Web Marketing Week6

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  • Putting them in the same section Bundle sales may not so effective (they are not main purchaser)
  • - Pull - Push before Pull - Which side? Push or pull?
  • - Click logo to go home (home means home page) - Inbox is where mails locates, recycle bin means trash can - Warning & OK
  • - You are here - Current location & quick links - Unread and forwarded
  • Or use color
  • can be used to achieve some desired goal can do what is needed.( 轉檔 ) user can rapidly start getting some work done how well users can use that functionality. easy to remember, high level of productivity is possible. make few errors during the use of the system subjectively satisfied when using it;
  • Web Marketing Week6

    1. 1. Internet Marketing Practices Week 6: Review Alan Chen, 2011
    2. 2. Reallusion Product Conversion Rate <ul><li>2011Q1 </li></ul>
    3. 3. Reallusion Traffic Composition <ul><li>2011Q1 </li></ul>
    4. 4. Week 1: Introduction <ul><li>Every single point needs to be taken care of </li></ul>
    5. 5. <ul><li>Use scientific way </li><ul><li>You may find interesting facts: beer and diapers
    6. 6. Then take right action </li></ul></ul>
    7. 7. <ul><li>How detail you want to see? </li><ul><li>Individual user, unique installation, AP launch #, tab switch, clicks </li></ul><li>How frequent you want to be updated? </li><ul><li>Live TV shopping, TV series, Adwords performance, download conversion, census </li></ul><li>How much you want to pay? </li><ul><li>Your time of implementation/analysis </li></ul><li>Do you have enough resource to act upon the finding? </li></ul>
    8. 8. 網路分析像羅盤和地圖,而不是 GPS 。 如果上山健行 80 小時只做一次確認, 他幫不了你。 統計上來說, 1,067 筆以上的資料,可以讓判斷的誤差縮小在 3% 以內 ; 2,401 筆以上就縮小到 2%; 10,000 筆以上就縮小到 1% ( 不可不知的矽谷網路行銷學 )
    9. 9. <ul><li>Site tracking dos and don'ts </li></ul>
    10. 10. Week 2: Acquiring Visitors <ul><li>Traditional Internet Marketing </li><ul><li>Display (and Interactive) advertising
    11. 11. E-mail marketing
    12. 12. Social media optimization </li></ul><li>Affiliate Marketing </li><ul><li>Cost per action or Revenue sharing </li></ul><li>Search Engine Marketing </li><ul><li>Search engine optimization
    13. 13. Pay per click advertising </li></ul><li>… , and so on </li></ul>
    14. 14. <ul><li>SEO </li><ul><li>Imagining you are publishing a book
    15. 15. Try your best to let librarian know your book
    16. 16. Do not cheat </li></ul></ul>
    17. 17. <ul><li>New trend: Google Social Search (Feb, 2011) </li><ul><li>Some links are ranked higher because your friends like it
    18. 18. http://www.youtube.com/watch?v=4hAgiIXuNbs
    19. 19. Community & PR plays an even important role </li></ul></ul>
    20. 20. <ul><li>New trend: Google +1 (Mar, 2011) </li><ul><li>http://searchenginewatch.com/article/2049798/10-Points-About-Google-1
    21. 21. Search result rating </li></ul></ul>
    22. 22. <ul><li>New trend: Reading Level (Apr, 2011) </li><ul><li>http://googlesystem.blogspot.com/2011/04/reading-levels-in-googles-sidebar.html
    23. 23. How easy/hard the page can be understood </li></ul></ul>
    24. 24. Week 3: Acquiring Visitors, II <ul><li>A/B test to optimize the output </li></ul>
    25. 25. Differences between Ads Format iClone Cost/download Cost/Registration - Keyword - Network CTA - Keyword - Network
    26. 26. <ul><li>行銷的目標不是減少成本,而是增加顧客,並將利潤最大化 </li></ul>
    27. 27. <ul><li>There is no “super star” in Search Engine Marketing </li></ul>
    28. 28. http://www.reallusion.com/event/im_landing/default.asp
    29. 29. <ul><li>Time on site doubled
    30. 30. Page view increased 43%
    31. 31. Bounce rate dropped 25% </li></ul>= ?/month additional views (mostly new visitors!) = $? value
    32. 32. Week 4: Converting Visitors to Customers <ul><li>Price is not the only issue </li><ul><li>e.g. 7-11 vs. Costco
    33. 33. e.g. Starbucks vs. 7-11
    34. 34. e.g. Pchome vs Yahoo! Bid </li></ul><li>Usability is the key to help users, hence increasing conversion rate </li></ul>
    35. 35. <ul><li>Visibility: how to interact with the device, and the mapping between actions and operations
    36. 36. Affordance
    37. 37. Knowledge in the head/in the world
    38. 38. Cognitive aids
    39. 39. Natural mapping </li></ul>Source Source Source: Don't make me think (book)
    40. 40. <ul><li>Visibility
    41. 41. Affordance: Let users know how to operate it
    42. 42. Knowledge in the head/in the world
    43. 43. Cognitive aids
    44. 44. Natural mapping </li></ul>Source Source
    45. 45. <ul><li>Visibility
    46. 46. Affordance
    47. 47. Knowledge in the head/in the world: what users have learned, in the virtual world and real world
    48. 48. Cognitive aids
    49. 49. Natural mapping </li></ul>
    50. 50. <ul><li>Visibility
    51. 51. Affordance
    52. 52. Knowledge in the head/in the world
    53. 53. Cognitive aids (memory aids): visual clues on what you are doing, or what to do
    54. 54. Natural mapping </li></ul>
    55. 55. <ul><li>Visibility
    56. 56. Affordance
    57. 57. Knowledge in the head/in the world
    58. 58. Cognitive aids
    59. 59. Natural mapping: the relationship between controls and effects. Labels can be faulty </li></ul>Source: The design of everyday things
    60. 60. <ul><li>In terms of Development </li></ul>
    61. 61. Reallusion's and other sites' example
    62. 62. <ul><li>97% of new visitors do not convert the first time they arrive at your site.
    63. 63. http://adwords.blogspot.com/2011/04/learn-how-to-remarket-your-adwords-ads.html
    64. 64. (Depending on how you define 'Convert') </li></ul>
    65. 65. Week 5: Retaining Customers <ul><li>Customer Service
    66. 66. Personalization & Loyalty Program </li><ul><li>OLAP (Online Analytical Processing)
    67. 67. CRM </li></ul><li>Database Marketing </li><ul><li>email </li></ul></ul>
    68. 68. <ul><li>Every reviver counts </li></ul><ul><li>Maintain email list quality
    69. 69. Trust professionals
    70. 70. Sounding Subjects
    71. 71. Balance too much and too less information
    72. 72. Considering different mail clients
    73. 73. Mail body design: landing page
    74. 74. Convince users in 51 seconds </li></ul>
    75. 75. However, nothing is more important than “ a pleasant experience with the product” <ul>one existing customer = 1,000 visitors </ul>
    76. 76. <ul><li>A pleasant using experience </li><ul><li>Usefulness
    77. 77. Effective to use
    78. 78. Easy to learn
    79. 79. Easy to use
    80. 80. Easy to remember
    81. 81. Efficient to use
    82. 82. Low error
    83. 83. Satisfying to use </li></ul></ul>
    84. 84. What you can do after spending 10 hours here?
    85. 85. <ul><li>You know increase conversion rate from 10% to 20% is possible
    86. 86. = 100% increase
    87. 87. = Sales increase from 10 copies to 20 copies
    88. 88. Can you create another 100% from your part of job? </li></ul>
    89. 89. <ul><li>Using a scientific way to evaluate the result, which requires </li><ul><li>Define the Issue , based on correct data
    90. 90. Well-thought Plan
    91. 91. Action with controlled variant
    92. 92. Review , based on correct data
    93. 93. (And repeat the loop) </li></ul></ul>
    94. 94. <ul><li>But don't over-trust what you see </li><ul><li>Too small sample (<1,000)
    95. 95. Your site or tracking mechanism went wrong </li><ul><li>Misplaced GA code
    96. 96. Inaccurate sales report </li></ul><li>Seasonal user behavior change </li></ul><li>The value of number depends on how you interpret it, based on your judgment and experience </li></ul>
    97. 97. That's all for this topic , any question?
    98. 98. Feedback from Last week
    99. 99. <ul><li>Subject: </li><ul><li>沒有他,就沒有巴菲特 (curiosity)
    100. 100. 愛旅遊,不需任何理由 (encourage traveling, not directly link to credit card)
    101. 101. 今日好康 : 超來勁 ! 炭火燒肉吃到飽 x 台灣尚青無限暢飲下殺 59 折 ... (use food & discount to attract clicking)
    102. 102. 不只是塑化劑,果汁飲料 的真相大揭露 (direct)
    103. 103. 特價 6 折起!錢變薄、事難成、肥難減…別擔心,跟著這樣做,萬事皆可達! (direct, topics that people concern) </li></ul></ul>
    104. 104. <ul><ul><li>Subject can be more critical than
    105. 105. newsletter design
    106. 106. (open rate 10% to 20% vs. conversion rate 3% to 6%) </li></ul></ul>
    107. 107. <ul><li>Body: </li><ul><li>Clear picture, clear message, and bargaining prices </li></ul></ul>
    108. 108. <ul><li>Body: </li><ul><li>Simple and direct (and bright) </li></ul></ul>
    109. 109. <ul><li>Body: </li><ul><li>Clear event start/finish date
    110. 110. Incentive to purchase
    111. 111. Clear section cut
    112. 112. Customized link for each book </li></ul></ul>
    113. 113. <ul><li>Body </li><ul><li>Only one column
    114. 114. Do not require many scrolling
    115. 115. Clear background
    116. 116. Avoiding too many text (use links)
    117. 117. Use consistent icon in all media </li></ul></ul>
    118. 118. 1. Simple layout & msg 2. Three topic 3. Meaningful icons
    119. 119. 1. Simple layout & msg 2. Three major points 3. Meaningful icons
    120. 120. 1. Simple layout & msg 2. Clear title 3. Meaningful icons
    121. 121. 1. Use main images to introduce 3 new features . gyroscope . video recording / editing . voice control 2. Additional features in smaller space 3. Clear and easy to catch key points
    122. 122. <ul><ul><li>What users consider a good mail body?
    123. 123. Clear message (can be aided by images)
    124. 124. Benefit to the readers?
    125. 125. Simple layout
    126. 126. Bright color is more preferred than dark tone
    127. 127. Tell users what to do </li></ul></ul>

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