Search
Engine Information from the
ECOMXPO Convention
Laptop Battery I attended the ECOMXPO convention and found one seminar to be
very helpful and informational and though I would share the
knowledge with you. This seminar called, "Getting the Word Out"
gives many ideas on how to bring traffic into your web site AND
generate a better ROI (Return on Investment) to get more sales.
Brett Hurt of Bazaar Voice
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Thinkpad The first presenter Brett Hurt of Bazaar Voice was explaining
word of mouth marketing and gave some startling statistics on how
these techniques can help.
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Microsoft First of all 56% of all online shoppers start at a retailers
brand web site to find out about their product and when they do the
research on what they are searching for they are influenced by
these areas:
- Relevance
- Credibility
- Customer Support
- Customer Feedback
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Laptop Computers Brett gave an example of how PETCO tweaked their web site to
make great improvements in their sales by creating a link to a new
web page entitled, "Top Rated Products". The Top Rated Products
(TRP) page had a listing of the most popular items that sold at
PETCO instead of showing the visitor an overwhelming amount of
products. From the addition of this page on PETCO's site they
increased their conversion rate by 35% and had an increase of 40%
of sales per order.
How did they do this?
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Laptop Computer By applying Web 2.0
designing to their web site.
They put the most relevant products on the TRP page, added
credibility by posting customer testimonials next to the
product, had one on one customer support, and utilized the
knowledge that was received from the customer feedback forms.
The feedback they got from the forms told PETCO what customers
wanted to see in their shopping experience.
Desktop Computer Web 2.0 is a phase of web design and marketing that makes
visitors more interactive with the web sites through the use of
feedback forms, forums, testimonials, product rating, live chat
support, etc. With this knowledge the search engines are putting
value on this input into their search engine algorithm to provide
better search engine result pages (SERPS). With this kind of input
the search engines can provide better results of what visitors are
looking for.
Notebooks One of the examples given at the seminar was that by reading the
customer reviews on a certain camera they found out that 61% of
them mentioned that the camera supported Dolby 5.1 surround sound.
Since this was such an interest to the consumers they added that
little bit of information onto their web site and watched their
sales go up.
Lenovo When doing
keyword research for clients I can usually
get a good 'feel' for what customers want and are searching for
by examining what they type into the search products. If they
are concerned about side effects of a product, what information
they are looking for, and other concerns that they may have. In
my keyword research report I include my conclusions of what
people are searching for, what their concerns are, and a list of
the search terms they are using so that my clients can tweak
their web site around to what the customers are looking for and
answer the questions they may have on a certain product.
With the addition of 'Review Pages' to web sites these things
were discovered:
- 'Review Pages' rank higher in Google
- 84% more page views to the web site
- 60% higher conversion rates for making sales
- 50% higher purchase values per order
Hard Drive After the company discovered how valuable reviews were to their
web site they implemented a plan to give away a $250 gift
certificate to someone if they wrote a review to generate more
reviews for the site.
Susan Sweeney
Travelstar The next speaker was Susan Sweeney of her self entitled company
Susan Sweeney and she talked about viral marketing.
Gateway Here are some of the recommendations she had made to increase
word of mouth to your web site:
- The addition of 'Tell a Friend' buttons to a web site
- Send incentives in newsletters to generate more newsletter
subscribers
- Find a 'Viral Marketing Script' that puts a form on your web
site
- Put reminders of encouragement to visit other web pages
Laptop Parts With Susan's viral marketing word of mouth can spread easily for
your web site and when someone is referred to your web site they
get it from a trusted source. Their friend!
Roger Dooley of Dooley Direct
Software The next speaker was Roger Dooley of Dooley Direct and he talked
about how Web 2.0 goes hand in hand with Word of Mouth
Marketing.
Hard Drives Roger then went on to discuss how an interactive site, which is
what Web 2.0 is all about, helps with marketing. Through the user
added
content from such things as
Blogs, discussion forums, feedback forms, and wiki generated
sites he explained how you can add credibility and respect to
your web site to increase your sales.
Matt Bailey of Site Logic Marketing
Electronics Last, but not least was Matt Bailey of Site Logic Marketing
discussed how forums can make or break a site.
Canon He gave an example of one site that added a page to their web
site called, "Basement Bargains" where they can sell off extra
inventory for a lower price and offer a discount on shipping if
they ordered from here.
Desktop Pc What they found out came to them as a surprise! People found out
about the discount and posted it on forums that list sales and
discounts such as www.fatwallet.com,
www.fishingfordeals.com,
www.teachers.net, and
www.mycoupons.com. From these forums people
listed the good deals they got from this web site, what the
customer support was like, and the good experience they received
when dealing with this web site. In essence they received
testimonials from these forums bragging up their web site which led
to a number of good referrals and increased traffic to their web
site.
Desktop Computers All in all these were the results they
received:
- Exceeded sales goal by 800%
- Received 5,887 search engine visitors to their web site
- The search referral rate reached 51.37%
- The conversion rate on sales was 7.01%
Think Pad Here is a breakdown on the visitors to their web
site:
- 1,828 came from the forum on www.fatwallet.com
- 642 came from the forum on www.mycoupons.com
- 330 came from the forum on www.teachers.net
Repair 40% of the sales made at this web site came from these forum
referrals.
Data Recovery So the important thing to remember about this is that customer
service is more important than the actual deal and if you have a
good word of mouth about your service it can be profitable.
Cisco This is Michael Rock of www.webrankingconsultants.com signing
off to find more information that will be beneficial to you!
Keyboard Michael Rock is a
search engine optimization specialist that
provides
website positioning strategies,
SEO consultation,
keyword research,
analyze competition,
web site analytics, and
website linking campaigns to help you
achieve better search engine ranks!
Monitor Copyright © Web Ranking Consultants
Desktop
Infosys This work is licensed under a
Creative Commons Attribution-NonCommercial-NoDerivs
2.5 License.
Refurbished Laptops Lois Thompson of Prudco Marketing. Lois is a Web Consultant
and
moderator of buildingwealth eGroup.
http://www.building-your-internet-presence.com/freetips.htm
mailto: byipwebservices@freeautobot.com
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