Specialty Living - Online Shopping Portal
4.07.2009
POSTED IN Web Site Marketing (SEO, SEM) | NO COMMENTS TAGS : ecommerce web site, marketing water fountains, online marketing, online shopping web site, search engine marketing, search marketing, specialty living, web marketing
Here's the whole scoop on this ecommerce (Specialty Living) web site…
Results: Steady growth of site via increased traffic flow (visitors to the site) and sheer volume of products sold.
What you should know: The advertising budget was pretty much non-existent and the web site niche focus changed three times over the course of a two-year period. We were able to level out the navigation and page set up and the site is currently showing strong stable growth in search ranking as a niche water fountain site. This site is one of three owned by the same company.
Our Marketing Activities Include:
- Garnering first page listing in Google, MSN and Yahoo – primarily through link building.
- Category pages are just beginning to rank on the first page in Google, Yahoo, MSN – using unique title tags, headers, copy to pick up specific search phrase.
- Detailed keyword rich product descriptions so specific product pages rank extremely high in Google, MSN and Yahoo.
- In depth tracking using analytics to ols to calculate bounce rate, vistor path, exit pages, etc. to improve conversion rate on the site.
- Special Promotions/Incentives to buy
- Email marketing – creation of mail list by adding subscription information to the purchase page and giving users an opportunity to sign up
- Press Releases (digital press releases)
- Creation of buyer's guide area to establish this site as expert in the fountain area and set it apart from the competition.
- Articles submitted to article directories
- Established relationships with journalist/editors of national and local publications to provide high resolution images and product samples for photo shoots and tv spots.
- Set up and management of googlebase datafeeds and msn live product datafeeds.
- Set up and management of shopping comparison datafeeds to drive traffic
- Use of blog to direct traffic to site
- Use of Social Shopping Media sites
*What we would add to the marketing mix: If the budget existed, reviews would definitely be used to harness the power of word of mouth to generate more traffic, content and organic search rank.
