Q&A Conference - 3 A's of Online Success

  • 321 views
Uploaded on

Presentation on the "3 A's of Online Success".

Presentation on the "3 A's of Online Success".

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
321
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
8
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Attribution, Attention & AcquisitionThe 3 A’s of Online Success
    Geoff McQueenManaging DirectorInternetrix
  • 2. What is Internetrix?
    Full service digital marketing agency
    Strategy
    Creative
    Technology
    Performance
    10 years web marketing experience nationally and internationally
    2007 Illawarra Business of the Year
    Private Sector – SMEs to ASX listed
    3 levels of Government- Federal, State & Local Govt
  • 3. What we’ll cover today
    State of the Internet: for Marketers, not Geeks
    A case study: P&O Cruises
    How to harness the 3 A’s for Online Success:
    Attribution – where’s your traffic coming from?
    Attention – what are visitors doing on your site?
    Acquisition – how to turn visitors into customers?
    Conclusion & Questions
  • 4. Some context...
  • 5. State of the Internet – Adoption
    Today, 80% of households are online
    Almost 90% of those are on broadband
  • 6. State of the Internet – Engagement
    Aussie Internet users spend 17.6 hrs/wk online
    This is almost 30% more time than TV! (13.4)
  • 7. State of the Internet – Social & Personal
    More time on social networks (almost 7 hours/month for Australians)
  • 8. State of the Internet – Mobile
    Mobile internet is finally here – are you ready?
  • 9. State of the Internet - Summary
    For almost everyone in this room, it is where your clients and customers are. Now. Today.
    Success with digital marketing is more than building a website – you need to continuously improve it and make it work for your business.
    Technology doesn’t give you competitive advantage – it is what you do with it that counts!!!
  • 10. Online Success – Carnival Case Study
  • 11. Objective: find 150,000 new cruisers
    Going from 2 to 4 ships
    More destinations
    More services
    More capacity
    Need to dramatically increase demand – need to attract people new to cruising
  • 12. Challenge: selling cruises online
    A challenging product to sell:
    Long sales cycle & planning
    Emotional buying process
    Often needs coordination
    Online plays a very special & well suited important role:
    Education
    Research
    Enquiries
    Bookings
  • 13. Solution: New, Interactive Website
    Visually stunning & interactive to sell the cruising experience
    Lots of video & tours
    But is it working?
    Carnival are using the 3 A’s to measure & drive success
  • 14. Three A’s of Online Success
    Continuous improvement of the website by making decisions based on data, not guesses.
    “Actionable Insights”
  • 15. 1. Attribution
    Where’s your traffic coming from?
  • 16. Attribution – traffic sources
    How are visitors coming to your site?
    Search Engines
    Referring Websites
    Direct Traffic
  • 17. Attribution - geography
    Where are your best visitors coming from?
  • 18. Attribution - keywords
    What are your best visitors searching for?
    When you find the best keywords, you can optimise for them
    You can also buy keywords that deliver you value
  • 19. Attribution – campaigns
    Adwords Integration
    www.pocruises.com.au/cruisesale/
    Manual Campaign Tracking
    Track performance of email, online and other campaigns to accurately measure ROI
    www.pocruises.com.au/cruisesale?utm_source=newsletter&utm_medium=email&utm_campaign=Biggest-Cruise-Sale
  • 20. Attribution – other websites
    Your website is not an island, and even less so with the social web
  • 21. 2. Attention
    What are visitors doing on your website?
  • 22. Attention – top content & funnels
  • 23. Attention – visitor engagement
    New vs repeat
    Time on site
  • 24. Attention – entry & exit pages
    What are the main landing pages
    Key first impressions & clickpathsto success
    What are the main exit pages
    What is killing your visitor retention?
  • 25. Attention – video & rich media
    See where if people tune out watching videos
    Don’t TV advertisers wish they could know that!
  • 26. 3. Acquisition
    Turning visitors into customers
  • 27. Acquisition – goals and conversions
    Measuring the success of the website and knowing from where and how it came about
    P&O have several points of conversion
    Completing booking process
    Printing cruise details
    Increasing success based on data, not just ‘hunches’
  • 28. Acquisition – offline
    Online -> Offline Acquisition
    Cruisers still use travel agents
    Print their itinerary to make booking easier
    Count “Print this page” as a successful conversion
  • 29. Acquisition – other conversions
    Use of “agents” to answer questions live and online
    ‘Conversions’ based on time on site or loyalty
    Downloading white papers, viewing contact page, etc.
  • 30. Conclusions
    The market is now overwhelmingly online
    If customers aren’t looking for you, they’re finding your competitors (or will be)
    “Having a website” isn’t enough!
    You need a site that works & delivers ROI
    You need continuous improvement across all three A’s to succeed online.
  • 31. Further Information & Questions
    Contact info:
    Website: www.internetrix.net
    Email: geoff.mcqueen@internetrix.net
    Phone: 02 4228 6464
    Twitter: @internetrix
    Booth near the chocolate fountain on this level
    Questions welcome