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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.

Published in: Education, Technology, Design

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  • 1. 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
  • 2. 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  
  • 3. 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%  
  • 4. 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  
  • 5. SERP – Understand Google Traffic
  • 6. “They Know You Traffic” Direct  Name  Search  
  • 7. “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  
  • 8. 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  
  • 9. 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  
  • 10. Bounce Rate – By Keyword And Landing Page
  • 11. Visitors React Differently With Different Pages
  • 12. 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    
  • 13. 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  
  • 14. 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      
  • 15. What about Search Engine Traffic
  • 16. Search Engine Market Share 18 Billion Searches Per Month
  • 17. 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  
  • 18. 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  
  • 19. 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    
  • 20. 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…  
  • 21. Not All Traffic Is Equal
  • 22. 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?  
  • 23. 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  
  • 24. Conversion and Last Click Attribution Associa*ng  success  to  source  is   not  straight  forward  
  • 25. 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…  
  • 26. 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)  
  • 27. 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%)  
  • 28. Plan – Reduce Expensive/Under Performing Programs28% Decrease in Online Spending"• Refocused  pay  per   click  costs  • Decreased  or  stopped   directory  spending    
  • 29. The Plan: Targeted Search Engine Initiatives August  2009  –  July  2010   August  2009  –  July  2009   208%  Increase  in  traffic  for     gear  manufacturers  
  • 30. 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  
  • 31. Buyer Persona – Understand What Users Expect
  • 32. 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      
  • 33. 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      
  • 34. Ideal Internet Marketing Program Create   Engage   Share  GOL:  Keep  visitors  on  your  site,  reading  content  and  viewing  pages     Get  Found   Measure   Test   Adjust  
  • 35. Building Your TeamThis  is  your  marke*ng  staff              …but  today          needs  these  skills…            Hire                            not                             Site-­‐Seeker,  Inc.  ©  2011
  • 36. 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?  
  • 37. 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