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Getting started presentation

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Presentation used at the eBusiness Champions Getting Started Sessions.

Presentation used at the eBusiness Champions Getting Started Sessions.

Published in: Education

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  • 1. www.echampions.co.uk Getting Started Session
  • 2. www.echampions.co.uk Today Morning :: Introduction and house keeping :: What help is on offer :: Key messages – what is the point of a web site? - The big picture online – how the web is changing our economy & society - Evaluating web sites… :: Peer site evaluations Afternoon :: Online vs. off line, integrating the site in your business :: eMaturity :: eBusiness plan
  • 3. www.echampions.co.uk Help and support eBusiness Champions only :: WordTracker tools :: Video :: Drop-in sessions Thursdays, book you session :: One-to-one support :: Telephone support :: Extra work-shops
  • 4. The Big Picture Online How the web is changing our economy & society Objectives :: Understand major change online & key drivers - tech, markets, society, search, social media & web 2.0 :: Understand some of the key technology & marketing decisions :: Be able to understand & monetise search :: Start to better position your business for success online
  • 5. www.echampions.co.uk The web is growing, Google is not
  • 6. www.echampions.co.uk The world is changing http://www.youtube.com/watch?v=Ubo1asE4l-o http://www.youtube.com/watch?v=0Yku0GTrcuw
  • 7. www.echampions.co.uk Anderson’s long tail theory So where’s the ‘new’ market?
  • 8. www.echampions.co.uk Monetising positions in search How many people venture beyond page 1 of the results? The drop off beyond page 1 is staggering. 90% of all people searching at Google click a page 1 result. All the other results pages put together share 10%
  • 9. Monetising organic position vs. PPC 1. Estimate cost reductions achieved by occupying a top position 2. Estimate increased T/O or Gross Margin that top position yields Great Bean Bags PPC (paid search) per year spend £100,000 Monetisation estimation 1 (cost saving from PPC) £100k @ £0.30/click = 333,000 click-throughs (website visitors) Google pos 1 for ‘bean bags’ =1.32m/yr Position 1 in organic listings = 1.32m x 42% = 500,000 visitors Conclusion: Organic position 1 saves over £100,000/yr Monetisation estimation 2 (T/O and Gross Margin) 4% conversion of 500,000 visitors = 20,000 customers GM of each sale £50, GM total 20,000 x £50 = £1m Conclusion: Position 1 is worth £1m in GM
  • 10. Evaluating websites Back to today’s agenda…
  • 11. www.echampions.co.uk The big strategy behind a commercial website :: Page views is vanity :: Clicks are sanity :: Transactions are king Charles Arthur from The Guardian
  • 12. www.echampions.co.uk The point of a web site is In order to do so you need traffic and conversions, which you get via Good SEO, good linier paths and strong call to actions!
  • 13. www.echampions.co.uk Ask some experts?
  • 14. www.echampions.co.uk This is where we come in… straight forward with practical advice
  • 15. www.echampions.co.uk Evaluating web sites :: SEO :: Content and usability :: Conversions
  • 16. www.echampions.co.uk SEO – the essentials 3 step checklist 1. Keyword research 2. Optimising your on-site content - Title tags - Meta descriptions - Header tags - Opening paragraphs - Using bold and lists - Spiderable navigation - Alt tags and image names - Page names 3. Good inbound links
  • 17. www.echampions.co.uk Exercise – Evaluating your own site for basic SEO
  • 18. www.echampions.co.uk Content and usability Susan’s 5 Ss Susan Hallam, The Internet Conference
  • 19. www.echampions.co.uk Stupid :: Use clear wording :: Make it obvious what you do
  • 20. www.echampions.co.uk Selfish :: It’s all about them, not you :: How will your service help them
  • 21. www.echampions.co.uk Sceptical :: Look trustworthy
  • 22. www.echampions.co.uk Stubborn :: “I’m not buying today, only looking”… Tie them in to come back later
  • 23. www.echampions.co.uk Stuck :: Avoid dead-end pages :: Where you want them to go next
  • 24. www.echampions.co.uk Increase conversions via :: Customer journey through your site (we call this linear path!) :: Clear proposition :: Strong call to action :: Great copy (an area where most fall short!) :: Quick loading time (higher speed is directly linked with higher conversion)
  • 25. www.echampions.co.uk Peer site evaluations It all about your sites, and how the users perceive them. Site Title : _________________________________________________ Site Address : ________________________________________________ 1. What is the first element you notice on the homepage? _______________________________________________________________________________________________________________________________ 2. From your initial glance at the homepage, what do you think this company does or sells? _______________________________________________________________________________________________________________________________ 3. Do you feel that this company’s website portrays a professional approach to business? Would you be confident in dealing with them? Why or why not? _______________________________________________________________________________________________________________________________ 4. Do you feel it is easy to use the website? Explain. (e.g. is the navigation what you expect, does the content explain itself fully etc.) _______________________________________________________________________________________________________________________________ 5. It is obvious what the goal of the site is/which actions the site wants you to take. (e.g buy some now online, request a quote, sign up for something) _______________________________________________________________________________________________________________________________ 6. Are there any features of the website that you feel are missing or that should be removed? What are they and why? _______________________________________________________________________________________________________________________________ 7. If you do a quick search in Google can you easily find the web site? Try both the company name and another more generic phrase relevant to the business. (For example if it is a hairdressers in Beeston try “Hairdressers in Beeston”) Result of searching for the company name:____________________________________________________________________________________________ Which other phrase did you try: _____________________________________________________________________________________________________
  • 26. www.echampions.co.uk Online vs. off line, integrating the site in your business. :: Always remember the web site should be integrated to your business :: Web should match offline activities :: Staff should know the web site :: Work with purchasing, good deals to shift quickly? :: The website is only one part of the Marketing Mix. :: We only talk to you about the website, it’s up to you to integrate it with your overall business plan.
  • 27. www.echampions.co.uk eMaturity www.echampions.co.uk Log in to your account
  • 28. www.echampions.co.uk eBusiness Plan Starting it today, but you will build with the action point along the way after each event …