ThoughtShift - 7 Deadly Sins of Fashion eCommerce Wifi Workshop - Jul 2013
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7 Deadly Sins of Fashion eCommerce Christina Rutherford July 2013
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Join in our 7 Deadly Sins of Fashion eCommerce Wifi Workshop on 25th July 2013 where we will be showing you, the good, the bad and the ugly of fashion eCommerce brands. You will learn: 1. How website navigation structure can impact SEO and increase revenue 2. How PPC can help to boost seasonal campaigns 3. Use of social media to enhance online brand awareness 4. Using reviews and ratings to convert visitors into sales 5. How drive repeat sales with e-mail marketing 6. Photography that sells 7. Importance in the choice of the right technology platform to help your customers buy online or on the move with mobile
Transcript of ThoughtShift - 7 Deadly Sins of Fashion eCommerce Wifi Workshop - Jul 2013
7 Deadly Sins of Fashion eCommerce
Christina Rutherford July 2013
Did You Know…? • The UK is the world’s largest eCommerce
market
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What You Will Learn Today
1. LUST “Intense Desire”
SEO
Misconceptions of SEO – Search Engine Optimisation
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SEO Applies To… •
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Tell Tales of a Sinner
Tell Tales of a Sinner
Tell Tales of a Saint
Content in a text format that can be
crawled by search engines. !
Tell Tales of a Saint
Tell Tales of a Saint
2. GLUTTONY “Over Consumption”
PPC
Misconceptions of PPC – Pay Per Click Advertising
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Fashion eCommerce Sinner
Ad Copy:
M&S Vintage Dresses – marksandspencer.com www.marksandspencer.com/Dresses
Vintage Women’s Dresses from M&S. Order Online & Collect In-Store.
New Lines Added – Womenswear – Menswear - Home
Tell Tales of a Sinner http://www.marksandspencer.com/b/42966030
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Fashion eCommerce Saint
Ad Copy: Women’s Vintage Dresses – Latest Must-Have Fashion for Less Amazon.co.uk/womens+vintage+dresses
385 reviews for amazon.co.uk
Wide Selection of Brands
Tell Tales of a Saint http://www.amazon.co.uk/s/?ie=UTF8&keywords=women%27s+vintage+dresses&tag=googhydr-
21&index=clothing&hvadid=10068712112&hvpos=1t3&hvexid=748832&hvnetw=g&hvrand=10157232201518644545&hvpone=&hvptwo=&hvqmt=b&hvdev=c&ref=pd_sl_5c4q5v8waf_b
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Google Merchant Center
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Google Merchant Center – Is it Worth it?
PPC – Can I Afford it? •
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Now It’s Your Turn… Exercise
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Now it’s Your Turn
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Now it’s Your Turn •
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3. GREED “To Possess More
Than Needed” Social Media
Common Misconceptions of Social Media
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Tell Tales of a Sinner
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Know Your Audience!
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4. SLOTH “Laziness”
Photography
Common Misconceptions of Onsite Photography
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Tips for Good Photography
http://mashable.com/2011/09/21/ecommerce-
photo-video-tips/
5. WRATH “Anger/Feud”
Reviews/Ratings
Common Misconceptions About Online Reviews/Ratings
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http://www.trustpilot.co.uk/
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http://business.trustpilot.co.uk/product/share
Recommended Review Platform
Now It’s Your Turn… Exercise
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Now it’s Your Turn
6. ENVY “Jealousy”
Email Marketing
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Tell Tales of a Sinner
Sender: [email protected]
‘CHEAP DESIGNER FASHION!!!’
Dear Valued Customer,
90% Sale on
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*Ends at mid-night tonight – Available to U.S only
Click here to share this e-mail.
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7. PRIDE “Excessive Love of Self”
Website
Take Pride in Your Website
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Tell Tales of a Sinner
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What You’ve Learnt…
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Thank you for Coming
• Karl Lagerfeld – Christophschaefer at en.wikipedia [GFDL (http://www.gnu.org/copyleft/fdl.html), CC-BY-SA-3.0
(http://creativecommons.org/licenses/by-sa/3.0/) or CC-BY-SA-2.5-2.0-1.0 (http://creativecommons.org/licenses/by-sa/2.5-
2.0-1.0)], from Wikimedia Commons
• Google Logo - By Google (https://plus.google.com/) [Public domain], via Wikimedia Commons
• Pinocchio - By Don-vip (Own work) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia
Commons
• Facebook icon - http://commons.wikimedia.org/wiki/File:Facebook_icon.jpg
• Google+ icon - http://commons.wikimedia.org/wiki/File:Google_Plus_logo.png
• Twitter icon - By David Ferreira [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
• Linkedin icon – Screenshot from website linkedin.com
• YouTube icon - By google (The logo may be obtained from YouTube.) [Public domain], via Wikimedia Commons
• Pinterest logo - By Pinterest (http://pinterest.com/about/goodies/) [Public domain], via Wikimedia Commons
• Fashion Boots Shot - By Šimon Pikous (Šimon Pikous archive) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-
sa/3.0)], via Wikimedia Commons
• Photography Studio - By THOR (originally posted to Flickr as Studio work) [CC-BY-2.0
(http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
Image Resources
http://uk.fashionmag.com/news/UK-is-the-world-largest-e-commerce-market-followed-by-
US,341159.html#.UfEEQI1wquo
http://www.theretailbulletin.com/news/retail_searches_on_tablets_up_132_22-07-13/
http://econsultancy.com/uk/blog/9366-e-commerce-consumer-reviews-why-you-need-them-and-how-to-use-them
http://www.seoleaders.co.uk/blog/seo-is-on-the-rise-again-as-stats-reveal-its-responsible-for-40-revenue-increase-for-
companies/
Information Resources
