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Q&A Conference - 3 A's of Online Success


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Presentation on the "3 A's of Online Success".

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Q&A Conference - 3 A's of Online Success

  1. 1. Attribution, Attention & AcquisitionThe 3 A’s of Online Success<br />Geoff McQueenManaging DirectorInternetrix<br />
  2. 2. What is Internetrix?<br />Full service digital marketing agency<br />Strategy<br />Creative<br />Technology<br />Performance<br />10 years web marketing experience nationally and internationally<br />2007 Illawarra Business of the Year<br />Private Sector – SMEs to ASX listed<br />3 levels of Government- Federal, State & Local Govt<br />
  3. 3. What we’ll cover today<br />State of the Internet: for Marketers, not Geeks<br />A case study: P&O Cruises<br />How to harness the 3 A’s for Online Success:<br />Attribution – where’s your traffic coming from?<br />Attention – what are visitors doing on your site?<br />Acquisition – how to turn visitors into customers?<br />Conclusion & Questions<br />
  4. 4. Some context...<br />
  5. 5. State of the Internet – Adoption<br />Today, 80% of households are online<br />Almost 90% of those are on broadband<br />
  6. 6. State of the Internet – Engagement<br />Aussie Internet users spend 17.6 hrs/wk online<br />This is almost 30% more time than TV! (13.4)<br />
  7. 7. State of the Internet – Social & Personal<br />More time on social networks (almost 7 hours/month for Australians)<br />
  8. 8. State of the Internet – Mobile<br />Mobile internet is finally here – are you ready?<br />
  9. 9. State of the Internet - Summary<br />For almost everyone in this room, it is where your clients and customers are. Now. Today.<br />Success with digital marketing is more than building a website – you need to continuously improve it and make it work for your business.<br />Technology doesn’t give you competitive advantage – it is what you do with it that counts!!!<br />
  10. 10. Online Success – Carnival Case Study<br />
  11. 11. Objective: find 150,000 new cruisers<br />Going from 2 to 4 ships<br />More destinations<br />More services<br />More capacity<br />Need to dramatically increase demand – need to attract people new to cruising<br />
  12. 12. Challenge: selling cruises online<br />A challenging product to sell:<br />Long sales cycle & planning<br />Emotional buying process<br />Often needs coordination<br />Online plays a very special & well suited important role:<br />Education<br />Research<br />Enquiries<br />Bookings<br />
  13. 13. Solution: New, Interactive Website<br />Visually stunning & interactive to sell the cruising experience<br />Lots of video & tours<br />But is it working?<br />Carnival are using the 3 A’s to measure & drive success<br />
  14. 14. Three A’s of Online Success<br />Continuous improvement of the website by making decisions based on data, not guesses.<br />“Actionable Insights”<br />
  15. 15. 1. Attribution<br />Where’s your traffic coming from?<br />
  16. 16. Attribution – traffic sources<br />How are visitors coming to your site?<br />Search Engines<br />Referring Websites<br />Direct Traffic<br />
  17. 17. Attribution - geography<br />Where are your best visitors coming from?<br />
  18. 18. Attribution - keywords<br />What are your best visitors searching for?<br />When you find the best keywords, you can optimise for them<br />You can also buy keywords that deliver you value<br />
  19. 19. Attribution – campaigns<br />Adwords Integration<br /><br />Manual Campaign Tracking<br />Track performance of email, online and other campaigns to accurately measure ROI<br /><br />
  20. 20. Attribution – other websites<br />Your website is not an island, and even less so with the social web<br />
  21. 21. 2. Attention<br />What are visitors doing on your website?<br />
  22. 22. Attention – top content & funnels<br />
  23. 23. Attention – visitor engagement<br />New vs repeat<br />Time on site<br />
  24. 24. Attention – entry & exit pages<br />What are the main landing pages<br />Key first impressions & clickpathsto success<br />What are the main exit pages<br />What is killing your visitor retention?<br />
  25. 25. Attention – video & rich media<br />See where if people tune out watching videos<br />Don’t TV advertisers wish they could know that!<br />
  26. 26. 3. Acquisition<br />Turning visitors into customers<br />
  27. 27. Acquisition – goals and conversions <br />Measuring the success of the website and knowing from where and how it came about<br />P&O have several points of conversion<br />Completing booking process<br />Printing cruise details<br />Increasing success based on data, not just ‘hunches’<br />
  28. 28. Acquisition – offline <br />Online -> Offline Acquisition<br />Cruisers still use travel agents<br />Print their itinerary to make booking easier<br />Count “Print this page” as a successful conversion<br />
  29. 29. Acquisition – other conversions<br />Use of “agents” to answer questions live and online<br />‘Conversions’ based on time on site or loyalty<br />Downloading white papers, viewing contact page, etc. <br />
  30. 30. Conclusions<br />The market is now overwhelmingly online<br />If customers aren’t looking for you, they’re finding your competitors (or will be)<br />“Having a website” isn’t enough!<br />You need a site that works & delivers ROI<br />You need continuous improvement across all three A’s to succeed online.<br />
  31. 31. Further Information & Questions<br />Contact info:<br />Website:<br />Email:<br />Phone: 02 4228 6464<br />Twitter: @internetrix<br />Booth near the chocolate fountain on this level<br />Questions welcome<br />