Transcript 1:00 PM

MARKETING EDUCATION SERIES
Optimizing Websites for Results
10:00 AM | 1:00 PM | 3:00 PM
David Warren
VP Digital Media
PennWell
Objective and Scope Of this Talk
• Objective: To help you (marketers) make the
most effective use of your websites and
deliver desired outcomes
• Scope: On-site optimization is the realm we
are exploring
– Not social, SEM, SEO (much), advertising, etc.
B2B Marketers are Investing in Websites
Your Website is Your Marketing Hub
Graphic source: Circle S Studios
Top 15 Tips for Website Optimization
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2.
3.
4.
5.
6.
7.
8.
9.
10.
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12.
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15.
Prioritize goals and align with marketing strategy
Establish KPI’s and review & report processes
Analyze and fix bounces & abandonment
Measure and improve conversion rates
Develop a content strategy
Map content to customer lifecycle
Do a content audit
Operate a company blog
Do the SEO basics well
Also spend time on technical SEO
Improve usability through user feedback sessions
Make your pages fast
Use automated testing tools to pptimize the key points
Optimize for mobile with responsive or adaptive design
Use a style guide
1.Be clear on what you are trying to achieve
Branding
Thought Leadership
Lead Generation
Cost
Reduction/Avoidance
Direct Sales
Prioritize and align with your firm’s marketing strategy
2. Set Key Performance Indicators (KPIs)
•
Conversion Rates
•
Reach (Unique visitors)
•
Lead Generation Rates
•
•
E-commerce Sales
Engagement (ToS, Visit
Depth)
•
Attributable Sales
•
Revisit Rate
•
Average Order Size
•
Repurchase rate
•
Leads Generated
Establish a regular site reporting and review process
3. Spend Quality Time with your Web
Analytics Tool on these Metrics:
• Bounce Rate
– Helps you identify campaigns where you might be targeting the
wrong people, have ineffective landing pages, or even technical
problems.
• Abandonment in checkout or registration paths
– Fix the holes in your funnel!
4. Focus on Improving Conversions
• Definitions:
– Commonly used: The % web site visitors who take a
specific action
– How we measure it: The web site visits that result
in a desired action as a % of the visits that could
have resulted in that action
• Types of conversions
– Conversions to leads
– “Soft” or attributable conversions
– Downloads or views of particular materials
4. Steps to Maximize Conversion
Rates
1.
2.
3.
Use dedicated landing pages customized to each campaign
Fix the holes in your funnel! Measure and improve on an
ongoing basis.
Anticipate and answer visitor concerns throughout the
conversion process
1.
2.
3.
4.
Offer clear guarantees for products and privacy
Utilize “social proof” such as testimonials
Establish credibility by displaying trust seals
Don’t make the user think – it should be easy to do
1.
2.
3.
Avoid multiple calls to action
Use lots of product images
Declutter, use lots of whitespace
How Well Will this Site Convert?
How Well Will this Site Convert?
How Well Will this Site Convert?
How Well Will this Site Convert?
How Well Will this Site Convert?
5. Develop a Content Strategy
6. Map Content to the Customer Lifecycle
7. Start With a Simple Content Audit
8. Operate a Company Blog
The average company that blogs has:
9. Optimize for SEO, do the Basics
1.
Put real effort into keyword choices and analysis.
Keywords tie back to and inform content strategy
2.
Making your content easily shareable to build links
3.
Setup and use Google Webmaster Tools
4.
Review sites that rank higher on key search terms
and adapt
http://www.searchenginejournal.com/12-basic-on-site-seo-tactics-for-optimized-results/5966/
10. Optimize for SEO, Cover the
Technical Basics
1.
2.
3.
4.
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6.
7.
8.
The page title tag, it’s #1 for a reason
H1 and H2 text
Keyword density and location in body text
Meta description & keywords
URL structure and length
Image title and Alt tags
Internal link structure
Create XML site map
http://www.searchenginejournal.com/12-basic-on-site-seo-tactics-for-optimized-results/5966/
11. Get Direct User Feedback to Improve
Usability
• Don’t be afraid to grab a few people from accounting or HR
to help you test, although ideally it would be from your
target user group
• Keep the tests simple, its fine just to give them a few tasks
and watch over their shoulders
• You can learn a lot from just 5
people on a given scenario, 10
users will typically give you 90%
of what you need to know
• Use online tools such as
usertesting.com
12. Improve Page Load Speed
Nearly 60% of users will abandon if they have to wait more than 3 seconds
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2.
3.
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5.
Optimize your images
Optimize your HTML
Reduce the # of requests
Use text instead of images where feasible
Use a CDN (Content Delivery Network such as
Akamai or Limelight
6. Use caching features of your CMS
7. Look for 404 and other errors in your analytics
tool and fix
http://www.slideshare.net/dnnsoftware/10-website-optimization-tips-26285665
13. Test, Test, Test
•
Use automated tools to test
offers images, calls to action,
and any other web site variable
•
It’s possible to very easily do
A/B and multivariate testing
with only a few hours work
•
Ideal for key conversion points
•
Examples of testing tools are
Adobe Test & Target, Google
Web Site Optimizer, Maxymiser
and Optimizely
14. Optimize for Mobile with
Responsive / Adaptive Design
15. Create a Style Guide
• Ensures a consistent brand image throughout your web site(s).
• Explains the proper visual usage of a company’s logo, colors, fonts and
tagline etc.
• Provides instructions on the companies “tone of voice”, brand colors,
typography, logo treatment, etc.
Summary: Top 15 Tips for Website
Optimization
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Prioritize goals and align with marketing strategy
Establish KPI’s and review & report processes
Analyze and fix bounces & abandonment
Measure and improve conversion rates
Develop a content strategy
Map content to customer lifecycle
Do a content audit
Operate a company blog
Do the SEO basics well
Also spend time on technical SEO
Improve usability through user feedback sessions
Make your pages fast
Use automated testing tools to pptimize the key points
Optimize for mobile with responsive or adaptive design
Use a style guide
Thanks for your time and attention!
David Warren
VP Digital Media
PennWell
Connect with me on Twitter or LinkedIn:
@davidlwarren
http://www.linkedin.com/in/davidlwarren
[email protected]
Questions?
Bonus: Lead Generation
• Some newer lead gen technologies that enable
you to observe "anonymous" visitors to your
site (Visistat, Demandbase, using reverse IP
lookup and other), perfect fodder for an inside
rep to call and qualify
• Lead gen follow up processes, integrations into
CRM.
• Forms tools such as WuFoo, Extreme Forms
• Lead nurturing with tools from Act-On,
Marketo
MARKETING EDUCATION SERIES
Using Social Media to Promote
your Tradeshow Presence
10:00 AM | 1:00 PM | 3:00 PM
Carrie Gardenhire
Director of Digital Marketing
PennWell