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d
 On Being
Successful Online
             b
hg
Fashion
hg
d             c
    hg

    hg

a   Smooth!
              b
d                c
    hg

    hg

a   iQ Content
                 b
d                        c


a   Sabbaticals rock!!
                         b
d                      c
      hg

      hg

a   www.likeplace.ie
                       b
d                             c


a   Kerry … 8th Best County
                              b
d                     c
      hg

      hg

a   www.diffily.com
                      b
d                          c


a   First web image 1992
                           b
d        c
    hg

    hg

a        b
hg
“So, what can I tell these people?”
            hg
hg
Its about Usability?
      hg
hg
It’s about Google?
      hg
hg
It’s about Twitter?
      hg
hg
It’s about Apps?
     hg
hg
It’s about Models?
      hg
d        c
    hg

    hg

a        b
d     c
    A A

a     b
hg
Yes, but it’s mainly about…
          hg
d
    Obsession

                b
d        c
    hg

    hg

a        b
d        c
    hg

    hg

a        b
d        c
    hg

    hg

a        b
d   c


a   b
hg
You need to obsess over
  online activity
     hg
hg
Attract visitors
  hg
hg
Convert to sales
  hg
hg
Retain visitors
  hg
hg
Attract ?Convert ?Retain
          hg
hg
Success is about perfecting
  this online journey
         hg
d                   c


a   Jakob Neilsen
                    b
hg
          ?         ?
              hg
Attract   Convert   Retain
hg
Experiment with web assets and
 get them working at each step
           hg
hg
How?
hg
d
    Measure

              b
hg
Look at the data
   hg
d    For example
                       c
      hg

      hg

a   www.likeplace.ie
                       b
hg
          ?         ?
              hg
Attract   Convert   Retain
hg
          ?         ?
              hg
Attract   Convert   Retain
d                        c


a   Competitive Search
                         b
d                         c


a   Google Keyword Tool
                          b
d                  c


a   Facebook Ads
                   b
d                        c


a   Google Trends Tool
                         b
d                      c


a   Google Analytics
                       b
d                 c


a   Statcounter
                  b
d                 c


a   Conversions
                  b
d                    c


a   Facebook Admin
                     b
d                            c


a   Google Webmaster Tools
                             b
d                   c


a   Google Alerts
                    b
hg
When you understand activity,
    you then need to…
          hg
d
    Tweak

            b
hg
Tweak every day
   hg
hg
And measure the impact
     hg
hg
Don’t add new stuff,
make current stuff better
       hg
hg
(And never say “redesign”)
        hg
hg
Attract ?Convert ?Retain
          hg
d
Attracting visitors

               b
d                                                             c
?
Try out different terms in homepage
   title tag, H1 titles and text

a   <title>Carol Kennelly Millinery for hats facinators and
    headpieces for races ladies days and Weddings</title>
                                                              b
d                                        c
                                        www

Use slightly different back-links, contact numbers
 or email addresses to measure best channels

a                                        b
d                                c
                      -15%
Use discount codes thru various media
and measure the best chatter channels

a                                 b
d
Converting visitors

              b
d                                  c
Try putting your bona fides upfront to
build trust & encourage engagement

a                                  b
d                                     c
     Try out different labeling and
wordings to see which gets best conversions

a                                     b
d                                c
Try persuasion techniques that reward
 effort & sharing with discount codes

a                                 b
d
Retaining visitors

              b
d                                  c
Ask for contact details and then keep in
(light) touch with offers & discounts

a                                   b
d                                c
Try being personal. Develop a tone of
 voice & (slowly) build a following.

a                                 b
d                                  c
                 O
                 P
Try asking what they want. Conduct simple
     online surveys & tweak again .

a                                  b
hg
Attract ?Convert ?Retain
          hg
hg
Obsess ?Measure ?Tweak
        hg
d                     c
      hg

      hg

a   www.diffily.com
                      b
hg
Fin
hg

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Being Successful Online