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Driving traffic to your website By: Jalin Somaiya ( @ GoodLibations ) & Eze Vidra ( @ ediggs )

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Good use of acquisition channels vs. good product Source: Statcounter, European user sample, Oct 2010

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Driving traffic to your website <ul><li>Know what you want and optimise your site for it </li></ul><ul><li>Acquisition channels </li></ul><ul><li>Appendix – choosing an audience </li></ul><ul><li>The small print… </li></ul><ul><li>Not a Google pitch </li></ul><ul><li>Nothing on SEO </li></ul><ul><li>Just a taster </li></ul>

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Know what you want and optimise your site for it

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Know what you want Takeaway: Define what you’re trying to achieve in the next milestone and optimize for that.

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Optimise your site for it (example) Guess what you have to do next?

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Optimise your site for it (example) One deal a day, one big button

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Optimise your site for it (example) Video for product explanation, button for download

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Optimise your site for it (1) Unique visitors See product page Add to basket Start checkout Pay Transact again within year <ul><li>Do you know your numbers? </li></ul><ul><li>(Try logs data and ‘pipeline’ feature in Google Analytics) </li></ul><ul><li>Excessive focus on S1 and S5? </li></ul>

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Optimise your site for it (2) Unique visitors See product page Add to basket Start checkout Pay Transact again within year Where to spend my developer’s time? +100 +100 +20 +20 +5 <ul><li>Ratio of increment relative to current </li></ul>

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Optimise your site for it (3) <ul><li>Fewer steps </li></ul><ul><li>A / B testing on site </li></ul><ul><li>A / B testing even with a ‘smokescreen’ </li></ul><ul><li>Talk to your users! </li></ul><ul><li>? </li></ul>TIP: follow the lean startup methodology – validate, iterate, validate again.

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Optimise your site for it (4) Which website converts better?

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This page lifts conversion by 20.2% Optimise your site for it (5)

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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

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Acquisition channels

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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

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Affiliates and co-marketing: growth through partnerships * Idea: Can you implement some retail techniques on your online product?

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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

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Affiliates and co-marketing: Examples of “Partners”/Larger Publishers <ul><ul><li>Has a large number of members who shop through Upromise to grow their child’s education fund. </li></ul></ul><ul><ul><li>One of the best performing Loyalty Reward “Partners” </li></ul></ul><ul><ul><li>Effective for advertisers in a wide range of categories (apparel, home goods, automotive, etc) </li></ul></ul>MyPoints ( www.mypoints.com ): Upromise ( www.upromise.com ) <ul><ul><li>Co nsumers shop through MyPoints to receive points for their purchases. They can then in turn use these points to make future purchases. </li></ul></ul><ul><ul><li>MyPoints also drives traffic and sales to a variety of categories of advertisers (health & beauty, books & magazines and travel) </li></ul></ul>

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Affiliates and c o-marketing (example)

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Affiliates and co-marketing: Examples of “Affiliates”/Smaller Publishers <ul><li>Waterski and Wakeboard Online ( www.waterski-online.com ) </li></ul><ul><ul><ul><li>Smaller traffic and sales generator </li></ul></ul></ul><ul><ul><ul><li>Waterski specialty driven sales for Overtons.com and West Marine (boating and accessories advertisers) </li></ul></ul></ul><ul><ul><ul><li>Good fit for other outdoor/sporting advertisers </li></ul></ul></ul><ul><li>Competitive Runner ( www.competitiverunner.com ) </li></ul><ul><ul><ul><li>Niche affiliate </li></ul></ul></ul><ul><ul><ul><li>Traffic and sales volume is much smaller when compared to that of most partners in Performics banner links </li></ul></ul></ul><ul><ul><ul><li>the network, but it is an affiliate that contributes incremental revenue. </li></ul></ul></ul>Google Affiliate Network’s links

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Affiliates and c o-marketing: some best practices 1 <ul><ul><li>Quality over quantity </li></ul></ul>2 <ul><ul><li>Identify symbiotic relationships - partners with complementary offerings </li></ul></ul>3 <ul><ul><li>A reference partner is as important as a reference customer </li></ul></ul>4 <ul><ul><li>Be open to various incentive mechanisms </li></ul></ul>5 <ul><ul><li>Remember: successful co-marketing partnership = customer acquisitions while you sleep! </li></ul></ul>

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Social and viral marketing: often a trade-off between virality and product relevance Tiny.cc/chromeextensions

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Social and viral marketing: some best practices <ul><ul><ul><li>A trade-off between virality and product relevance </li></ul></ul></ul><ul><ul><ul><li>People have little patience: the creative execution needs to grab the audience in seconds </li></ul></ul></ul><ul><ul><ul><li>Channels / sites often have ‘tricks’ for driving momentum – use them. E.g. tiny.cc/YouTubetricks </li></ul></ul></ul><ul><ul><ul><li>Viral marketing agencies are often expensive and only rarely get great results… making effective ROI mediocre, generally </li></ul></ul></ul><ul><ul><ul><li>M aking ‘external’ virality work well is difficult… </li></ul></ul></ul><ul><ul><ul><li>best to focus on virality inside the product </li></ul></ul></ul>

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Social and viral marketing: in-product virality

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Advertising: best practices <ul><ul><ul><li>Things to experiment on and optimise: </li></ul></ul></ul><ul><ul><ul><ul><li>Target audience </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Messaging (test via focus group or crude AdWords test) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The creative (i.e. visual design and text: test via focus group or with live placements) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Media mix (i.e. where you place your ads: which websites, which magazines) </li></ul></ul></ul></ul><ul><ul><ul><li>Most common ad failing: brand and messaging not clearly understood </li></ul></ul></ul><ul><ul><ul><li>Think about measurement up-front (e.g. coupon codes and geo-targeting) </li></ul></ul></ul><ul><ul><ul><li>“ Always On” is key </li></ul></ul></ul><ul><ul><ul><li>SEM: often the easiest, most scalable form of advertising, for a small business </li></ul></ul></ul><ul><ul><ul><li>Think twice about advertising unless you have </li></ul></ul></ul><ul><ul><ul><li>the budget and patience to run a sustained campaign </li></ul></ul></ul>

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Advertising: example of awareness / branding campaign <ul><li>Something generally for far more mature industries or </li></ul><ul><li>where awareness is the specific bottleneck </li></ul>Measurement What’s this? It’s Google Chrome… the thing I use to browse the web Date User count (indexed) Know why you’re doing them

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One last thought…

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…If you build it, they won’t necessarily come @ ediggs and @ goodlibations …So make sure you are segmenting your market

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Appendix: Choosing an audience

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Appendix: Choosing the right audience – something to complement the ‘lean startup’ approach Generic B2C web app Vert.-targeted web app B2B white-label version General API <ul><li>Addressable audience size (no. of customers) </li></ul><ul><li>Addressable audience growth rate (%/yr) </li></ul><ul><li>Level of competition (H/M/L) </li></ul><ul><li>Value per customer (€) </li></ul><ul><li>Product readiness (%) </li></ul>Example audiences

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Appendix: Choosing the right audience - a detailed example <ul><li>Remember the 80/20 rule </li></ul>Market size and competition levels Revenue estimation Difficulty of partnerships activity Difficulty of development activity Audiences / markets