increase traffic, increase return on investment
TRANSCRIPT
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Lancaster ChamberProfessional DevelopmentIncrease Traffic… Increase Return on Investment
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VQC Designs
• Founded 2001 by Qui and Vinh Chau
• Please, don’t confuse us with QVC, we don’t sell knives
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Web Solutions• Web Development • Web Design• Internet Marketing
• Consultation• Social Media• SEO• PPC
• Ecommerce• Application/Database
Development• Web Hosting
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Our Offices
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Our Employees
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Presentation Overview• Internet Statistics• Improving Website Effectiveness
• Conversions• Outcomes• Traffic
• Different Types of Internet Traffic• Direct• Referral• Search
• Tips to Improve Internet Traffic• Measuring Internet Traffic• Questions and Answers
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How Do You Use The Internet?
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Users of the Internet: 300 million in North America. (World Internet Stats)
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77% of Internet users perform at least one search a day. (Piper Jaffray Industry Research)
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74% of Internet users perform local searches; 43% are seeking a local merchant. (comScore & Kelley Research Group)
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“89% of consumers making in-store purchases; research on-line first.” (BIG Research)
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Are You Capitalizing on the Internet’s Potential?
http://aholydiscontent.wordpress.com/2008/12/
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What Do You Want From Your Website?
Awareness Credibility Sales Action Value
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How Do I Increase My Effectiveness?• Traffic = Visitors to your site• Outcome = Action taken on your site• Conversion Rate = Outcomes / Traffic
CONVERSIONS
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Increase Traffic
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But I Hate Traffic?
Conversion Rate = 10%Traffic = 300 visitors/month
Outcome = 30 outcomes/month
10% Increase In Traffic
Conversion Rate = 10%Traffic = 330 visitors/month
Outcome = 33 outcomes/month
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How Do I Herd Traffic To My Site?
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Traffic = Direct + Referral + Search
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Traffic = Direct + Referral + Search
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Direct Traffic
• Visitors come to your website by entering your domain
• The “first stop” for a visitor is your website• Main source of traffic for newer websites
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Promotional Efforts
• Marketing Materials• Handouts• Business Cards
• Advertising • Networking• Email Address
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How About Some Help?
• Tip 1 – Promote Website Offline
• Tip 2 – Using Domain Emails
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Tip 1 – Promote Your Website...
• As a point of contact• A resource for more information• A testament to your work
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Tip 2 – Using Domain Emails
• Using an email address associated with your website
• [email protected]• Email recipients have a place to visit for
more information• Added brand awareness
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Tip 2 –Using Domain Emails
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Direct Traffic - Key Points
• Tip 1 – Include your website’s URL in all marketing materials
• Tip 2 – Use your domain for email addresses
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Traffic = Direct + Referral + Search
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Referral Traffic
• Generated through links on other websites
• Boosts site’s credibility for visitors
• Improves website ranking in search engines
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Social Media
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Email Marketing
Flickr: Mzelle Biscotte
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Online Advertisements
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Back Links
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How About Some Help?
• Tip 1 – Using Social Media
• Tip 2 – Email Marketing
• Tip 3 – Online Advertisement
• Tip 4 – Building Back Links
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Tip 1 – Social Media: Facebook
Using “@” In Facebook
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Tip 1 – Social Media: Twitter
Reply and ReTweet in Twitter
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Tip 1 – Social Media: LinkedIN
Questions and Answers on LinkedIN
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Tip 2 – Email Marketing
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Tip 3 – Online Advertisements
Competition?
Unique Visitors?
Page Views?
Time On Page?
30K 250K
160K 2.8MM
8 min/user
4 min/user
Target Audience?
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Tip 4 – Build Up Your Back Links
• Search competitors links in Google: “link:domainname.com”
• Comment on blogs related to your industry• Comment on forums related to your industry
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Tip 4 – Build Up Your Back Links
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Referral Traffic - Key Points• Tip 1 – Interact with Social Media communities
• Tip 2 – Collect subscribers for E-mail marketing campaigns
• Tip 3 – Review competition, unique visitors, page views and time spent on site when deciding on advertising space
• Tip 4 – Use Google’s “link:www.domainname.com” to search competitors’ linking locations for possible linking locations
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Traffic = Direct + Referral + Search
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Search Traffic
• Global: +100 billion searches per month• United States
• Google: 70.17%• Yahoo: 15.15%• Bing: 9.67%• Ask.com: 3.8%• AOLsearch.com: 1.10%
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Organic Results
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Google’s Organic Ranking
• 51% On-Page• Domain Authority• Keyword Density• Click Through/Traffic• Registration/Hosting
• 49% Back Links
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Paid Results
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How About Some Help?
• Tip 1 – Choosing Domain Names• Tip 2 – Listing Your Business• Tip 3 – Keywords in Back Links• Tip 4 – Page Optimization
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Tip 1 - Choosing Domain Names
• Related to Business• www.philadelphiabankruptcylawyer.com
• Redirecting Multiple Domains• Vqcdesign.com goes to vqcdesigns.com
• Top Level Domains• .com, .biz, .info, .org, .us, .net
• Trust/Authority Domains• Age of Domain Name
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Tip 2 – Claiming Your Business
• Claim space in local search areas online• Local vendor databases include:
• Yelp, Yellowbook, Superpages• Ask future and current clients to submit a review
to these sites• Positive reviews improve your ranking
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Tip 2 – Claiming Your Business
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Tip 3 – Keywords in Back Links
• Having keywords linked is most beneficial
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Tip 4 – Page Optimization • Talk to your resident nerd or web master
• Optimizing title and header tags• Building internal links on site
• Things non-tech people can handle• Optimizing copy with keywords• Writing copy designed for the web
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Tip 4 - Title & Header Tags
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Tip 4 - Internal Links
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Tip 4 - Writing for Web
• Use headlines• Users read first 2-3 words
• Bulleted Lists• Aide in scanning process
• Concise Content• Action Phrases• Relevant Content• 1-2 Keywords
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Tip 4 - Writing for Web
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Tip 4 - Writing for Web
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Search Traffic - Key Points• Tip 1 – Choosing domain names related to
keywords
• Tip 2 – Claim your business in local directories and customer-review based directories
• Tip 3 – Using keywords within the context of your back links
• Tip 4 – Focus each page for one or two keywords and include those keywords in titles, headers and in context of page copy
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7th Inning Stretch
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MEASURE FOR SUCCESS• Understanding your traffics’ behavior on
site is essential to run a successful web campaign
• We recommend using Google Analytics• Easy installation• Robust analytics• User-friendly layout
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Analytics Dashboard
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Understand Visitors
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Unique Visitors
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Page Views
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Time On Site
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Bounce Rate
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Traffic Sources
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Direct Traffic
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Referral Traffic
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Referral Traffic
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Referral Traffic
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Referral Traffic
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Search Traffic
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Search Traffic
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Search Traffic
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One Last Tip
• Combine your current metrics with web metrics
• Understand your customers’ paths of action
• Tying together Internet Marketing and Traditional Marketing Metrics is essential
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What Do You Want From Your Website?
Awareness Credibility Sales Action Value
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Thank YouPlease give our tips a shot…
If all else fails,
contact one of our resident nerds.
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Our Nerds:Adam Quinn
Twitter:@VQCdesigns Facebook: VQC Designs
Marketing Coordinator
VQC Designs
Vinh Chau
Owner/Director of Web Services
VQC Designs