Book of Swagger Example
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Book of Swagger Example

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The Book of Swagger is a way of communicating agile marketing progress to the C-Suite in organizations of all sizes. The term was coined by digital communications executive Korye Logan in 2011.

The Book of Swagger is a way of communicating agile marketing progress to the C-Suite in organizations of all sizes. The term was coined by digital communications executive Korye Logan in 2011.

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    Book of Swagger Example Book of Swagger Example Presentation Transcript

    • Agile MarketingBook of Swagger
      Client developed an amazing stream of visitors to their Web site. Experts came, members visited and hopeful job seekers settled onto the Web site like bees to honey…
      Only, we didn’t know it.
      Courtesy Aviso Communications http://avisocomm.com
    • Learning About Our VisitorsIn early 2010, we had little idea how many visitors frequented [client]. But all that changed in June 2010.
      With the introduction of a new Web site, analytics were introduced and between X of 2010 and X of 2011
      • [client] had 540,787 Web Visits
      Dips represent weekend traffic
    • Fine Tuning Web Analytics
      What We Knew
      • Audience 1 were going off to the ExpertsPortal
      • Audience 2 were visiting the Member Services area
      • Audience 3 were clicking away to the careers application
      Analytics Told Us
      • Audience 1 make up just 60% of the site’s visits.
      • Audience 2 make up some 6% of visits.
      • Audience 3 make up less than 10% of the site’s visits.
      • Prospective audience 2 (X%) were lost in the crowd.
    • The Addition of an Online FormMany Visitors Wanted a Way to Contact [client] on the Web
      • A Form added to site in X 2011
      • X# visitors completed the form over six weeks
      • 0.X% of all site traffic completed the form. This is our Baseline Conversion Rate
      • This is our baseline conversion rate – 0.62%
    • Fine Tuning Web AnalyticsTraffic Had to be Segmented
      • Our Contact Us Form is a magnet for prospects
    • Executive Summary
      • [client] has done a good job of building Web traffic to [client]
      • In June 2010 we began measuring the site traffic with Analytics
      • [client] gets over 800,000 visits per year
      • X# (34%) of these visits are from potential prospects. Each visit is an opportunity.
      • Placing Forms on the site allows visitors to connect with [client] . Each is called a Conversion.
      • Incremental increases in the Conversion Rate of the site will generate tens of thousands of new inquiries each year.
    • The Future of [client] Incremental Testing Will Tell Us More About Our Visitors
      Our goal going forward is to find new ways to retain audience 2 and make it easy for prospects to contact us so they are not lost to the competition.
      We will use the evidence found through data analysis and incremental testing to make [client], and by extension [client company], a satisfying way for prospects to get their questions answered.
      • More and more potential audience 2 will find the solutions to their problems at [client].
    • Become an Agile Marketer
      Our goal is to make you a leader in your industry. Learn more about agile marketing by contacting Aviso Communications:
      Rose Holston
      (512) 961-7104
      Rose@AvisoComm.com
      www.AvisoComm.com