ECommerce

1
E-Commerce Internet Marketing

• Jimmy Zimmerman

2
Introduction

• Experience
• E-Commerce for BYU
• Cougar Care Packages
• Skyroom To-Go
• Provo Labs
• Mp3books.com

3
Outline

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

4
Setting up your store

• Buying a domain name
• Getting web space
• Setting up a shopping cart
• Obtaining a payment gateway

5
Buying a domain name

• GoDaddy.com
• NetworkSolutions.com
• Most web host company

6
Getting web space

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

7
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

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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

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Obtaining a payment gateway

• Popular payment gateways
• Verisign
• Paymentech
• PayPal

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Obtaining a payment gateway

• What to look for
• Set-up fees
• Monthly fees
• Transaction fees

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Protecting yourself and your customers

• How?
• Encrypted connection
• SSL Certificate
• https// or
• Encrypt customers passwords
• Dont store credit card information unless you
  absolutely have to

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E-Commerce Revenue Formula

• visits x conversion x price revenue

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Increasing traffic

• Pay Per Click Advertising
• Affiliate Marketing
• Search Engine Optimization

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Pay Per Click (PPC) Advertising

• Google/Yahoo Contextual Ads

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Pay Per Click (PPC) Advertising
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Pay Per Click (PPC) Advertising

• Which key-words should I bid on?
• Use Overtures keyword selection tool.
• http//inventory.overture.com/d/searchinventory/su
  ggestion/

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Affiliate Marketing

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

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Search Engine Optimization (SEO)

• Free traffic to your website

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Search Engine Optimization (SEO)

• Keyword density
• Put search term in
• Title
• Header (h1 or h2 tag)
• First paragraph of page
• Bold Italicized
• URL

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Search Engine Optimization (SEO)

• Back-links
• Google Page Rank
• Find out who is linking to you
• _at_websitename.com
• sitewebsitename.com

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Increasing conversions

• Analytics
• Google Analytics
• Omniture
• Market Research
• Marketing Sherpa
• Free Newsletter

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Analytics

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

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Marketing Sherpa

• Heat maps

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Conclusion

• Increase your revenue by
• Setting up your store
• Protecting yourself and your customers
• Increasing traffic
• Improving conversions
• Slides can be found _at_ http//jimmyzimmerman.com/bl
  og/