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Driving traffic to your website vc cafe

Eze Vidra
Eze Vidra

Jalin Somaiya and me (Eze Vidra) gave this presentation a few months ago to the participants of launch48 launchpad, an accelerator program based in London. This is not an SEO guide, but it covers the basics of MVP testing and getting your new web venture off the ground. Find more startup resources and news at VC Cafe (www.vccafe.com)

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Driving traffic to your website By: Jalin Somaiya ( @ GoodLibations ) & Eze Vidra  ( @ ediggs )
Good use of acquisition channels vs. good product Source: Statcounter, European user sample, Oct 2010
Driving traffic to your website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Know what you want and optimise your site for it
Know what you want Takeaway: Define what you’re trying to achieve in the next milestone and optimize for that.
Optimise your site for it (example) Guess what you have to do next?

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Driving traffic to your website vc cafe

  • 1. Driving traffic to your website By: Jalin Somaiya ( @ GoodLibations ) & Eze Vidra ( @ ediggs )
  • 2. Good use of acquisition channels vs. good product Source: Statcounter, European user sample, Oct 2010
  • 3.
  • 4. Know what you want and optimise your site for it
  • 5. Know what you want Takeaway: Define what you’re trying to achieve in the next milestone and optimize for that.
  • 6. Optimise your site for it (example) Guess what you have to do next?
  • 7. Optimise your site for it (example) One deal a day, one big button
  • 8. Optimise your site for it (example) Video for product explanation, button for download
  • 9.
  • 10.
  • 11.
  • 12. Optimise your site for it (4) Which website converts better?
  • 13. This page lifts conversion by 20.2% Optimise your site for it (5)
  • 14. Website Optimiser – End those design debates! Optimise your site for it (6) 1/3 visitors 1/3 visitors 1/3 visitors Original Combo #1 Combo #2 14% Become Billable from the Original Advertisers are clamoring to the AW Homepage WHAT Website Optimizer (WO) will allow you to test combinations of text, links, videos and images to identify which one drives the most conversions. HOW WO will automatically divide traffic coming to your homepage and randomly show the various combinations to see which one leads to the most conversions 20% Become Billable from Combo #1 21% Become Billable from Combo #2
  • 16. Acquisition channels: a pretty full list Organic: (via Brand; Case studies and collateral; PR; etc.) Own channels SEO Cross-selling / embedded links Direct marketing Advertising Third-party channels Affiliates and co-marketing Third party outreach Events NOTE: MORE IS NOT NECESSARILY BETTER!!! Viral / social campaigns Sales force Free listings and syndication
  • 17. Affiliates and co-marketing: growth through partnerships * Idea: Can you implement some retail techniques on your online product?
  • 18. Affiliates and co-marketing: Terminology Partners Affiliates Larger websites Niche publishers Supported by Publisher Development Supported by Affiliate Publisher Support More Potential Traffic / Revenue Less Traffic Specialized targeted audience
  • 19.
  • 20. Affiliates and c o-marketing (example)
  • 21.
  • 22.
  • 23. Social and viral marketing: often a trade-off between virality and product relevance Tiny.cc/chromeextensions
  • 24.
  • 25. Social and viral marketing: in-product virality
  • 26.
  • 27.
  • 29. …If you build it, they won’t necessarily come @ ediggs and @ goodlibations …So make sure you are segmenting your market
  • 31.
  • 32.

Editor's Notes

  1. First thing you should lead off with is that “Website Optimizer is a FREE tool designed to help you increase your website’s conversion rate by testing different combinations of site content.” For shows geared towards the design community you can substitute “…a tool designed to take the guesswork out of site-design.”