SES – Maximum Retail Conversion
Moderator: Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch
Speakers: Jennifer Doss, E-Commerce Marketing Manager, Lids.com, Jamie Smith, CEO, Engine Ready, James Beriker, President, Efficient Frontier, Chris Leggatt, Senior Account Executive, Moniker.
It’s Jennifer Doss who opens the session, she has a case of Lids.com it deals in selling of hats from sports teams and colleges. They have some goals like triple monthly revenue at CPA of $7, to boost up the sites sear visibility on keyword hats and to get a double revenue numbers from natural search.
The challenges which it faces are many over 10,00 pages and 20,000 sku’s, then the pages have not been optimized for indexing, there isn’t enough copy, keywords not properly targeted, content is not targeted to visitors and lastly there’s nositemap.
It has a couple of options in terms of paid tactics and they are manual management to be replaced, expansion of participation in other search programs, optimized paid search ad copy, Increased keywords from 500 to 13K and revised monthly PPC budget. The organic strategies entail dynamically generated optimization tags, blog strategy targeting specific keyword phrases, dynamic Google Sitemap file.
Now the time from results of the paid campaign, CPA decreased by 50%, monthly conversion increased 1,294%, monthly revenue increased 1,244%. On the other hand organic campaign lead to, #1 ranking in search engines including Google.
Up next was Jamie Smith of Engine Ready, who unfurled the 3c’s for success, they are, conversion drivers which are credibility, security, value, conversion inspiration, nearly customers – which are the one’s closest to a conversion. It was emphasized that there’s a need to address this category for immediate results. The other customers are non customers and didn’t use the cart at all, and then there are new customers.
Then the discussion moved on to the 3 C’s for SEM success, it was suggested that there’s a need develop a "visibility" strategy derived from the target market, goals and objectives. And the 3Cs are creativity, continuity and conversion.
Next point of discussion was the measurement of your success: for Creative its highest CTR, for continuity its least bounce rate, and for conversion it’s max. ROAS. For he watch path analysis she suggested navigation, i.e. Usability and Site design, Robust site search and lastly complete Shipping.
Chris was the next presenter, he discusses the characteristics of a good domain, he comes up with features, they are to have a natural generic brand, something that’s easy to remember, that’s clear, concise and descriptive, is visually pleasing and is an existing type in traffic. He also discusses other data such as there are 70% of the Internet users make use of direct navigation, which has shot up from 53% just 4 years back. Direct navigation is supposed to supersede the figure of $1.2 billion this very year. And that 43% of the direct navigation traffic is willing to purchase the products.
The last one to speak is James Beriker, he discloses that consumers are willing to pay online and are even ready to pay for services such as premium delivery and the like. The expenditure on retail on Google had shot up an astounding 134%, and it’s been through Google that’s been the most effective in driving conversions for retailers. MSN leads Yahoo in terms of spend preferences.
He moves further to deliberate upon the best practices in conversion, according to him they are, the Quality score which is the user experience and account structure. A higher quality score means a high clicks @ lower cpc, and leads to more conversions, revenue at lower CPA coupled with a higher ROI. Now what determines the user experience are the trio of search query, ad copy, landing page.
Search queries that are most relevant are the best, relevance in terms of title, description and the landing page doesn’t disappoint. There are also a couple of points for the account structure, they include organizing campaigns by product type, creating ad groups based on products, there’s inventory-based advertising.
About the promotions he suggests that it offers increase click-through rate in ad copy, offers only increase conversion rate meaning whether the message is being reinforced on landing page or not? A good idea would be to align print and online campaigns. About landing pages they should be built around motivation, value proposition including its clarity, make sure there’s no friction on your page with all the clutter etc, do you offer incentive to the visitor, which also helpful to counter the friction aspect. You also need to watch out for anything on the page that causes anxiety in the mind of the visitor and prevents them from a purchase.