Best Practices in Website Management, Part 1: How to Turn Your Site into a Conversion Machine
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Best Practices in Website Management, Part 1: How to Turn Your Site into a Conversion Machine

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  • 1. Best Practices in Website Management, Part 1: How to Tur n Your Site in to a Conversion Machine 1
  • 2. Introductions! Tom Wentworth, Chief Marketing Officer @twentworth12 2 Kate Fogarty, Sr. Manager Digital Marketing @katefogarty
  • 3. What You’ll Learn! •  Content is Still King in the New World of SEO •  From HiPPOs to Data – Why You Need to Adopt a Website Optimization Strategy •  Real World Advice from the Trenches 3
  • 4. Attract -> Convert -> Profit Attract SEO / Paid Search Social Media Convert 4 Visitors Leads Landing Pages Website Optimization Referral / Traffic
  • 5. Attract 5
  • 6. Attract Google SEO Algorithm Timeline! 2011 •  Panda 2012 •  Penguin 2013 6 •  Hummingbird
  • 7. Attract Panda" Get Rid of Low Quality, Duplicate Content “This update is designed to reduce rankings for low quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high quality sites —sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.” 7
  • 8. Attract Avoiding the Panda: 4 Tips! 1.  Content is Still King, Write for Humans 2.  Engage w/ Share Worthy Content 3.  Get Rid of Duplicate Content 4.  Atone For Your Past Sins 8
  • 9. Attract Penguin" Remove those unnatural links •  “An important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google's existing quality guidelines.” 9
  • 10. Attract Avoiding the Penguin: 4 Tips! 1.  Don’t Pay for Links, and Clean Them Up 2.  Demonstrate Authority 3.  Watch that Anchor Text 4.  If You Get Hit, Consider the Google “Disavow Links” Tool 10
  • 11. Attract 11 Introducing Hummingbird" Match Search Results to Intent
  • 12. Attract The Hummingbird is Your Friend! 4 Tips! 1.  Answer Questions 2.  Universal Search 3.  Utilize Structured Markup 4.  Optimize for Mobile Search 12
  • 13. Attract Start your SEO Strategy! •  Start defining keywords •  Make an exhaustive list •  Add search volume 13
  • 14. Attract Mapping Keywords "! •  Map a page to each keyword 14
  • 15. Attract Page level meta data! •  Now that you have your list •  You have the pages that map to your list •  Optimize your pages 1. Ensure page titles include that term 2. Ensure the description is accurate 3. Alt/Title tags are filled out 4. H1/H2 tags 5. Event tracking 15
  • 16. Attract Watch and adjust! Optimize 16
  • 17. On Average, 98% of Web Content will Not Drive Conversions! Convert Global Conversion rate Abandonment Rate Last 6 months Last 6 months 6% 0% Dec 17 100% 0% Jan Feb Mar Apr Source: http://index.fireclick.com/ May Dec Jan Feb Mar Apr May
  • 18. Convert 18
  • 19. Convert 19
  • 20. Convert How do You Make Decisions for Landing Pages? •  Speculation •  HiPPO: Highest Paid Person’s Opinion •  Intuition •  Agency experience •  Argument •  Quasi-objective •  Focus groups •  A/B Testing •  Usability testing 20
  • 21. Convert Website Optimization Process! •  Identify –  What page to test •  Analyze –  What can be improved? •  Decide –  A|B, MVT •  Pick –  The right tool •  Create –  Build your test •  Deploy •  Learn 21
  • 22. Convert Identify what to test! Low hanging fruit: •  where are conversations happening now? •  can you increase those? High trafficked pages •  add conversion event? •  test additional assets? (sidebar items, footer items) 22
  • 23. Convert 23 Analyze!
  • 24. Convert Test button copy!! Which version Improved click through rate by 22% ? 24
  • 25. Convert Decide and Choose your test! •  A/B Test •  Split URL Test 25 •  Multivariate Test •  Targeted Test
  • 26. Convert 26 Pick a tool!
  • 27. Convert Create your test! •  Pick your tool •  Build! •  Deploy 27
  • 28. Convert Which test won?! A with 4% conversion compared to 3% A 28 B
  • 29. Convert Learn! 9% conversion rate 29
  • 30. Summary! •  … Everything Comes Back to Great Content •  … Let Data Be Your Guide •  … Test Early, Test Often 30