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Enhancing Customer Engagement: Strategies for Profitability and Reduced Transaction Costs

In this comprehensive guide, Prof. Dr. Tilo Hildebrandt unveils the Selling Pyramid and insights on optimizing the buyer's journey from site visitor to shopping cart. He discusses key metrics such as a 25% conversion rate from the shopping cart to purchase, illustrating the importance of usability and findability in marketing strategies. By focusing on CRM, community engagement, and effective website optimization for both visitors and search engines, this resource equips businesses to enhance customer experiences and maximize profitability.

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Enhancing Customer Engagement: Strategies for Profitability and Reduced Transaction Costs

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  1. Find Customer – Bind Customer Increasing Profitability Reducing Transaction Cost Prof. Dr. Tilo Hildebrandt

  2. Selling Pyramid Buyer Shopping Cart to Buy: 25% 3 Near Buyer Shop Visitor to Cart: 40% 12 Shop Visitor 30 Visitor to Shop: 30% Site Visitor 100 Prof. Dr. Tilo Hildebrandt

  3. Marketing Pyramid After Sales CRM Partner Buyer Usability Member Community Marketing Surfer Internet Marketing Prof. Dr. Tilo Hildebrandt

  4. JanusStrategy Website optimized for Visitors (Usability) Website optimized for Robots (Findability) Prof. Dr. Tilo Hildebrandt

  5. Janus Strategy Relevance Website Source Code Usability Findability I-Surfer I-Robot Prof. Dr. Tilo Hildebrandt

  6. Structure of a Search Engine WWW Data Collection URL {Textstrings,...} Query Results Analysing Query Sequenz Robot(s) URL List Indexer, Parser Inverse Index Database URL {Keyword 1,2,...} Database Keyword {URL 1,2,...} Offpage Analysis Hyperlinks Onpage Analysis New URL Entries URL Entries (in Anlehnung an A. Arasu et al. „Searching the Web“, ACM Transactions on Internet Technology, Vol. 1/1, August 2001, S. 4)

  7. Findability Cookbook + Do‘s - Dont‘s • Catalog Entries • Link Baiting • Meta Tags • Static Webpages • Content is King • Doorway-Pages • Cloaking • Keyword-Stuffing • Hidden Content • Link-Farm Prof. Dr. Tilo Hildebrandt

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