Conversion Strategies for eCommerce Sites David Szetela Clix Marketing.

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Presentation transcript:

Conversion Strategies for eCommerce Sites David Szetela Clix Marketing

Seasonal gift items Totally ROI driven Already advertising on Google and Yahoo! Goal – more sales, more profitably (>2x ROI) Conversion Case Study: Acme Photo Gifts

Ad Group “Branching” Bidding on company name variations Landing Page Optimization Conversion Improvement Strategies

Old campaign – few ad groups with many unrelated keywords New campaign – many ad groups with tightly related keywords and ad copy Strategy 1: Ad Group Branching

Old ad group keywords: Strategy 1: Ad Group Branching framed photospainted group photo photos in nice frames personalized photo gift custom photo gifts dad photo gift christmas photo like oil painting painted photospainting from a photo portrait photo painting framed photo portrait framed photo enlargement classy photo framing photo anniversary gift photo portrait gift

Three New Ad Groups Strategy 1: Ad Group Branching FramingPaintingGifts framed photospainted group photocustom photo gifts framed photo portraitpainting from a photodad photo gift christmas photos in nice framespainted photosphoto anniversary gift framed photo enlargementphoto like oil paintingpersonalized photo gift classy photo framingportrait photo paintingphoto portrait gift

Strategy 2: Company Name Variations Acme Photo Gifts Acme Photographic Gifts Acme Photo Acme Photographic Acme Phot Gifts Amce Photo Gifts.

Strategy 2: Company Name Variations acmephotogifts.comacmephotogifts.coacmephotogifts,comwww acme photo giftsacme photo gifts.com/ photo gifts comacme photo gifts.com. / photo gifts.coacme photo gifts.org ww.acmephotogifts.comww.acmephotogifts.conwww. acmephotogifts.comacme photo gifts.coacme photo gifts,com ww.acmephotogiftsacmephotogifts.conacme photo gifts.comacme photo gifts.conacme photo gifts.com, acmephotogifts.comacmephotogifts..conwww.acme photo gifts.comwww.acme photo gifts.conacme photo gifts.com / conwww.acme photo giftsww.acme photo gifts.conwww. acme photo gifts.com acmephotogifts..comgo.acmephotogifts.comww.acme photo gifts.comacme photo gifts.conwww,acme photo gifts.com www acmephotogiftsgo.acmephotogiftsww.acme photo giftsacme photo gifts..congo.acme photo gifts acmephotogifts comacmephotogifts.com/acme photo gifts.comacme photo gifts conacme photo gifts..com photo giftsgo.acme photo gifts.comacmephotogifts.org

Best way to improve conversion Tight correlation between keywords, ad copy and landing page content Simple A/B split tests Multivariate analysis – e.g. Google Website optimizer Strategy 3: Landing Page Optimization

Results