2008 dave chaffey digital marketing cim cambridge 1215636221993520 8
TRANSCRIPT
20? tips to improve your web marketing
for
Cambridge branch of CIM, 10th July, 2008
Dave Chaffey
www.davechaffey.com/presentations
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guru ‘a religious leader or teacher in the Hindu or Sikh religion or, more generally, a person who is respected for their knowledge of a particular subject and who gives advice’
About Dave ChaffeyAn e-marketing “guru”!
www.davechaffey.com
Recognised by the CIM in 2004 as one of 50 people who have ‘shaped the future of marketing’ and by DTI in 2005 as a key contributor to the development of UK E-commerce in the last 10 years
Author of 6 best-selling business books
► E-marketing Excellence, Internet Marketing► E-business and e-commerce Mgt► Total E-mail Marketing
E-marketing trainer and consultant
Clients include 3M, BP, CIPD, Euroffice, HSBC, IDM, Intel, Siebel and Tektronix. Analyst at www.e-consultancy.com.
E-marketing consultant at www.cScape.com.
Visiting lecturer at leading UK business schools
► Cranfield School of Management E-commerce► Leeds University Business School► Warwick (E-business)2
► Previously Birmingham, Derby
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How long do you have to engage a site visitor?
► 50 milliseconds
► 2 seconds?
► 7 seconds?
Source: www.clickdensity.com
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2008 : Top 20 web design tips
Tips Watch out for…
1. Strategy OVP
2. Analytics GA, Bounce rates
3. Findability AB, MVT
4. Persuasion Cialdini, GCO
5. SEO GWT, SEOMoz, GT
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Case study -► One of the UK’s leading nationwide laser eye
surgery clinics treating over 100,000 UK patients► One of the biggest advertisers on the UK Internet
Web site
Database
Online adverts
Consultation booking
Consultation
TreatmentAwareness
Brand favourability
Purchase consideration
Maintain share of voice
Drive purchase intent
Engage with brand personality
Product reassurance
1. Strategy
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How do you measure website marketing success?
Chaffey et al., Internet Marketing, 3rd Edition © Pearson Education Limited 2007
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Tip #1 - Defining your OVP
► Core brand proposition = Marketing Mix:►Who you are►What you do►Where you do it►What makes you different?
► OVP - Online Value Proposition ► Reinforces core brand proposition and credibility, but
messaging shows:► Value that a site visitor get from your online brand or
campaign that…► They can’t get from you offline?► They can’t get from competitors?
► Communicate message forcefully: online and offline
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Does your message stand out?
http://www.useit.com/alertbox/banner-blindness.html
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Examples of Nielsen’s tests
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What do you notice?
Source: Etre (www.etre.com)
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Amazon exploits top-left, top-right
Source: Etre (www.etre.com)
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Ultralase home page
Outcomes+
OVP
Run-of-SiteSignup
Customer-centric copyQuestions answered
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Tip #2 answer the visitors questions
Ad
Interstitial landing page
Standard landing landing page
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Tip #3 Use run-of-site Sign-up and OVP messages
OVP = Online Value Proposition
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Tip #4 – target using personasFor each persona, assess preferences for: Platforms
(web, email, mobile) Platform usage (hours) Content consumption:
General site types &
category-specific Social media - content
creation & participation Search behaviour Trusted brands
Analytics
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Tip #5. Reduce your bounce rate
► “Percentage of visitors who enter the site and who then immediately exit”
► Should benchmark for different:► 1. Digital channels (Search, ads, direct, email)► 2. Different sites, placements or search terms ► 3. Creative► 4. Different landing pages
20% = Great
40% = OK
60% = Spam
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Tip #6 - tune your www.google.com/analytics setup► 1. Define conversion goals (including value) & funnels► 2. Define unique pages (e.g. remove Session IDs from URLs)► 3. Setup filters (e.g. new visitors only, paid search, campaigns)► 4. Put campaign tracking tags in place
http://www.epikone.com/landing_page.php?utm_campaign=fall-sale &utm_medium=banner&utm_source=boston.com&utm_content=text-only
Variable Meaning
utm_campaign The name of the marketing campaign, e.g. Spring Campaign.
utm_mediumMedia channel (i.e. email, banner, CPC, etc). What is the ‘distribution method’ that is used to get our message out to our clients?
utm_sourceWho are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search,
utm_contentThe version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable.
utm_termThe search term purchased (if you’re buying keywords). This is not always used and is NOT included in the above example.
Findability
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Tip #7 - Use Scent trails
Do you have the right scent?
Tip: Use customer-centric language, Especially in nav labels and page headings
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Tip #8 AB Test
Which is best? - ‘Clean’ or ‘Cluttered’
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Tip #9 Use Multivariate testing?
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Tip #10 TIMITI = Flexible web layouts
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Tip #11 Use secondary navigation to highlight next steps
Persuasion
See: http://en.wikipedia.org/wiki/Robert_Cialdini
Credibility +
6 “weapons of influence” • Reciprocity• Commitment and
consistency• Consensus• Affinity
(Liking & credibility)• Authority• Scarcity
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Persuasion principle 1: Credibility
► 1. Presumed General assumptions in the mind of the perceiver
► 2. Surface Simple inspection or initial first-hand experience
► 3. Reputed Third party endorsements, reports or referrals (Tip #12)
► 4. Earned First hand experience that extends over time www.euroffice.co.uk
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2. ReciprocityTip #13
Offer valuable, exclusive content or
offers and your audience will
remember you and be
indebted to you.
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4. Commitment and consistency
“Get initial commitment”
“Set their alarm clock”:
Tip #14Provide reasons
to Regularly
Return
Q. How can you highlight reasons to return to the site (which labels)?
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Apply RF(M) analysis
Loyalty(Number of Visits)
Recency(Date of Last Visit)
88% of “Loyal Stars”Use the forum
“Fresh”(Been in last 3 weeks)
“Rotten”(> 3 months old)
“Stale”(3 weeks – 3 months)
“Regulars”(2-5 times)
“Loyal”(More than 5 visits)
“Tried It”(Once or Twice)Proportion using
community tools
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5. Consensus and social proof
Tip #15
Use independentaccreditation
Your audience will believe others more than they
believeyou!
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Social media can help with conversion and SEO
www.addthis.com
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6. Affinity (liking)
People are
persuadedby
otherpeople
theylike
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5. Authority
Show off
your
Authority,
Expertise
and
Status
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7. Scarcity Loss is more
powerful than
gain
Show site
visitors what
they could miss
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Tip #14 Webify your copyThe most common online copywriting mistakes► Copy not customer-centric (Use the “You Test”)► Not appealing to diverse audiences
► Not highlighting your unique benefits► Making copy too long
► Not chunking copy ► Not engaging at start of para
► Not using sub-heads► Not highlighting related content
► Not integrating hyperlinks► Hyperlinks at start, middle and end
Search Engine Optimisation (SEO)
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Tip #16 Controlling your messaging in the search results page
Paid listings - Pay Per Click (PPC)
Natural or organic listings -Search engine optimisation (SEO)
<title> </title> tags<meta name=“description = > tags
Or Snippets from pageOr www.dmoz.org
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GoogleSERPS
Visible page
.HTMLSource“ViewSource”
Controlling messaging through document meta data
<meta name> description tag + snippet
<title> tag
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12
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5 - <h1><h2>
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Practical tipTo evaluate use search syntax:
site:domain.com + <keyphrase>
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Tip #17 Analyse target keyphrases
Source: OneStat.com
Tip: Use the Google keyword tool to inform copywriting:https://adwords.google.com/select/KeywordToolExternal
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Which SEO ranking factors should I focus on?
► On page:► 1. <title> tag = 4.9/5► 2. Meta name description = 2/5► 3. Meta name keywords = 1/5► 4. Keyword frequency and density = 3.7/5► 5. Keyword in headings = <h1> = 3.1, <h2> = 2.8► 6. Keyword in document name = 2.8
► Off-page► More backlinks (higher PageRank)= 4/5 ► Page assessed as a hub = 3.5/5► Page assessed as an authority = 3.5/5► Link anchor text contains keyword = 4.4/5► Link velocity (rate at which changes) = 3.5/5
See http://www.seomoz.org/article/search-ranking-factors
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Tip #18 Use footer links and primary nav for SEO
Current accounts page
Home page
Tip: Ensure primary and secondary Navigation labels include keyphrases
within anchor text
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Tip #19 Create link-bait?
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Are you using Google Webmaster tools?
► Reasons for using and distributing diagnosis:► Crawl errors ► Search query performance ► Internal and external link reports
Practical Tip:Essential to use:
relevant anchor text for linking pages
within copy
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Are you answering these questions through Psyma?
How satisfied are my visitors? What are my visitors at my website to do? Are they completing what they set out to do? If not, why not? If yes, what did they like best about the online experience?
So… is your site successful?
Tip #20 – Answer the 4 key customer questions
Is the content what you want?
Can you interactas you want?
Will you makerepeat visits?
Are yourneeds anticipated
Can you locatewhat you are
looking for?
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Thank you!
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