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Web Marketing Week1
- 1. Internet Marketing Practices Week 1: Introduction Alan Chen, 2011
- 3. What will be covered
- 7. Conversion
- 8. Retention
- 11. Fast to market
- 13. A Typical Flow and Challenges Users Will Face Before Becoming a Reallusion Customer?
- 14. Search term: 3d animation software Must be in first 2 pages to be seen
- 15. And good use experience! If they are interested enough...
- 16. Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start download Complete download and install Happy with the product! Find the purchase page Paid Every Single Point Can Go Wrong
- 17. Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start download Complete download and install Happy with the product! Find the purchase page Paid ? copy sold ? complete downloads ? register members ? purchase attempts ? download attempts ? product page visits 100,000 people want to find “ 3d animation software” ? visitors visit Reallusion
- 18. Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start download Complete download and install Happy with the product! Find the purchase page Paid MD & ECD CPM & Art ECD RD & QA ECD & Sales
- 19. How to optimize the 3 steps? We will continue this topic in the following weeks http://www.matraxis.co.uk/
- 20. How Can We Know What Users Need?
- 22. Expert analysis
- 24. “ If I had asked customers what they wanted, they would have told me they wanted a faster horse “ - Henry Ford
- 26. Web beacons
- 27. Java Script tags
- 28. Packet sniffing
- 30. More meaningful data by using cookies (know what this user has done on your site)
- 31. Can filter traffic by sources (e.g. AP activation)
- 33. No worries about page-level error
- 34. Always own the data
- 35. No Java-script required (2~6% users have it turned off)
- 36. No additional load to network or browser
- 39. Commercial: Nielsen TV ratings vs. Search term
- 40. DM: Different coupon vs. coupon code plus A/B testing
- 41. You can know visitor navigation path
- 42. You can know abandon path
- 43. Why Google Analytics and What it can Provide?
- 45. Developed from Urchin Software Corporation, which was acquired by Google in April 2005
- 46. The USD 500/month service turned into free service, and keep involving
- 49. utmc: visit session (close browser)
- 50. utmb: visit cookie (30 minutes)
- 51. utma: unique ID, time of visits, etc
- 65. And More Customizable Tracking
- 69. Medium
- 70. Source
- 78. Member registration (activation page)
- 79. Clicks (e.g. file download attempts)
- 80. … and so on
- 85. Same technique can be used to track Flash events
- 87. Create broken links in GA (different ID)
- 88. Can't be view as goals (event tracking)
- 95. Download attempts vs. complete download
- 96. Complete download vs. new member registration
- 99. Medium: banner;
- 100. Campaign: topseller Any thing unusual in the following source/medium? If you are not sure, check reference file or ECD Dos: Use Consistent Parameters
- 110. Pop-up pages that do not have a navigation bar
- 111. Pages in a frame that share the same URL
- 112. … .. And more
- 113. Don'ts: Use Linkcount Typically: From www.siteA.com From search engine Newsletter From site A, PV: 4 Keyword A, PV: 3 rc_1103, PV: 3
- 114. Don'ts: Use Linkcount We can be misled: From www.siteA.com From search engine Newsletter From site A, PV: 2 Direct, PV: 2 Keyword A, PV: 3 rc_1103, PV: 1; bounce Direct, PV: 2
- 116. Broken link in tracking user's navigation Don'ts: Use Linkcount
- 118. Download links in event pages
- 119. External link (e.g. add to cart, YouTube) ( Solution )
- 121. The default life span of a campaign cookie is 6-month
- 122. ( Cookie types ) Don'ts: Over-use Campaign Tracking We will start talking Acquisition in 2 weeks
- 123. That's all for today, any question?
- 128. A useful goal that should be added
- 129. An KPI we should regularly checked
Editor's Notes
- Acquisition: get quality traffic Conversion: clear guide, convincing message/graphic Retention: encourage repeat purchase
- Some key factors does not apply to Reallusion, e.g. location, gender, delivery, etc Online sales plays an important role to the company Reallusion site is our most profitable channel You can't control your partners or channels, but you can 100% control your web site (e.g. member DB, behavior, interaction)
- Convert concept to the keyword / search term. e.g. “3d animation”
- Not enough users want to find “3d animation tool” We can't list in the top 2 pages, server down, etc The flow isn't clear, broken link, too slow to load The web page isn't attractive, not enough information, they don't think the product meets their needs They can't find download link or download link don't work Too slow to download, can't download, can't install They don't want to register, they are not happy with the product They can't find the purchase link, price isn't sounding Can't paid, complicated pay flow
- Web logs (almost) no effort to implment Not optimized to analyze business info Web beacons (e.g. 1*1 image) Easy to implement Cross-site issue and less info than Javascript Javascripit tags Browser-side script (e.g. turn off javascript) Not as accurate as web log if not implemented well Packet sniffing Fast and less implemntation for page design Additional H/Sware required
- Web logs (almost) no effort to implment Not optimized to analyze business info Web beacons (e.g. 1*1 image) Easy to implement Cross-site issue and less info than Javascript Javascripit tags Browser-side script (e.g. turn off javascript) Not as accurate as web log if not implemented well Packet sniffing Fast and less implemntation for page design Additional H/Sware required
- Top_1009 is a banner in content store Isn't a standard/understandable source Can't compare result with others
- I recommand skip the default page name.
- One of the disadvantages of using scrip-based tracking is that you get nothing if you did not put the code correctly
- - e.g. if a newletter's cookie been over-written by content store home, then you under-estimate the result of newsletter - 6 month is good for tracking external partner effectiveness if not overwritten