building an effective website - ninja style
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Building an Effective WebsiteNinja Style...
Image: flickr/Namesakes/pasukaru76
What will you learn
1. Why do I need to review my site?
2. What makes an effective website?
3. What is a digital plan and why get one?
4. How to create a digital plan?
5. How to implement your digital plan?
6. How to monitor and refine your digital
plan?
1.Why do I need to
review my site?
Pick meI’ve got more ROI
I’m the cool kid
Didn’t you have
a business to run?
Image:Flickr/Confused/Kristian D.
that’s generates the best
84% of you are online – that’s great.
So what’s your #1
revenue?
.
online marketing activityNEW
smallThere’s a problem
we create as much information in
as we did from the dawn of man
through to 2003 Eric Schmidt – CEO Google
two days now
ATTENTION!Is in very short supply.
How do you attract people in all 6 stages?
Tempt Me
Give it to me straight
Make it quick and easy
Excite Me
Hold me close
Knock me off my feet
Image: sparksheet-six-stages-of-travel
4 steps reach all 6 stages
Engage
ReachConvert
Act
Plan
Implement
Monitor
Refine
Don’t set and forget... Success takes patience
What makes for an effective
website?2.
Moe venn diagram
What do they all have in common?
_ _ b _ _ _ _ W e b s i t e
3Discover three factors
That will determine if your website will
The amount of people your website attractsFactor 1.
How many you convert to salesFactor 2.
$
$ $
$
The value can you generate per customerFactor 3.
$
$ $
$
Recap: 3 website factors to increase profit
1. Attract more website visitors
2. Improve your conversation rate
3. Increase the average customer value
Is your website optimised for Mobile?
of web traffic will
come through mobile devices within 5 years
50%
ENGAGING
Social Media Sharing
Commenting on posts
Online BookingsExciting quality content
E-Newsletters
Interactive Maps
Contact Forms
Image GalleriesVideo Integration
Rotating image banners
Testimonials
Search engine friendly
Quality Content
SEO Optimised Content
Page titles & Meta descriptions
Heading styles
Fast to load
Google Analytics Integrated
Clean menu & linking structure
‘s
ABC Bed & Breakfast
How do people find your business...
Newsletter
Word of Mouth
Offline Advertising
Social Media
Search Engine Marketing PAID SEARCH~20% of clicks
Organic / Free Search
~80% of clicks
The Relationship Between SEO and SEM
Source: http://mcanerin.blogspot.com/2007/11/3-pillars-of-seo-sem-and-their.html
SEM SEO
So how does work?
Keywords!
How Much is a Google Top Spot Worth?
Moving up to the top spot in Google from second or third could triple visits to your website!
Image: Flickr/ Aussie money notes/ vagawi
Calculating Keyword Profit
1000
36036 % of 1000 =
Assume 30% of visitors bounce away 360 – 30% = 252
15% of visitors turn into an enquiry 15% of 252 = 37.8
50% of enquiries turn into a booking 50% of 37.8 = 18.9
Profit per booking is $100 $100 x 18.9ppl = $1890
“Snowy mountains accommodation” is worth $1850 per month
Monthly searches for “Snowy mountains accommodation”
No. 1 ranking will send ~ 36% of searches
Don’t you wish you had one of these...
SEO ALERT!
Poor Keyword choiceYour are missing out of 567
targeted visitors! Route recalculation...
Well guess what...
Client Hidden
ClientKeywordsHidden
A Digital Dashboard like this
Is easy to setup & will put you
back in control
But lets back it up a step...
3.What is a digital plan
and why do I need one?
4 steps reach all 6 stages
Engage
ReachConvert
Act
Image: flickr/Reach Out/stuardpilbrow
Build awareness of your business and services via offline and online media
REACH
ACT
image: flickr / professional disagreement / pasukaru76
Entice and encourage action to be taken, getting visitors to take one step closer to a purchase
CONVERT
Encourage and drive visitors and contacts to make a purchase or booking
image: dailytelegraph / 910904-australia-economy-bank-rate-forex
ENGAGE
Image: flickr/Campfire on Kaamanen road/wili_hybrid
Build customer and fan relationships with ongoing contact to encourage repeat visits and sales
How to create a digital plan4.
MARKET PLACE ANALYSIS
image: Flickr / Colin-47 / Norwich-market-place_2
1. What do you like?
2. What don’t you like?
3. What new features would you like?
4. What is currently negatively impacting your business?
image: Flickr / superdeluxesam / compass
How good is your current website?
WHO IS YOUR AUDIENCE?
flickr-thomashawk-6041131569.jpgimage: flickr / 6041131569 / thomashawk
WHATCharles the Competitive
WHOHelen the Humanistic
WHYSally the Spontaneous
HOWMatt the Methodical
Know your audience
WHO ARE YOURCOMPETITORS?
image: sxc / a game of futsal / meiteng
Shows which sites are linking to your site Discover links that are pointing to old or
broken pages Research your competitors and see who
is linking to them
Check to see if your desired username is available on dozens of social networks
OBJECTIVES
image: flickr / soccer goal / dave dugdale
What is the aim for your website?
HOW WILL YOU TEST YOUR GOALS?
image: flickr / exam / albertogp123
Gives you rich insights into your website traffic and marketing effectiveness
Google Analytics
image: sxc / customer service / thadz // sxc- businesswoman 3 – CELALTEBER
tracking on contact
Tracking via Social Statistics
Facebook Bit.ly
STRATEGY
image: sxc / chess / GiniMiniGi
“Melts in your mouth,not in your hands.”
image: flickr / m&ms / crschmidt
What is your USP?
What is your story?Create a ‘voice’ for your company
image: flickr / 47/365 / sneakerzoom
Segment or target your market
image: flickr /skiing / nonanet image: flickr / yang & xiong couple / alunwk
Why are they coming?
image: flickr / sourced market @st pancras / beckayorkimage: flickr/ relax!! / furphotos
Relaxing Foodie
What are their interests?
5.How to
implement your digital plan
What will be covered
REACH
ACT & CONVERT
ENGAGE
SEO
SEMContent
Publishing
Content
Design Testing
Listening
MeasuringEngaging
Image: flickr/Reach Out/stuardpilbrow
Build awareness of your business and services via offline and online media
REACH
SEO & SEM• Keyword Research
• SEO Dashboard
• On page optimisation
• Off page optimisation
• Content strategy
• Pay per Click
4. High commercial intent (is someone actually looking to buy)
1. Good search volume
2. Commercial value – (Use AdWords CPC)
3. Low enough competition
4 Cornerstones of Keyword Research
Image: Flickr/ Aussie money notes/ vagawi
Don’t forget the dashboard!
Is my SEO even working?
Content Marketing
Youtube account
Twitter account
Facebook page
E-Newsletter
Blogging strategy
Communication calendar
D. All of the above
What is content marketing?
A. Educational, informative content to attract attention and build a solid reputation with potential customers
B. Great content and quality information to market a product or serviceC. Use of valuable content to generate revenue for your business
E.G. 5 ways to travel like a local
Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/
Words tell Emotions sell
image: flickr / sequio similing at this mom/ seandreilinger
Swapping words with emotions
Extract from Maria Veloso's "Web Copy That Sells"
GREAT CONTENT
Provides credibility
Is actionable
Begs to be SharedIs shared
Achieves desired outcomes
WHO SHOULD WRITE THE CONTENT?
I will write it myself!
I will hire a professional!
ARTICLEWRITERS.COM.AU
Web Copy That Sells!http://www.mindmeister.com/40440405?title=web-copy-that-sells
Free Mindmap & EBook
Create a conversation calendar and plan for the long term...
Schedule
Writers, editors and publishers
Topic ideas
How social media can benefit your business
Get a Facebook Page!
they are VERY likely
to recommend your product
68% of fans say
image: flickr / whispering secrets / cameronmaddux
Just Do ItDo it the RIGHT way!
Your Friends
Personal Profile Business Page
Likers/ Fans
Groups
Members
Pulling it all together
Facebook is a powerful marketing
tool
Build a relationship through interesting content
Work smarter with facebook tools
Get started with social commerce
Post regular quality updatesSet up a Business Page
Customise your facebook page
ACT & CONVERT
image: flickr / australian coins and notes macro / martinhoward
But what CMS do you build it all on?
image: flickr / construction worker/ jepoirrier
The best CMS available... Wordpress!
Flat site architecture
Mapping keyword phrases to each page
Integrated SEO Functionality
Integrated Page Title and Meta Description Previews
Keyword Optimisation Scorecard
Version control – revert to old content when you make a mistake
Oops!
Watch the actions visitors are taking on your site
Find out where your visitors are actually clicking!
100’s of elements make up CRO– Placement of buttons– Colours and imagery– Size of calls to action– Simple tone of words– Text vs. image vs. diagram
Conversion Rate Optimisation
Nearly 150 test Case Studies, featuring Web, email and even direct postal mail tests from the US and Europe
New case studies added every week
Which Homepage Generated More Revenue
Search by Location vs. Sales & Benefits Copy?whichtestwon.com
BA
A
Version A, with a search by location map
Generated 27.9% higher revenues.
whichtestwon.com
Which Facebook Ad Got a Huge Lift in Click Through Rate?
whichtestwon.com
A B(Different Headlines & Copy)
whichtestwon.com
B
Version B lifted the click through rate by 2,666%
Active headline
Clear benefits
Call to action
Version A’s copy defined what the program is, not what the program does.
Which image increased free account sign ups?
A BDifferent person – Male & Female
whichtestwon.com
Version A had a 36% increase in sign ups
Leaning in to the form and viewer
whichtestwon.com
Users match your target demographics Watch screen activity and listen to the users' voices Ask users follow-up questions Download videos to MPEG-4, WMV, and QuickTime
Online Booking System
“Since rezgo app, we got ±100 new fans in just over 30days...
Rezgo Tour Booking Integration
Live Chat with Zopim Talk directly to the customers on your site Provide live customer service Manage from anywhere in the world
ENGAGE
photo: flickr / touch / wtlphotos
• Content marketing• Newsletters• Social Media• Reputation Management
Engage – it’s a two-way relationship..
Image: flickr/Two-way traffic/Oran Viriyincy
Photos Videos Audio
Image: deviantart/Crumpled white paper texture/melemel
Content Marketing
Is this your Grandad
His 11 yr old grandson made him this video
Lets take a look at how to use this gold nugget
“activities for seniors” – 590 Aus searches /monthBlog
Online Press Release
Seniors sites - Guest post
Social bookmarking
Blog Strategy
Email Newsletters
1. Collect contact details of your guests
2. Segment them into:• Location• Time of year they stayed• Interests
3. Send email updates containing:• Special offers• Latest news• Return visit specials/ packages• Testimonials• Social Media details
MailChimp.com12,000 emails to 2,000 subscribers p/mth = FREE
You need to get
creative
What can you offer them?
It’s not 1999, people need a good reason to sign up
How to monitor and refine your
digital plan6.
Google Analytics
What’s your
rejection rate?
No thanks! I don’t want your money
60%
Don’t take your word for it!
Get independent feedback
What does this mean?
Where are the directions!
UserTesting.com -
$29
SEO Dashboard
Wrapping it all up
• An effective website is made up of a number of factors:
– Amount of people, convert, value
– Mobile friendly, engaging, search engine friendly
• Create a digital plan – assess your current position and
where you want to be
• Build out your RACE tactics
• Monitor and Refine what you have put in place
Image: flickr/A wild question/[f]oxymoron
What questions do you have?
Connect with me!
http://www.facebook.com/untanglemyweb
twitter.com/untanglemyweb
au.linkedin.com/in/adamwallaceImage: Flickr/Thank You/ eunmind
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