Digital marketing tips and tricks : Dave Chaffey Smart Insights

Digital marketing tips and tricks they don’t tell you in the text books…
Dr Dave Chaffey, CEO Smart Insights
8th July 20104th Digital Marketing Conference, Cambridge
www.smartinsights.com/presentations

About Dave Chaffey
Books
Qualifications:
Cert DigM and Dip DigM
Best practice guides
Analytics
advice, software
& consulting
www.smartinsights.com/beta
Search &
conversion
consulting
www.clickthrough-marketing.com
Digital strategy
Consulting
www.marketing-insights.co.uk
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Smart Insights : our services
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1 Convert! (on & offline)
Sale
Lead – E-mail address
Call back
2 Engage audience
Reduce bounce rate
Start visitor on their journey:Next step? Primary path?
Increase return rate
Increase social sharing
3 Answer the visitors’ questions:
What can you offer me?
Customer or prospect
Targeted segments
4 Encourage return visits and
showcase range of products
(cross-sell)
5 Reinforce key brand messages(many won’t convert insingle session)
6 Attract visitors = SEO
What are the main levers to pull?
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Tip #1 KNOW YOUR GOALS

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Tip #2 Invest in a content strategy to achieve your goals

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Tip #3 BE RELENTLESS IN MOVING TOWARDS YOUR GOALS

The 3 key value measures in GA:
1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.
2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.
3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.
Tip #2 Place a value on your goals
http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205
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Tip #3 Optimize your scent
Example scent trails…
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
WHERE / HOW TO BUY?
WHY CHOOSE US?

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Tip #4 Engage through value = OVP

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Tip #5 Sell through value = corebrand messages

Tip #6 Test your value messages
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TV Comparison
TV - Off
TV - On
+2.4%
+6.4%
-1.3%
+14.8%
Source: Craig Sullivan talking at EconsultancyMasterclass:
http://www.smartinsights.com/blog/digital-marketing-strategy/online-marketing-masterclass-liveblogging

Value proposition testing
+5.3%

Practical Tip – Scent Trails and Conversion Pathways
Consider options for providing alternative “conversion pathways” for different audiences
Tip #7 Use segmented landing to conversion pathways
Source: http://searchengineland.com/segmenting-search-respondents-with-2-step-landing-pages-15472
http://www.slideshare.net/sjbrinker/3-landing-page-myths-debunked
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Segmented landing page example = DFA
|2009
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http://mortgagehelp.direct.gov.uk/

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Tip #8 Avoid banner blindness

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Tip #9 Simplify!

More recent http://www.cxpartners.co.uk/thoughts/the_myth_of_the_page_fold_evidence_from_user_testing.htm
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Tip #10 Integrate efficiently

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Tip #11 Make blogs work for you
Don’t let the HIPPOs win!
http://www.toprankblog.com/2010/01/survey-seo-blogging/

Be social
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Tip #12 Be social! Offer choice!Different forms of value, but…
Don’t believe the hype!
http://www.smartinsights.com/blog/online-pr-social-media/social-media-dont-believe-the-hype/

Tip: Recruit to Twitter via Email
Recruiting to Twitter
via a prize draw
promoted in Twitter

Recruiting to encourage purchase

…And exclusive Facebook Benefits

3 Mind the gap!
Identifying problems and opportunities for growth
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Should show:
Potential performance from keyphrase estimators
Your actual performance (position, clicks, conversion, sales, value):
Paid – absolute and relative
Natural – absolute and relative
Tip #13 Use search gap analysis
Integrate sourceswith scripts or
Excel VLOOKUP()function
Get a gap analysis…. http://www.clickthrough-marketing.com/resources/reports-downloads

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Tip #14 Segment to the max

Advanced segments – some options
1. Segmentation by Referrer / Traffic source:
Paid
Natural
Paid and natural brand and non-brand
By number of keywords – 2,3,4
Social media

2. Segmentation by Visitor Type
New visitor
Returning visitor
Registered visitor
Customer
3. Segmentation by Engagement
5 pages,
<3 pages
4. Segmentation by Content Viewed
Key landing page
Product page
Checkout complete
Folders for large organisation
5. Segmentation by Landing Page Type
6. Segmentation by Event:
Conversion goal types and E-commerce
7. Segmentation by Platform (less important)
Browser
Screen resolution
Mobile platforms
8. Segmentation by Location
Main markets
UK
US
FIGS
ROW
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See
http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
+ By behaviour – search and browse

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Tip #15 Use content effectivenessgap analysis
Page or product popularity (views)
or page view variance (compared to average)
Conversion rate
Or conversion rate variance (add to basket) compared to average

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Tip #16 Use your Google AnalyticsINTELLIGENCE

Setting up custom alerts for segments
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Tip: Use Custom Alerts in your system
http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/

Tip #17 Use event triggered emails
aka developing an Ecommunications strategy
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Branded welcome, registration triggered e-mails
“Learn more through time”
“Watch, don’t ask”

Tip #18 Use Behavioural re-targeting sensitively…
Purchase
Dispatched +7d
Recognition ofprevious purchase
+14d
+21d
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“Bad web site. Difficult to find item as no search box provided for short cut”
“I can't find any prices on your website”
“Would like to see where I can buy products from” .
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Tip #19 Listen to your customers
http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
iPerceptionshttp://www.4qsurvey.com/

Gaining site and business innovation ideas through Uservoice
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Tip #20 Crowdsource!

Let’s Connect! Questions & discussion welcome
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
Blog
www.smartinsights.com/blog
Feeds
www.feedburner.com/smartinsights
Email Newsletter
www.smartinsights.com
http://www.smartinsights.com/advicetype/getting-more-from-google-analytics-guides/

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Digital marketing tips and tricks : Dave Chaffey Smart Insights

by Dave Chaffey on Jul 07, 2010

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Digital marketing tips and tricks : Dave Chaffey Smart Insights — Presentation Transcript