Your SlideShare is downloading. ×
  • Like
Maximizing Website ROI
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Maximizing Website ROI

  • 428 views
Published

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

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

Published in Business
  • 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
428
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
4
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. How to Double Your Website ROI Hans Riemer President Market Vantage LLC www.Market-Vantage.com
  • 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. Our Focus Today  Website = Business Development Engine Copyright 2011 Market Vantage LLC 3 http://www.market-vantage.com -- (978) 482-0130
  • 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. 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. 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. 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. Basic Metrics Copyright 2011 Market Vantage LLC 8 http://www.market-vantage.com -- (978) 482-0130
  • 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. 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. 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. 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. 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. 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. 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. Example: ROI of SEO Copyright 2011 Market Vantage LLC 16 http://www.market-vantage.com -- (978) 482-0130
  • 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. 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. 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. 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