20 Web Marketing Tips - Cim Cambridge

20? tips to improve your web marketing for Cambridge branch of CIM, 10 th July, 2008 Dave Chaffey www.davechaffey.com/presentations

About Dave Chaffey guru ‘ a religious leader or teacher in the Hindu or Sikh religion or, more generally, a person who is respected for their knowledge of a particular subject and who gives advice ’ Clients include 3M, BP, CIPD, Euroffice, HSBC, IDM, Intel, Siebel and Tektronix. Analyst at www.e-consultancy.com . E-marketing consultant at www.cScape.com . E-marketing trainer and consultant

Cranfield School of Management E-commerce

Leeds University Business School

Warwick (E-business) 2

Previously Birmingham, Derby

Visiting lecturer at leading UK business schools

E-marketing Excellence, Internet Marketing

E-business and e-commerce Mgt

Total E-mail Marketing

Author of 6 best-selling business books Recognised by the CIM in 2004 as one of 50 people who have ‘shaped the future of marketing’ and by DTI in 2005 as a key contributor to the development of UK E-commerce in the last 10 years An e-marketing “guru”! www.davechaffey.com

How long do you have to engage a site visitor?

50 milliseconds

2 seconds?

7 seconds?

Source: www.clickdensity.com

2008 : Top 20 web design tips GA, Bounce rates 2. Analytics Cialdini, GCO 4. Persuasion GWT, SEOMoz, GT 5. SEO AB, MVT 3. Findability OVP 1. Strategy Watch out for… Tips

Case study -

One of the UK’s leading nationwide laser eye surgery clinics treating over 100,000 UK patients

One of the biggest advertisers on the UK Internet

Web site Database Online adverts Consultation booking Consultation Treatment Awareness Brand favourability Purchase consideration Maintain share of voice Drive purchase intent Engage with brand personality Product reassurance Email

1. Strategy

How do you measure website marketing success? Chaffey et al., Internet Marketing , 3rd Edition © Pearson Education Limited 2007

Tip #1 - Defining your OVP

Core brand proposition = Marketing Mix:

Who you are

What you do

Where you do it

What makes you different?

OVP - Online Value Proposition

Reinforces core brand proposition and credibility, but messaging shows:

Value that a site visitor get from your online brand or campaign that…

They can’t get from you offline?

They can’t get from competitors?

Communicate message forcefully: online and offline

Does your message stand out? http://www.useit.com/alertbox/banner-blindness.html

Examples of Nielsen’s tests

What do you notice? Source: Etre ( www.etre.com )

Amazon exploits top-left, top-right Source: Etre ( www.etre.com )

Ultralase home page Outcomes + OVP Run-of-Site Signup Customer-centric copy Questions answered

Tip #2 answer the visitors questions Ad Interstitial landing page Standard landing landing page

Tip #3 Use run-of-site Sign-up and OVP messages OVP = Online Value Proposition

Tip #4 – target using personas

For each persona, assess preferences for:

Platforms (web, email, mobile)

Platform usage (hours)

Content consumption:

General site types &

category-specific

Social media - content

creation & participation

Search behaviour

Trusted brands

Analytics

Tip #5. Reduce your bounce rate

“ Percentage of visitors who enter the site and who then immediately exit ”

Should benchmark for different:

1. Digital channels (Search, ads, direct, email)

2. Different sites, placements or search terms

3. Creative

4. Different landing pages

20% = Great 40% = OK 60% = Spam

Tip #6 - tune your www.google.com /analytics setup

1. Define conversion goals (including value) & funnels

2. Define unique pages (e.g. remove Session IDs from URLs)

3. Setup filters (e.g. new visitors only, paid search, campaigns)

4. Put campaign tracking tags in place

http://www.epikone.com/landing_page.php?utm_campaign=fall-sale &utm_medium=banner &utm_source=boston.com&utm_content=text-only The search term purchased (if you’re buying keywords). This is not always used and is NOT included in the above example. utm_term The version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable. utm_content Who are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search, utm_source Media channel (i.e. email, banner, CPC, etc). What is the ‘distribution method’ that is used to get our message out to our clients? utm_medium The name of the marketing campaign, e.g. Spring Campaign. utm_campaign Meaning Variable

Findability

Tip #7 - Use Scent trails Do you have the right scent? Tip: Use customer-centric language, Especially in nav labels and page headings

Tip #8 AB Test Which is best? - ‘Clean’ or ‘Cluttered’

Tip #9 Use Multivariate testing?

Tip #10 TIMITI = Flexible web layouts

Tip #11 Use secondary navigation to highlight next steps

Persuasion See: http://en.wikipedia.org/wiki/Robert_Cialdini

Credibility +

6 “weapons of influence”

Reciprocity

Commitment and consistency

Consensus

Affinity (Liking & credibility)

Authority

Scarcity

Persuasion principle 1: Credibility

1. Presumed General assumptions in the mind of the perceiver

2. Surface Simple inspection or initial first-hand experience

3. Reputed Third party endorsements, reports or referrals (Tip #12)

4. Earned First hand experience that extends over time

www.euroffice.co.uk

2. Reciprocity

Tip #13

Offer valuable, exclusive content or offers and your audience will remember you and be indebted to you.

4. Commitment and consistency

“ Get

initial commitment”

“ Set their alarm clock”:

Tip #14

Provide reasons

to

Regularly

Return

Q. How can you highlight reasons to return to the site (which labels)?

Apply RF(M) analysis Loyalty (Number of Visits) Recency (Date of Last Visit) 88% of “ Loyal Stars” Use the forum “ Fresh” (Been in last 3 weeks) “ Rotten” (> 3 months old) “ Stale” (3 weeks – 3 months) “ Regulars” (2-5 times) “ Loyal” (More than 5 visits) “ Tried It” (Once or Twice) Proportion using community tools

5. Consensus and social proof

Tip #15

Use independent accreditation

Your audience will believe others more than they believe you!

Social media can help with conversion and SEO www.addthis.com

6. Affinity (liking) People are persuaded by other people they like

5. Authority

Show off

your

Authority,

Expertise

and

Status

7. Scarcity Loss is more powerful than gain Show site visitors what they could miss

Tip #14 Webify your copy

The most common online copywriting mistakes

Copy not customer-centric (Use the “You Test”)

Not appealing to diverse audiences

Not highlighting your unique benefits

Making copy too long

Not chunking copy

Not engaging at start of para

Not using sub-heads

Not highlighting related content

Not integrating hyperlinks

Hyperlinks at start, middle and end

Search Engine Optimisation (SEO)

Tip #16 Controlling your messaging in the search results page Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <title> </title> tags <meta name=“description = > tags Or Snippets from page Or www.dmoz.org

Controlling messaging through document meta data Google SERPS Visible page .HTML Source “ View Source” <meta name> description tag + snippet <title> tag 3 1 2 4 5 - <h1><h2>

Practical tip To evaluate use search syntax: site:domain.com + <keyphrase>

Tip #17 Analyse target keyphrases Source: OneStat.com Tip: Use the Google keyword tool to inform copywriting: https:// adwords.google.com/select/KeywordToolExternal

Which SEO ranking factors should I focus on?

On page:

1. <title> tag = 4.9/5

2. Meta name description = 2/5

3. Meta name keywords = 1/5

4. Keyword frequency and density = 3.7/5

5. Keyword in headings = <h1> = 3.1, <h2> = 2.8

6. Keyword in document name = 2.8

Off-page

More backlinks (higher PageRank)= 4/5

Page assessed as a hub = 3.5/5

Page assessed as an authority = 3.5/5

Link anchor text contains keyword = 4.4/5

Link velocity (rate at which changes) = 3.5/5

See http://www.seomoz.org/article/search-ranking-factors

Tip #18 Use footer links and primary nav for SEO Current accounts page Home page Tip: Ensure primary and secondary Navigation labels include keyphrases within anchor text

Tip #19 Create link-bait?

Are you using Google Webmaster tools?

Reasons for using and distributing diagnosis:

Crawl errors

Search query performance

Internal and external link reports

Practical Tip : Essential to use: relevant anchor text for linking pages within copy

So… is your site successful? Tip #20 – Answer the 4 key customer questions Are you answering these questions through Psyma?  How satisfied are my visitors?  What are my visitors at my website to do?  Are they completing what they set out to do?  If not, why not?  If yes, what did they like best about the online experience? Is the content what you want?   Can you interact as you want?   Will you make repeat visits?  Are your needs anticipated  Can you locate what you are looking for? 

Thank you!