Digital Marketing Elements of your Website
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Karen McHugh's presentation on some of the critical digital marketing elements of your website. Through running numerous website audits Karen found the key digital marketing considerations that can often be overlooked. Including some great stats about what consumers are looking for, how important first impressions are and the importance of setting goals for your website redesign or redevelopment.
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Digital Marketing Elements of your Website
- 7. 10 years ago there was no...
- 8. 10 years ago... 13% of households in Ireland had Broadband.
- 9. 10 years ago... 13% of households in Ireland had Broadband. Today – 89%.
- 14. 0.05 First Opinion 2.6s First Impression 94% Design Based
- 16. User Opinion Tools 5 Second Tests Click Tests Navigation Tests
- 17. User Opinion Tools 5 Second Tests Can people recall the company or product name? Do they find your site trustworthy? Do they have a positive first impression of the page?
- 18. User Opinion Tools Click Tests Set a task for users to complete e.g. : Where would you click to register? Where would you click to download our report?
- 19. User Opinion Tools Navigation Tests Set a task for users to complete e.g. : Find the case study page Download our “Social Media Marketing Trends 2016” Report
- 21. Heatmap Click Tracking Scroll Tracking Session Recording User Tracking Tools
- 27. Scroll Tracking
- 36. Why, How & What? You should Answer the WHY ARE YOU ONLINE?
- 37. Why, How & What? You should Answer the HOW WILL YOU SUCCEED?WHY ARE YOU ONLINE?
- 38. Why, How & What? WHAT WILL YOU MEASURE?WHY ARE YOU ONLINE? You should Answer the HOW WILL YOU SUCCEED?
- 52. Custom Reporting
- 53. Custom Reporting Multiple Integrations Live Data Share-ability
- 54. Multiple Integrations And More…… Twitter Analytics Facebook Ads Reddit data Bing Ads Pinterest Analytics Mailchimp data
- 55. Live Data
- 56. Live Data
- 57. Live Data
- 58. Share-ability
- 63. A/B Testing
- 64. A/B Testing Tool
- 65. A/B Testing Tool Set up with Google Tag Manager Integrated with Google Analytics via Behaviour -> Experiments Split test without a Developer Visual Editor
Editor's Notes
- Element 1
- Chrome – 2008 Android – November 2007 4G – 2010 Whatsapp – 2009 Instagram – 2010 Spotify 2009
- What type of information Irish Consumers look for when visiting a local businesses website?
- The frequency of website issues Irish users come across. Nearly 40% of users either sometimes or often come across website issues.
- 7 seconds to make a judgement on first meeting you? - appearance, body language or if you remind them of someone etc. People judge your website. - If it isn’t branded in an attractive way or its user experience is confusing, or use stock photos
- first impressions are design-related. even the best content is powerless in poor design.
- or the sake of being there? Just because your competitors are there? This will burn valuable time and resources. Answer the question of ‘why’ your business is on social and what you would like to accomplish
- ask the question of how. This can be specific social channels, paid advertising budget, video or image creation, partnering with influencers. This is your specific tactics to succeeding.
- Key Metrics and Goals that you would like to accomplish broken down into weeks, months, and the year. Breaking it down like this will allow you to focus on day-to-day activities while also keeping the big picture in mind. So…hands up who has a social media strategy? then keep you're hand up if you're confident that your social media activity contributes to the success of your organisation / adds real value
- Goals don’t translate to business success More Traffic = more leads? More pageviews = good?
- There are many methods out there for Goal Creation I like to use the S.M.A.R.T method Specific –quantifiable business objectives Measurable – How will you know it is accomplished? Achievable–realistically accomplished? Relevant – Does this match your business’s objectives? Time-bound – What deadline will you set?
- Key element 3 often overlooked or left last minute. relaunch can damage search visibility and cause a loss in organic traffic to your website if pre-emptive steps are not taken from the very start of the redesign process.
- Where do Irish consumers look for local business online?
- avoid losing organic search engine rankings when launching a redesigned website.
- help to develop authority for your pages in search – high domain authority. if your URLs changing as part of a website redesign inbound links will need to be updated too tools online to help you to identify inbound links to your site MOZ Open Site Explorer
- feed search engines data on the pages of a site they want crawled hierarchy of site content. created easily and should be uploaded and submitted to Search Engines e.g. Google, Bing, Yahoo etc. when a site is initially launched and also when a site is redesigned.
- Element 4 - Most businesses use some form of analytics to help guide decision-making and keep track of things. Fail to align analytics
- Most common Standard pageviews, time on page GTM option to track much more
- Most common Standard pageviews, time on page GTM option to track much more
- Most common Standard pageviews, time on page GTM option to track much more
- Scroll tracking and much more
- Element 5 clients thrive to Optimise their conversions A conversion = takes an action that you want them to take. Signing up for a newsletter, creating an account, making a purchase, downloading a report or app etc.
- Entryway -first impressions. landing page - directing visitors from marketing to a specially-designed landing page that steers them in exactly the direction you want them to take.
- Simple A Clear Call to Action is Vital
- These days, the most successful data driven companies create actionable data through the use of A/B testing. A/B = variations of a landing page, a headline, call-to-action or form etc
- And finally continually test and optimise as there is always room to improve