This is a presentation I gave at the Revenue North Business Summit in Colorado Springs on 04-18-13.

1. Beyond SEO
What To Do WithYour WebsiteVisitors
Ron Stauffer

2. Beyond SEO
What To Do WithYour WebsiteVisitors
Ron Stauffer

3. Infront Webworks

4. The Web in 1994
www.apple.com

5. The Web in 1994
www.amazon.com

6. The Web in 1994
www.ebay.com

7. The Web in 1994
www.google.com

8. Me in 1994
(Ummm... Interwebs?)

9. * Think Beyond SEO *

10. Everybody Wants

11. Getting visitors to your website
is not the end;
it's only the beginning.

12. A Tale of Two Websites
0
150
300
450
600
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Without SEO With SEO
After 18 Months, 5,422 vs 499
(i.e. 987% more traffic with SEO)

13. Two Basic Steps of Marketing:
1. Bring potential customers to you
2. Get them to buy!

14. Take off the “Google Goggles”
Remember that customers pay your
bills, not Search Engines

15. “Make [web] pages primarily for users,
not for search engines.” -Google
(Source: Google Webmaster Guidelines)

16. Visits are Not “Hits”
People are not hits.
Train yourself to say "visitors" or
"potential customers" instead.

17. * If your website sucks, getting
more traffic won't help. *

18. What Makes a Website Suck?
• Confusing Layout
• Bad Design
• Unclear Calls to Action
• Filler Content
• Broken Links/Images
• Old Technology
• Compatibility Issues

19. Watch out for “Vanity Metrics”:
•Visits
• PageViews
• Bounce Rate
• Social Media Reach
•“Grades” or “Scores”

20. Metrics that Matter:
• Conversions
• Leads
• Sales/Revenue

21. A Website That Doesn’t Suck:
•Accomplishes business goals
• Brings in revenue
• Is helpful to potential customers
• Is usable by visitors

22. More Traffic ≠ More Sales
0
1,875
3,750
5,625
7,500
9,375
11,250
13,125
15,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2010 2011 2012
2010 = 16k, 2011 = 51k, 2012 = 66k
Significant Decline in Sales EveryYear Since 2009

23. How DoYou Know
What Potential Customers Want?
1. Analyze Data
2. Just Ask Them
3. Run Tests
4. Look for Clues
5. Offer Interaction
6. Anticipate Questions/Needs

24. #1:Analyze Data
Google Analytics

25. #2:Ask Them
Surveys

26. 0%
25%
50%
75%
100%
6.25%
93.75%
Poll: Is this blog post helpful for you?
Yes No
(Results)

27. #3:Test & Experiment
Content Experiments

28. #4: Look/Listen for Clues
1. Listen to your customers talk (on the
phone and in person)
2. Watch them use your website
3. Pay attention to frequently asked questions

29. #5: Interact With Them
Blog Comments

30. #6:Anticipate Questions/Needs

31. Create a Scale of Engagement
Find a way to turn EVERY visitor
into SOME sort of customer, or
at least engage with you on
SOME level.

32. Sample Scale of Engagement
1. Share content via Social Media
2. Connect on Social Media
3. Subscribe to email newsletter
4. Sign up for free trial
5. Purchase something small/teaser product
6. Full-blown sale; signing up to be big client

33. * TrackingYour Website’s ROI*
Data wins arguments.
Start testing, and stop arguing.

34. You Can’t Measure What
You’re Not Tracking
•Web Analytics
• CRM
• Lead Nurturing
• Drip Campaigns
• Spreadsheets/Manual Tracking

35. Leads Tracking, Past 6 Months
(Breakdown By Lead Type)
0
20
40
60
80
100
Oct Nov Dec Jan Feb Mar
Calls:Type 1
Calls:Type 2
Web:Type 1
Calls:Type 3
Web:Type 2
Tracking Example

36. 2012: All Web Leads, By Source
3%3%
6%
8%
10%
13%
19%
37%
Google Organic Search
Google Paid Search
Referrals
Blog Posts
Search Engines
Direct
Existing Clients
Referred By Friend
Tracking Example

37. Implement Goal/Conversion Tracking
• Determine your goals (conversions)
•Track each goal & associated marketing efforts
•Attach a dollar value to everything
• Find out your Customer Acquisition Cost

38. Track Goals and Revenue
$0
$128,571
$257,143
$385,714
$514,286
$642,857
$771,429
$900,000
$112 $0 $12,194
$182,495
$884,490
$568,977
$256,349
$48,959
$186 $83 $52 $40
$1.9MM in Revenue in 2012

39. Watch Out for Media Discontinuity
(Track Online AND Offline Efforts)
1. Ask:“How did you hear about us?”
2. Call Tracking
3. QR Codes (Don’t go crazy)
4. Custom URLs/Landing Pages
5. Coupons & Promos

40. ThingsYou Can Do Now
1. Stop focusing solely on search engine rankings and traffic
2. Make sure your website doesn’t suck
3. Get familiar with web analytics—read the data
4. Learn who your potential customers are, what they do/don’t like
5. Comb through the data, then make decisions
6. Create a Scale of Engagement for your website
7. Make sure you know your CAC (Cost to Acquire Customers)
8. Merge your online and offline marketing efforts

41. ThankYou
Visit www.infront.com/beyondseo to
download this presentation, get a free
“website checklist,” and watch a recording.