ebusiness ecommerce 6-6 conclusion
TRANSCRIPT
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eBusiness & eCommerce
6/6 ConclusionMatthieu BRUCKERT
2016
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eBusiness
?
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eBusiness
Doing Business using IT
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eCommerce
?
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eCommerce
The main activity of a Business is Commerce.
Doing commerce using IT
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Attract Prospects with SEM
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Lead / Prospect / Customer
Lead = Potential ProspectProspect = Potential CustomerCustomer = Someone who buys! €
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Search engines?
90% of europeans use Google
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The eProcessStrategy
GoalsMeans KPI
Web Ecosystem
Monitoring Content SEO/SEA Measures
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Diagnostic/Monitoring
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The Diagnostic before The Strategy
Good Diagnostic -> Good Strategy
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SEOSearch Engine Optimization
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Keyword Group
10 keywords/expressions (5-20 optimum)
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AdWords: Keyword Planner
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Google JuiceFolder Tree
Internal Links
No 404!
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Long tail strategyLow search keywords strategy
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Content curation
1.Select2.Present3.Share
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SEAStrategy
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5 Steps1. Think like a prospect2. Organize by theme3. Select specific Keywords4. Find negative keywords5. Find new keywords (Keyword planner)
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AdWords Display
CPM CPC CPA
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SEM = SEO + SEA
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KPI
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Result!
€
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Acquisition
1. Direct Access2. Search Engine3. Links4. Adwords
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Average basket
Revenue---------------------
Number of Orders
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Increase Average Basket
• Up-selling: options, warranties• Cross-selling: complementary
products in other range• Packs, Bundles• Promotions, Advantages, Gifts
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More techniques
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Remarketing
• Lost basket -> email• On site re-engagement
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Display retargeting
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Click 2 Chat
3X conversion rate
Increase average basket
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Customer Advice