Pubcon 2012 Blog and Site performance

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My presentation from pubcon paradise as a backup for myself and you to take a peak...
Brought to you by http://www.tradebit.com/

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Pubcon 2012 Blog and Site performance

  1. 1. Blog and Site Performance - Performing on Conversion - Ralf Schwoebel, CEO Tradebit, Inc. Hawaii 2012
  2. 2. Fast loading confusion? <ul><li>What are your conversion goals? </li></ul><ul><li>Growing your site fast and steadily? </li></ul><ul><li>Site performance: the future! </li></ul>
  3. 3. Ads, Ads and Ads?
  4. 4. Ads, Social and Engagement?
  5. 5. Sales and not being kicked from Google?
  6. 6. On-site performance <ul><li>Once you made sure what Kristine and Michael just told you, </li></ul><ul><li>is working (blazing fast pages), you put all your weight into </li></ul><ul><li>increasing your conversion rate </li></ul><ul><li>creating more sites or pages in the same way </li></ul>
  7. 7. Tools of conversion Plan before releasing
  8. 8. Rules of conversion Micro conversions need to be defined! One macro conversion per page, not more! Do not sacrifice planning for your „time to market“ rush!
  9. 9. Tools of conversion <ul><li>Your performance improvements are never done. </li></ul><ul><li>Setting micro goals in Google Analytics is time consuming </li></ul><ul><li>After tests, you need to release the new generation </li></ul><ul><ul><li>Google Analytics or Piwik for statistics </li></ul></ul><ul><ul><li>VisualWebsiteOptimizer.com for on-page tests </li></ul></ul><ul><ul><li>(I am not affiliated with it, it is just a great tool) </li></ul></ul>
  10. 10. Tools of conversion
  11. 11. Scale of conversion Reaching your conversion goals can be endangered by the growth of your site! ?
  12. 12. Scale of conversion Categorize and rule…. <ul><li>Macro Conversions </li></ul><ul><li>Sale of product </li></ul><ul><li>Signup to forum </li></ul><ul><li>Register to mailing list </li></ul><ul><li>Ad click </li></ul><ul><li>… </li></ul><ul><li>Micro Conversions </li></ul><ul><li>„ Like“ </li></ul><ul><li>„ Tweet“ </li></ul><ul><li>Bookmark </li></ul><ul><li>One more page </li></ul><ul><li>Ad click </li></ul><ul><li>… </li></ul>
  13. 14. Scale of conversion Answer the categorization per page: Page : Forums Post (Detail) Weight Ad Click x 20% Forum Sign up x 60% Tweet x 5% Like x 5% Bookmark - 0% Mailing list x 10% Navigation click - 0%
  14. 18. These days are over. Google made that clear!
  15. 19. Future of performance <ul><li>The primary goal of a sustainable site and business model must be: Independance of single traffic drivers! </li></ul><ul><li>Build a community around your topic </li></ul><ul><li>Mash up with social </li></ul><ul><li>Engage for long </li></ul><ul><li>Be a brand </li></ul><ul><li>On a side note: mailing lists might be old and boring, but they work and are an integral part of your marketing investments. </li></ul>
  16. 20. Thank you! Ralf Schwoebel, CEO Tradebit, Inc. [email_address] www.tradebit.com Twitter: trabit pontifex @ wmw

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