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ProfCat 2011:one - StudioWorks

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ProfCat 2011:one - StudioWorks

  1. 1. Five simple ways to improveyour online effectiveness<br />presented by Rad Dougall founder of<br />
  2. 2. The tips<br />1 – Why do you have a website?<br />2 – Maximise Google Analytics<br />3 – Complete email campaign cycle<br />4 – Make everything accessible<br />5 – Consistent social presence<br />
  3. 3. Why do you have a website?<br />
  4. 4. Two key reasons<br />e-commerce<br />brand & information<br />Make sure you are competing<br />Ensure customers can find you<br />To strengthen your brand<br />To keep in touch<br />Sell to a wider audience<br />Keep costs down<br />Promote your products<br />Always open<br />
  5. 5. <ul><li>Really think about why you need a website
  6. 6. Target audience
  7. 7. Focus your online efforts
  8. 8. Slim down or fatten up your site?
  9. 9. Other complementary tools / activities</li></ul>Your Goals<br />
  10. 10. Write out your goals<br />Keep them simple<br />Be focused on your sector<br />Collect feedback from users<br />Shape your site<br />Gradually apply changes<br />Monitor their effect<br />To-do for tip one<br />
  11. 11. Maximise Google Analytics<br />
  12. 12. 4 tips for the price of 1<br />Goals > Funnel Visualization<br />Traffic Sources > Search Engines<br />Content >Top Content Report<br />Custom Reporting<br />
  13. 13. Identifies ‘leaks’ in your site<br />Improve conversion rates<br />Optimise PPC & email marketing<br />Goals > Funnel Visualization<br />
  14. 14. Identify frequent referrers<br />Analyse online marketing effects<br />Specifically PPC<br />See where you need to improve<br />Traffic Sources<br />
  15. 15. See what your doing well<br />Identify content visitors want<br />Identify pages to improve<br />Content >Top Content Report<br />
  16. 16. Focus on metrics important to you<br />Spend less time getting them<br />Custom Reporting<br />
  17. 17. Get Analytics<br />Check you have it<br />If not enlist some help to get it operational<br />Remember your login<br />View the reports<br />Use the 4 reports to begin with<br />Try different promotional activities<br />Act on the information<br />To-do for tip two<br />
  18. 18. Complete email campaign cycle<br />
  19. 19. 42% of business users check their business email while on holiday. <br />53% of business users check their email six or more times per working day. <br />34% of internet users check their email continuously throughout the day. <br />96% of internet users' main reason for being online is email.<br />Do you use email campaigns?<br />(Source: Forrester Research, and Jupiter Communications)<br />
  20. 20.
  21. 21. Quick overview report<br />Easy to understand<br />Easily see popular information<br />Link activity report<br />
  22. 22. Interest quickly dissipates<br />Keep it short & to the point<br />Optimise your title wording<br />Make it scan friendly<br />Link activity overlay<br />15%<br />10%<br />Titles example:<br />3 tips for improving email usability and response rates<br />or<br />Email usability: 3 tips for improving your response rates<br />5%<br />
  23. 23. Useful insight into behavior<br />Illustrates many of the basic email principals<br />Heat map analysis<br />(Source: Jackob Nielsen Research)<br />
  24. 24. Email clients have varied skills<br />Focus on users requirements<br />Ensure compatibility<br />Email client breakdown<br />
  25. 25. Spot trends<br />Analyse what works for you<br />Improve again and again<br />Compare > Spot trends<br />
  26. 26. Look at the reports<br />Feed back the data<br />To-do for tip three<br />
  27. 27. Make everything accessible<br />
  28. 28. Why should I?<br />Web access is available everywhere<br />Technology is constantly changing<br />Assistive devices are much more common<br />NFB v. Target (2006)<br />
  29. 29. 2011<br />2001<br />1991<br />FireFox<br />IE<br />Chrome<br />Opera<br />Safari<br />
  30. 30. Test your site<br />Internet Explorer, Safari, Firefox, Opera, Chrome<br />Test older browser versions<br />From mobile platforms – iOS, Android, Windows, Palm, Symbian<br />http://validator.w3.org/<br />Tweak your site<br />Make the simple changes<br />Create an improvement plan for larger issues<br />To-do for tip four<br />
  31. 31. Consistent social presence<br />
  32. 32. Successful social presences<br />Deal announcements<br />Customer support<br />Feedback<br />Generate a positive brand image<br />News<br />
  33. 33. Empty pages<br />Lack of focus<br />No customer interaction<br />Lack of thought<br />Bad grammar<br />Lack of personal / professional separation<br />Pitfalls to avoid<br />
  34. 34. Multiple accounts<br />Multiple users / staff<br />Shifts<br />Scheduling<br />Reports<br />Monitoring<br />Co-Tweet™ social management<br />www.cotweet.com<br />
  35. 35. Update regularly<br />Don’t leave your feeds dry<br />Be transparent<br />Be timely<br />Make sure you have a focus for your channel<br />Check weekly<br />Monitor the public chatter about your brand<br />Quality check tweets<br />Online content lives forever<br />Separate personal & professional<br />To-do for tip five<br />Get CoTweet™<br />
  36. 36. Why do you have a website?<br />Write out your goals<br />Shape your site<br />To-do recap<br />Maximise Google Analytics<br />Get Analytics<br />View the reports<br />Act on the information<br />Complete email campaign cycle<br />Make everything accessible<br />Look at the reports<br />Feedback the data<br />Test your site<br />Tweak your site<br />Consistent social presence<br />Update regularly<br />Check weekly<br />Use CoTweet™<br />
  37. 37. (Source: Wayback Machine, archive.org)<br />
  38. 38. The End<br />over to Emma James fromTasty Marketing<br />studioworksdigital.com<br />

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