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BA_EM Electronic Marketing

BA_EM Electronic Marketing. Pavel Kotyza @ VŠFS. Online application development including key metrics definition. Where to start?. Marketing with no budget. Blog Search engine optimized posts What to blog about Guest blogging Create online tool Forum activity

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BA_EM Electronic Marketing

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  1. BA_EM Electronic Marketing Pavel Kotyza @ VŠFS Online application development including key metrics definition

  2. Where to start?

  3. Marketing with no budget • Blog • Search engine optimized posts • What to blog about • Guest blogging • Create online tool • Forum activity • Join Twitter and/or Facebook • Pitch your story • Have an affiliate program

  4. Online Product Marketing Strategy • Understand your customer • What does your client need and want? • Why your customer buy from you? • What customers expect after the sale? • Offer a unique high value product • Be remarkable and worth recommending

  5. Online Product Marketing Strategy

  6. Online Product Marketing Strategy • Go extreme with an aspect of your product • Cost • Design • Service • Go beyond core features • Change your target customer

  7. How to set Internet Goals and Objectives • Build marketing asset • Running an ad is an expense. Building a brand people trust is an asset. – Seth Godin • Building your reputation and brand • Building your (permission-based) mailing/contact list • Building the relationship with the people on that list

  8. 3 ways to increase sales online • 1. Increase the number of customers • 2. Increase the average order size • 3. Increase the number of repeat puchases

  9. 1. Increase the number of customers • Solve real problem • Be remarkable • Drive relevant traffic • Free and paid • Boost conversion • Use referral program This is the most expensive part of increasing sales!

  10. 2. Increase the average order size • What is the most profitable question of all times? • X-sell, up-sell, context sales • The time-tested 60×60 rule says that your customers will buy an upsell 60 percent of the time for up to 60% of the original purchase price

  11. 2. Increase the average order size • Quantity discounts • Offer and upgrade • Bundling • Complementary product • Longer commitment • Extended warranty • Add-on services • Expedited delivery

  12. Example – GoDaddy.com • different extensions (.net, .info etc), • domains you searched previously, • variations you might consider, • premium domains, • country/region specific domain • add 5 more domains and get bulk pricing • popup banner with “get 3″ additional extensions for a deal, • email plan

  13. 3. Increase the number of repeat purchases • It is cheaper to keep customer than acquire new one • Offer promotions and remind customers of what you offer • Free shipping for a year – locking customers in • Offer coupons with the order • Save customer’s details incl. credit card • Customer experience • Service is the new selling

  14. Customer Loyalty • Shared values before interactions • Do you stand for something? • Shared values lead to loyalty • Are people loyal to companies or to what they stand for? • Real thing, not stick-on emotions

  15. Conversion Optimization • Conversion optimization is the method of tuning websites or landing pages with the goal of converting more visitors into customers. The higher the conversion rate (%), the more sales (sign ups, subscriptions, etc) you get. • What conversion rate is enough?

  16. Conversion testing methods • A/B Testing • Multivariate testing • Structured approach • Measure • Analysis • Test • Optimize • LIFT

  17. How to support conversion rates I • Quality product images • Great product copy • Product videos • Customization • Charging for shipping is conversion killer • Live chat • Offer multiple payment options

  18. How to support conversion rates II • Clear progress indicators • Show contact info • Address uncertainty • Communicate your value proposition • Better search on the web • More choices requires better filters • Short forms

  19. How to support conversion rates III • Promote shopping cart contents • Simplify credit card info • Registration on the background • 300 000 000 USD button • Product reviews • Upsell but watch where • Clear, big calls to action • Do user testing

  20. Lead Generation • Capture emails • Build relationship • Add value before asking • Repeat step 3 as much as possible • Sell great products

  21. Checklist: Increasing sales online • Create buyer personas • Drive relevant traffic and relevant messages • Make your design good • Create perfect value proposition • Understand buying phases • Reduce friction • Focus on clarity • Eliminate noise and distraction • Engage visitors • Add urgency • Follow usability standards

  22. Zero Moment of Truth

  23. This is the end • Thank you

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