In today’s marketing world you shouldn’t spend marketing dollars unless you know that they’re working. This class, taught by Charlie Gasmire of Vendevor, will focus on the importance of online marketing, and the effectiveness and efficiency of an online marketing plan. Learn the right way to track, analyze and utilize data that you’re finding through online marketing mechanisms to rebuild and modify plans today, and learn how to create the most effective and optimized marketing plan available.
THE TAKEAWAYS
- To obtain an understanding of online marketing programs including search marketing, display advertising, site optimization, mobile marketing, and online analytics.
- To provide key principles for understanding online analytics and key measurements.
- To identify target customers and use online marketing and campaign tools to acquire, convert and retain those customers.
- To analyze and review real split tests completed by the Vendevor team to illustrate the tactics, processes, and best practices when split testing your website.
- To introduce the components of an effective site optimization program: A/B and multivariate testing, target audience segmentation and data-based personalization for online customer experiences.
Charlie Gasmire, Baylor MBA and CMO of Vendevor.com, has been an entrepreneur since selling lemonade and shining shoes at a very early age. He launched and ran four different internet marketing, consumer goods, and lead generation companies before co-founding Vendevor, a shopping cart and payment processing platform for small businesses, in 2012. In his spare time, Charlie is an avid pilot, musician, and triathlete.
25. http://Alexa.com
Provides analytical insights to benchmark, compare and optimize
business on the web
http://Compete.com
Comprehensive domain reports and traffic sources for
competitors
http://WhatRunsWhere.com
Banner ad intelligence software - find out where competitors
are running display advertisements
26. http://SpyFu.com
Keyword intelligence - research your competitors’ targeted
keywords and advertisements
http://KeywordSpy.com
SEO and PPC keyword research software tool
http://Ahrefs.com
Backlink research tool. Discover what sites link to your
competitors.
27. Look at (and even copy) their website
http://www…
67. WHATTOTEST?
layout
background colors
free trial
credit card up front
headlines
benefits
call to action text
call to action button colors and positions
what information you ask for and when
major images - people
asking for info - now or later
pricing
90. HELPFUL WEBINARS
10 Weirdest A/B SplitTests to Increase Conversion Rate:
http://grow.kissmetrics.com/webinar-44-recording
!
HowTo Build the Right Funnel and GrowYour Business
http://grow.kissmetrics.com/webinar-45-recording
!
The 7 Principles of Conversion Centered Design
http://grow.kissmetrics.com/webinar-47-recording
!
Unlock theValue of Usage Data
http://grow.kissmetrics.com/webinar-43-recording
91. HELPFUL CASE STUDIES
“The User is DrunkVideo”: http://youtu.be/r2CbbBLVaPk
Principles of Persuasion: http://www.influenceatwork.com/wp-content/uploads/2012/02/
E_Brand_principles.pdf
Landing Page Optimization: http://Crazyegg.com ; http://tynt.com ; http://clicktale.com ;
http://google.com/analytics ; http://intercom.io ; http://optimizely.com ; http://
kissmetrics.com
37 Signals Split Testing Blog 1: https://signalvnoise.com/posts/2977-behind-the-scenes-
highrise-marketing-site-ab-testing-part-1
37 Signals Split Testing Blog 2: https://signalvnoise.com/posts/2983-behind-the-scenes-ab-
testing-part-2-how-we-test
37 Signals Split Testing Blog 3: http://signalvnoise.com/posts/2991-behind-the-scenes-ab-
testing-part-3-final
Split Testing Pricing: http://blog.kissmetrics.com/5-psychological-studies/
eCommerce Split Testing: http://blog.optimizely.com/2014/04/28/ab-tests-that-increase-
revenue-per-visitor-for-veggietales-by-38/
95. What are you going to split test first?
- On your website
- In your advertising
!
How are you going to measure success?
!
How are you going to measure performance?
!
When is the next test?