Ever wonder what you’re not doing that you should be doing to drive more business to your Ektron website? You're not alone. Companies are struggling to engage with their target audiences and increase conversions on their website. Fortunately, there are a lot of Sales and Marketing Automation tools like Hubspot, Marketo, Silver Pop and Salesforce that can help you. The big challenge however, is in understanding how you can and should be using them to your advantage. How do they map to tactics that can be put into action today? How do you get them to work in tandem with Ektron to generate more leads, more e-commerce conversions, and ultimately more business? In this session, you will learn through real world scenarios how to identify gaps in your website strategy and maximize Ektron's capabilities to fill these voids.

1. DIY Tactics for Driving Business
to Your Site with Ektron
CHRIS OSTERHOUT
WSOL | DIRECTOR OF ENTERPRISE SOLUTIONS

2. SOURCE

3. CONTENT IS KING.
SOURCE

4. Because more and more traffic isn’t working.

5. TRAFFIC
Because more and more traffic isn’t working.

6. CONVERSIONSTRAFFIC
Because more and more traffic isn’t working.

9. ONE DOES NOT SIMPLY
ADD GOOGLE ANALYTICS

12. Where does Ektron fit in?

13. What’s in your Toolbox?

15. PAGE BUILDER TARGETED CONTENT

16. PAGE BUILDER TARGETED CONTENT
CRM

17. PAGE BUILDER TARGETED CONTENT
MAP
CRM

18. The Customer Journey

20. Website Call to Actions (CTAs)
Starting the Conversation

30. Quick Recap – CTA Optimization

31. Quick Recap – CTA Optimization
Make it clear what the offer is

32. Target the CTA to the website visitor based
on what you know
Quick Recap – CTA Optimization

33. Make the CTA action-oriented
e.g. download, register, etc.
Quick Recap – CTA Optimization

34. Landing Pages and Web to Lead Forms
Completing the Conversion

47. A brief interlude for one of my pet peeves…

52. Brief Interlude Complete
Can this really happen with Ektron?

55. Quick Recap – Ektron Landing Page Optimization

56. Quick Recap – Ektron Landing Page Optimization
Explain the value of the offer

57. Quick Recap – Ektron Landing Page Optimization
Remove any unnecessary fields

58. Quick Recap – Ektron Landing Page Optimization
Don’t ask for the same information more
than once

59. Identifying Gaps
You are what you capture

60. How do I track Ektron File Downloads?
I am using Google Analytics

62. I have a customer portal or logged in area of my
website, how do I know what my logged in
members are looking at?
!
I am using Google Analytics.

64. I am using a Marketing Automation
Platform but I lose track of my visitors’
behavior when they switch computers.

66. What types of metrics have we seen utilizing
these tools with Ektron?

67. 2012 - 2013

68. 2012 - 2013
136% increase in unique website visitors

69. 2012 - 2013

70. 2012 - 2013
Only a 20% increase in conversions

71. 2013 - 2014

72. 2013 - 2014
An additional 60% increase in unique
website visitors

73. 2013 - 2014

74. 2013 - 2014
118% increase in conversions

75. 2013 - 2014

76. 2013 - 2014
An additional 83% increase in conversions in
the past 4 months alone

77. Recap

78. Recap
You are what you capture

79. Captured Data
+
Relevant Visitor Experience
!
More Conversions
Recap

81. Questions?
CHRIS OSTERHOUT
WSOL | DIRECTOR OF ENTERPRISE SOLUTIONS
chris@wsol.com
630 375 6833
@chrisosterhout
BIG CREATIVE THANK YOU TO
!
DENNIS KARDYS
@dkardys
!
&
!
DAN ROSE
@dblizzy
MORE QUESTIONS? VISIT US AT WWW.WSOL.COM