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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

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Building An E-Business Tales From The Trenches

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  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

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