Improving the Success of Your Website - Mid Am January 2013
Building a WinningInternet Marketing StrategyMid America Horticultural Trade Show 2013
Agenda• Setting the Foundation – Web Usability• Search Engine Marketing – Organic Search Engine Optimization – Google AdWords (pay-per-click marketing)• Measuring and Improving Results• Questions & Answers
Top Floor Technologies • Website Design & Development • Search Engine Marketing • Web Analytics & Conversion Improvement • Social Media Marketing Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
Getting the MostFrom Today’s Session Write down 2-3 learning points that you will begin putting into action within the next two weeks. Then – follow through.
1. Setting the Foundation A Quick Review of Usability
Progression of Website Needs• 10-15 years ago … “Quick, we need a Web site!”• 4-8 years ago … “Okay, now that we have a Web site, how do we get people to find it?”• Today … “Now that people are on our Web site, how do we engage them and get them to do what we want them to do?”
The Impact of InternetTechnologies on Marketing
Your Website is at the Core Search Engine Promotions and Marketing Campaigns Public Relations (online & offline) Your Direct Marketing (online & offline) WebsiteShows & Events Direct Sales Print Advertising Directories
Setting Goals – start at the topTwo things you can do to improve the results of your WebsiteDrive more qualified Convert a higher % of usersusers to your Website into opportunities 1 2
Definition of UsabilityUsability • making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a web site, a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated.* *Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug
Web visitors who report great user experience are:• Twice as likely to return to the site.• Four times as likely to report enhanced brand opinion.• Four times as likely to make a future purchase. * Source: iPerceptions
Who are you building your Website for? Hint … it’s not you.
Who are you building your site for?• Your CEO? A FLASH Intro … Excellent!
Who are you building your site for?• Your Sales Department? Everyone who visits our Website must register and provide all of their contact information.
Who are you building your site for?• Your I.T. Department? Why would we want any images on our Website?
Who are you building your site for?• Your Target Users To Start Press Any Key. Wheres the ANY key?”
Define UserPersonas • Who are your target customers? • What industries are they in? • What roles do they play? • How does your product/service help them? • What questions do they ask when considering your product/service? • What can they do on your Website?
What Do Website Users Want – the basics?• An immediate validation that they are on the right Website.• Quickly recognizable links that are relevant to them.• A feeling that with each click they are on a path to the answers they need.
What Frustrates Users• Anything that slows their progress online: – Intro pages – Ambiguous navigation – Unnecessarily long copy – Unnecessarily long online forms• Each time you make a user think too much, you increase the risk that they will leave your site.
Within four months following launchof new Website:• Google search traffic up 57%• Site bounce rate down 22%• Conversions up 255%
How do well-designed sites happen? The really good websites are designed by groups that ask and answer three questions: • Who are your target users? • What are their goals? • How are you going to help them achieve those goals? Source: Good Site, Bad Site: Evolving Web Design Lee Gomes Wall Street Journal
Search Engine Optimization (SEO) Over 80% of activity on the first results page (top 10 results) Keys to success: Keyword analysis Content development Linking strategy Monitoring & updating
Keyword Analysis Basics• Consider how your target customers would search for your products and services (ask others for input).• Use specific, multiple-word keyword phrases.• Review competitors’ Web sites.• Use keyword analysis tools.
Offsite Linking Strategy• Search engines use link popularity (inbound links) as a factor in determining the ranking of a website.• Consider business partners, trade associations, manufacturers, etc.• Websites for publications you advertise in or trade shows you participate in, etc.
Building a Linking Strategy• Publish press releases and articles• Run a backward link search on your competitors to learn which sites are linking to them.
Pay-Per-Click (PPC) Instant Results Pay only for Website visits Keys to success: Keyword analysis (including negative terms) Bid management Quality Score Monitoring & updating
PPC Benefits• Drive instant, qualified traffic• Pay only for clicks – not for impressions• Target specific keywords to reach the right audience• Ability to display ads regionally• Control when ads are displayed
45 Current 40 Previous 35Year Over Year % Change 30 25 Contact Us + 20.00% 20Quick Question + 33.33% 15 RFQ + 21.88% 10 5 0 Contact Us Quick RFQ Question
A Closing Recap• Successful online marketing revolves around having a great message and connecting with people at the moment of relevance.• The easier to use your Website is for your target audience, the more effective it will be.• Search engine marketing is critical to driving qualified traffic and conversions.• Use analytics data to validate results and identify ways to improve.