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Your Website. What's Possible and What Should You Strive to Achieve? A Case Study.
 

Your Website. What's Possible and What Should You Strive to Achieve? A Case Study.

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Learn actionable tips about what works, what doesn't and where you can get the biggest bang for your marketing buck. Topics discussed will include: search engine optimization, pay per click ...

Learn actionable tips about what works, what doesn't and where you can get the biggest bang for your marketing buck. Topics discussed will include: search engine optimization, pay per click advertising, website design and more.

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    Your Website. What's Possible and What Should You Strive to Achieve? A Case Study. Your Website. What's Possible and What Should You Strive to Achieve? A Case Study. Presentation Transcript

    • Your Website – What’s PossibleBrian Bluff EddieBluffPresident & Co-Founder Vice President & Co-FounderSite-Seeker, Inc. Site-Seeker, Inc. brianbluff@site-seeker.com eddiebluff@site-seeker.com
    • What We Will Cover•  Internet  marke*ng  overview  •  Understanding  website  traffic  •  Website  performance  metrics  •  Mobile  traffic  is  on  the  rise  •  Website  conversion  •  Assessing  the  value  of  traffic  •  The  ideal  Internet  marke*ng  program  
    • Your Website As A Sales Funnel Vertical Websites Social Media 10,000   25%   12,500   12,500  Your Website 0.75%   0.75%   0.25%   1.0%   75   94   125   More  Money   25%   67%  
    • Website Traffic Sources•  Search   o  Organic   §  Not  provided  (10  to  20%)   §  Branded  (know  you)   §  Non-­‐branded  (prospects)   o  Paid  •  Referral   o  Other  sites   o  Directories   o  Smaller  search  engines   o  Wikipedia   o  Associa*ons  •  Direct  (know  you)  •  Social  
    • SERP – Understand Google Traffic
    • “They Know You Traffic” Direct  Name  Search  
    • “They Know You Traffic”•  If  your  name/URL  is:   o  Easy  to  spell  –  direct   o  Hard  to  spell  –  search  •  Manufacturers  get  more  “they   know  you  traffic”  •  For  the  rest,  expect  10%  to  20   %  of  your  traffic  should  know   you  –  80%  to  90%  prospects.    •  GOAL:  Increase  prospects   visitors  
    • Non-Branded Search Engine Traffic •  Search  engine  non-­‐ branded  organic  traffic   o  Filter  out  keywords   containing  company   name   •  Visitors  use  keywords  that:   o  Describe  your  offering     o  Describe  a  problem   Describe  a  solu*on  
    • Importance Of First Impressions Website  visitors  can   •  Bounce  -­‐  leave  aaer  viewing  one  page   or  session  *mes  out   o  Bounce  rate   •  S*ck  -­‐  view  more  than  on  page   o  Does  not  include  *me  spent  on  last  page  –   no  *me  stamp   o  Average  visit  dura*on   o  Average  pages  per  visit  
    • Bounce Rate – By Keyword And Landing Page
    • Visitors React Differently With Different Pages
    • Management By Bounce Rate Use  bounce  rate  to   increase  online   marke*ng  ROI   •  Organic  traffic  –   improve  landing  page   •  Pay  Per  Click  –   improve  keyword   selec*on,  ad,  and   landing  page   •  Industrial  directories  – buy/no-­‐buy  decision,   program  scope,   landing  page    
    • Visit Duration & Pages Per Visit - Non Bounce•  When  visitors  s*ck   o  Spend  3  to  5  minutes   on  your  site   o  View  4  to  5  pages  •  Data  from  22  B2B   companies  and   50,000  visits  
    • Importance of First Impressions •  If  your  bounce  rate  is  high,  fix  it:   o  Related  headline   o  Related  image   o  Show  visitors  they  are  in  the  right  spot   by  serving  their  needs   •  If  you  are  paying  for  traffic:  GOAL:  Keep  visitors  on  your  site,  reading  content  and  viewing  pages     o  Create  landing  pages   o  Write  beeer  ads   o  Deep  link  to  specific  content   o  Revise  program   o  Stop  paying  for  (some)  traffic   GOAL:  Keep  visitors  on  your  site,  reading  content  and  viewing  pages      
    • What about Search Engine Traffic
    • Search Engine Market Share 18 Billion Searches Per Month
    • Search Engine Traffic – The Right Balance •  Despite  what  the  stats  say,  we   find  that  86%  of  B2B  traffic  is   from  Google   •  This  is  world  wide  traffic.   •  Point:  if  your  stats,  different  you   may  have  a  problem  
    • Search Engine Traffic – The Right Balance •  “They  know  you  traffic”  VS.   Prospect  traffic   –  3:1  ra*o  seems  about  right     •  Depends  on   –  Strength  of  you  brand   –  Equipment  in  the  field   •  Point:  Brand  is  what  it  is.   Grow  prospect  traffic  
    • B2B Mobile Visits on the Increase •  19  B2B  Website   •  Mostly  manufacturers,   some  na*onal  distributors   •  Date:     •  1/20/12  –  2/19/12   •  1/20/11  –  2/19/11   •  Visits   o  2012:  42,594   o  2011:  42,913     138%  increase  in  mobile  traffic   from  2011  to  2012  across  all   sites    
    • B2B Mobile Visitors… bounce  at  a  8%   higher  rate   Visit  0.85  less  pages   Spend  29  seconds   less  Clearly  the  experience  is  not  as  good…  
    • Not All Traffic Is Equal
    • Conversion Rates Should Be Understood How  many  contact  us  page  visitors   advanced  in  the  sales  process?     •  Click  to  get  (29%)   o  73  phone  number   o  51  address   •  40  Sent  an  email  (9.25%)   o  Is  this  good?   o  What  is  your  conversion  rate?     Two  ques*ons   •  When  bidding  what  are  your   chances  of  closing  the  deal?   •  What  are  the  chances  a  visitors   they  will  become  a  lead?  
    • Conversion and Last Click Attribution Multi-Channel Funnels Old  rule  of  thumb:  It   takes  seven  touches  to   close  a  deal     New  rule  of  thumb:   people  don’t  buy/ contact  of  the  first  visit   Latent  conversion   causes  bad  decisions  
    • Conversion and Last Click Attribution Associa*ng  success  to  source  is   not  straight  forward  
    • 2009 Initiative – Online Marketing Mix•  Situa*on     o  Website  recently  redesigned   o  Slowdown  Q4  2008  –  Q4  2009   o  Elements  of  marke*ng  program  sta*c  •  Goal   o  Reduce  marke*ng  spend   o  Increase  qualified  traffic   o  Increase  leads,  proposals,  orders…  
    • Comparing Traffic SourcesThe benefit of Experience  Website   Cost  Per  Visit   Cost  Per  S*cky  Visit   Bounce  Rate    Contact  Page   Online  Directories   Cost  Per  Contact   Pay  Per  Click  (PPC)   Page  Visit   Organic  (SEO)  
    • Comparing Traffic Sources Cost  Per   Visit   $0.70   $2.06   $10.37   Organic  traffic  was  the  least   expensive  at  the  point  closest  to   our  goal   Cost  Per   •   37%  less  than  PPC   S*cky   $1.49   $3.98   $15.37   •     83%  less  than  Directories     Visit  Cost  Per  Contact   $9.50   $14.99   $57.03  Page  Visit   Dollars  ($)   Online  Directory   Pay  Per  Click  (PPC)   Organic  (SEO)   (bounce  =  33.3%)   (bounce  =  53.2%)   (bounce  =  48.2%)  
    • Plan – Reduce Expensive/Under Performing Programs28% Decrease in Online Spending"• Refocused  pay  per   click  costs  • Decreased  or  stopped   directory  spending    
    • The Plan: Targeted Search Engine Initiatives August  2009  –  July  2010   August  2009  –  July  2009   208%  Increase  in  traffic  for     gear  manufacturers  
    • Result: 32% Increase in Conversions" •  New  business   –  Increased    does  not   –  50%  first-­‐*me  customers    consider   –  100%  of  new  customers   originated  online  phone  calls   •  1500  leads/yr  -­‐  phone,  forms,   &  email  from  website   •  3x  increase  online  inquires   since  started  search  marke*ng  
    • Buyer Persona – Understand What Users Expect
    • Laying Out Your Website To Convert •  Align  site  structure  with  personas  and  user  tes*ng   results   •  Visitors  looking  for  Product  A  click  on  related  images  or   links   •  Use  portal  like  naviga*on   •  Provide  simple  op*ons  GOAL:  Keep  visitors  on  your  site,  reading  content  and  viewing  pages     •  Contact  someone   •  Go  to  the  product  page   •  View  related  blogs     •  View  related  white  papers      
    • Website Elements Should Satisfy A Persona Need Sales  Personas   1)  Engineer     2)  R&D   3)  Buyer   4)  Sales  &  Affiliates     5)  Manager   6)  Co-­‐Supplier     HR  Personas  GOAL:  Keep  visitors  on  your  site,  reading  content  and  viewing  pages      Employee     7)   8)    Applicant     9)    Partner       Corporate  Personas   10)  Community   11)  Media      
    • Ideal Internet Marketing Program Create   Engage   Share  GOL:  Keep  visitors  on  your  site,  reading  content  and  viewing  pages     Get  Found   Measure   Test   Adjust  
    • Building Your TeamThis  is  your  marke*ng  staff              …but  today          needs  these  skills…            Hire                            not                             Site-­‐Seeker,  Inc.  ©  2011
    • Plan For Success•  Vision:  What  does  it  look  like   when  we  are  successful?  •  Key  Metrics:  What  can  we   measure  to  tell  us  we  are   successful?  •  Strategies:  How  will  we  achieve   these  metrics?  •  Ac*ons:  Who  will  do  what   when?  
    • Your Website – What’s PossibleBrian Bluff EddieBluffPresident & Co-Founder Vice President & Co-FounderSite-Seeker, Inc. Site-Seeker, Inc. brianbluff@site-seeker.com eddiebluff@site-seeker.com