Five simple ways to improveyour online effectiveness<br />presented by Rad Dougall founder of<br />
The tips<br />1 – Why do you have a website?<br />2 – Maximise Google Analytics<br />3 – Complete email campaign cycle<br ...
Why do you have a website?<br />
Two key reasons<br />e-commerce<br />brand & information<br />Make sure you are competing<br />Ensure customers can find y...
<ul><li>Really think about why you need a website
Target audience
Focus your online efforts
Slim down or fatten up your site?
Other complementary tools / activities</li></ul>Your Goals<br />
Write out your goals<br />Keep them simple<br />Be focused on your sector<br />Collect feedback from users<br />Shape your...
Maximise Google Analytics<br />
4 tips for the price of 1<br />Goals > Funnel Visualization<br />Traffic Sources > Search Engines<br />Content >Top Conten...
Identifies ‘leaks’ in your site<br />Improve conversion rates<br />Optimise PPC & email marketing<br />Goals > Funnel Visu...
Identify frequent referrers<br />Analyse online marketing effects<br />Specifically PPC<br />See where you need to improve...
See what your doing well<br />Identify content visitors want<br />Identify pages to improve<br />Content >Top Content Repo...
Focus on metrics important to you<br />Spend less time getting them<br />Custom Reporting<br />
Get Analytics<br />Check you have it<br />If not enlist some help to get it operational<br />Remember your login<br />View...
Complete email campaign cycle<br />
42% of business users check their business email while on holiday. <br />53% of business users check their email six or mo...
Quick overview report<br />Easy to understand<br />Easily see popular information<br />Link activity report<br />
Interest quickly dissipates<br />Keep it short & to the point<br />Optimise your title wording<br />Make it scan friendly<...
Useful insight into behavior<br />Illustrates many of the basic email principals<br />Heat map analysis<br />(Source: Jack...
Email clients have varied skills<br />Focus on users requirements<br />Ensure compatibility<br />Email client breakdown<br />
Spot trends<br />Analyse what works for you<br />Improve again and again<br />Compare > Spot trends<br />
Look at the reports<br />Feed back the data<br />To-do for tip three<br />
Make everything accessible<br />
Why should I?<br />Web access is available everywhere<br />Technology is constantly changing<br />Assistive devices are mu...
2011<br />2001<br />1991<br />FireFox<br />IE<br />Chrome<br />Opera<br />Safari<br />
Test your site<br />Internet Explorer, Safari, Firefox, Opera, Chrome<br />Test older browser versions<br />From mobile pl...
Consistent social presence<br />
Successful social presences<br />Deal announcements<br />Customer support<br />Feedback<br />Generate a positive brand ima...
Empty pages<br />Lack of focus<br />No customer interaction<br />Lack of thought<br />Bad grammar<br />Lack of personal / ...
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StudioWorks Presentation at Profitability Catalyst 2011:one

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  • 5 things what I mean is easily quickly simply this month without spending money - not a lotAgencies including us normally charge to set up / researchif you can start yourself, who wouldn’t give it a shot first before calling us in?As we go think about what you do currently how could you improveRemember more that can be done in each area I’m just giving you an ‘quick dip’If you find success we can help you further.
  • 1 – reasons goals results2 – have it know about it use it3 – get reports act on them measure conversions4 – multiple device access mobile older browsers5 – use it consistently is it empty not sure why have it / need it
  • Why have a website? not just because you think you shouldhow does it help business generate leads from it know who visits it and how many? – 2nd tip on analytics keep it up to date? – 5th tip on consistency 1:00
  • Brand &amp; Info1 – competitors on the web? Attracting your customers?2 – can customers find you? who uses the phone book it’s a Google search3 – judge reputation and products on web presence great product + childs website =4 – what products, services and offers are available More up to date than printedE-commerce1 – selling to a wider audience2 – keeping costs down – no shop3 – promoting products 4 – business never closedyou fall into one of these categories?If you don’t – why?
  • Write these down
  • Use the goals to streamline your analytics next tipFeedback Analytics decide on changes
  • Most websites have some form of metrics systemMost of those are running Google AnalyticsI am assuming you already have this if not - fear not it can be done easily3:00
  • 4 reports you need to use1 – setting up YOUR goals and measuring them2 – what sources are working for YOU3 – what content is popular / not4 – going a little deeper with customisationReports are complex without experience need a little time understand the platformhappy to answer questions after this event
  • Accessed from the goals section of analytics reports Goals are essential to understand ppc and seo performanceyou say a customer should add to basket go to cart sign in enter billing checkoutWhat needs improvement?Improvement = more sales
  • Rads.me.uk -&gt; meetdraw post – how helps local digitaltwitter worked best after direct links – could be untracked twitter1 - which to maintain / improve2 - e.g. tagged email campaigns – next tip3 - which ppc campaigns are working best4 -
  • Rads.me.uk and meetdraw postmeetdraw post was generating majority of traffic which in turn boosted traffic to homepage hugely
  • FinallyIf comfortable with analytics encourage to look at building your own custom reportsEasy, guided, step by step, creation process
  • Email marketing works for a variety of reasons...allows targetingis data drivendrives direct salesbuilds relationships, loyalty and trustsupports sales through other channelsbetter ROI than traditional direct marketingDo you maximise the opportunities with this medium? Get most bang for buck?Used Heliomail for examples Most platforms SHOULD offer this level of reporting6:30
  • Why you need to pay attention to email marketing
  • Assuming you already do email marketingSo you have a nice email….pay attention and measure the results?know how much each conversion costs you?improve your emails constantly
  • Simple but full of useful informationWhat are they clickingThen…. Why are they clicking… is the link bold / red / large ? Does the “ FREE something “ link work or do your customers prefer “ get some money off ” ??? 
  • Keep it short most important at top see prof cat descriptionOptimize your headlines - first two words of a headline are the most importantexample, a headline like &quot;3 tips for improving email usability and response rates&quot; could be rephrased as, &quot;Email usability: 3 tips for improving your response rates&quot;.Get to the point – Most skip long-winded text, so decide if it&apos;s worth including
  • Not available on Heliomail or othersFocus the message - avoid covering too many topics and keep the message simple.Only have attention for a few secondsso make it count using a standout call-to-action.Make it scan-friendly – Limit copy to easily-readable paragraphsSelectively use images to reinforce your message, images often take less time to understandAlign to the left - little attention the right-hand column gets? accustomed to scanning from the top-left first
  • good email marketing company test test testHate to admit outlook dominance as designer but cant ignore itNext tip on accessibility
  • RememberTargeted campaigns generate more accurate resultsWork with your designer ( they should be a wealth of info on this topic )Green arrows symbolise waning interestmany just do the create &amp; send phases
  • Fantastic site + 50% people cant use it =Balance between new tech &amp; accessibilityNeed to look at with developer but important you have understandingMy experience simple is best maybe one flashy thing12:00
  • Not just computers, phones and tablets but now in cars also (take off unsure legalities of it?)new methods vs. more compatibility all the timeThink of voice control on phones – don’t have to be ‘disabled’ to use assistive techThe National Federation of the Blind (California, US)
  • All the browser versions and historyGive an idea of complexity
  • TestDon’t stress yourself outWeb company should be doing this for youWorth keeping an eye on - check one different platform a week?Have a quick look at ALL the validator toolsTweakWeb company should make small ones easilyMaybe plan to incorporate in next site version
  • Picked on these cause they are common culprits for lack of consistencyApplies to all forms of digital presence – website, email, social and advertising14:00
  • Looking mainly at twitter but applies across the board – why have a social presence?Deals, offers and competitionsQuick customer supportProduct and service feedbackBrand awareness, loyalty and closer to customersPromote blogs, websites and other newsThese uses work becauseThe message is focusedResponses are timely – small news delivered at the right time – better than a whole report ages laterThey are constantly active channels
  • Something for all companies to try now there is a free version – paid version also monitors facebook
  • People like to put a face to the name – faces of Virgin and Apple?Not the same as “no press is bad press - Rather not have a presence than have a bad oneMore than a third of businesses check candidates social presence – stands to reason that they thoroughly check out you tooDo you have a social policy to control what your employees say about your brand?Remember online lives forever123people.co.uk – stumbled on artwork from 1st year uni 2002 still available even though my portfolio went years ago.
  • 16:30
  • A little amusement for youGoogle – 1996MSN (Bing) – 1995Apple - 1987Facebook – 2004Amazon – 1995
  • Thank youPlease put some of what we’ve covered into actionhave any questions see me here or contact StudioWorks after happy to help answer questions on topics for attendeesRemember if you find success want to improve on please get in touch.Over to Emma
  • Thank youPlease put some of what we’ve covered into actionhave any questions see me here or contact StudioWorks after happy to help answer questions on topics for attendeesRemember if you find success want to improve on please get in touch.Over to Emma
  • StudioWorks Presentation at Profitability Catalyst 2011:one

    1. 1.
    2. 2. Five simple ways to improveyour online effectiveness<br />presented by Rad Dougall founder of<br />
    3. 3. The tips<br />1 – Why do you have a website?<br />2 – Maximise Google Analytics<br />3 – Complete email campaign cycle<br />4 – Make everything accessible<br />5 – Consistent social presence<br />
    4. 4. Why do you have a website?<br />
    5. 5. Two key reasons<br />e-commerce<br />brand & information<br />Make sure you are competing<br />Ensure customers can find you<br />To strengthen your brand<br />To keep in touch<br />Sell to a wider audience<br />Keep costs down<br />Promote your products<br />Always open<br />
    6. 6. <ul><li>Really think about why you need a website
    7. 7. Target audience
    8. 8. Focus your online efforts
    9. 9. Slim down or fatten up your site?
    10. 10. Other complementary tools / activities</li></ul>Your Goals<br />
    11. 11. Write out your goals<br />Keep them simple<br />Be focused on your sector<br />Collect feedback from users<br />Shape your site<br />Gradually apply changes<br />Monitor their effect<br />To-do for tip one<br />
    12. 12. Maximise Google Analytics<br />
    13. 13. 4 tips for the price of 1<br />Goals > Funnel Visualization<br />Traffic Sources > Search Engines<br />Content >Top Content Report<br />Custom Reporting<br />
    14. 14. Identifies ‘leaks’ in your site<br />Improve conversion rates<br />Optimise PPC & email marketing<br />Goals > Funnel Visualization<br />
    15. 15. Identify frequent referrers<br />Analyse online marketing effects<br />Specifically PPC<br />See where you need to improve<br />Traffic Sources<br />
    16. 16. See what your doing well<br />Identify content visitors want<br />Identify pages to improve<br />Content >Top Content Report<br />
    17. 17. Focus on metrics important to you<br />Spend less time getting them<br />Custom Reporting<br />
    18. 18. Get Analytics<br />Check you have it<br />If not enlist some help to get it operational<br />Remember your login<br />View the reports<br />Use the 4 reports to begin with<br />Try different promotional activities<br />Act on the information<br />To-do for tip two<br />
    19. 19. Complete email campaign cycle<br />
    20. 20. 42% of business users check their business email while on holiday. <br />53% of business users check their email six or more times per working day. <br />34% of internet users check their email continuously throughout the day. <br />96% of internet users' main reason for being online is email.<br />Do you use email campaigns?<br />(Source: Forrester Research, and Jupiter Communications)<br />
    21. 21.
    22. 22. Quick overview report<br />Easy to understand<br />Easily see popular information<br />Link activity report<br />
    23. 23. Interest quickly dissipates<br />Keep it short & to the point<br />Optimise your title wording<br />Make it scan friendly<br />Link activity overlay<br />15%<br />10%<br />Titles example:<br />3 tips for improving email usability and response rates<br />or<br />Email usability: 3 tips for improving your response rates<br />5%<br />
    24. 24. Useful insight into behavior<br />Illustrates many of the basic email principals<br />Heat map analysis<br />(Source: Jackob Nielsen Research)<br />
    25. 25. Email clients have varied skills<br />Focus on users requirements<br />Ensure compatibility<br />Email client breakdown<br />
    26. 26. Spot trends<br />Analyse what works for you<br />Improve again and again<br />Compare > Spot trends<br />
    27. 27. Look at the reports<br />Feed back the data<br />To-do for tip three<br />
    28. 28. Make everything accessible<br />
    29. 29. Why should I?<br />Web access is available everywhere<br />Technology is constantly changing<br />Assistive devices are much more common<br />NFB v. Target (2006)<br />
    30. 30. 2011<br />2001<br />1991<br />FireFox<br />IE<br />Chrome<br />Opera<br />Safari<br />
    31. 31. Test your site<br />Internet Explorer, Safari, Firefox, Opera, Chrome<br />Test older browser versions<br />From mobile platforms – iOS, Android, Windows, Palm, Symbian<br />http://validator.w3.org/<br />Tweak your site<br />Make the simple changes<br />Create an improvement plan for larger issues<br />To-do for tip four<br />
    32. 32. Consistent social presence<br />
    33. 33. Successful social presences<br />Deal announcements<br />Customer support<br />Feedback<br />Generate a positive brand image<br />News<br />
    34. 34. Empty pages<br />Lack of focus<br />No customer interaction<br />Lack of thought<br />Bad grammar<br />Lack of personal / professional separation<br />Pitfalls to avoid<br />
    35. 35. Multiple accounts<br />Multiple users / staff<br />Shifts<br />Scheduling<br />Reports<br />Monitoring<br />Co-Tweet™ social management<br />www.cotweet.com<br />
    36. 36. Update regularly<br />Don’t leave your feeds dry<br />Be transparent<br />Be timely<br />Make sure you have a focus for your channel<br />Check weekly<br />Monitor the public chatter about your brand<br />Quality check tweets<br />Online content lives forever<br />Separate personal & professional<br />To-do for tip five<br />Get CoTweet™<br />
    37. 37. Why do you have a website?<br />Write out your goals<br />Shape your site<br />To-do recap<br />Maximise Google Analytics<br />Get Analytics<br />View the reports<br />Act on the information<br />Complete email campaign cycle<br />Make everything accessible<br />Look at the reports<br />Feedback the data<br />Test your site<br />Tweak your site<br />Consistent social presence<br />Update regularly<br />Check weekly<br />Use CoTweet™<br />
    38. 38. (Source: Wayback Machine, archive.org)<br />
    39. 39. The End<br />over to Emma James fromTasty Marketing<br />studioworksdigital.com<br />
    40. 40. The End<br />over to Emma James fromTasty Marketing<br />studioworksdigital.com<br />

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