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Presented by Sam shetty   Aug 2012




Online marketing
workshop
Agenda

■   The Digital landscape
■   Online marketing, Which one is right for me ?
■   Planning your SEO implementation
■   SEO process
■   Should I outsource my SEO ?
■   PPC
■   Social media
■   Conversion rate optimisation
■   Q&A
Mobile > PC
PC > Mobile
Expected online spend in Australia


$21.7 billion                                                           Forecast of total online spend by
                                                                        Australians by 2015




•    In 2011 expected online shopping
     expenditure in Australia to reach $13.6
     billion
•    Expected $6 billion spent by Australians
     on overseas websites


* PricewaterhouseCoopers Digital Media Research report July 25th 2011
The Traditional Shopping Process is…




                                        Linear, predictable, analog, brand-controlled


Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive                 EC
The New Purchase Journey is…




                                Non-Linear, multi-channel, digital, consumer-controlled


Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive                  EC
Clicks are People !

For you to achieve your goals, your visitor
must achieve their goal first.




“Visitors are only concerned with how they
want to buy and what is relevant to them”
Watch your data not just results!!

“Successful marketers know
their goals, and they watch
data everyday and constantly
analyse not only the results,
but what data matters.”
Website Traffic

 “Website traffic is
meaningless unless it
converts into leads”
The digital world
Which one is right for me ?
So - what are my options?

■ SEO - Search Engine Optimisation

■ SEA - Search Engine Advertising

■ SMM - Social Media Marketing
What is search engine optimisation?



 Search engine optimisation (SEO) is the process of
 improving the volume or quality of traffic to a web
 site from search engines via “natural” (“organic” or
 “algorithmic”) search results.
 Wikipedia
Sales conversions


>55%         More than 55% of online purchases come
             from a search engine.
How many sites will they visit?

52%                                  of consumers visit only 1 or 2 sites when
                                     researching a product*



■ 36% visit 3-5 sites for research
■ Only 12 % visit 6 or more sites!



* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09
Avoiding the 5 second ‘bounce’

 5 seconds                   …before a potential customer hits
                             the ‘Back’ button

Make sure they stay!

Tell them…
■ Who you are?
■ What you do?
■ Why is it important to them?
■ What to do next?
Send converting traffic
Conversion rates
The life of a Google query

■ The life span of a Google
  query normally lasts less
  than half a second, yet
  involves a number of
  different steps that must
  be completed before
  results can be delivered to
  a person seeking
  information.
SEO setup

•   Google Analytics
•   Google webmaster tools
•   XML sitemap
•   Google +
•   Google Alerts
•   Social media setup
SEO checklist for new sites

•   Accessibility ( Google webmaster tools)
•   Keyword targeting (search volume/low difficulty/relevance)
•   Content quality & value
•   Design quality & usability
•   Social media setup ( Claim your name )
•   Link building strategy
Keyword research

• Free tools : Google External keyword tool
•   Paid tools : Word tracker, Semrush, Keyword discovery
•   Target Long tail keywords and generic keywords
•   Target 2 to 3 keywords per page
•   Use Google adwords to test your keyword selection
Keyword strategy
Target Keywords
Search Engine Optimisation
■   Indexing your website
■   Google analytics
■   Keyword research (Keyword research report)
■   Competition analysis
■   Site structure
■   Sitemap
■   Local business results
■   On-page optimisation
■   Image optimisation
■   Directory submission
■   Article submission
■   Link building
■   Social media setup
■   Blog
Most Important On-Page, Keyword-Use Factors
                           (as voted on by 132 SEOs)


                                                                 My guess: Some voters
                                                                 didn’t fully understand
                                                                  the internal/external
                                                                   link anchors choice




NOTE: We surveyed SEOs about more on-page optimization features, but I didn’t include them all
  http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
on this chart as it would make the labels very tiny and hard to read 
What Do SEOs Believe Will Happen w/ Google’s Use of
           Ranking Features in the Future?




While there was some significant contention about issues like paid links and ads vs. content, the
   http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
voters nearly all agreed that social signals and perceived user value signals have bright futures.
Make your Site Search-Engine Friendly
Duplicate Content
Good, Unique Content is NOT ENOUGH
You tube & Video optimisation
• You tube accounts for about 28 % of all Google search
  results
• You tube appears often on Google SERP results
• Create a branded you tube channel for your business
• Each video on your site should have its own page,
  indexable by search engines
• Write descriptive keyword rich keyword titles for your
  videos on You tube
• Provide video description for context, share video
  features
• Cross promote your videos on other social channels
Manual link submission request
Competitive link research /Acquisition
Links via embedded content
Links via Viral Campaigns
You Probably Won’t Convert Well
SEO limitations

■   Takes longer to get near the top
■   Google is always one step ahead
■   Flash websites are much harder to optimise
■   High competition for the best keywords
■   Difficult to rank high for generic keywords

Is there something else I can use to get around these
                      problems?
What is search engine advertising/ PPC



   …a form of Internet marketing that seeks to
   promote websites by increasing their visibility
   in search engine result pages (SERPs)
   through the use of paid placement, contextual
   advertising, and paid inclusion.
Wikipedia
Why should you consider?
Where should I advertise ?
The process
Above the fold !!
Google adwords
Is PPC right for me ?

•   Does your business have a unique selling point ?
•   Do you stock products ?
•   Do you need to feed your sales team with leads ?
•   Low cost of lead acquisition
•   Do you need to measure ROI ?
•   Ability to focus on specific locations , time zone
•   Ability to change your marketing message daily
•   Better conversions
3 Types of Landing Pages
Before creating a landing page….

•   Business objectives
•   Know your audience
•   Visitor action
•   Entry points
•   Technical limitation of your target audience
•   Check domain name availability
•   Competitive analysis
Optimising your landing CTA

•   Make your CTA(s) clear and unambiguous
•   The bait and switch
•   Amazing! Awesome! Kick-Ass!!!!
•   Breathing room
•   Keep it where it can be seen
•   Personalize/localize the call to action
•   Reduce the available options
•   Be audience appropriate
Setting up a PPC campaign

■   Easy to setup
■   Decide on a daily budget
■   Set your maximum cost per click (CPC)
■   Create a keyword list
■   Write an ad which attracts customers
■   Decide on a ‘call to action’
■   Track, monitor, modify and improve
■   Landing pages
How to make it work ?

• Quality Score ( 0 – 10 )
   # Max CPC ( maximum cost per click)
  # CTR ( Click through rate )
  # Quality of Ads
  # Load time ( Time it takes for Google to load your website)

• Better Landing pages
• Good call to action
Common SEA problems
■ “My daily budget gets blown quickly!”

■ “The ads don’t appear like they’re supposed to”

■ “My company can afford more”

■ “It’s too expensive”

■ “‘Tyre-kickers’ waste my money”

■ “My ads have a high bounce rate”
What is social media marketing?


 Social media marketing is a term that
 describes use of social networks, online
 communities, blogs, wikis or any other online
 collaborative media for marketing, sales,
 public relations and customer service.

 Wikipedia
Search marketing vs. social media marketing

■ Search marketing:
   Bringing customers to
  your site

■ Social media marketing:
  Going where your
  customers are!
You might think social media is this
These are just tools – snow shovels
Deciding to use a tool is a TACTIC




                       I want to use a snow shovel
                        to benefit my business
Using them to reach goals is a STRATEGY




                        Clearing my driveway helps
                         more customers get where
                         they’re going
The web is a two way conversation!
Businesses often ask the wrong question



   How can my business sell more by using
              social media?
There is a better question


   How can I use the social web to help consumers
                achieve their goals?
“Social Media Marketing:
Enables Others to Advocate for Your Business Through
                Compelling Content”




Image credit: Ian Sane
“Social Media is Like a Cocktail Party:
       Listen Then Respond”
How does your audience behave?


       73%                                      …of purchases are first researched
                                                online


■ 69% of Aussie users read blogs
■ 83% have viewed video online
■ 39% subscribe to RSS feeds

Source * Universal McCann International social media research,
wave 3
You already have the skills
Social media setup

•   Claim your social profile
•   Setup up for business page for Social media sites
•   Make your website social
•   Embed your social feeds to your website
•   Setup social media monitoring ( hootsuite)
•   Setup a list of keywords to follow
•   Plan a strategy to motivate customers to share your
    business on their social circle
How To Get Started
“Twitter is like a Text Message with
      a BCC: To The World”
Future: Shift from “doing social”
            to “being social”
   EXTERNALLY: SOCIAL BRAND
    • Actively listen & respond
    • Demonstrate social behaviour – compelling,
      authentic, transparent.
    • Community driven.

  INTERNALLY: SOCIAL BUSINESS
   • The expertise of company is available to people
   • Training & development internally for employees &
     business units to become ‘digital citizens’
   • Social turns inward as teams collaborate internally
“Facebook is a social
                            network that connects
                            people personally and
                            professionally through
                           connections, messages,
                              photos, & videos.”




Photo Credit: Marvin Kuo
“Company Blogs are Digital Publications
                 that Allow Public Responses”




Photo Credit kevindooley
To Blog or not to Blog ?

• Blogs are search engine magnets that can drive traffic to
  key areas of your company website.
• Blogs can gather sales leads.
• Blogs are a means of establishing leadership or expertise
  in your industry.
• Blogs are a means of building relationships with customers
  and prospects and improving customer interaction.
• Blogs offer the ability to communicate quickly on fast-
  breaking news, issues, or events.
• Blogs help build brand awareness and help define your
  brand.
• Blogs are a low-cost marketing channel.
Social media is for B2B & B2C
What is important ?
What is conversion rate?

• The percentage of your
  visitors who end up
  reaching a given goal.


• Typical goals include,
  making a purchase,
  submitting an inquiry
  form, and signing up for
  a free newsletter.
What’s your conversion rate ?

2 %, 5% or 10 % ?

To double your conversion rate , you need to
increase conversion rates of your
• Ads by 25 %
• Homepage by 25 %
• Product page by 25 %
• Shopping cart by 25 %
Ways to improve conversions

•   A/B split tests
•   Google Adwords
•   Web analytics
•   Usability testing
•   Test your headlines
•   Test different offers
•   Test different calls-to-action
•   Remove clutter
•   Test different images
•   Don’t ask for too much information
Performance of Each Medium

                                                                                               Reputation: 90% of consumers believe
                                                                                               online reviews4, which impacts conversions,
                                                                                               also factors into organic search rank

                                                                                               Social: 50% increase in CTR when consumers
                                                                                               exposed to social media & paid search3, also
                                                                                               factors into organic search rank

                                                                                               Display Advertising: builds brand awareness
                                                                                               & lifts conversion 22% over search alone2

                                                                                               Organic Search: together with paid
                                                                                               search increases purchase likelihood 73%1

                                                                                               Paid Search: proven fastest method
                                                                                               for getting site visits and leads




Sources: 1. comScore/iProspect, 2. Microsoft Atlas Institute, 3. MarketingSherpa, GroupM, 4. Kudzu
Targeting Everyone
Don’t Target everyone !!

Narrow your Target
audience or segment your
messaging – to speak
directly to your customer.
Mobile site optimisation

The mobile rule of thumb
“ If it cannot be done by the thumb, it cannot be done”

•   Buttons should be big
•   Buttons should be isolated
•   Buttons should be reachable
•   Buttons Should be Prioritised
•   Buttons Should Use Descriptive Text
A “carrot” shows the dollar
 amount remaining before
        free shipping.
 Placing it proximal to the
cart total may make it more
          noticeable
Saving cart contents save sales. Use
your web analytics days to purchase
   report for ideal cookie length.
This call to action
reinforces urgency
Urgency
Clear error
handling (not
this)
59% expect “total cost” before checkout -OneUpWeb
23% of shoppers will abandon checkout if forced to
Register –Forrester Research
“For whatever reason, a free shipping offer that
  saves a customer $6.99 is more appealing to
  many than a discount that cuts the purchase
  price by $10.”
--David Bell, Wharton
School of Business
Cart abandonment spikes when
 cart total is low and when shipping
 charges are close to the cart total

It also spikes near the $100, possibly
     due to the “triple digit” mark
Tip #1
         Shows you are
Show a   legitimate and there
         are real people at
phone    the end of the line.

number   Helps those
         uncomfortable with
         online transactions,
         but who like your
         offer.
Tip #2
             Ensure content
             and creative is
Provide a    consistent
consistent   throughout.
experience
             From banner, to
             landing page to
             emails.
Tip #3
                    Avoid adding
“Don’t Bore Us...   unnecessary
Get to the          content.
Chorus”
                    When dealing
                    with online
(Roxette)           prospects, get
                    right to the
                    point.
Tip #4
              Focus the users
              attention with a clear,
A clear and   noticeable headline.
concise
headline
Tip #5           To create buzz with
                 a landing page, add
                 sharable links with
Enable sharing   the common social
on your viral    networks – popular
                 is Twitter.
landing pages
Tip #6         Two options:

               1. Different landing
User              pages for
                  different segment.
Segmentation
               1. Geo-targeting – if
                  available, you can
                  create a single
                  page with
                  changing content
                  based on visitor.
Tip #7       Remember that ad
             campaign that had
             a single button
             proclaiming "Don't
Remove the   click me"? Nobody
clutter      could resist that.

             Look back at your
             landing page and
             see what is vying
             for your attention.
Tip #8
               Ensure visitors get a
Keep reading   chance to read your
to a minimum   most important copy.

               If it’s buried amongst
               5 paragraphs of text,
               it’ll be missed.
Tip #9
Don’t ask for   If it’s not critical
                to the information
information     or product being
you don’t       requested, then
                don’t risk scaring
really need     people away.
Tip #10
             Try to write all the
             important stuff in
Easy to      layman’s terms.
             Separate content to
understand   make it easier to
             read.
Terms and
Conditions   Make it entertaining.
             T&C’s for real
             people, and T&C’s
             for lawyers.
Tip #11
                Try and match
                content and
Reduce your     keywords on landing
                page to AdWords
Pay-Per-Click   campaign.
costs
                Increases relevancy
                and Google
                attributes your
                intentions resulting in
                lower costs.
Tip #12
              For example, if
Personalise   the desired
the call to   action is for the
              customer to call
action        a phone
              number, ensure
              that they don’t
              have to do any
              extra work.
Conclusion

• Q&A

• Request a free Consultation for your website

• Thank you !!!



• Sam Shetty sam.shetty@netregistry.com.au

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Online marketing workshop melbourne

  • 1. Presented by Sam shetty Aug 2012 Online marketing workshop
  • 2. Agenda ■ The Digital landscape ■ Online marketing, Which one is right for me ? ■ Planning your SEO implementation ■ SEO process ■ Should I outsource my SEO ? ■ PPC ■ Social media ■ Conversion rate optimisation ■ Q&A
  • 3.
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  • 10.
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  • 15. Expected online spend in Australia $21.7 billion Forecast of total online spend by Australians by 2015 • In 2011 expected online shopping expenditure in Australia to reach $13.6 billion • Expected $6 billion spent by Australians on overseas websites * PricewaterhouseCoopers Digital Media Research report July 25th 2011
  • 16. The Traditional Shopping Process is… Linear, predictable, analog, brand-controlled Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  • 17. The New Purchase Journey is… Non-Linear, multi-channel, digital, consumer-controlled Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  • 18. Clicks are People ! For you to achieve your goals, your visitor must achieve their goal first. “Visitors are only concerned with how they want to buy and what is relevant to them”
  • 19. Watch your data not just results!! “Successful marketers know their goals, and they watch data everyday and constantly analyse not only the results, but what data matters.”
  • 20. Website Traffic “Website traffic is meaningless unless it converts into leads”
  • 22. Which one is right for me ?
  • 23. So - what are my options? ■ SEO - Search Engine Optimisation ■ SEA - Search Engine Advertising ■ SMM - Social Media Marketing
  • 24. What is search engine optimisation? Search engine optimisation (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. Wikipedia
  • 25. Sales conversions >55% More than 55% of online purchases come from a search engine.
  • 26. How many sites will they visit? 52% of consumers visit only 1 or 2 sites when researching a product* ■ 36% visit 3-5 sites for research ■ Only 12 % visit 6 or more sites! * Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09
  • 27. Avoiding the 5 second ‘bounce’ 5 seconds …before a potential customer hits the ‘Back’ button Make sure they stay! Tell them… ■ Who you are? ■ What you do? ■ Why is it important to them? ■ What to do next?
  • 30. The life of a Google query ■ The life span of a Google query normally lasts less than half a second, yet involves a number of different steps that must be completed before results can be delivered to a person seeking information.
  • 31. SEO setup • Google Analytics • Google webmaster tools • XML sitemap • Google + • Google Alerts • Social media setup
  • 32. SEO checklist for new sites • Accessibility ( Google webmaster tools) • Keyword targeting (search volume/low difficulty/relevance) • Content quality & value • Design quality & usability • Social media setup ( Claim your name ) • Link building strategy
  • 33. Keyword research • Free tools : Google External keyword tool • Paid tools : Word tracker, Semrush, Keyword discovery • Target Long tail keywords and generic keywords • Target 2 to 3 keywords per page • Use Google adwords to test your keyword selection
  • 36. Search Engine Optimisation ■ Indexing your website ■ Google analytics ■ Keyword research (Keyword research report) ■ Competition analysis ■ Site structure ■ Sitemap ■ Local business results ■ On-page optimisation ■ Image optimisation ■ Directory submission ■ Article submission ■ Link building ■ Social media setup ■ Blog
  • 37.
  • 38. Most Important On-Page, Keyword-Use Factors (as voted on by 132 SEOs) My guess: Some voters didn’t fully understand the internal/external link anchors choice NOTE: We surveyed SEOs about more on-page optimization features, but I didn’t include them all http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html on this chart as it would make the labels very tiny and hard to read 
  • 39. What Do SEOs Believe Will Happen w/ Google’s Use of Ranking Features in the Future? While there was some significant contention about issues like paid links and ads vs. content, the http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html voters nearly all agreed that social signals and perceived user value signals have bright futures.
  • 40. Make your Site Search-Engine Friendly
  • 42. Good, Unique Content is NOT ENOUGH
  • 43. You tube & Video optimisation • You tube accounts for about 28 % of all Google search results • You tube appears often on Google SERP results • Create a branded you tube channel for your business • Each video on your site should have its own page, indexable by search engines • Write descriptive keyword rich keyword titles for your videos on You tube • Provide video description for context, share video features • Cross promote your videos on other social channels
  • 47. Links via Viral Campaigns
  • 48.
  • 49. You Probably Won’t Convert Well
  • 50. SEO limitations ■ Takes longer to get near the top ■ Google is always one step ahead ■ Flash websites are much harder to optimise ■ High competition for the best keywords ■ Difficult to rank high for generic keywords Is there something else I can use to get around these problems?
  • 51. What is search engine advertising/ PPC …a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. Wikipedia
  • 52. Why should you consider?
  • 53. Where should I advertise ?
  • 57.
  • 58. Is PPC right for me ? • Does your business have a unique selling point ? • Do you stock products ? • Do you need to feed your sales team with leads ? • Low cost of lead acquisition • Do you need to measure ROI ? • Ability to focus on specific locations , time zone • Ability to change your marketing message daily • Better conversions
  • 59. 3 Types of Landing Pages
  • 60. Before creating a landing page…. • Business objectives • Know your audience • Visitor action • Entry points • Technical limitation of your target audience • Check domain name availability • Competitive analysis
  • 61. Optimising your landing CTA • Make your CTA(s) clear and unambiguous • The bait and switch • Amazing! Awesome! Kick-Ass!!!! • Breathing room • Keep it where it can be seen • Personalize/localize the call to action • Reduce the available options • Be audience appropriate
  • 62. Setting up a PPC campaign ■ Easy to setup ■ Decide on a daily budget ■ Set your maximum cost per click (CPC) ■ Create a keyword list ■ Write an ad which attracts customers ■ Decide on a ‘call to action’ ■ Track, monitor, modify and improve ■ Landing pages
  • 63. How to make it work ? • Quality Score ( 0 – 10 ) # Max CPC ( maximum cost per click) # CTR ( Click through rate ) # Quality of Ads # Load time ( Time it takes for Google to load your website) • Better Landing pages • Good call to action
  • 64. Common SEA problems ■ “My daily budget gets blown quickly!” ■ “The ads don’t appear like they’re supposed to” ■ “My company can afford more” ■ “It’s too expensive” ■ “‘Tyre-kickers’ waste my money” ■ “My ads have a high bounce rate”
  • 65. What is social media marketing? Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Wikipedia
  • 66. Search marketing vs. social media marketing ■ Search marketing: Bringing customers to your site ■ Social media marketing: Going where your customers are!
  • 67. You might think social media is this
  • 68. These are just tools – snow shovels
  • 69. Deciding to use a tool is a TACTIC I want to use a snow shovel to benefit my business
  • 70. Using them to reach goals is a STRATEGY Clearing my driveway helps more customers get where they’re going
  • 71.
  • 72.
  • 73. The web is a two way conversation!
  • 74. Businesses often ask the wrong question How can my business sell more by using social media?
  • 75. There is a better question How can I use the social web to help consumers achieve their goals?
  • 76. “Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian Sane
  • 77. “Social Media is Like a Cocktail Party: Listen Then Respond”
  • 78. How does your audience behave? 73% …of purchases are first researched online ■ 69% of Aussie users read blogs ■ 83% have viewed video online ■ 39% subscribe to RSS feeds Source * Universal McCann International social media research, wave 3
  • 79. You already have the skills
  • 80. Social media setup • Claim your social profile • Setup up for business page for Social media sites • Make your website social • Embed your social feeds to your website • Setup social media monitoring ( hootsuite) • Setup a list of keywords to follow • Plan a strategy to motivate customers to share your business on their social circle
  • 81. How To Get Started
  • 82. “Twitter is like a Text Message with a BCC: To The World”
  • 83. Future: Shift from “doing social” to “being social” EXTERNALLY: SOCIAL BRAND • Actively listen & respond • Demonstrate social behaviour – compelling, authentic, transparent. • Community driven. INTERNALLY: SOCIAL BUSINESS • The expertise of company is available to people • Training & development internally for employees & business units to become ‘digital citizens’ • Social turns inward as teams collaborate internally
  • 84. “Facebook is a social network that connects people personally and professionally through connections, messages, photos, & videos.” Photo Credit: Marvin Kuo
  • 85. “Company Blogs are Digital Publications that Allow Public Responses” Photo Credit kevindooley
  • 86. To Blog or not to Blog ? • Blogs are search engine magnets that can drive traffic to key areas of your company website. • Blogs can gather sales leads. • Blogs are a means of establishing leadership or expertise in your industry. • Blogs are a means of building relationships with customers and prospects and improving customer interaction. • Blogs offer the ability to communicate quickly on fast- breaking news, issues, or events. • Blogs help build brand awareness and help define your brand. • Blogs are a low-cost marketing channel.
  • 87. Social media is for B2B & B2C
  • 89.
  • 90. What is conversion rate? • The percentage of your visitors who end up reaching a given goal. • Typical goals include, making a purchase, submitting an inquiry form, and signing up for a free newsletter.
  • 91. What’s your conversion rate ? 2 %, 5% or 10 % ? To double your conversion rate , you need to increase conversion rates of your • Ads by 25 % • Homepage by 25 % • Product page by 25 % • Shopping cart by 25 %
  • 92. Ways to improve conversions • A/B split tests • Google Adwords • Web analytics • Usability testing • Test your headlines • Test different offers • Test different calls-to-action • Remove clutter • Test different images • Don’t ask for too much information
  • 93. Performance of Each Medium Reputation: 90% of consumers believe online reviews4, which impacts conversions, also factors into organic search rank Social: 50% increase in CTR when consumers exposed to social media & paid search3, also factors into organic search rank Display Advertising: builds brand awareness & lifts conversion 22% over search alone2 Organic Search: together with paid search increases purchase likelihood 73%1 Paid Search: proven fastest method for getting site visits and leads Sources: 1. comScore/iProspect, 2. Microsoft Atlas Institute, 3. MarketingSherpa, GroupM, 4. Kudzu
  • 94. Targeting Everyone Don’t Target everyone !! Narrow your Target audience or segment your messaging – to speak directly to your customer.
  • 95. Mobile site optimisation The mobile rule of thumb “ If it cannot be done by the thumb, it cannot be done” • Buttons should be big • Buttons should be isolated • Buttons should be reachable • Buttons Should be Prioritised • Buttons Should Use Descriptive Text
  • 96. A “carrot” shows the dollar amount remaining before free shipping. Placing it proximal to the cart total may make it more noticeable
  • 97. Saving cart contents save sales. Use your web analytics days to purchase report for ideal cookie length.
  • 98. This call to action reinforces urgency
  • 101. 59% expect “total cost” before checkout -OneUpWeb
  • 102. 23% of shoppers will abandon checkout if forced to Register –Forrester Research
  • 103. “For whatever reason, a free shipping offer that saves a customer $6.99 is more appealing to many than a discount that cuts the purchase price by $10.” --David Bell, Wharton School of Business
  • 104. Cart abandonment spikes when cart total is low and when shipping charges are close to the cart total It also spikes near the $100, possibly due to the “triple digit” mark
  • 105. Tip #1 Shows you are Show a legitimate and there are real people at phone the end of the line. number Helps those uncomfortable with online transactions, but who like your offer.
  • 106. Tip #2 Ensure content and creative is Provide a consistent consistent throughout. experience From banner, to landing page to emails.
  • 107. Tip #3 Avoid adding “Don’t Bore Us... unnecessary Get to the content. Chorus” When dealing with online (Roxette) prospects, get right to the point.
  • 108. Tip #4 Focus the users attention with a clear, A clear and noticeable headline. concise headline
  • 109. Tip #5 To create buzz with a landing page, add sharable links with Enable sharing the common social on your viral networks – popular is Twitter. landing pages
  • 110. Tip #6 Two options: 1. Different landing User pages for different segment. Segmentation 1. Geo-targeting – if available, you can create a single page with changing content based on visitor.
  • 111. Tip #7 Remember that ad campaign that had a single button proclaiming "Don't Remove the click me"? Nobody clutter could resist that. Look back at your landing page and see what is vying for your attention.
  • 112. Tip #8 Ensure visitors get a Keep reading chance to read your to a minimum most important copy. If it’s buried amongst 5 paragraphs of text, it’ll be missed.
  • 113. Tip #9 Don’t ask for If it’s not critical to the information information or product being you don’t requested, then don’t risk scaring really need people away.
  • 114. Tip #10 Try to write all the important stuff in Easy to layman’s terms. Separate content to understand make it easier to read. Terms and Conditions Make it entertaining. T&C’s for real people, and T&C’s for lawyers.
  • 115. Tip #11 Try and match content and Reduce your keywords on landing page to AdWords Pay-Per-Click campaign. costs Increases relevancy and Google attributes your intentions resulting in lower costs.
  • 116. Tip #12 For example, if Personalise the desired the call to action is for the customer to call action a phone number, ensure that they don’t have to do any extra work.
  • 117. Conclusion • Q&A • Request a free Consultation for your website • Thank you !!! • Sam Shetty sam.shetty@netregistry.com.au