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E-Commerce & Internet Marketing

E-Commerce & Internet Marketing. Outline. Setting up your store Protecting yourself and your customers Increasing traffic Improving conversions. Setting up your store. Buying a domain name Getting web space Setting up a shopping cart Obtaining a payment gateway. Buying a domain name.

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E-Commerce & Internet Marketing

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  1. E-Commerce & Internet Marketing

  2. Outline • Setting up your store • Protecting yourself and your customers • Increasing traffic • Improving conversions

  3. Setting up your store • Buying a domain name • Getting web space • Setting up a shopping cart • Obtaining a payment gateway

  4. Buying a domain name • GoDaddy.com • NetworkSolutions.com • http://whois.domaintools.com/smak4hosting.com • Most web host company

  5. Getting web space • Things to look for • Technology platform (Linux vs. Windows) • Storage space • Bandwidth • Multiple domains • Recommendations • Bluehost.com • Dreamhost.com

  6. Setting up a shopping cart • Out of the box shopping cart packages • OS-Commerce / Zen-Cart • Free • Lots of features out of the box • Difficult to modify / customize • Cube Cart • Free or paid license ($69.95) • Not as many features • Easier to modify / customize

  7. Setting up a shopping cart • Shop sites • Yahoo Small Business includes: • Domain name • Web hosting • Shopping cart management • Payment processing plans • http://smallbusiness.yahoo.com

  8. Obtaining a payment gateway • Popular payment gateways • VeriSign • Paymentech • PayPal

  9. Obtaining a payment gateway • What to look for • Set-up fees • Monthly fees • Transaction fees

  10. Protecting yourself and your customers • How? • Encrypted connection • SSL Certificate • https:// or • Encrypt customers’ passwords • Don’t store credit card information unless you absolutely have to

  11. Increasing traffic (Sales) • Pay Per Click Advertising • Affiliate Marketing • Search Engine Optimization • Email Marketing • Product Ads • Banners • Trade Leads

  12. Pay Per Click (PPC) Advertising • Google/Yahoo Contextual Ads

  13. Pay Per Click (PPC) Advertising

  14. Affiliate Marketing • Amazon style rewards for visitors to your site • Commission Junction • http://www.cj.com • Link Exchanging • Partner with sites and exchange links

  15. Search Engine Optimization (SEO) • Free traffic to your website

  16. Search Engine Optimization (SEO) • Keyword density • Put search term in: • Title • Header (h1 or h2 tag) • First paragraph of page • Bold & Italicized • URL

  17. Increasing conversions • Analytics • Google Analytics • Omniture • Market Research • Marketing Sherpa • Free Newsletter

  18. Analytics • Tell you: • How many visitors • How they found you • Which search terms • Which PPC • Conversion rates • Geo-locations

  19. Conclusion • Increase your revenue by • Setting up your store • Protecting yourself and your customers • Increasing traffic • Improving conversions

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