getting started presentation

www.echampions.co.uk

Getting Started Session


Today

Morning:: Introduction and house keeping

:: What help is on offer

:: Key messages – what is the point of a web site?- The big picture online – how the web is changing our economy & society

- Evaluating web sites…

:: Peer site evaluations

Afternoon:: Online vs. off line, integrating the site in your business

:: eMaturity

:: eBusiness plan


Help and support

eBusiness Champions only

:: WordTracker tools

:: Video

:: Drop-in sessions Thursdays, book you session

:: One-to-one support

:: Telephone support

:: Extra work-shops

The Big Picture OnlineHow the web is changing our economy & society

Objectives:: Understand major change online & key drivers - tech, markets, society, search, social media & web 2.0:: Understand some of the key technology & marketing decisions:: Be able to understand & monetise search:: Start to better position your business for success online


The web is growing, Google is not


The world is changing

http://www.youtube.com/watch?v=Ubo1asE4l-o

http://www.youtube.com/watch?v=0Yku0GTrcuw

http://www.youtube.com/watch?v=Ubo1asE4l-o

http://www.youtube.com/watch?v=0Yku0GTrcuw


Anderson’s long tail theory

So where’s the ‘new’ market?


Monetising positions in search

How many people venture beyond page 1 of the results?

The drop off beyond page 1 is staggering. 90% of all people searching at Google click a page 1 result. All the other results pages put together share 10%

Monetising organic position vs. PPC

1. Estimate cost reductions achieved by occupying a top position 2. Estimate increased T/O or Gross Margin that top position yields

Great Bean BagsPPC (paid search) per year spend £100,000

Monetisation estimation 1 (cost saving from PPC)£100k @ £0.30/click = 333,000 click-throughs (website visitors)Google pos 1 for ‘bean bags’ =1.32m/yrPosition 1 in organic listings = 1.32m x 42% = 500,000 visitorsConclusion: Organic position 1 saves over £100,000/yr

Monetisation estimation 2 (T/O and Gross Margin)4% conversion of 500,000 visitors = 20,000 customers GM of each sale £50, GM total 20,000 x £50 = £1mConclusion: Position 1 is worth £1m in GM

Evaluating websitesBack to today’s agenda…


The big strategy behind a commercial website

:: Page views is vanity

:: Clicks are sanity

:: Transactions are king

Charles Arthur from The Guardian


The point of a web site is

In order to do so you need traffic and conversions, which you get via

Good SEO, good linier paths and strong call to actions!


Ask some experts?


This is where we come in… straight forward with practical advice


Evaluating web sites

:: SEO

:: Content and usability

:: Conversions


SEO – the essentials 3 step checklist

1. Keyword research

2. Optimising your on-site content- Title tags- Meta descriptions- Header tags - Opening paragraphs- Using bold and lists- Spiderable navigation- Alt tags and image names- Page names

3. Good inbound links


Exercise – Evaluating your own site for basic SEO


Content and usability

Susan’s 5 Ss

Susan Hallam, The Internet Conference


Stupid

:: Use clear wording

:: Make it obvious what you do


Selfish

:: It’s all about them, not you

:: How will your service help them


Sceptical

:: Look trustworthy


Stubborn

:: “I’m not buying today, only looking”…

Tie them in to come back later


Stuck

:: Avoid dead-end pages

:: Where you want them to go next


Increase conversions via

:: Customer journey through your site (we call this linear path!)

:: Clear proposition

:: Strong call to action

:: Great copy (an area where most fall short!)

:: Quick loading time (higher speed is directly linked with higher conversion)


Peer site evaluations

It all about your sites, and how the users perceive them.Site Title : _________________________________________________ Site Address : ________________________________________________

1. What is the first element you notice on the homepage?

_______________________________________________________________________________________________________________________________

2. From your initial glance at the homepage, what do you think this company does or sells? _______________________________________________________________________________________________________________________________

3. Do you feel that this company’s website portrays a professional approach to business? Would you be confident in dealing with them? Why or why not? _______________________________________________________________________________________________________________________________

4. Do you feel it is easy to use the website? Explain. (e.g. is the navigation what you expect, does the content explain itself fully etc.) _______________________________________________________________________________________________________________________________

5. It is obvious what the goal of the site is/which actions the site wants you to take. (e.g buy some now online, request a quote, sign up for something)_______________________________________________________________________________________________________________________________

6. Are there any features of the website that you feel are missing or that should be removed? What are they and why? _______________________________________________________________________________________________________________________________

7. If you do a quick search in Google can you easily find the web site? Try both the company name and another more generic phrase relevant to the business. (For example if it is a hairdressers in Beeston try “Hairdressers in Beeston”)

Result of searching for the company name:____________________________________________________________________________________________

Which other phrase did you try: _____________________________________________________________________________________________________


Online vs. off line, integrating the site in your business.

:: Always remember the web site should be integrated to your business:: Web should match offline activities:: Staff should know the web site:: Work with purchasing, good deals to shift quickly?

:: The website is only one part of the Marketing Mix.

:: We only talk to you about the website, it’s up to you to integrate it with your overall business plan.


eMaturity


Log in to your account

http://www.echampions.co.uk/


eBusiness Plan

Starting it today, but you will build with the action point along the way after each event…

getting started presentation

Education

web sites

site title

site address

organic position

peer site evaluationsit

good seo

social media web

myr position