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Conversion Strategies for eCommerce Sites David Szetela Clix Marketing

Conversion Strategies for eCommerce Sites David Szetela Clix Marketing. 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). Conversion Improvement Strategies.

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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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