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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 your
biggest challenge?
What ecommerce
shopping cart platform
    do you use?
Agenda

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

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

 Easiest Way to Produce Unique Content

 •   Thought leadership
 •   Education
 •   Entertainment
 •   Personality
 •   SEO
Blogging Attracts More Visitors
Blogging Means More Inbound Links
2) User Reviews
3) Unique Product Descriptions
                • Separate yourself from
                  other retailers!
                • Describe basic features
                • Explain what you like
                • Why your product?
                • How can buyer benefit?
                • Product alternatives?
4) Unique Photos




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

                   • Visually compare
                     products

                   • User generated
                     comparisons
Case Study: Woot.com
Case Study: ProClipUSA.com
Case Study: ProClipUSA.com
    35000
            Started Blogging
    30000



    25000



    20000



    15000



    10000



     5000



        0




                Unique Visitors

Source:
Agenda

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

                                           4%      visitors convert to sales




                            96%

Data: US Retail eCommerce sites from Coremetrics, 2009
Problem: Many Visitors Don’t Convert




Data: US Retail eCommerce sites from Coremetrics, 2009
Solution: Soft Calls to Action

• Capture consumers in
  research phase

• Educate consumers

• Begin remarketing
  through email

• Prevent cannibalization
  with “Resources” section
Call to Action Best Practices

 • Action Oriented
Call to Action Best Practices

 • Action Oriented
 • Images
Call to Action Best Practices

 • Action Oriented
 • Images
 • Clickable Links

 Get Started Now
Call to Action Best Practices

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

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

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




                 32%
               Conversion     53%
                            Conversion

28
Case Study: Natural Remedies




NativeRemedies.com
Problem: Abandoned Carts

                           69%
                       Abandoned Carts




                 vs.
Are you tracking your
cart abandonment rate?
Solution: Measurement is the first step
Solution: Cut Forms Down to Essentials
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
Are you doing any
 abandoned cart
 email nurturing?
Agenda

 •   Increase Traffic Quantity & Quality
 •   Increase Visitor Conversion to Sale
 •   Improve Effectiveness with Analytics
 •   Q&A
Problem: Don’t Know What Drives Sales
How Do You Measure?
Solution: Closed Loop Reporting




       Marketing        Sales
Visitor to Sale
…By Channel or Source
Agenda

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


  Get Found        Convert         Analyze
   SEO            Soft Calls to    Closed Loop
                  Action           Analytics
   Blogging
                  Abandoned        Competitive
   Social Media   Cart Nurturing   Analysis

                                   Abandoned
                                   Cart Tracking
Would you like a free
 Inbound Marketing
    Assessment?
Thank You!

   Questions?


www.HubSpot.com

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