions • Play around with product & category pages Visual Website Optimizer • http://visualwebsiteoptimizer.com/ Optimizely • https://www.optimizely.com/
  • 50. Some suggestions … When I get back to the office When I get back to the office I’ll start testing with new channels When I get back to the office I am going to start with CRM When I get back to the office I will play around with Google Shopping When I get back to the office I’m going to think about segmentation When I get back to the office I’ll download the E-commerce Dashboard When I get back to the office I will start A/B testing right away When I get back to the office I’ll consider Social Media for customer care When I get back to the office I’m going to tell my boss about this event When I get back to the office I will call The Reference for some advice
  • 51. Q&A
  • 54. Limoges Ghent Antwerp Amsterdam & Rotterdam Paris Brussels Belgium The Reference, Ghent Emakina Belgium, Brussels Design is Dead, Antwerp Netherlands Emakina.NL, Rotterdam, Amsterdam France Emakina.FR, Paris, Limoges UK Emakina.UK, London Switzerland Emakina.CH, Genève, Lausanne The Reference, part of Emakina Group London Geneva & Lausanne
  • 56. The Reference Core Services User Interface Design CMS Platforms Creative Websites Transactional Websites Mobile Interfaces E-Direct Marketing Search Engine Marketing Campaigns Performance Dashboards Emerging Channels Supported by Emakina/Live Emakina/Social Emakina/Media Supported by Emakina/Motion Emakina/Mobile Supported by Emakina/Think Emakina/Perform Strategic Planning Site Optimization User Goal Scenarios KPI Definition Consulting Concept & strategy Technology & design Management & Marketing
  • 59. Certified Solution Provider Center of Excellence of The Reference & Emakina Group dedicated to analytics, search engine marketing, social media & conversion optimization. Team of specialist consultants, trained and certified in their area of expertise working groupwide on The Reference and Emakina Clients. Certified Implementation Partner Previously Omniture Certified Partner Previously Nedstat What is The Perform Team? Certified Partner
  • 61. Our Services KPI Workshops Analytics Setups & Configurations Online Advertising • Google Search Network • Google Display Network • Remarketing • Google Shopping • Youtube Advertising • Facebook Advertising • LinkedIN Advertising • Bing Advertising • … Search Engine Optimization Inbound & Content Marketing A/B Testing Social Media Strategy & Conversation Management Social Media Monitoring • Brand monitoring • Competitor Monitoring Online Reputation Management Affiliate Marketing • TradeTracker • … Consultancy & Trainings
  • 62. Our USP’s Our geographic proximity of our offices in Ghent, Belgium Our previous experience & knowledge gained on multiple projects We are a full service digital agency with a vast network of resources. Not just an SEO & SEA agency Not a traditional strategy but a web traffic approach through content strategy, partially steered by social analytics & insights Open and transparant communication on every level. We’re not a bakery, we do not sugarcoat our product. Highly qualified and trained staff with incentivized Senior profiles.
  • 63. Our Partners For our Digital Marketing Strategies & Executions we take advantage of a few Strategic Partnerships: • Google Dublin & Belgium • (Google Search, Google Display, Product Listing Ads, … ) • Facebook • (Advertising) • Visual Website Optimizer • (A/B Testing) • Media Forta • (Preferred multilingual partner for native copy in Campaigns & SEO) • Adobe • (Analytics / Omniture, Marketing Cloud, Experience Manager, …) • Selligent • (Interactive marketing & E-mailmarketing)