Steer intent, drive behavior, improve web traffic with web content management and analytics
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Understanding your website users and how to drive their behavior is a fundamental imperative to the success of your online marketing initiatives. See the details behind understanding user intent and behavior — using real-life examples.
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Steer intent, drive behavior, improve web traffic with web content management and analytics
- 2. Steer Intent. Drive Behavior. Increase Results. Presented by: Brett Zucker Executive Vice President & Chief Technology Officer Bridgeline Software Rick Schwartz Executive Vice President & General Manager New England Region Bridgeline Software Becki Dilworth Vice President of Digital Strategy Bridgeline Software
- 5. Step 1: Doing the Research
- 8. Audience Universe Prospective Customer Current Customer Current Employee Potential Employee Current Investor Potential Investor Media industry Intent Universe Research services or products Apply for a job Contact for sales Contact for support Research for investment Download whitepapers Learn about industry trends What are your users’ goals: Intent Universe
- 14. Step 2: Setup, Track and Refine
- 24. Thank you for your time today Contact Information Brett Zucker 212.201.5667 [email_address] Rick Schwartz 781.497.3027 [email_address] Becki Dilworth 303-785-3852 bdilworth@bridgelinesw.com www.bridgelinesw.com blog.bridgelinesw.com www.twitter.com/bridgeline
Editor's Notes
- Well this next section is all about executing on all the upfront work Becki just walked through. the iterative process that allows us to consistently learn user behavior and take action! Now with the understanding of audiences and intent, let’s take a look at some best practices Key element: This is relevant to all, newbies and experts, free to expensive
- -So where do we start? -We begin by tracking the Intent Universe that Becki started with … What are the success metrics You need to setup the actions that are meaningful (buy, download whitepaper, register for a seminar) -Ties directly into the audience segmentation
- -Classifying your audience segments becomes foundation for tracking and reporting against success metrics -based on demographic and behavior data -First, use analytics to setup those audience segments -Demographic and behavioral segmentation based on the Audience Intent
- You can see how these pieces now fit together – define intent, define segments and now create content to speak to the audience -Generate personalized, persuasive content Right message at the right time Obviously easier said than done. But go back to Becki’s breakdown Utilize a CMS to produce the content
- Now that you’re setup, you have intent, segments and content … we need to understand whether the assumptions and behavior are coming to fruition Next 3 slides depict some of the most common methods to measure on that Search Ref description – one of the most important drivers of visitors
- -Scenario analysis allows you to go step to step to measure behavior
- -Path analysis allows you to understand behavior without assumptions. Learn from your users.
- -Now that we’ve setup up our site and measured effectiveness and behavior … -All about taking action on identified opportunities. -Learn information in real-time and take action.
- -integrated CM and AN
- - Started by saying it’s for everyone on every budget