Tod Maffin discusses how to effectively "glue" a website together through calls to action and tunneling visitors through customized paths. He notes the third generation of websites are focused on returning investment through measurement tools and focusing on dollars. Effective tunneling involves having visitors self-determine their path based on who they are, building 2-5 screen paths, rewriting copy, and ending with a strong call to action. Maffin also provides tips on directly addressing objections, offering shipping options, and case studies of other companies effectively selling software online.

1. Putting the Glue In Your Web Site
Tod Maffin, VP Marketing
tod@emergeonline.com -- 604-251-4600

2. Putting The Glue In Your Web SitePutting The Glue In Your Web Site
The Third GenerationThe Third Generation
Gluing Your Site TogetherGluing Your Site Together
Selling Software Online:Selling Software Online:
What Works, What Doesn’tWhat Works, What Doesn’t
Case StudiesCase Studies
Q&AQ&A

3. Test Your Knowledge!Test Your Knowledge!
11
For every ten dollars spentFor every ten dollars spent
buying radio advertising next year,buying radio advertising next year,
how many dollars will be spenthow many dollars will be spent
advertising on the World Wide Web?advertising on the World Wide Web?

4. Test Your Knowledge!Test Your Knowledge!
22
True or false:True or false:
Most children in North AmericaMost children in North America
spend more time in frontspend more time in front
of a personal computerof a personal computer
than a television set.than a television set.

5. Test Your Knowledge!Test Your Knowledge!
33
Of these products, which is mostOf these products, which is most
likely to be advertised online?likely to be advertised online?
Computers and computer-relatedComputers and computer-related
Financial servicesFinancial services
TelecommunicationsTelecommunications
Consumer-related goodsConsumer-related goods

6. Test Your Knowledge!Test Your Knowledge!
44
Women make up what percentageWomen make up what percentage
of the Internet population?of the Internet population?

7. The First GenerationThe First Generation

8. The Second GenerationThe Second Generation

9. The Third GenerationThe Third Generation
Business Is About DollarsBusiness Is About Dollars
Sites that return their investmentSites that return their investment
Sites with measurement toolsSites with measurement tools
The Glue: CTAs/“Tunneling”The Glue: CTAs/“Tunneling”

10. Test Your Knowledge!Test Your Knowledge!
For every ten dollars spentFor every ten dollars spent
buying radio advertising next year,buying radio advertising next year,
how many dollars will be spenthow many dollars will be spent
advertising on the World Wide Web?advertising on the World Wide Web?
 Radio Ads:Radio Ads: $ 10$ 10
 Web Ads:Web Ads:
$___$___
1010

11. The Glue: TunnelingThe Glue: Tunneling
Have visitors self-determine pathHave visitors self-determine path
identifying who they are, not whatidentifying who they are, not what
you’re sellingyou’re selling
Build each path from 2-5 screensBuild each path from 2-5 screens
Rewrite your copyRewrite your copy
End each path with strong CTAEnd each path with strong CTA
Boot them!Boot them!

12. Tunneling a Corporate Web SiteTunneling a Corporate Web Site
CORE SCREEN
(Home Page)
About Us Our Software
This Month’s
Promotions
What’s New Contact Us

13. CORE SCREEN
Put What’s New Items Here
Buyer:
Law Firm
Buyer:
IS Manager
Investor
Prospect
Technology
Reporter
Warm Fuzzy
Info
specific to
visitor needs
Overcome
Common
Objections
Call To Action
Warm Fuzzy
Info
specific to
visitor needs
Overcome
Common
Objections
Call To Action
Warm Fuzzy
Info
specific to
visitor needs
Overcome
Common
Objections
Call To Action
Warm Fuzzy
Info
specific to
visitor needs
Overcome
Common
Objections
Call To Action
Tunneling a Corporate Web SiteTunneling a Corporate Web Site

14. Test Your Knowledge!Test Your Knowledge!
True or false:True or false:
Most children in North AmericaMost children in North America
spend more time in frontspend more time in front
of a personal computerof a personal computer
than a television set.than a television set.
True.True.
Two out of three kids spend more timeTwo out of three kids spend more time
using a personal computer thanusing a personal computer than
watching television.watching television.

16. Don’t Be CoyDon’t Be Coy

18. Exploit the Top 350 PixelsExploit the Top 350 Pixels

20. Directly Address ObjectionsDirectly Address Objections

21. Will my credit card be safe?Will my credit card be safe?
Will you be around in a year?Will you be around in a year?
What happens if I don’t like it?What happens if I don’t like it?
I want to talk to a human first.I want to talk to a human first.
How fast can you deliver it?How fast can you deliver it?
Is this the lowest price?Is this the lowest price?
Directly Address ObjectionsDirectly Address Objections

25. Offer Shipping OptionsOffer Shipping Options

26. Use Localized Auto-CalculationUse Localized Auto-Calculation

28. Test Your Knowledge!Test Your Knowledge!
What kind of product is mostWhat kind of product is most
likely to be advertised online?likely to be advertised online?
1. Consumer-related goods (30%)1. Consumer-related goods (30%)
2. Financial services (22%)2. Financial services (22%)
3. Computer-related (21%)3. Computer-related (21%)
4. Telecommunications (7%)4. Telecommunications (7%)

29. BCTIA Members Case StudiesBCTIA Members Case Studies

30. BCTIA Members Case StudiesBCTIA Members Case Studies

31. BCTIA Members Case StudiesBCTIA Members Case Studies

32. BCTIA Members Case StudiesBCTIA Members Case Studies

33. BCTIA Members Case StudiesBCTIA Members Case Studies

34. Test Your Knowledge!Test Your Knowledge!
Women make up what percentageWomen make up what percentage
of the Internet population?of the Internet population?
45%45%

35. Thanks!Thanks!
Tod MaffinTod Maffin
Vice President, MarketingVice President, Marketing
604-251-4600 tod@emergeonline.com604-251-4600 tod@emergeonline.com