This document discusses real-time analytics and provides some cautions about its limitations. Real-time data can be empowering by providing a rich, constantly updating data set. However, filtering the data in real-time to view specific user paths through a site often results in small data sets or empty views. While real-time data gives a sense of urgency, decisions generally cannot be made or designs changed in real-time based on limited data. The document recommends basing real-time needs on an ability to enact changes, not just on data availability.
Growth Hacking for Corporates (www.wepullthetrigger.com)Trigger
Growth hacking is not only a startup trend, but also for corporates. Dive in to some of the fundamentals that corporates need to adopt to maximise the benefits of growth hacking and discover four things only a growth hacker can do (things a traditional marketer never will have the skills or guts to do). Hiring a growth hacker is one of the first steps for unlocking your growth!
The document provides 29 tips for growth hacking and quick wins that companies should be testing, but often aren't. Some of the key tips include measuring customer happiness with Net Promoter Score, creating more targeted landing pages, using paid ads to test headlines and images, removing distracting links from landing pages, and testing different calls to action copy. It encourages testing unconventional approaches to improve conversions and growth.
The document provides tips and strategies for optimizing the user funnel, from acquiring first users to optimizing retention. It emphasizes testing optimizations through small experiments and using data to identify bottlenecks. Key recommendations include focusing first on learning rather than the funnel, using blogs and social media to acquire early users, and segmenting users to improve activation, onboarding and retention.
The document outlines 9 ways to optimize a referral program including measuring customer happiness, having a shareable tracking link, testing different referral options, giving symmetric bonuses, optimizing the landing page, giving people status on their invites, bringing it up at the right moments, using plug-and-play referral tools, and discovering growth hacks while creating presentations. It emphasizes setting proper expectations for referral program success and optimizing all aspects of the program.
This document compares the pricing and features of three email marketing plans: Economy ($14.99/month), Deluxe ($22.49/month), and Premium ($29.99/month). The Economy plan includes 1,000 subscribers and over 160 ready-made designs. The Deluxe plan includes 2,500 subscribers and additional features like a survey builder and list manager. The Premium plan supports up to 10,000 subscribers and all core features. All plans provide social visibility and tools to design, send, and track email campaigns.
This document discusses growth hacking strategies and examples. It defines growth hacking as leveraging non-traditional marketing tactics to unlock exponential growth. Examples discussed include Airbnb integrating with Craigslist, BranchOut using Facebook integration, and LivingSocial growing their Facebook app virally. The document advocates obsessing over data, thinking creatively, being curious, and getting hands-on with product and code. It provides categories of growth hacks like platform integrations, viral growth, and analytics-driven insights.
PPC is not enough. How I learned to embrace holistic growth marketing at Moz ...Justin Vanning
I spent 10 years doing Performance Marketing. I used to think Performance Marketing and Customer Acquisition went hand in hand.
That was before I started working at Moz and interacting with Rand Fishkin. Over the past two years I've learned the value of Inbound Marketing and a more holistic approach to customer acquisition that I believe is the key to successfully growing a company.
Performance Marketers have all the skillsets necessary to be amazing at Inbound marketing. The sooner they can utilize these skillsets and start embracing alternative approaches to customer acquisition, the sooner they can reap the rewards.
ActivityStrea.ms: Is It Getting Streamy In Here?Chris Messina
From Facebook's newsfeed to Twitter's relentless real-time updates, the metaphor of the "stream" has taken social networking beyond blog posts and on to rich social activities. Learn about ActivityStrea.ms - the open format adopted by Facebook, MySpace, and Windows Live - and how it's fundamentally changing the social web.
http://my.sxsw.com/events/event/400
Growth Hacking for Corporates (www.wepullthetrigger.com)Trigger
Growth hacking is not only a startup trend, but also for corporates. Dive in to some of the fundamentals that corporates need to adopt to maximise the benefits of growth hacking and discover four things only a growth hacker can do (things a traditional marketer never will have the skills or guts to do). Hiring a growth hacker is one of the first steps for unlocking your growth!
The document provides 29 tips for growth hacking and quick wins that companies should be testing, but often aren't. Some of the key tips include measuring customer happiness with Net Promoter Score, creating more targeted landing pages, using paid ads to test headlines and images, removing distracting links from landing pages, and testing different calls to action copy. It encourages testing unconventional approaches to improve conversions and growth.
The document provides tips and strategies for optimizing the user funnel, from acquiring first users to optimizing retention. It emphasizes testing optimizations through small experiments and using data to identify bottlenecks. Key recommendations include focusing first on learning rather than the funnel, using blogs and social media to acquire early users, and segmenting users to improve activation, onboarding and retention.
The document outlines 9 ways to optimize a referral program including measuring customer happiness, having a shareable tracking link, testing different referral options, giving symmetric bonuses, optimizing the landing page, giving people status on their invites, bringing it up at the right moments, using plug-and-play referral tools, and discovering growth hacks while creating presentations. It emphasizes setting proper expectations for referral program success and optimizing all aspects of the program.
This document compares the pricing and features of three email marketing plans: Economy ($14.99/month), Deluxe ($22.49/month), and Premium ($29.99/month). The Economy plan includes 1,000 subscribers and over 160 ready-made designs. The Deluxe plan includes 2,500 subscribers and additional features like a survey builder and list manager. The Premium plan supports up to 10,000 subscribers and all core features. All plans provide social visibility and tools to design, send, and track email campaigns.
This document discusses growth hacking strategies and examples. It defines growth hacking as leveraging non-traditional marketing tactics to unlock exponential growth. Examples discussed include Airbnb integrating with Craigslist, BranchOut using Facebook integration, and LivingSocial growing their Facebook app virally. The document advocates obsessing over data, thinking creatively, being curious, and getting hands-on with product and code. It provides categories of growth hacks like platform integrations, viral growth, and analytics-driven insights.
PPC is not enough. How I learned to embrace holistic growth marketing at Moz ...Justin Vanning
I spent 10 years doing Performance Marketing. I used to think Performance Marketing and Customer Acquisition went hand in hand.
That was before I started working at Moz and interacting with Rand Fishkin. Over the past two years I've learned the value of Inbound Marketing and a more holistic approach to customer acquisition that I believe is the key to successfully growing a company.
Performance Marketers have all the skillsets necessary to be amazing at Inbound marketing. The sooner they can utilize these skillsets and start embracing alternative approaches to customer acquisition, the sooner they can reap the rewards.
ActivityStrea.ms: Is It Getting Streamy In Here?Chris Messina
From Facebook's newsfeed to Twitter's relentless real-time updates, the metaphor of the "stream" has taken social networking beyond blog posts and on to rich social activities. Learn about ActivityStrea.ms - the open format adopted by Facebook, MySpace, and Windows Live - and how it's fundamentally changing the social web.
http://my.sxsw.com/events/event/400
The document discusses strategies for using social media platforms like Facebook and Twitter to promote tourism in New Orleans. It provides statistics on fan and follower growth for various New Orleans tourism accounts. It also outlines campaigns run by New Orleans tourism organizations that successfully drove engagement through Facebook ads, contests and integrating social media messaging.
Hashtags allow keywords to be searchable by placing a # in front of them. Handles are used to identify a user's Twitter name by placing an @ in front of it. Retweets are identified with RT and share another user's tweet. Direct messages allow for private conversations between users and are identified with DM. Popular hashtags include #musicmonday, #traveltuesday, and #followfriday for sharing songs, travel deals, and recommending other accounts to follow. Abbreviations like SMH, IRL, and FTW are also commonly used on Twitter.
Google 101 - How to Learn to Love Google and Embrace Their Suite of Evil Geni...FSC Interactive
The document discusses how Google products like search, advertising, and Google Places can help businesses succeed online. It provides tips on search engine optimization, using keywords and analytics data to create relevant content, and setting up a Google Places listing to attract local customers. Google tools like AdWords allow precise targeting and measurement of online advertising campaigns.
Without strong keyword research, PPC campaigns can fail. The document discusses tools for keyword research and gives tips for refining keywords to find qualified, low-cost terms that create high-quality traffic. It also recommends optimizing for mobile by keeping the layout simple, highlighting important content, and ensuring the mobile experience provides value to users. Finally, it stresses the importance of local listings as Google launches new local products and encourages preparing for new social media opportunities.
Photos enhance messaging in social media and online communications. A simple i age can increase exposure, reach and engagement dramatically. Here's a How-To on adding visuals to your content.
FSC Interactive provides social media marketing services including strategy development, content creation, and measurement of success. An effective strategy requires defining goals, audience, options, and tactics, as well as metrics. Key tactics discussed are Facebook, Twitter, Instagram, and consistent, customized content. Community building through engagement and consistency are emphasized. Measurement includes growth, reach, and engagement metrics across various social platforms.
A look at digital marketing in the not-too-distant future. From shifting privacy norms, evolving SERPs, the game-ification of everything, social business, and more. Implications and business application included as well.
Design it yourself_the_marketers_crash_course_in_visual_content_creationLewis Lin 🦊
The document provides guidance for marketers on creating visual content. It discusses why visual content is important given increasing information overload. It then outlines 5 types of visual content that marketers can create, including photos, videos, images, infographics, and presentations. The document also presents 10 design principles called "Commandments of Do-It-Yourself Design" to help marketers who are not designers create effective visual content. The principles emphasize understanding the purpose of the content, establishing a content hierarchy, and respecting simplicity and legibility in design.
This document discusses several new features introduced by major social media and advertising platforms. It describes Instagram's new shoppable photos and swipe up links, Snapchat's Snap Map, Twitter's direct message buttons, Google's expanded AMP support and smart display ads, Facebook's collection ads and video cover photos, and custom landing pages using Shopalyst for e-commerce integration. Examples are provided for several brands utilizing these new features.
These days, everybody and their uncle has a website (which is a good thing, since it took forever for some businesses to come around on the whole digital thing).
But the problems with websites are far from over;just because everybody has one, doesn't mean they have a good one. Like the poor content pandemic, bad websites have taken the Internet by storm.
In this eBook we'll let you in on 15 key ways to improve your site, which in turn, will deliver improved conversion. I'd love to get your feedback or for my fellow developers, any other items you think should be added to this list.
or visit: http://www.thinkwsi.com/contact-us
1) Websites are becoming less important as brands focus on mobile apps and social media presence. Traditional websites are seen more as brochure sites rather than innovative marketing tools.
2) Examples like Dunkin' Donuts' "Dunkin Run" app and Taco Bell's budgeting app show how mobile apps can better deliver value to customers than traditional websites.
3) Emerging technologies like augmented reality and quick response codes will become more important to digital marketing strategies, while traditional websites diminish in value for many brands.
Designityourselfthemarketerscrashcourseinvisualcontentcreation 130325135426-p...Portal do Sucesso
This document provides guidelines for marketers and non-designers to create effective visual content without the help of professional designers. It outlines 10 principles for do-it-yourself design: 1) Understand the purpose of the content, 2) Establish a content hierarchy, 3) Respect simplicity, 4) Keep it legible, 5) Use contrast effectively, 6) Employ visual repetition, 7) Consider visual weight, 8) Use whitespace intentionally, 9) Test, iterate and refine, and 10) Get feedback from others. Examples are provided to illustrate good and bad design based on these principles. The goal is to empower marketers to create visuals that are aesthetically pleasing and convey information in an easy to digest manner
Hubspot is the #1 Inbound Marketing Software provider on the Planet Earth. In addition, you'll find a wealth of extraordinary content on any inbound marketing subject, including conversion.
10 highly effective traffic bombs to get you started!Andrey Bump
This document provides 10 traffic bombs or strategies for generating website traffic:
1. Search engine optimization to rank high in organic search results.
2. Creating and submitting videos to video hosting sites and using automation tools or tube view services to boost video views.
3. Using LinkedIn to build connections, link to your site, tap into your blog, and network daily.
4. Launching an AdWords PPC campaign and using keyword matches and negative keywords to optimize conversions.
5. Writing and submitting keyword targeted, quality articles to build backlinks.
6. Submitting classified ads on Craigslist.
7. Writing and submitting press releases to generate links and awareness.
Facebook Ads: Is Your Website Ready to Convert Cold Traffic?Jenna Curry
New to Facebook Advertising? Been unsuccessful in the past? Looking to level up what you're already doing? Discover the capabilities using Facebook Advertising for lead generation and sales for your own business and your clients. Leave with a checklist of tools and best practices every digital marketer should implement into their website and landing pages to increase conversions.
The governments online future in the age of persuasive designEmagination ®
The document discusses 3 challenges facing government organizations in managing their online presence and goals: 1) having a jumble of data, tools, and pages that don't meet goals, 2) failing to provide good usability and accessibility, and 3) missing opportunities to influence decisions through persuasive design. It recommends listening to audiences, using data visualization to tell compelling stories, and applying persuasive design techniques to help audiences make better decisions.
See more or contact us at JumpStartWeb.com or PlusROI.com.
This deck features slides from the Web Marketing Success 2012 Seminar at Vancouver Island Tech Park. Presented by Robert Cooper of PlusROI Online Marketing and JumpStartWeb.
The slides are not necessarily self explanatory, but have some good information on some of the most important areas to consider for web marketing, as well as notes on some of the hottest emerging opportunities (like Mobile).
Are We There Yet? Create, Manage & Measure Your Web Campaign SuccessJoel Dixon
Content is king but not all content is created equal. Social media has added another medium for this content but creating and analyzing this content requires the right context and the right tools. This session will focus on the evolution of website redesigns, managing content via a CMS, the advent of Google Analytics for visitor tracking and now what are keys to helping you maximize your web content and social media strategies.
Oli Gardner SMD Warsaw 2014 - Advanced Landing Page Optimization With Conve...Joanna Gęsicka
Landing pages are an essential part of every marketing campaign, yet most marketers are still doing it wrong. Learn how to use Conversion Centered Design to build landing experiences that convert more prospects into customers and gain a big competitive advantage. This session will give you actionable insights for increasing the conversion rate of your PPC campaigns, and how to design high-converting lead gen pages.
The document discusses strategies for using social media platforms like Facebook and Twitter to promote tourism in New Orleans. It provides statistics on fan and follower growth for various New Orleans tourism accounts. It also outlines campaigns run by New Orleans tourism organizations that successfully drove engagement through Facebook ads, contests and integrating social media messaging.
Hashtags allow keywords to be searchable by placing a # in front of them. Handles are used to identify a user's Twitter name by placing an @ in front of it. Retweets are identified with RT and share another user's tweet. Direct messages allow for private conversations between users and are identified with DM. Popular hashtags include #musicmonday, #traveltuesday, and #followfriday for sharing songs, travel deals, and recommending other accounts to follow. Abbreviations like SMH, IRL, and FTW are also commonly used on Twitter.
Google 101 - How to Learn to Love Google and Embrace Their Suite of Evil Geni...FSC Interactive
The document discusses how Google products like search, advertising, and Google Places can help businesses succeed online. It provides tips on search engine optimization, using keywords and analytics data to create relevant content, and setting up a Google Places listing to attract local customers. Google tools like AdWords allow precise targeting and measurement of online advertising campaigns.
Without strong keyword research, PPC campaigns can fail. The document discusses tools for keyword research and gives tips for refining keywords to find qualified, low-cost terms that create high-quality traffic. It also recommends optimizing for mobile by keeping the layout simple, highlighting important content, and ensuring the mobile experience provides value to users. Finally, it stresses the importance of local listings as Google launches new local products and encourages preparing for new social media opportunities.
Photos enhance messaging in social media and online communications. A simple i age can increase exposure, reach and engagement dramatically. Here's a How-To on adding visuals to your content.
FSC Interactive provides social media marketing services including strategy development, content creation, and measurement of success. An effective strategy requires defining goals, audience, options, and tactics, as well as metrics. Key tactics discussed are Facebook, Twitter, Instagram, and consistent, customized content. Community building through engagement and consistency are emphasized. Measurement includes growth, reach, and engagement metrics across various social platforms.
A look at digital marketing in the not-too-distant future. From shifting privacy norms, evolving SERPs, the game-ification of everything, social business, and more. Implications and business application included as well.
Design it yourself_the_marketers_crash_course_in_visual_content_creationLewis Lin 🦊
The document provides guidance for marketers on creating visual content. It discusses why visual content is important given increasing information overload. It then outlines 5 types of visual content that marketers can create, including photos, videos, images, infographics, and presentations. The document also presents 10 design principles called "Commandments of Do-It-Yourself Design" to help marketers who are not designers create effective visual content. The principles emphasize understanding the purpose of the content, establishing a content hierarchy, and respecting simplicity and legibility in design.
This document discusses several new features introduced by major social media and advertising platforms. It describes Instagram's new shoppable photos and swipe up links, Snapchat's Snap Map, Twitter's direct message buttons, Google's expanded AMP support and smart display ads, Facebook's collection ads and video cover photos, and custom landing pages using Shopalyst for e-commerce integration. Examples are provided for several brands utilizing these new features.
These days, everybody and their uncle has a website (which is a good thing, since it took forever for some businesses to come around on the whole digital thing).
But the problems with websites are far from over;just because everybody has one, doesn't mean they have a good one. Like the poor content pandemic, bad websites have taken the Internet by storm.
In this eBook we'll let you in on 15 key ways to improve your site, which in turn, will deliver improved conversion. I'd love to get your feedback or for my fellow developers, any other items you think should be added to this list.
or visit: http://www.thinkwsi.com/contact-us
1) Websites are becoming less important as brands focus on mobile apps and social media presence. Traditional websites are seen more as brochure sites rather than innovative marketing tools.
2) Examples like Dunkin' Donuts' "Dunkin Run" app and Taco Bell's budgeting app show how mobile apps can better deliver value to customers than traditional websites.
3) Emerging technologies like augmented reality and quick response codes will become more important to digital marketing strategies, while traditional websites diminish in value for many brands.
Designityourselfthemarketerscrashcourseinvisualcontentcreation 130325135426-p...Portal do Sucesso
This document provides guidelines for marketers and non-designers to create effective visual content without the help of professional designers. It outlines 10 principles for do-it-yourself design: 1) Understand the purpose of the content, 2) Establish a content hierarchy, 3) Respect simplicity, 4) Keep it legible, 5) Use contrast effectively, 6) Employ visual repetition, 7) Consider visual weight, 8) Use whitespace intentionally, 9) Test, iterate and refine, and 10) Get feedback from others. Examples are provided to illustrate good and bad design based on these principles. The goal is to empower marketers to create visuals that are aesthetically pleasing and convey information in an easy to digest manner
Hubspot is the #1 Inbound Marketing Software provider on the Planet Earth. In addition, you'll find a wealth of extraordinary content on any inbound marketing subject, including conversion.
10 highly effective traffic bombs to get you started!Andrey Bump
This document provides 10 traffic bombs or strategies for generating website traffic:
1. Search engine optimization to rank high in organic search results.
2. Creating and submitting videos to video hosting sites and using automation tools or tube view services to boost video views.
3. Using LinkedIn to build connections, link to your site, tap into your blog, and network daily.
4. Launching an AdWords PPC campaign and using keyword matches and negative keywords to optimize conversions.
5. Writing and submitting keyword targeted, quality articles to build backlinks.
6. Submitting classified ads on Craigslist.
7. Writing and submitting press releases to generate links and awareness.
Facebook Ads: Is Your Website Ready to Convert Cold Traffic?Jenna Curry
New to Facebook Advertising? Been unsuccessful in the past? Looking to level up what you're already doing? Discover the capabilities using Facebook Advertising for lead generation and sales for your own business and your clients. Leave with a checklist of tools and best practices every digital marketer should implement into their website and landing pages to increase conversions.
The governments online future in the age of persuasive designEmagination ®
The document discusses 3 challenges facing government organizations in managing their online presence and goals: 1) having a jumble of data, tools, and pages that don't meet goals, 2) failing to provide good usability and accessibility, and 3) missing opportunities to influence decisions through persuasive design. It recommends listening to audiences, using data visualization to tell compelling stories, and applying persuasive design techniques to help audiences make better decisions.
See more or contact us at JumpStartWeb.com or PlusROI.com.
This deck features slides from the Web Marketing Success 2012 Seminar at Vancouver Island Tech Park. Presented by Robert Cooper of PlusROI Online Marketing and JumpStartWeb.
The slides are not necessarily self explanatory, but have some good information on some of the most important areas to consider for web marketing, as well as notes on some of the hottest emerging opportunities (like Mobile).
Are We There Yet? Create, Manage & Measure Your Web Campaign SuccessJoel Dixon
Content is king but not all content is created equal. Social media has added another medium for this content but creating and analyzing this content requires the right context and the right tools. This session will focus on the evolution of website redesigns, managing content via a CMS, the advent of Google Analytics for visitor tracking and now what are keys to helping you maximize your web content and social media strategies.
Oli Gardner SMD Warsaw 2014 - Advanced Landing Page Optimization With Conve...Joanna Gęsicka
Landing pages are an essential part of every marketing campaign, yet most marketers are still doing it wrong. Learn how to use Conversion Centered Design to build landing experiences that convert more prospects into customers and gain a big competitive advantage. This session will give you actionable insights for increasing the conversion rate of your PPC campaigns, and how to design high-converting lead gen pages.
This document introduces the "Internet Business Manifesto", which is described as a legendary report that has been downloaded over 1 million times and is responsible for creating many internet marketing millionaires. The author, Rich Schefren, shares some of the history of the report, including how it rapidly spread online and transformed many entrepreneurs' businesses. He promises the report contains powerful concepts that can shift one's financial destiny. The introduction provides context around what has been added to the 2012 updated version to further help readers apply the strategies to achieve even greater success faster.
The document discusses how websites and social media can collaborate effectively to grow a business. It advocates treating the website like a product rather than a brochure by maintaining and developing it through an ongoing, intentional process. The document provides 10 "musts" to add to a business's website roadmap, including visiting the site as a new user, testing changes, evaluating calls to action, optimizing images and page load time, showcasing reviews, using analytics tools, and trying Crazy Egg for heatmaps and scroll maps. The goal is to shift businesses to a product mentality of continuously improving their online presence.
Captifire – Create RED HOT Marketing Pages, In Minutes…mark james
This document summarizes the Captifire software, which allows users to create marketing pages like landing pages and squeeze pages in minutes using a drag-and-drop interface. It has over 40 customizable components, 30 pre-made templates, and features like A/B testing, analytics, countdown timers, and integrations with services like Amazon, Teespring, and PayPal. Customers praise how easy and intuitive it is to use, and how it has helped increase their conversions and subscriber counts. The product is available for $27-$47 with various upsells and bonuses available.
The 10×10×4 formula thousands of successful business owners useAshley Rees-Mize
The document describes a 10x10x4 video marketing campaign formula. It involves creating 10 frequently asked questions, 10 questions people should ask, and then recording 20 short videos answering those questions. An additional 4 short "mini videos" are also created. The videos are then distributed widely online through video and blog sites. This exposure helps establish credibility and authority while driving traffic to a lead capture page where contact information can be collected. The goal is to generate visibility, traffic, leads and sales through a simple video campaign.
The document provides best practices notes from a 1998 new media conference. It recommends being wary of big IT companies and avoiding trying to radically change company culture all at once when partnering with outside organizations. It emphasizes continuing to build on ambition, delegating responsibility as the organization grows, and keeping projects, tools, and processes simple. It stresses the importance of iteration in projects, using small creative teams, and continuing professional development to build expertise.
Frantic After Work October 2012 presents:
Windows 8 – new possibilities for sales, marketing and customer service
by Tommi Pelkonen @TommiP, Miika Puputti - @miikap, Perttu Monthan (atBusiness) and Juha Vitikka (atBusiness)
The document provides advice and lessons learned for digital design in 2013. It discusses creating engaging, shareable, and unified digital experiences. Some key points covered include being mobile first, forgetting social media strategies, going responsive and future-proof in design, and understanding your role as a content publisher and focusing on high-quality, purposeful content over launch events. The document ends by thanking the reader and providing contact information for further discussion.
This presentation was held by Frantic's strategist Tommi Pelkonen and atBusiness' marketing & strategic partnerships professionals and vice president Perttu Monthan in Markkinointiviestinnän viikko 2012.
10. WHAT YOU WANT TO SEE
Traffic Source Your latest post on Facebook, targeting
your audience located in the UK
Landing page A specifically designed page on your site
Call-to-action Leading to a “Buy now” page
Conversion point A button labeled “Submit your order”, or,
better:
The page saying “Thank you for your order”
11. YOUR FILTERS
… but only
YOU BUILD FILTERS
one from
each type!
(Sorry!)
Traffic Source Your latest post on Facebook, targeting
your UK audience
Landing page A specifically designed page on your site
Call-to-action Leading to a “Buy now” page
Conversion point A button labeled “Submit your order”, or,
better:
The page saying “Thank you for your order”
12. SO YOU SELECT CAREFULLY
As you can’t have it all, you need to select one of these three filters. You can
choose which two parts of this information you want to to leave out.
Landing page A specifically designed page on your site
Those who have clicked the link on Facebook X
Call-to-action Leading to a “Buy now” page
Those who have clicked the “Buy now” button on the landing page X
Conversion point A button labeled “Submit your order”, or,
better:
The page saying “Thank you for your order”
Those who have ordered from you X
13. WHAT YOU MAY END UP WITH:
Be careful: every filter you define creates an exclusive criterion. Only if ALL
criteria are met, you will see a count on your “Real-time” page.
If everything turns pear-shaped, you keep watching the big “0” on this screen
all day long. Of course: “Updated continuously and in real-time!”
What can you do ?
Set up a Tweet about your
campaign on Facebook?
Contact your UK customers
with a newsletter?
Ask your copywriters to
change the copy on the
Facebook campaign? Or on
the landing page?
=> Looking at real-time data
is only worth the effort if you
are able to do something
about what you see in real-
time!
14. WRAPUP
Deep analysis is not done in a split-second. Neither are decisions made in real-
time. Nor can a design be revamped in real-time.
Base your needs on your ability to change things, not on the availability of
data.
With the tools currently at hand, visit volumes matter much more than well
defined deep conversion funnels.
The inevitable data splintering limits the depth of insights you can derive from
your data.
If you are trying to follow complex (or: unlikely) conversion funnels, buried
deep in your site: be prepared to not see any data for your filter set.
And remember: while you are staring at the big “0” on your screen, other
important things may happen around you – and you may not even notice.
15. THANK YOU!
WHY IT MATTERS
I am
Michael Dlugosch, a
Strategist at FRANTIC.
I am reading my email here:
michael.dlugosch@frantic.com
I am blogging here (rarely, though):
michael.westendintie.net
Occasionally, I am tweeting as:
scrutinizer20
WHILE YOU HAVE BEEN LISTENING TO THIS
PRESENTATION, 85 PEOPLE HAVE LOOKED INTO
THIS SHOP WINDOW.
Source: http://flickr.com/photos/marcdalio/
16. APPENDIX: SPEAKER NOTES
[Note: in its original format, this presentation used small "animations" to highlight certain elements on the page. In PDF format, you will see the
last state of the slide. There are no overlays, but the sequence of appearances can only be indirectly seen from the speaker notes (they appear
as [1], [2], [3], ...) MD, Septembr 2012.]
-- slide 1 (title)
Let’s start from the aspect of “Real-time”, not from the “Analytics” angle.. The possibilities for data mashups are immense. We can easily say that
only since connected computers have been around the possibility to capture a rich amount of real-time data sent from a machine to another
machine. Let’s briefly look at the characteristics of this digital“Real-time world”.
-- slide 2 (marinetraffic.com: Data rich)
[click]: It is data-rich. An incredible amount of data, all at your disposal.
This bird’s eye visualization cover over 300 moving vessels and about 230 anchored or moored vessels, together with navigation aids.
With a term coined by the German media philosopher Norbert Bolz, we are looking at a stage for “panoramic apperception” here.
Panorama as in “all + view”; “apperception” in the sense of “perceiving something as part of a context”.
-- slide 3 (flightradar24.com: you make your own choices for data and context)
[click]: It allows you to select YOUR focus. We call this principle of increased involvement “immersion”, and it is mostly reached by a structured
offer of selection possibilities, which enrich the context.
-- slide 4 (100+ hours uploaded to YouTube. "Now")
“Real-time” display of data as well can tell you what you are missing elsewhere.
Although our ability to deal with highly complex and abstract circumstances has increased tremendously since the early ages of mankind, our
advertence or ability to concentrate our attention hasn’t increased in the same proportion.
Concentrating on the “Now”, on the current moment, has become awfully hard, as there so many other things that can draw our attention. And
this is exactly why it is so attractive: devoting undivided attention to something has become a luxury. And real-time data just has that certain
touch of "urgency" and "relevance" to it.
-- slide 5 (Captivating)
[click]: As real-time data continuously updates, your view changes from minute to minute. The immersive character of a constantly changing
input to your perception is soothing. Equally soothing as the luxury to only concentrate on one thing at a time.
17. APPENDIX: SPEAKER NOTES
-- slide 6 (Google Real-time: what it is)
About a year ago, in late September 2011, Google Analytics launched “Real Time”. There are several other “real-time” products out there, so this
one here only serves as an example.
When looking at Google’s own words on what this is good for, we see the same main points: [1] data-rich [2] empowering [3] urgency [4]
captivating.
It is important to understand that these properties don't belong to the realm of Analytics, but to the Real-time realm.
-- slide 7 (Google Real-time: what you can use it for)
Here are a few words from Google about what you can use this data for.
Same story here: : [1] data-rich [2] empowering [3] urgency [4] captivating
And some context for you. The first one especially for your marketing department: [5] campaigns. Here's one for your content owners: [6] site
changes (the bread-and-butter point: improvement). And one for your Web Manager [7] your traffic (that’s what it all of you want: MORE
people spending quality time on your website)
-- slide 8 (2361 active visits)
So far, so good. Start drilling into things in real time. Discovering great insights from observing your visitors. What a promise!
-- slide 9 (If you have a B2B website: 1 visit)
Well: If you are lacking traffic volumes on your website, real-time won’t help you to derive much insight. To derive anything from this small
data set would be plain madness.
But: even if you have more traffic volume on your site: as soon as you are looking at a particular page or campaign in real-time, you have a
rather small subset of data to chew on.
Here’s why:
-- slide 10 (campaign planning)
When you are planning a social media campaign, you plan at least the first two things in this list.
But if you want your users TO DO something something specific on your site, you need to look at all four points in this list.
18. APPENDIX: SPEAKER NOTES
-- slide 11 (building filters)
As an experienced GA user, you start building filters.
One for traffic from Facebook.com. [1] One for your target audience in the UK. [2]
One for people clicking from Facebook through to the landing page on your site. [3]
One for people who click from the landing page through to the order form. [3]
One for people who finally conclude the order. [3]
Or something like this. [4]
Here’s the downside: You got your filters [5]. But you cannot use them all at once. [6]
-- slide 12 (reducing filters)
So: you need to sacrifice your information needs in favour of the tools’ ability. Funnel step data? Funnel drop-off analysis? Not for real time
data. Not with this tool.
-- slide 13 (what's left)
Real-time only shows you whether or not people come to your website as you would expect. This involves (and expresses) risk.
The more advanced you plan your conversion funnel, the more likely it is that you won’t get any data [1].
Carefully weigh your options [2], when considering what you can do to counteract.
[3] Here’s one sound piece of advice for you when it comes to all that hype around “real-time analytics”: only look at data in relation to the time
you need to change things.
-- slide 14 (Wrapup)
-- slide 15 (Fin)