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FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. 
+44 (0)161 222 8655 • http://firecask.com/ • info@firecask.co...
WHO AM I? 
and what do I do?
Today I run 2 companies 
FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. 
+44 (0)161 222 8655 • http://firecas...
I’ve worked with great businesses... 
FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. 
+44 (0)161 222 8655 • h...
...and written for some leading publications 
FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. 
+44 (0)161 222 ...
SECURE YOUR BRAND
Securing your Brand avoids 
Decreased Visits 
● Ensure you have a unique logo 
● Use a positive and consistent brand 
mess...
Perform some 
TECHNICAL SEO
Performance, Usability & Indexation 
FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. 
+44 (0)161 222 8655 • ht...
Internal & External Linking 
Internal 
IA (information architecture) is important 
for both user experience and (to an ext...
Structured Data & Rich Snippets 
Rich snippets include: 
● Star Ratings 
● Reviews 
● Products 
● Recipes 
You can test li...
Social Structured Data 
As well as search engines, social 
structured data can help tailor posts 
shared within Facebook, ...
Social Structured 
Data: Context 
One thing to note is that your links should 
have context: 
● Facebook descriptions can ...
Think more about 
CONTENT
Be more creative with content… 
Know your Audience 
Produce Quality & Creative Content 
Use Good Typography 
Go Beyond “Fl...
Targeting your Audience 
● All games have gender, age or location specific 
majorities 
● Bingo’s general audience are wom...
Think Creatively. Create Content such as… 
How To’s, Guides, Walkthroughs 
Infographics & Data Visualisation 
Interactive ...
Use UGC and your Own Data… 
Lists (games, wins, players) 
Cross Sell based on user profiles 
Use feedback & reviews for ri...
CONVERSION 
RATE OPTIMISATION
Branding & Design 
Creating trust within your brand is extremely 
important. Here are a few pointers to help this 
and hel...
Calls to Action 
FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. 
+44 (0)161 222 8655 • http://firecask.com/ •...
Layout and 
Typography 
The layout of a page, even with flat 
content, can be optimised to 
improve people’s perception of...
FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. 
+44 (0)161 222 8655 • http://firecask.com/ • info@firecask.co...
Additional Tips 
● Use fixed navigation to offer 
options to the user without 
scrolling. Use CTA’s within the 
navbar too...
Analyse your own Data 
There are a number of ways you can use 
available data to help optimise your site 
and increase con...
Brand & Competitor Analysis 
● Search for your brand mentions 
elsewhere on the web. Use 
Google Alerts to set up 
notific...
SOCIAL
Contribute to... 
Twitter 
● Use a tool such as Tweetdeck or 
Hootsuite to monitor anything from 
brand mentions to hashta...
Contribute to... 
Facebook 
● Use your page to publish content, offers 
and other incentives. Interact with 
everyone who ...
Contribute to... 
Google+ Communities & Hangouts 
● Works the same way as 
Facebook group search 
● More technologically-m...
Contribute to... 
Host Google+ Hangouts on Air 
FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. 
+44 (0)161 22...
Some Final Tools & Tips 
● Offer unique discount or offer codes so it’s easier to track conversions 
through those channel...
Thank You! 
Any questions? 
Alex Moss 
Director, FireCask 
Email: alex@firecask.com 
Phone: +44 (0) 7743 870 210 
Twitter:...
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Tips and Tricks to Increase Visitors and Conversions - #BAC2014

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This session will cover how you can improve your site to attract more visitors using a combination of content and social structured data, as well as increasing your conversion rate by improving the user's experience.

Published in: Internet
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Tips and Tricks to Increase Visitors and Conversions - #BAC2014

  1. 1. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com Tips & Tricks to Increase Visitors and Conversions by Alex Moss Director, FireCask 24th October 2014
  2. 2. WHO AM I? and what do I do?
  3. 3. Today I run 2 companies FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  4. 4. I’ve worked with great businesses... FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  5. 5. ...and written for some leading publications FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  6. 6. SECURE YOUR BRAND
  7. 7. Securing your Brand avoids Decreased Visits ● Ensure you have a unique logo ● Use a positive and consistent brand message, even a tagline will do! ● Identify your audience and build your site’s offering around it ● Secure social media profiles using KnowEm (right) or namechk. The last thing you want is a competitor taking some of your online assets! FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  8. 8. Perform some TECHNICAL SEO
  9. 9. Performance, Usability & Indexation FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com ● Caching, compression, filesizes and CDN’s. - best to use Google Page Speed or YSlow! ● Mobile accessibility using responsive design or separate mobile site. - more reading from my blog post for WooRank ● Indexation: use robots.txt, XML sitemaps and good IA so search engines will interpret the site well.
  10. 10. Internal & External Linking Internal IA (information architecture) is important for both user experience and (to an extent) ranking. Plan and optimise internal linking structure. Gain insight into keywords using a number of methods. External If you value your brand and domain, do not deviate from Google’s Webmaster Guidelines. Use tools such as Open Site Explorer, Majestic and LinkRisk to analyse your link profile. Remove any poisionous links. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  11. 11. Structured Data & Rich Snippets Rich snippets include: ● Star Ratings ● Reviews ● Products ● Recipes You can test live examples or HTML code via Google’s Structured Data Testing Tool. Google have, in the past 6 months, pulled both author and video thumbnails from SERPs. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  12. 12. Social Structured Data As well as search engines, social structured data can help tailor posts shared within Facebook, Twitter and Google+. You can: ● Create clickbait ● Offer incentives without changing the content of the page you’re posting. I have developed a WordPress plugin that manages all of this. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  13. 13. Social Structured Data: Context One thing to note is that your links should have context: ● Facebook descriptions can be extended to 300 characters, nearly double the default META description ● Incorrect image thumbnails can take the post out of context, or even worse portray something completely different. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  14. 14. Think more about CONTENT
  15. 15. Be more creative with content… Know your Audience Produce Quality & Creative Content Use Good Typography Go Beyond “Flat Content” FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  16. 16. Targeting your Audience ● All games have gender, age or location specific majorities ● Bingo’s general audience are women aged between 30-50 ● Sport betting attract more of a male audience Once you identify this, get some insight on them: ● What is your converted user’s lifespan with your brand? ● What usage habits does your audience have (day of week, time of day, keywords that attract them) Also look into your analytics data to find out what visitor and player behaviour is like. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com Great sources of information from Microsoft Advertising and The Gambling Commission
  17. 17. Think Creatively. Create Content such as… How To’s, Guides, Walkthroughs Infographics & Data Visualisation Interactive Content (Calculators) Live statistics via API or similar Rich media (better Images & Videos) FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  18. 18. Use UGC and your Own Data… Lists (games, wins, players) Cross Sell based on user profiles Use feedback & reviews for rich snippets Live statistics via API or similar Rich media (better Images & Videos) FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  19. 19. CONVERSION RATE OPTIMISATION
  20. 20. Branding & Design Creating trust within your brand is extremely important. Here are a few pointers to help this and help you gain more online exposure in the process: ● If you have a good logo, try to use it in creative ways e.g. bullet points or separators ● Group your brand with other trusted logos such as affiliates providers. ● Keep your colour scheme simple but efficient. 4 colours in palette. Great palette resource at Colour Lovers. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  21. 21. Calls to Action FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com Any CTA helps a visitor achieve a goal you want them to complete. ● Homepage and “money” landing pages are the best opportunity to do this. ● Add relevant images to represent the CTA. ● Different styles in nav elements and buttons to make your CTA stand out. ● Use product names specifically. For example, a button saying PLAY BINGO NOW! is better than PLAY NOW!
  22. 22. Layout and Typography The layout of a page, even with flat content, can be optimised to improve people’s perception of it. Think about ● Typography - use headings and subheadings to summarise the content. ● Summarise and split important content - use “wells”, panels and lead paragraphs FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  23. 23. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com Offering something in return for data capture, gameplay or deposits will increase conversion rates. ● Use expiration dates to increase urgency ● Offer no deposit games or extra bonuses to new users ● If you have large numbers of users/subscribers, show the numbers off! ● Offer incentives in exchange for data - e.g. sign up via email and receive free tips Create Incentives
  24. 24. Additional Tips ● Use fixed navigation to offer options to the user without scrolling. Use CTA’s within the navbar too. ● Use overlays for external resources so the user doesn’t exit your own site completely. ● Popups - use popup overlays that open after XX seconds after page load, or a Javascript alert if someone tries to leave the site. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  25. 25. Analyse your own Data There are a number of ways you can use available data to help optimise your site and increase conversions: ● Use goals in Google Analytics to track specific funnels you want visitors to navigate through FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com ● Analyse your visitors. Look into bounces rates, top exit pages, keywords. Also use internal site search. ● Use Content Experiments to perform A/B tests on homepage and landing pages.
  26. 26. Brand & Competitor Analysis ● Search for your brand mentions elsewhere on the web. Use Google Alerts to set up notifications. Also use our Search Operator’s Guide to find unlinked brand mentions. ● Use SEMrush or SpyFu to analyse your online competition. You can find out a lot about the keywords they target and links they attract. You should have a good relationship with your keywords. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  27. 27. SOCIAL
  28. 28. Contribute to... Twitter ● Use a tool such as Tweetdeck or Hootsuite to monitor anything from brand mentions to hashtags. ● Don’t just publish outgoing tweets - interact with other Twitter users and search for potentially influential users within your niche. ● Use lists to monitor specific users or competitors instead of following them. Analyse what they share and produce content that would also be shareable. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  29. 29. Contribute to... Facebook ● Use your page to publish content, offers and other incentives. Interact with everyone who comments. ● Join relevant groups and contribute to other people’s posts. Don’t spam as you may be banned or reported altogether. ● Use Facebook’s Graph Search to search for more specific pages, groups and profiles ● Add Facebook Comments to your own site. I even developed my own WordPress plugin to help you. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  30. 30. Contribute to... Google+ Communities & Hangouts ● Works the same way as Facebook group search ● More technologically-minded and digitally focussed audience FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  31. 31. Contribute to... Host Google+ Hangouts on Air FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com Choose to host your own, invite people to watch and make it public for anyone to join Tip: decide the best time to host it dependent on your target audience Once you have finished the Hangout it will be accessible for anyone who missed it within YouTube. You can then embed this into your own site. Tip: use a transcription service such as Speechpad from $1 per minute of audio
  32. 32. Some Final Tools & Tips ● Offer unique discount or offer codes so it’s easier to track conversions through those channels. Include additional codes into dedicated sites such as this one or this one or generic voucher sites eg My Voucher Codes. ● Reddit provides great traffic if you place the content right. Also contribute to other subReddits. Be careful not to spam. ● Use Buffer to schedule any posts to Twitter, Facebook, Linkedin and Google+. Great for international target audiences. ● Avoid automation. Although Buffer is great, don’t just schedule for the next month and then ignore the profiles. ● Use seasonality or current events to your advantage. If you host sports betting then ensure you cover important games. If you offer Poker then cover events such as World Series of Poker Tournaments. ● Make sure you have a contact page and get back to all queries within 48 hours. For more advanced form creation in WordPress use Gravity Forms. ● Use live chat. Experiment with a free offering such as Olark. Offer Skype chat too. You can use HTML buttons to offer Skype actions such as chat or call. FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
  33. 33. Thank You! Any questions? Alex Moss Director, FireCask Email: alex@firecask.com Phone: +44 (0) 7743 870 210 Twitter: http://twitter.com/alexmoss Linkedin: http://uk.linkedin.com/in/alexmoss1/ FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA. +44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com

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