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Web Marketing Week1


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Web Marketing Week1

  1. 1. Internet Marketing Practices Week 1: Introduction Alan Chen, 2011
  2. 2. Before Getting Started <ul><li>Thank you for joining
  3. 3. What will be covered
  4. 4. Time allocation </li><ul><li>My sharing
  5. 5. Your feedback </li></ul><li>Rewards </li><ul><li>In each section and the end of this topic </li></ul></ul>
  6. 6. <ul><li>Introduction of Internet Marketing in the following weeks: </li><ul><li>Acquisition
  7. 7. Conversion
  8. 8. Retention </li></ul></ul>
  9. 9. Why Important (to Reallusion)? <ul><li>The nature of Reallusion products
  10. 10. Revenue contribution
  11. 11. Fast to market
  12. 12. ROI/Direct to Customer </li></ul>
  13. 13. A Typical Flow and Challenges Users Will Face Before Becoming a Reallusion Customer?
  14. 14. Search term: 3d animation software Must be in first 2 pages to be seen
  15. 15. And good use experience! If they are interested enough...
  16. 16. Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start download Complete download and install Happy with the product! Find the purchase page Paid Every Single Point Can Go Wrong
  17. 17. Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start download Complete download and install Happy with the product! Find the purchase page Paid ? copy sold ? complete downloads ? register members ? purchase attempts ? download attempts ? product page visits 100,000 people want to find “ 3d animation software” ? visitors visit Reallusion
  18. 18. Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start download Complete download and install Happy with the product! Find the purchase page Paid MD & ECD CPM & Art ECD RD & QA ECD & Sales
  19. 19. How to optimize the 3 steps? We will continue this topic in the following weeks
  20. 20. How Can We Know What Users Need?
  21. 21. <ul><li>Eye-tracking
  22. 22. Expert analysis
  23. 23. Lab usability testing </li><ul><li>“ The ultimate user experience is improved much more by three tests with 5 users than by a single test with 15 users” - Jacob Nielsen </li></ul><li>Survey </li></ul>
  24. 24. “ If I had asked customers what they wanted, they would have told me they wanted a faster horse “ - Henry Ford
  25. 25. <ul><li>Web analytic tools </li><ul><li>Web logs
  26. 26. Web beacons
  27. 27. Java Script tags
  28. 28. Packet sniffing </li></ul></ul>
  29. 29. <ul>Script based vs Log based analytics </ul><ul><li>Script-based </li></ul><ul><ul><li>Analyze useful, easy-to-understand data
  30. 30. More meaningful data by using cookies (know what this user has done on your site)
  31. 31. Can filter traffic by sources (e.g. AP activation)
  32. 32. Can be used even you can’t access the server log (e.g. a shared server) </li></ul></ul><ul><li>Log-based </li></ul><ul><ul><li>Setup once
  33. 33. No worries about page-level error
  34. 34. Always own the data
  35. 35. No Java-script required (2~6% users have it turned off)
  36. 36. No additional load to network or browser </li></ul></ul>
  37. 37. <ul><li>Traditional marketing: I know 50% of my budget spent was in vain, but I don't know where
  38. 38. On the internet, you can know much more about users at lower cost. If you plan, and implement in a scientific way... </li><ul><li>Road banner: Est. exposure vs. Different URL
  39. 39. Commercial: Nielsen TV ratings vs. Search term
  40. 40. DM: Different coupon vs. coupon code plus A/B testing
  41. 41. You can know visitor navigation path
  42. 42. You can know abandon path </li></ul></ul>
  43. 43. Why Google Analytics and What it can Provide?
  44. 44. <ul><li>A “Javascript tag” type web analytics system
  45. 45. Developed from Urchin Software Corporation, which was acquired by Google in April 2005
  46. 46. The USD 500/month service turned into free service, and keep involving </li></ul>
  47. 47. <ul><li>utmz: type of referral, session number, etc
  48. 48. utmv: (custom value)
  49. 49. utmc: visit session (close browser)
  50. 50. utmb: visit cookie (30 minutes)
  51. 51. utma: unique ID, time of visits, etc </li></ul>
  52. 52. <ul>Traffic overview by given time period </ul>
  53. 53. <ul>Compare different time period </ul><ul><li>Effectiveness of events, promotions
  54. 54. Visitor background overview </li></ul>
  55. 55. <ul>Quick dashboard view and deeper info </ul>
  56. 56. <ul>Detail: Visitors Who are more interested in the site? </ul>
  57. 57. <ul>Detail: Visitors Who are more interested in the site? </ul>
  58. 58. <ul>Detail: Visitors How much time they spend on the site? </ul>
  59. 59. <ul>Detail: Visitors Browser, OS, Flash version, network, etc </ul>
  60. 60. <ul>Detail: Visitors Browser, OS, Flash version, network, etc </ul><ul>Different countries, analytics profile have different value. E.g. </ul><ul><li>If we count top 5 countries only, 1024x768 may drop </li></ul>
  61. 61. <ul>Detail: Traffic source Direct traffic, referral, or search </ul>
  62. 62. <ul>Detail: Traffic source Organic keywords (SEO) vs Paid (AdWords) </ul>
  63. 63. <ul>Detail: Content Top Content </ul>
  64. 64. <ul>Detail: Content Top Content </ul>
  65. 65. And More Customizable Tracking
  66. 66. <ul>Detail: Visitors Member loyalty </ul>
  67. 67. <ul>Detail: Campaign Knowing event performance by time </ul>
  68. 68. <ul>External </ul><ul><ul><li>Campaign
  69. 69. Medium
  70. 70. Source
  71. 71. Keyword (optional) </li></ul></ul><ul> source =facebook&utm_ medium =cpc&utm_ campaign =war_peace&utm_ term =girl </ul>
  72. 72. <ul>Detail: Traffic source 3 compulsory and 2 optional variables </ul><ul>Campaign </ul><ul>Source </ul><ul>Medium </ul><ul>Keyword </ul><ul>AD content </ul><ul>war_peace </ul><ul>youtube </ul><ul>web email ppc (adwords) banner textad </ul><ul>buy now </ul><ul>facebook </ul><ul>download </ul><ul>home </ul><ul>landing </ul><ul>newsletter </ul><ul>rc_0901 </ul><ul>email </ul><ul>buy now download ic_landing </ul><ul>(mail subject) </ul><ul>ccd_0901 </ul><ul>edu_0901 </ul><ul>icfu_0901 </ul><ul>partnership </ul><ul>digitaljuice </ul><ul>email </ul><ul><li>Source & Medium MUST be exactly match (all lower-capital) </li></ul><ul><ul><li>E5, element5, Element5, are all different </li></ul></ul>
  73. 73. <ul>3-dimension variables </ul><ul>Source </ul><ul>Medium </ul><ul>Campaign </ul><ul>Campign= war_peace Banner vs. email Or Facebook vs. Digitaljuice </ul><ul>Source=facebook Banner vs. textAD War_peace vs. film_the_world </ul><ul>Medium=email RL vs. Digitaljuice Realitycheck vs. CCD NL </ul>
  74. 74. <ul>Detail: Traffic source Medium & Source </ul><ul><li>Comparing source= google with different medium </li></ul>Comparing campaign= newsletter with different source
  75. 75. <ul>2,000 visits 1,000 visits 500 visits </ul><ul>3 pages/visit 4 pages/visit 5 pages/visit </ul><ul>USD 3/visit USD 8/visit USD 5/visit </ul><ul>Event A </ul><ul>Event B </ul><ul>Event C </ul><ul>Changing focus from “Attractive ADs” to “Effectiveness Messages” to the ultimate result, “Purchase” </ul><ul>Detail: Campaign A new method to measure traffic effectiveness vs. linkcount </ul>
  76. 76. <ul>Detail: Goals </ul><ul>Can be used to track: <ul><li>Form submission
  77. 77. (ask for quotation)
  78. 78. Member registration (activation page)
  79. 79. Clicks (e.g. file download attempts)
  80. 80. … and so on </li></ul></ul>
  81. 81. <ul>Detail: Goals Goal conversion: BackStage purchase flow </ul><ul>16.98% </ul>
  82. 82. <ul>Detail: Goals Goal conversion: EX member registration </ul><ul>55.8% </ul>
  83. 83. <ul>Detail: Goals As a warning </ul>
  84. 84. <ul><li>Use “virtual page” to track page view as a goal </li><ul><li>Use java script to create a virtual page view
  85. 85. Same technique can be used to track Flash events </li></ul></ul>
  86. 86. Track file downloads (Virtual page view): Event tracking: Library for tracking flash: <ul><li>Trade-offs: </li><ul><li>Over-estimate the page views (same ID)
  87. 87. Create broken links in GA (different ID)
  88. 88. Can't be view as goals (event tracking) </li></ul></ul>
  89. 89. <ul>Detail: E-commerce BackStage overview </ul>
  90. 90. <ul>Detail: E-commerce Popular products </ul>
  91. 91. <ul>Detail: E-commerce Popular categories </ul>
  92. 92. <ul>Detail: E-commerce Transaction </ul>
  93. 93. <ul>Detail: E-commerce Visits/days to purchase </ul>
  94. 94. Cross-referencing other Data <ul><li>Monthly or weekly change in: </li><ul><li>Traffic vs. download
  95. 95. Download attempts vs. complete download
  96. 96. Complete download vs. new member registration </li></ul></ul>
  97. 97. <ul>Some Do's and Don'ts with Site Tracking </ul>
  98. 98. <ul><ul><li>Source: cshome;
  99. 99. Medium: banner;
  100. 100. Campaign: topseller </li></ul></ul>Any thing unusual in the following source/medium? If you are not sure, check reference file or ECD Dos: Use Consistent Parameters
  101. 101. How come a English page PV increased 30 times without update or promotion? <ul><ul><li>A DE page copied the page without change GA code ID before newsletter send-out </li></ul></ul><ul><ul><li>ID URI Path
  102. 102. 111111 /crazytalk/default.aspx
  103. 103. 111112 /crazytalk/default.aspx </li></ul></ul>
  104. 104. Keep consistent internal page links <ul><li>/crazytalk and /crazytalk.aspx looks no difference in creating an internal link
  105. 105. But they are different in GA </li><ul><ul><ul><li>/crazytalk 1,000
  106. 106. /crazytalk/default.aspx 2,000 </li></ul></ul></ul><li>(another issue occurred when we were upgrading .asp pages to .aspx ones) </li></ul>Dos: Use Consistent Links
  107. 107. Don'ts: Forget Putting GA Code <ul><li>All data captured are replying on the GA code
  108. 108. Wrong data can lead to wrong decision </li><ul><li>Interpret user behavior incorrectly
  109. 109. Under/Over-estimate marketing results </li></ul><li>In most case, GA code are embedded in the top navigation, unless: </li></ul><ul><ul><li>Event pages that do not have a navigation bar
  110. 110. Pop-up pages that do not have a navigation bar
  111. 111. Pages in a frame that share the same URL
  112. 112. … .. And more </li></ul></ul>
  113. 113. Don'ts: Use Linkcount Typically: From From search engine Newsletter From site A, PV: 4 Keyword A, PV: 3 rc_1103, PV: 3
  114. 114. Don'ts: Use Linkcount We can be misled: From From search engine Newsletter From site A, PV: 2 Direct, PV: 2 Keyword A, PV: 3 rc_1103, PV: 1; bounce Direct, PV: 2
  115. 115. Unless in AP. Linkcount creates the dilemma: <ul><li>One click generates two page views, or
  116. 116. Broken link in tracking user's navigation </li></ul>Don'ts: Use Linkcount
  117. 117. Bounce Rate: visitors hit a page and leave with out a click It's currently not accurate to our site because they might clicked but not tracked: <ul><ul><li>Linkcount, redirecting pages
  118. 118. Download links in event pages
  119. 119. External link (e.g. add to cart, YouTube) ( Solution ) </li></ul></ul>
  120. 120. Use Campaign tracking only when it is necessary: <ul><li>Campaign cookie overwrites each other by default, you then can't track the real contribution of each campaign
  121. 121. The default life span of a campaign cookie is 6-month
  122. 122. ( Cookie types ) </li></ul>Don'ts: Over-use Campaign Tracking We will start talking Acquisition in 2 weeks
  123. 123. That's all for today, any question?
  124. 124. More material if you are interested in Analytics... <ul><li>Google Analytics online training: </li><ul><li> </li></ul><li>Web Analytics: An Hour a Day (book) </li><ul><li> </li></ul><li>Useful blogs: </li><ul><li>
  125. 125. </li></ul></ul>
  126. 126. What will we do next week? <ul><li>Week 2: Acquire visitors
  127. 127. Exercise: come out one thing you want to know about Reallusion site, may be but not limited: </li><ul><li>An existing figure has been monitored
  128. 128. A useful goal that should be added
  129. 129. An KPI we should regularly checked </li></ul></ul>