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Conversion Strategies for eCommerce Sites David Szetela Clix Marketing

Learn about effective conversion improvement strategies for eCommerce sites using the Acme Photo Gifts case study. Discover how branching ad groups, bidding on company name variations, and landing page optimization can drive more sales and increase profitability.

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Conversion Strategies for eCommerce Sites David Szetela Clix Marketing

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  1. Conversion Strategies for eCommerce Sites David Szetela Clix Marketing

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

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

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

  5. Strategy 1: Ad Group Branching Old ad group keywords:

  6. Strategy 1: Ad Group Branching Three New Ad Groups

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

  8. Strategy 2: Company Name Variations

  9. Strategy 3: Landing Page Optimization 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

  10. Results

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