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Fuzion Seminar Websites And Roi
 

Fuzion Seminar Websites And Roi

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This presentation - originally given at the Fuzion Marketing Seminar in Windsor, CT - shows how make the most rewarding use of your online real estate, and measure the results against it. Understand ...

This presentation - originally given at the Fuzion Marketing Seminar in Windsor, CT - shows how make the most rewarding use of your online real estate, and measure the results against it. Understand how to utilize web analytics to prove value in changes to website structure, navigation, and conversion paths.

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    Fuzion Seminar Websites And Roi Fuzion Seminar Websites And Roi Presentation Transcript

    • Websites &Return on Investment
      Kathy Hokunson
      Regional Sales Manager,
      Site-Seeker, Inc.
      Dan Salamone
      Marcom Coordinator,
      Site-Seeker, Inc.
    • A Show of Hands
      How many of you…
      …are currently successfully generating opportunities online?
      …think you could be doing a better job generating online opportunities?
      …are not sure where to start?
    • Buyer’s Perspective
      5 to 20+ hours a week
      -- amount of time buyers spend
      online searching for information
      - Source: Outsell, Inc
    • Buyer’s Perspective
      Based on B2B Survey by:
      Of 1,082 Technical buyers who participated in the survey . . .
      “We found a heavy reliance on online research in all aspects of the purchase cycle. We also found that as prospects become aware of potential offerings through offline channels, they naturally turn to online sources to find out more about them.”
      “… we were struck by how integral online research is and how it virtually mirrors the influence of traditional highly influential factors, such as word of mouth, trade shows and trade publications.”
    • How products used to be purchased . . .
      I need a …
      Where do I get it?
      Shop
      Months
      Evaluate
      Negotiate
      Buy
    • … Today (in the Internet era)
      I need a …
      Where do I get it?
      Online
      Shop
      Evaluate
      Negotiate
      Prospect contact
      Buy
    • What does this mean to you?
      • Prospects don’t call as much
      • They are more informed when they do call
      • You must place your website in the path of prospects
      • Your website must be your best sales person
    • How Buyers use the internet . . .
      Based on the survey performed by Enquiro:
      • Google holds a dominant position – 77.7% of respondents start in Google
      • 74.4% choose an organic link
      • 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads
      • Top 4 organic listings captured 52.6% of all click throughs with 27.1% going to the #1 position
    • What buyers expect to
      find online
      Information relevant to their need . . .
      Do you have what I searched for?
      • Online Catalog or Product Pages
      • Searchable Technical Content – easy to navigate
      • Product Manuals or Spec Sheets
      Can you help me?
      • Technical Support
      • Contact Information – easy to find
      • What do other people think about this product or service?
      “When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”
    • Clear Contact Points
      Products Organized by Type AND Application
    • Engineering Tools
      Case Studies
    • Engage your visitors with easy to use Contact Forms
    • What happens when you do engage them?
    • Case Study
      Riverhawk Company
      “Our Internet marketing program is the single best marketing investment we have made.”
      – Kevin Sanger, VP Sales & Marketing
    • The Company
      Riverhawk Company
      www.riverhawk.com
      Industry:
      Hydraulic Mounting Equipment Manufacturing
      Custom Manufacturer
      &
      Engineering Services
    • The Problem
      4 year old website
      Not optimized for organic search
      No standard terminology to describe offering
      Not reaching prospects with solutions
      Existing traffic not converting
      Poor website navigation
    • The Plan
      Optimize for organic search
      Streamline website navigation
      Increase brand awareness as engineering resource / solution provider
      Improve use of website real estate
      Develop valued content
      Establish website performance baseline and competitive analysis
      Implement web analytics to evaluate improved website performance
      ROI as success metric
    • April new site
      published
      Site baseline:
      May-June
      New site data:
      May - June
      Approximately 53% more traffic since new site was launched
    • Client found for “name” searches
      # of Visitors that searched by NAME – stayed the same
    • Client found for
      “non-name” searches
      95% increase in prospect group traffic
    • Visitors that searched by name are now finding more value and staying on site longer.
    • When you combine the site’s ability to engage users
      and increase traffic the results can be dramatic.
    • The Payoff
      53.2% increase in overall site traffic
      94.4% increase in prospect traffic
      174.3% more prospects stayed on the new website
      50 new inquiries per month (phone and email) with a 26% close ratio
      First year revenue in excess of $750K
      ROI = 345%
      Next steps