EPiServer Marketing Arena - Turning web traffic into revenue

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EPiServer Marketing Arena - integrated modules for marketers which helps you deploy and track better campaigns, monitor visitor activity in real time, generate more relevant traffic, test landing pages and improve your SEO every day.

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EPiServer Marketing Arena - Turning web traffic into revenue

  1. 1. EPiServer Day London 13th of October 2009 Rikard Ljungman, VP of Products
  2. 2. Three months ago... Digital Visibility: 32 Now Digital Visibility: 61 Average ”B2B Companies, national focus” Digital Visibility: 53
  3. 3. Large customers Service and Long-term Relationship Small customers Price!
  4. 4. Large Companies London Area
  5. 5. Large Companies Small London Area
  6. 6. Large Companies Small North West London Area
  7. 7. Large Companies Small LondonEast South Area North West
  8. 8. Large Companies Small LondonEast South Area North West
  9. 9. ”Small Construction company, less than 100 employees, £5-10M in Revenue, situated in North West, UK” Small Business Deal Caterpillar £250.000 Sign up for a test drive in Manchester
  10. 10. Thank you!
  11. 11. 45% of all visitors clicking the link will sign up for a test drive
  12. 12. PRODUCT FEATURES
  13. 13. » Marketing campaign tool for web managers, marketers and sales who create, maintain and optimize campaigns and landing pages. » Based on survey among partners and customers – ”What is your most urgent need for optimizing and adapting web sites?” » Key benefits: - Test and Optimize your landing pages (A/B testing) - Campaign statistics and conversion rates - Definable KPI´s for ROI measurements - Real time monitoring - Live data/statistics - Integrated solution – everything in one tool
  14. 14. CMO Overview Campaign Monitor Campaign Summary Detailed view Detailed view Detailed view Live monitor Settings General statistics KPI Conversion paths LPO - Landing Page Optimizer LPO Report LPO Settings 29
  15. 15. Landing Page Optimizer Web visitors are randomly showed different landing pages Landing pages (Page variations) Web pages users visit in between Conversion Page. Users are tracked from the landing page version to the conversion page LPO Report in CMO shows which landing page has attracted users to visit the conversion page
  16. 16. Campaign Monitor General statistics (Detailed view per page) KPI (Detailed view per page) Campaign Report (Summary) Conversion paths Live Monitor (Detailed view)
  17. 17. WHY SEO?
  18. 18. SEARCH ENGINES REVOLUTIONIZE BUYING AND MARKETING • An average Internet user completes approximately 90 searches per month • Approximately 50% of e-commerce purchases start out with a search • Almost 70% rarely go beyond page 1 on the search result • A #1 ranking provides 4 times more clicks than a # 6-7 ranking
  19. 19. PRODUCT FEATURES
  20. 20. SHORT FACTS » Prioritized action lists where the most important items are clearly listed for editors and for developers » Plug-in with subscription
  21. 21. EDITOR ADVICE » Good & Bad! » Examples » Best Practice An everyday tool for the web editor describing both the error and what to do about it!
  22. 22. LINKING » Internal links » External links » # of referrals » Page rank “The number and quality of inbound links is vital in Your SEO work”
  23. 23. TECHNICAL ADVICE* » Digital Visibility » Page Size » Word Count » Page rank » Technical advice prio 5-1 » Links to pages * “Mainly for partner/developers – Check status during development!”
  24. 24. HEAT-MAPPPING » Graphical hot-spots » Identify “no attention areas” » The CEO view! “Perfect for presentations and executive reports”
  25. 25. DOMAIN ANALYSIS & REPORTS » SEO KPI Report - Goal administration » Keyword analysis & reporting - Most popular Search phrases (Organic/PPC) - Keyword analysis - Rankings – prio keywords - Keyword administration » Links to website - Traffic-generating domains - New traffic-generating domains - Traffic generating domains per country - Moving Links to new URL/new domain » SEO Benchmarking » Web Manager Alerts
  26. 26. INTRODUCTION »EPiServer B2B ADAPT allows you to serve targeted Web content to each visitor, based on his or her industry, geography or location.
  27. 27. PRODUCT FEATURES
  28. 28. QUICK FACTS » Adapt Web content and pages based on detailed company information » Plug-in with subscription
  29. 29. CASE EXAMPLE The “Tourism SE Campaign” Size: More than 500 employees Industry: Tourism Country: Sweden Action: Show the “Swedes loves England” article on the first page
  30. 30. SET-UP 1. Create a campaign by setting rules 2. Create (or use existing) content 3. Map content to campaign
  31. 31. ACTIVATE CAMPAIGN 4. On your EPiServer page, chose a campaign and save to activate…
  32. 32. PREVIEW » Use the Preview tab to see the effect of each rule in the campaign » Switch between rules to see the difference
  33. 33. EVALUATE » Monitor the effect of you campaigns
  34. 34. INTRODUCTION »A module which tells you what company as well as what industry and geography each visitor comes from.
  35. 35. PRODUCT FEATURES
  36. 36. QUICK FACTS » Generates a prospect list with real companies visiting your web site » Plug-in with subscription
  37. 37. THE PROSPECT LIST » Company » Address » Phone # » Employees » Sales » Country
  38. 38. CMS 5, ”Content Management”
  39. 39. CMS 6, ”Site Management”
  40. 40. CMS 6, ”Site Management”
  41. 41. CMS 6 ...but also Content Management
  42. 42. Next Step... EPiServer Marketing Arena meets EPiServer CMS 6
  43. 43. SEO - Online today Top 3 visiting companies this week EPISERVER AB HAPARANDA KOMMUN 42% DUTCHCO SVENSKA CELLULOSA AB SCA 33% MIRABEAU APPLICATION.... CLOUD NINE AB 25% REED EXHIBITIONS LTD CLOUD NINE AB SVENSKA CELLULOSA AB SCA Page 1.aspx Page 1.aspx Page 1.aspx Page 2.aspx Page 2.aspx Page 2.aspx HAPARANDA KOMMUN Page 3.aspx Page 3.aspx Page 3.aspx Page 4.aspx Page 4.aspx Page 4.aspx Page 5.aspx Page 5.aspx Page 5.aspx << <1 2 3 4 5 6 > >> SEO Gadgets for Sitecenter in EPiServer 6!
  44. 44. CMO Gadgets for SiteCenter in EPiServer 6!
  45. 45. EPiServer SEO SEO KPI REPORTING GOOGLE PAGERANK DIGITAL VISIBILITY 3/5 48/100 w. 42 3/48 PR TREND THIS MONTH w.41 2/47 w.40 2/40 DV TREND THIS MONTH w.39 2/40 w.38 2/38 See complete report >> w.37 2/38
  46. 46. B2B Adapt Gadget for Sitecenter in EPiServer 6!

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