Op#mizing Websites for Results

Transcription

1 MARKETING EDUCATION SERIES Op#mizing Websites for Results 10:00 AM 1:00 PM 3:00 PM David Warren VP Digital Media PennWell

2 Objec5ve and Scope Of this Talk Objec5ve: To help you (marketers) make the most effec5ve use of your websites and deliver desired outcomes Scope: On- site op5miza5on is the realm we are exploring Not social, SEM, SEO (much), adver5sing, etc.

3 B2B Marketers are Inves5ng in Websites

4 Your Website is Your Marke5ng Hub Graphic source: Circle S Studios

5 Top 15 Tips for Website Op5miza5on 1. Priori5ze goals and align with marke5ng strategy 2. Establish KPI s and review & report processes 3. Analyze and fix bounces & abandonment 4. Measure and improve conversion rates 5. Develop a content strategy 6. Map content to customer lifecycle 7. Do a content audit 8. Operate a company blog 9. Do the SEO basics well 10. Also spend 5me on technical SEO 11. Improve usability through user feedback sessions 12. Make your pages fast 13. Use automated tes5ng tools to pp5mize the key points 14. Op5mize for mobile with responsive or adap5ve design 15. Use a style guide

6 1.Be clear on what you are trying to achieve Branding Thought Leadership Lead Genera?on Cost Reduc?on/ Avoidance Direct Sales Priori5ze and align with your firm s marke5ng strategy

7 2. Set Key Performance Indicators (KPIs) Conversion Rates Lead Genera5on Rates E- commerce Sales Aeributable Sales Average Order Size Reach (Unique visitors) Engagement (ToS, Visit Depth) Revisit Rate Repurchase rate Leads Generated Establish a regular site repor5ng and review process

8 3. Spend Quality Time with your Web Analy5cs Tool on these Metrics: Bounce Rate Helps you iden5fy campaigns where you might be targe5ng the wrong people, have ineffec5ve landing pages, or even technical problems. Abandonment in checkout or registra5on paths Fix the holes in your funnel!

9 4. Focus on Improving Conversions Defini5ons: Commonly used: The % web site visitors who take a specific ac5on How we measure it: The web site visits that result in a desired ac5on as a % of the visits that could have resulted in that ac5on Types of conversions Conversions to leads Sol or aeributable conversions Downloads or views of par5cular materials

10 4. Steps to Maximize Conversion Rates 1. Use dedicated landing pages customized to each campaign 2. Fix the holes in your funnel! Measure and improve on an ongoing basis. 3. An5cipate and answer visitor concerns throughout the conversion process 1. Offer clear guarantees for products and privacy 2. U5lize social proof such as tes5monials 3. Establish credibility by displaying trust seals 4. Don t make the user think it should be easy to do 1. Avoid mul5ple calls to ac5on 2. Use lots of product images 3. Declueer, use lots of whitespace

11 How Well Will this Site Convert?

12 How Well Will this Site Convert?

13 How Well Will this Site Convert?

14 How Well Will this Site Convert?

15 How Well Will this Site Convert?

16 5. Develop a Content Strategy

17 6. Map Content to the Customer Lifecycle

18 7. Start With a Simple Content Audit

19 8. Operate a Company Blog The average company that blogs has:

20 9. Op5mize for SEO, do the Basics 1. Put real effort into keyword choices and analysis. Keywords 5e 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 hep:// basic- on- site- seo- tac5cs- for- op5mized- results/5966/

21 10. Op5mize for SEO, Cover the Technical Basics 1. The page 5tle tag, it s #1 for a reason 2. H1 and H2 text 3. Keyword density and loca5on in body text 4. Meta descrip5on & keywords 5. URL structure and length 6. Image 5tle and Alt tags 7. Internal link structure 8. Create XML site map hep:// basic- on- site- seo- tac5cs- for- op5mized- results/5966/

22 11. Get Direct User Feedback to Improve Usability Don t be afraid to grab a few people from accoun5ng 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 usertes5ng.com

23 12. Improve Page Load Speed Nearly 60% of users will abandon if they have to wait more than 3 seconds 1. Op5mize your images 2. Op5mize your HTML 3. Reduce the # of requests 4. Use text instead of images where feasible 5. 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 analy5cs tool and fix hep:// website- op5miza5on- 5ps

24 13. Test, Test, Test Use automated tools to test offers images, calls to ac5on, and any other web site variable It s possible to very easily do A/B and mul5variate tes5ng with only a few hours work Ideal for key conversion points Examples of tes5ng tools are Adobe Test & Target, Google Web Site Op5mizer, Maxymiser and Op5mizely

25 14. Op5mize for Mobile with Responsive / Adap5ve Design

26 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 instruc5ons on the companies tone of voice, brand colors, typography, logo treatment, etc.

27 Summary: Top 15 Tips for Website Op5miza5on 1. Priori5ze goals and align with marke5ng strategy 2. Establish KPI s and review & report processes 3. Analyze and fix bounces & abandonment 4. Measure and improve conversion rates 5. Develop a content strategy 6. Map content to customer lifecycle 7. Do a content audit 8. Operate a company blog 9. Do the SEO basics well 10. Also spend 5me on technical SEO 11. Improve usability through user feedback sessions 12. Make your pages fast 13. Use automated tes5ng tools to pp5mize the key points 14. Op5mize for mobile with responsive or adap5ve design 15. Use a style guide

28 Thanks for your 5me and aeen5on! David Warren VP Digital Media PennWell Connect with me on Twitter or Ques5ons?

29 Bonus: Lead Genera5on 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, integra5ons into CRM. Forms tools such as WuFoo, Extreme Forms Lead nurturing with tools from Act- On, Marketo

30 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 Marke5ng PennWell