Why is my web business failing?

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The actionable how-to-guide for online business success.

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Why is my web business failing?

  1. 1. Why is my web business failing? Your Actionable How-to Guide for online success Nik Pasic
  2. 2. BUSINESS SUCCESS SEO, SEM, CRO and similar elements fall within the scope of this talk but the primary focus is on areas you need to focus on for  
  3. 3. So why is my web business failing?
  4. 4. overcomplicate Because you instead of Prioritise
  5. 5. SIMPLIFY The key is to
  6. 6. “If you can’t explain it to a six year old, you don’t understand it yourself.”   - Albert Einstein
  7. 7. “Life is really simple, but we insist on making it complicated.”   - Confucius
  8. 8. “Simplicity is the ultimate sophistication.”   - Leonardo da Vinci Later used by and falsely attributed to Apple
  9. 9. “The secret to a successful business, product or website isn’t in adding countless features, but rather in eliminating all that is unnecessary and still ending up with a functional user experience.”   - Me
  10. 10. this is what looks like SIMPLE
  11. 11. NOPE  
  12. 12. NOPE   circa 2000
  13. 13. again SIMPLE
  14. 14. simplicity helps with the Attention ratio
  15. 15. attention ratio of 56:1
  16. 16. attention ratio of 1:1
  17. 17. Thanks OLI  
  18. 18. CHASE attention ratio helps you   what you actually need  
  19. 19. conversions You need to be chasing  
  20. 20. SALES You need to be chasing  
  21. 21. REVENUE You need to be chasing  
  22. 22. You need to be chasing  
  23. 23. IMPRESSIONS be WARY OF chasing  
  24. 24. LIKES be WARY OF chasing  
  25. 25. followers be WARY OF chasing  
  26. 26. backlinks be WARY OF chasing  
  27. 27. Seo ranking be WARY OF chasing  
  28. 28. click through rates be WARY OF chasing  
  29. 29. Cost per click be WARY OF chasing  
  30. 30. Even website traffic be WARY OF chasing  
  31. 31. Stepping stones these are
  32. 32. you still do it Yet
  33. 33. Sign up to Elegant themes edm Pro tip and wait for their lifetime discount
  34. 34. Yahoo & MSN > Google & BING think back on
  35. 35. MySpace > Facebook & twitter think back on The original simple version
  36. 36. 1995 > 1999 > 2004 > 2009 > 2014 think back on
  37. 37. previously considered king of gamification
  38. 38. Swarm will flop calling it now and will take foursquare down with it
  39. 39. Site speed bonus we subconsciously became used to instant just try using dial-up again
  40. 40. So how does all this help me?
  41. 41. Prioritise
  42. 42. Some difficult truths to face
  43. 43. You are too emotionally invested and your emotions are overriding your common sense #1
  44. 44. When dealing withMoney Strategy People In a business scope
  45. 45. Distance yourself Emotionally logically and think
  46. 46. Trust your instincts data But use hard To back decisions
  47. 47. Then decide what gets done next
  48. 48. #2You don’t understand your audience As well a you think that you do
  49. 49. How much would you pay
  50. 50. For a lawyer?
  51. 51. For IT support?
  52. 52. For a plumber?
  53. 53. For your own product?
  54. 54. What if you had no idea what it did?
  55. 55. On your existing budget?
  56. 56. #3Your expectations are unrealistic And your competitors are doing it better
  57. 57. “You are not as good as they say, nor are you as bad as they say.”   - I cannot actually remember
  58. 58. Is your latest product really that good?
  59. 59. Is your competitor’s really that bad?
  60. 60. MYER once called David Jones a ship.sinking
  61. 61. The Iconic has been sinking them both
  62. 62. #4Be wary of trends and gimmicks
  63. 63. Sliding banners = conversion killers
  64. 64. Viral content underperforms long term
  65. 65. Latest $10 billion craze
  66. 66. #5You bend over backwards for clients even when they are Not rightBecause “it’s always been done that way”
  67. 67. disagree with them to help them Doing the best by a client means that sometimes you have to
  68. 68. “Avoid discussing keyword rankings with clients” - Peter Mead
  69. 69. Focus on roi instead Educating your client is your responsibility you are the Expert
  70. 70. Stop reporting on keywords / rankings Sometimes this means you need to
  71. 71. Speaking of reports… Time sink which mostly satisfies curiosity Monthly is good, quarterly is better, weekly is wasteful
  72. 72. What do I do now?
  73. 73. Define your business goals #1
  74. 74. Define how your site and online presence Help you achieve these goals #2
  75. 75. Define What is necessary in achieving those goals #3 So that you can trim everything which is unnecessary
  76. 76. #4 Define your ideal audience
  77. 77. #5 never stop testing
  78. 78. If your target market and location are unique no one can to tell you what works BEST for your audience you need to test what works yourself
  79. 79. If your TARGET MARKET IS IN A CROWDED SPACE YOU WILL STRUGGLE TO COMPETE against the bigger brands you need to test what works yourself
  80. 80. you need to test what works yourself EITHER WAY
  81. 81. The moment you set and forget So will your audience
  82. 82. #6 Never stop learning
  83. 83. Things to keep an eye out on
  84. 84. A number of marketing fields have been on my personal radar for the past few years. I have been an advocate for each, saying that everyone in marketing needs to adopt them all and focus the majority of their time and budget within these fields if they wish to pursue true ROI.  
  85. 85. Responsive web design Already mainstream
  86. 86. Conversion rate optimization Already mainstream
  87. 87. Segmented remarketing Mainstream in 2015
  88. 88. Algorithmic attribution models Mainstream in 2-3 years
  89. 89. neuromarketing Very niche and mostly neglected
  90. 90. gamification Very niche and more ignored than neglected
  91. 91. More to come in November SEO Meet up
  92. 92. Thanks for listening Just Google me! Want to keep in touch? Nik Pasic

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