1 / 27

Building An E-Business Tales From The Trenches

Building An E-Business Tales From The Trenches. CEO Series Presentation IIT-Rice Campus Wheaton, IL October 8, 2009. Monetizing The Web. Three business models: E-Commerce Sites Affiliate Sites Or Blogs Content Sites Or Blogs. E-Commerce Sites. Sell physical products

drew
Download Presentation

Building An E-Business Tales From The Trenches

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Building An E-BusinessTales From The Trenches CEO Series Presentation IIT-Rice Campus Wheaton, IL October 8, 2009

  2. Monetizing The Web Three business models: • E-Commerce Sites • Affiliate Sites Or Blogs • Content Sites Or Blogs

  3. E-Commerce Sites • Sell physical products • Sell digital products • Sell reports • Sell education • Conversion = $ale • Limiting factors: visitors & conversion rate

  4. Affiliate Sites Or Blogs • Expertise & passion are key • Monetize traffic via affiliate program(s) • Link site to another site’s content • A fee is paid when a transaction occurs • Fee can be a % or flat amount • Transaction can be sale, signup, lead • Limiting factor: visitors or readers

  5. Content Sites Or Blogs • Expertise & passion are key • Monetize traffic via advertising • Display ads; receive fee on click • Google Ad Sense • Limiting factor: visitors or readers

  6. Getting Visitors • Search • Organic or natural SE results • Paid search results • Email Marketing • Affiliate Marketing

  7. Organic Search • Search position is key • Search position is determined by search engine’s proprietary algorithm • Algorithms are based on a combination of two things: • On page factors • Off page factors

  8. Organic Search On page factors include: Page title Meta description Body text Links & link text Meta keywords Images of any kind Remember: SE’s must find your page!

  9. Organic Search “Quality” Factors: • Time On Site • Pages/Visit • Bounce Rate • Load Time

  10. Organic Search Google’s Page Rank • “Democratization of the web” • Incoming links (“back links”) are like votes of importance of a page • The importance of each back link is a huge factor • Importance is determined by Page Rank

  11. Organic Search • Off page factors include: • Incoming links • Page Rank of those links • Link text • Authority sites • “Link Juice” concept

  12. Organic Search Page Rank Sculpting • Each page has its own Page Rank • Home page usually has highest PR • Internal links pass link juice too • Control link juice via NOFOLLOW tag Result: increased PR of internal pages Additional tactic: deep links

  13. Organic Search Strategy • Thoughtfully construct pages • Thoughtfully link pages • Obtain many back links (especially high PR authority sites) to home page • PR sculpt link juice to most important internal pages • Build deep links to most important internal pages • Focus On Quality

  14. Paid Search Pay Per Click (PPC) • Site owner advertises: • Builds list of keywords • Composes ads triggered by keywords • Pays fee to network (e.g. Google’s Ad Words) when someone clicks on ad • Note conversion risk is on advertiser • ROI and/or COA are key metrics

  15. Paid Search Shopping Comparison Engines (SCE’s) • A PPC variation • Click through on a specific product • Products are sent to SCE via data feed • Visitor lands on the product page • Note conversion risk is on advertiser • ROI and/or COA are key metrics

  16. Email Marketing • “House” list • General opt-in • Actual customers • Rented lists • Advertise in “E-Zines” • HTML or text format • Can be very cost effective

  17. Affiliate Marketing • Site refers visitors (links) to another site • Upon conversion, the referring site is paid a fee • Fee can be a % or flat amount • Transaction can be sale, signup, lead

  18. Affiliate Marketing • In House Programs • Self-administered • Trust is a concern • Affiliate Networks • Provide all administration & consolidation • Commission Junction • Link Share • Share A Sale

  19. E-Commerce Sites Some Conversion Considerations • Product images • Descriptive text • Page layout • Navigation • Site Search • Pay methods

  20. E-Commerce Sites Considerations On Choosing Products • Unique or specialty products • Margin versus volume (turnover) • Dollar Density (Value/Weight) • Shipping durability • Competition (including manufacturer) • Expiration

  21. E-Commerce Sites Product Fulfillment Options: • Self fulfill • Outsourced fulfillment • Drop ship fulfillment

  22. E-Commerce Sites Resource: Google Analytics • Tracks visitors, content, traffic sources • E-Commerce functions: • Conversion funnel visualization • Product performance • Traffic source performance

  23. E-Commerce Sites Other Resources • Google Alerts • Google Base (Shopping) • Google Webmaster Tools • Google Website Optimizer • Yahoo YSlow • Rank Checker • SpyFU

  24. E-Commerce Sites Resource: CyberSiteSearch • E-Commerce Site Search • Improved Conversion Rate • Google Product Injection • Google Shopping • Search Engine Product Visibility • Makes Product Pages Obvious To SE’s

  25. E-Commerce Sites Resource: CyberSiteSearch

  26. How We Can Help • On Page Search Engine Optimization • Link Building Programs • Pay Per Click Setup & Management • ROI & COA –centric • Affiliate Program Setup & Management • Outsourced E-Commerce Program

  27. Questions? Comments? Reinhart Technologies Inc. http://www.CyberCucina.com http://www.CyberSiteSearch.com http://www.ReinhartTechnologies.com John@CyberCucina.com John@ReinhartTechnologies.com 630-876-6000

More Related