How to Double Your Website ROI                            Hans Riemer                               President             ...
Related Topics     Website look and feel     Website usability     Website messaging                     Copyright 2011...
Our Focus Today     Website = Business Development Engine                    Copyright 2011 Market Vantage LLC         3 ...
Many Websites…     …are like a pretty house, but…      –   Leaky roof      –   Poorly insulated      –   Windows energy i...
You Can’t Fix What You Can’t Measure     Web Analytics Tools:      –   Google Analytics      –   AdWords conversion track...
Basic Metrics Examples     What to look for in Traffic Sources:      –   Percent traffic from Search (paid & non-paid)   ...
Basic Metrics Examples     Topical vs Branded Keywords     Is traffic from Topical keywords increasing?                 ...
Basic Metrics                 Copyright 2011 Market Vantage LLC         8         http://www.market-vantage.com -- (978) 4...
Sources of Website Traffic             Paid        Contextual            Search       Ads        On-Line Pubs    Portals  ...
Attracting Targeted Website Traffic      SEO - Search Engine Optimization      PPC – Pay Per Click Advertising       –  ...
Keyword Research   Lateral search using software tools   Evaluate each term across three axes   Group by theme         ...
Search Marketing Lead Generation Realization                                              Select               Web Search ...
Website Conversions     How do you define a “conversion?”     How much does a conversion contribute to      your organiz...
How Many Clicks to Make a Sale?     Track everything and do the math:                                   Impressions      ...
Example: ROI of Pay-Per-Click       Sales                    $4.00 avg. CPC      Funnel                           5% Conv....
Example: ROI of SEO                Copyright 2011 Market Vantage LLC         16        http://www.market-vantage.com -- (9...
Improve ROI Through Loss Reduction     Careful selection of keywords / sites     Be present in the Search results     G...
Attention to Detail      Test all links      Continually optimize ads      Comprehensive keyword research      Purge n...
Top 4 Website ROI Boosters:     Get top-10 rankings on Search engines for      your relevant, topical keywords     Optim...
How Can We Help You?     Free 30-minute assessment by phone / web      –   Analytics      –   AdWords      –   Keywords  ...
Maximizing Website ROI
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Maximizing Website ROI

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Learn how to double the Return on Investment of your website as a business development engine.

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Maximizing Website ROI

  1. 1. How to Double Your Website ROI Hans Riemer President Market Vantage LLC www.Market-Vantage.com
  2. 2. Related Topics  Website look and feel  Website usability  Website messaging Copyright 2011 Market Vantage LLC 2 http://www.market-vantage.com -- (978) 482-0130
  3. 3. Our Focus Today  Website = Business Development Engine Copyright 2011 Market Vantage LLC 3 http://www.market-vantage.com -- (978) 482-0130
  4. 4. Many Websites…  …are like a pretty house, but… – Leaky roof – Poorly insulated – Windows energy inefficient – Furnace hasn’t been serviced in years  So where do you start? – Home inspection and energy audit Copyright 2011 Market Vantage LLC 4 http://www.market-vantage.com -- (978) 482-0130
  5. 5. You Can’t Fix What You Can’t Measure  Web Analytics Tools: – Google Analytics – AdWords conversion tracking code – IVA – NetSuite Reporting  Recommendation: – Get the right tools, make sure they’re implemented properly, and learn to use them or find someone that can. Copyright 2011 Market Vantage LLC 5 http://www.market-vantage.com -- (978) 482-0130
  6. 6. Basic Metrics Examples  What to look for in Traffic Sources: – Percent traffic from Search (paid & non-paid) – Branded vs. Topical keywords  Are your top-10 keywords all Branded? – Referred visits Copyright 2011 Market Vantage LLC 6 http://www.market-vantage.com -- (978) 482-0130
  7. 7. Basic Metrics Examples  Topical vs Branded Keywords  Is traffic from Topical keywords increasing? Copyright 2011 Market Vantage LLC 7 http://www.market-vantage.com -- (978) 482-0130
  8. 8. Basic Metrics Copyright 2011 Market Vantage LLC 8 http://www.market-vantage.com -- (978) 482-0130
  9. 9. Sources of Website Traffic Paid Contextual Search Ads On-Line Pubs Portals Related Sites E-Newsletters Organic Referring Viral Pay-Per Banners Sponsor- PR Ads Search Links Marketing Click & Text Ads ships (Online / Offline)(Radio/TV/Print) Brand Awareness Referrals On-Line Advertising (Bookmark or Direct) Website Traffic Copyright 2011 Market Vantage LLC 9 http://www.market-vantage.com -- (978) 482-0130
  10. 10. Attracting Targeted Website Traffic  SEO - Search Engine Optimization  PPC – Pay Per Click Advertising – Sponsored Search – Contextual Advertising  Directory listings / inbound-links  SMM - Social Media Marketing Copyright 2011 Market Vantage LLC 10 http://www.market-vantage.com -- (978) 482-0130
  11. 11. Keyword Research Lateral search using software tools Evaluate each term across three axes Group by theme Search Frequency For SEO: Assign to pages For PPC: Assign to ads Competition Relevance Copyright 2011 Market Vantage LLC 11 http://www.market-vantage.com -- (978) 482-0130
  12. 12. Search Marketing Lead Generation Realization Select Web Search Scan Results of Need Candidate Develop Interest Visual Impact Land on and Trust and Messaging Website Receive Decision to Respond Respond & Submit Prompt Follow-Up  Each new lead requires an unbroken chain of events.  Any break in the chain means the entire process fails. Copyright 2011 Market Vantage LLC 12 http://www.market-vantage.com -- (978) 482-0130
  13. 13. Website Conversions  How do you define a “conversion?”  How much does a conversion contribute to your organization’s bottom line?  How much does a conversion cost? Copyright 2011 Market Vantage LLC 13 http://www.market-vantage.com -- (978) 482-0130
  14. 14. How Many Clicks to Make a Sale?  Track everything and do the math: Impressions 100,000 Sales Funnel Clicks (2% CTR) 2,000 Conversions (5%) 100 Sales (10%) 10 Copyright 2011 Market Vantage LLC 14 http://www.market-vantage.com -- (978) 482-0130
  15. 15. Example: ROI of Pay-Per-Click Sales $4.00 avg. CPC Funnel 5% Conv. Rate = $80 / Conv. 10% Close Rate = $800 / Sale (200 Clicks / Sale) Copyright 2011 Market Vantage LLC 15 http://www.market-vantage.com -- (978) 482-0130
  16. 16. Example: ROI of SEO Copyright 2011 Market Vantage LLC 16 http://www.market-vantage.com -- (978) 482-0130
  17. 17. Improve ROI Through Loss Reduction  Careful selection of keywords / sites  Be present in the Search results  Great landing pages (correct destination URL)  Compelling offer  Testing each step of the funnel Copyright 2011 Market Vantage LLC 17 http://www.market-vantage.com -- (978) 482-0130
  18. 18. Attention to Detail  Test all links  Continually optimize ads  Comprehensive keyword research  Purge non-performing keywords / placements  Test offers / landing pages  Observe traffic flow through site  Lead nurturing – maximize ROI  Don’t depend on one source of leads Copyright 2011 Market Vantage LLC 18 http://www.market-vantage.com -- (978) 482-0130
  19. 19. Top 4 Website ROI Boosters:  Get top-10 rankings on Search engines for your relevant, topical keywords  Optimize your Pay-Per-Click programs to minimize spend and maximize results  Fix underperforming Landing Pages  Demystify your website analytics so you know where to invest and what needs fixing Copyright 2011 Market Vantage LLC 19 http://www.market-vantage.com -- (978) 482-0130
  20. 20. How Can We Help You?  Free 30-minute assessment by phone / web – Analytics – AdWords – Keywords Hans Riemer – Ranking Market Vantage LLC +1-978-482-0131 hjr@market-vantage.com Copyright 2011 Market Vantage LLC 20 http://www.market-vantage.com -- (978) 482-0130
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