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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!
Tell Tales of a Saint
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Tell Tales of a Saint
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4. SLOTH “Laziness”
Photography
Common Misconceptions of Onsite Photography
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Tell Tales of a Sinner
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Tell Tales of a Saint
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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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Tell Tales of a Sinner •
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Tell Tales of a Saint •
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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
Now
*Ends at mid-night tonight – Available to U.S only
Click here to share this e-mail.
Tell Tales of a Saint •
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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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Tell Tales of a Sinner
Tell Tales of a Saint •
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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
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