This document discusses online performance marketing strategies. It provides an overview of common online marketing tactics like pay-per-click campaigns, search engine optimization, affiliate marketing, user research, A/B testing, and web analytics. The presentation emphasizes the importance of user research and testing to improve websites and marketing campaigns. It also stresses integrating online marketing efforts between different departments like IT, marketing and sales. The goal is to satisfy customer demand through data-driven digital strategies.

1. Online performance marketing
Pavel Jašek
IP_406 presentation, University of Economics in Prague, 15. 4. 2012

2. Dobrý web introduction
• Leading performance marketing and user
research agency in Czech republic
• Public activities: conferences
• Education: training
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3. Agenda: Online marketing overview
• PPC campaigns
• Search Engine Optimization
• Affiliate marketing
• User research
• Web experimentation
• Web Analytics
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4. What will you learn by the way
• How to support online marketing within the
organization
• Who should you employ for online
marketing
• How to fail faster
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5. Who owns the web?
• Siloed organizations
• Different responsibilities and goals
• Internal communication and cooperation
• Integrated marketing campaigns
IT Marketing Sales
• Traffic • Promotions • Conversions
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6. Web
Traffic • Accessibility
• Strong brand • Usability
Users • Offline advertising • Information
• architecture
• Prospects PPC campaigns
• • Content
• Customers SEO
• • Visual design
• Foreigners Display campaigns
• Email marketing • Brand trust and
credibility
• Affiliate marketing
• Persuasiveness
• Social media
• Competitiveness
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7. Satisfy the demand with
PPC CAMPAIGNS
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8. Looking for a home breadmaker?

9. Google, Seznam, Yahoo & Bing

10. Performance marketing KPIs
• How much can you afford to pay?
• Do you need some monthly budget?
• MaximumCostPerClick =
= ConversionRate × AverageMargin
» 2 % CR × 250 CZK = 5 CZK maxCPC
• Cost per sale = Costs / Conversions
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11. ROPO effect

12. SEO is not that technical as you may think
SEARCH ENGINGE
OPTIMIZATION
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13. SEO goals
Be on the first position
To be on the SERP for keywords ABC
Easy to be found on the internet
Bring relevant visitors to your site
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14. On-page optimization

15. Page title
URL
Internal links
Main heading
Relevant content
Smaller headings

16. Pay per Action
AFFILIATE MARKETING
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17. Win-win business

18. Amazon pays 4 – 6 % from affiliate links
http://www.amazon.com/gp/product/0470529393?ie=UTF8
&tag=advawebmetr-20&linkCode=as2
&camp=1789&creative=9325&creativeASIN=0470529393
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19. Who wins? Customer or HiPPO?
IMPORTANCE OF USER
RESEARCH
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21. Some of the impressive results
• None of the testers was using the scroll
wheel of the mouse.
• Only perceived what’s currently visible in
the browser.
• Used the Back button very often.
• Didn’t know the concept of breadcrumb
navigation.
• Managed to fill in form fields successfully.
• Drop-down menu was very comfortable.
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22. Heatmaps

23. Personas

24. User testing

25. User testing

26. May the best variant win!
A/B TESTING
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27. Version A

28. Version B

29. 7,5 % Improvement in conversions!
This A/B testing presentation: http://noca.cz/HKofdD
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30. Version A

31. Version B

32. Well, not all tests are successful
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33. Measuring visitor behavior
WEB ANALYTICS
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34. Right data for right people

35. Reporting vs. analysis
http://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/
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36. Engage your colleagues

37. Thanks!
Pavel Jašek
@paveljasek
pavel.jasek@dobryweb.cz
www.dobryweb.cz
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