Your Website - Still the Bullseye

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Despite the rush to embrace Social Media, smart marketers know that their website is still the central focus of an ROI-generating digital strategy.

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Your Website - Still the Bullseye

  1. 1. Your Website:Still the Bull’s Eye Tom Snyder Trivera Interactive Wells Fargo Advantage Funds September 20, 2012
  2. 2. 1. Who will be coming? 2. How will they have gotten here? 3. What are they looking for? 4. How do we guide them to the desired transaction?5. How do we move on from the transaction to continue the relationship?
  3. 3. Skate to where the puck is GOING, not to WHERE IT IS.It ain’t where the puck IS, it’s where the puck WILL BE.
  4. 4. 1. Who will be coming? 2. How will they have gotten here? 3. What are they looking for? 4. How do we guide them to the desired transaction?5. How do we move on from the transaction to continue the relationship?
  5. 5. • Trackability• Measurability• Accountability• Improvability
  6. 6. Cost per Acquisition Links clicked (heat maps)Bounce rates EyetrackingPer visit Goal Values Internal searchesMicro conversion rates Number of backlinksMacro conversion rates Quality of backlinksROI Google cache dateSales Google bot visit frequencyLeadsConversions Hits Pages indexed PageRank “pass rate”Subscribers Alexa RankReturning visitors Compete RankPageviews per visit BookmarksTime on page Social media sharesTime on site Tweets (Twitter mentions)Bounce rate Niche social sites’ votesFunnel abandonment rate Reviews feedbackNext pages Blog mentions
  7. 7. Tactics without strategy is the noise before defeat… Strategy without tactics is the slowest route to victory -Sun Tzu
  8. 8. 1. Who will be coming? 2. How will they have gotten here? 3. What are they looking for? 4. How do we guide them to the desired transaction?5. How do we move on from the transaction to continue the relationship?

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