THE E-COMMERCE FUNNEL Driving profitable revenue with performance marketing

Eyal Rosen The Israeli E-Commerce Executive Forum eyal@ieef.org.il

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Managing the Funnel – a Framework

Define Acquisition Strategy

Optimize Your Website

Generate the Traffic

Convert Visitors

Lead Nurturing and Retention

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Analyze &

Optim

ize

Managing the Funnel – a Framework

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Step-1: Define Acquisition Strategy

5 Step-1: Define Acquisition Strategy

Selecting the right channel is the first step to any successful marketing strategy

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Step-2: Optimize Your Website

7 Step-2: Optimize Your Website

Example: targeting social shopping & SEO

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Step-3: Generate the Traffic

9 Step-3: Generate the Traffic

SEO

Groupons

Affiliates Combination

AdWords

Customer Economics!

CLV > 0!

CLV = Customer NV - CPA!

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Step-4: Convert Visitors

11 Step-4: Convert Visitors

An “Irresistible Offer” with a clear “Call For Action”

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Step-5: Lead Nurturing & Retention

13 Step-5: Lead Nurturing and Retention

Retention = Conversion!

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Step-6: Analyze & Optimize

15 Step-6: Analyze & Optimize

Google Analytics! Again, and again, and again

16 …and don’t forget mobile!

Eyal Rosen, The Israeli E-Commerce Executive Forum, eyal@ieef.org.il, www.ieef.org.il