Morning seminar presented to Chorley Town Hall members in August 2013 discussing how to analyse your website to make better use for winning new business online.
7. Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways
8. Does your website serve its
purpose?
Inspire
Attract
new
visitors
Encourage
repeat
purchase
Explain who
you are &
your
proposition
Generate
up / cross
selling
visitors to
take
action
Convert
visitors
into leads /
customers
9. Track your website visitors
BOUNCE RATE
CONVERSION
TRAFFIC SOURCES
% NEW VISITORS
LANDING & EXIT PAGES
CONTENT
SOCIAL REPORTS
13. Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways
14. Know your market online
SEO PPC
RANKING
EMAIL
NEWS DOWNLOADS
VIDEOS TRAFFIC CTA’S
BLOG
DESIGN
SOCIAL
MEDIA
COMPETITORS
PROPOSITION
TARGET AUDIENCE
PRODUCTS/
SERVICES
WEBSITE
29. Does your delivery match
your online strategy?
• Complete control at every touch point of
your customer’s experience with the brand
and product
• Save time, resource and ROI allowing you to
concentrate your efforts on NPD and marketing
30. Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways
31. Summary
• Analyse your current position
• Research changes and the strengths
of competitors in your market
• Make considered improvements
• Create a tactical plan and schedule
your activities
32. Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways
34. All those questions I meant to ask…
…but didn’t.
Please contact Daena Hayhurst for
further information:
d.hayhurst@exactabacus.com
01772 455 052 Ext.1337
@ExactAbacusLtd
Editor's Notes
Question to the room – what type of website so you have? Lead Generation or E-Commerce?The art of well-executed strategy starts with clearly defined goals.Build your marketing tactics around goals that meet your business objectives.
Show of hands – do you all know about GA?
A website should be fluid. Test, test, test and when you’ve done that…test some more.Crazy Egg – usability and split testing
Choice of four views: Heatmap, Scroll Map, Confetti and OverlayHeatmap – build a picture of the most popular regions within your site.Scrollmap – see how far your visitors are scrolling.
Confetti – shows clicks and where the traffic originatedOverlay – provides the number of clicks per region within your websiteOnce your usability testing is complete, start driving some traffic.
Review your competition. How do they execute their tactics?Is your proposition clear?What do your target audience want?
Enhance your search marketing usingSEMRush, a free tool that helps you to analyse keywords. Find out which keywords are driving traffic and gain valuable insight into search trends, your competition and how much they’re spending.Adjust your onsite content using the keyword research results – make your changes human, don’t stuff your content with keywords.
Landing pages – take your visitors from a search directly to the content they’ve expressed an interest in.Use your Google Analytics account to access Content Experiments – allows you to split test up to 5 variations of a page from separate URLs, using a random sample of site visitorsSet and test the goals that you want your visitors to accomplish.
Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.
Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.
Monitor your Twitter account performance.Try different types of messages and content to increase your followers.
Shows the measurements of your Page’s performance. Access demographic data about your audience and see how people are discovering and responding to your posts.
Manage social media campaigns across multiple social networks from one dashboard – Facebook, Twitter, LinkedIn and Google+ PagesIdentify and grow audiences and distribute targeted messages.Schedule campaign and geo-target.
What types of digital marketing do you conduct for your business?It’s no longer enough to treat channels in isolation. Think about how you can integrate your activities to create multiple touch points that could reach your audience.Content marketing pieces can be used in Search, Email and Social Marketing to provide interesting, intelligent information for your prospects and customers, as well as providing a structure to your communications.
One idea can go a long way. Content marketing provide users with a reason to stay on a page, and return to your site for rich information that they can’t find elsewhere. When the content is integrated with a wider digital marketing strategy it maximises your exposure. Use content marketing to populate your social media channels, email campaigns and website, as well as providing articles to compliment your blog.Ensure you segment your content to make it relevant to the recipient.
Keep your database up to date. Cleanse and segment your lists regularly.Do not send email blasts. Provide your recipients with preferences, allowing them to choose the types of communication they wish to receive.MailChimp - launch and track your emails. Create lists by – lifecycle, engagement, market, message etc.
Monitor your Twitter account feed.
Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.
Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.