Making the most of your Website

1
www.tinyurl.com/BusLinkEvents
Making the most
Of YOUR Website

2
The Magic of Web Marketing
Agenda
• Introduction
• WWW = World Wide Why!
• Performance
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from

3
Introduction - Business Link – Services
What’s next?
• Make contact
Business Link
0845 600 99 66
enquiry@businesslinksw.co.uk
www.businesslinksw.co.uk

4
Agenda
• Introduction
• WWW = World Wide Why
• Performance
• The Right Site

5
It’s all about size
6.5 Bn
1.5 Bn
46m

6
It’s all about money!
£88 Bn
£121 Bn

7
PC
Laptop
Netbook
iPad
iPhone
Smart Phone
WiFi
3G
4G
It’s all about communication
New ways of working means
People spend more and more time
online

8
World Wide Web – The World Wide WHY!
Less Paper
Less Travelling
Less Carbon
IYRE = Improve Your Resource Efficiency

9
Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?

10
Agenda
• Introduction
• Performance
• The Right Site

11
The 2 most common questions
I don’t think my
website’s
working for me,
what can I do?
How do I get
more people to
visit my website?
How is your website performing right now?

12
Website performance – what you need to
know
• How many visitors does your site attract?
• What do they do whilst they are there
– How many pages do they look at?
– How long do they spend on the site?
– How does this compare against the targets set for the site?
– How many conversions occur?
• Sales
• Email contact
• Subscription
• Calls

13
Typical Web stats

14
Typical Web stats

15
Typical Web stats

16
How many visitors

17
Where they came from

18
How they found you

19
How they found you

20
How valuable are they

21
How good is your content?

22
Where do people click?

23
Link Analytics to Adwords

24
Link Analytics to Adwords

25
Custom Reporting
The Reports you NEED
Provided WHEN you need them
Delivered to WHERE you want them

26
Custom Reporting

27
Low conversion % -
then let’s look at your
site

28
Agenda
• Introduction
• Performance
• The Right Site

29
• Download quickly
(3 – 5 seconds)
• Keeps people happy
• Keeps Google happy
Design rudiments
1/ Speed

30
Design rudiments
2/ Navigation
• Simple, Logical, Intuitive

31
Your words need to be aimed directly at your
site visitor - they need to be punchy and
compelling
Design rudiments
3/ Content
• WHY?
Visitors don’t read – they scan
Visitors need to “get it” almost instantly
Visitors need to know you can meet their needs
Visitors need to know WHY they should use you
Visitors need to TOLD what to do

32

33
What does your name say about you?

34
Choosing a name – The Good
www.diy.com
www.blogger.com
www.itv.com
www.wispa.co.uk
www.formula1.com
www.tesco.co.uk

35
The right Name
The Bad
• www.phones4u.com
• www.toys2wish4.com
• www.4learning.co.uk
• www.any-domain-with-too-many-hyphens.co.uk

36
Choosing a name – The Ugly
w
w
w
.speedofart.com

37
w
w
w
.w
horepresents.com

38
www.penisland.net

39
Agenda
• Introduction
• Performance
• The Right Site

40
The Business Requirement
Google Search – Printers Wiltshire,
3 options.
Places
O
rganic
PPC

41
The Business Requirement - Printing

42

43

44
Improving Conversion - Good
Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)

45
Improving Conversion
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION

46
Improving Conversion - Good
Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)
• Sell Your business to your customers [ USP ]
• Clearly defined actions
- Call Now
- Click to Buy
- Click for more info

47
Improving Conversion – The Best
Test
Measure
Feedback
Test

48
Improving Conversion – Testing Options
• Landing Pages
• Compelling Copy
• Where visitors click
• What people do when on your site
• Talk to people who are on your site
• Run surveys
• Usability Tests

49
Improving Conversion - Landing Pages
www.google.com/websiteoptimizer/tour.html

50
Improving Conversion – Compelling Copy
Be Brave, Be Bold
EXPERIMENT
• Prices, increase, decrease, odd pence
• Free Trials
• BOGOF
• BNPL
• Pay for 10 get 12
• First one free / Second one free
• Increase Prices
• Standard Version / Premium Version

51
Be Brave, Be Bold
EXPERIMENT
• Trial different offers
• Add a guarantee – be brave
• Add testimonials
• Try BOLD
• Try Italics
• Try Highlighting
• Try hand drawn annotation

52
Above the fold

53
Improving Conversion – Talk to visitors
Online
Gadgets R Us: See the product button near the top?
ME: Hi, where can I find your digicams please
Gadgets R Us: Just click on that button and you’ll see
an image of a digicam. Just click on that and you’re
good to go
ME: Yes
That’s great, thank you

54
Improving Conversion – Ask
Survey Existing Customers
– offer incentive to complete
Survey Site Visitors

55
Improving Conversion – Usability

56
Improving Conversion – Re-Assure

57
Great conversion % -
then let’s look
building visitor
numbers

58
Agenda
• Introduction
• Performance
• The Right Site

59
Search Marketing

60
What is Search Engine Optimisation

61
Probably the
greatest marketing opportunity
known!

62
PPC
Results

63
Email Marketing

64
Why Email Marketing?
• Build Loyalty
• Remind former clients that you are still around
• Advise clients of full range of services
• Provide easy access to latest – news/advice/offers

65

66
Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible

67

68

69
Video Marketing
• YouTube – 2Bn videos watched………..DAILY
• Video results appearing in Google Search
=
You’ve been framed!
Business Opportunity
2nd most searched site on the internet

70
Your Video
Video Marketing

71
Business Networks

72
http://www.youtube.com/watch?v=QLd9q88ohUs

73

74
Blogging – Why
• An easy way to update latest news
• An informal way of communicating
• Helps with the search engine position of your website
• Opens your business to a wider audience
• Helps keep your clients updated

75
Blogging – Where
www.blogger.com
www.wordpress.com

76
TWITTER

77

78
Twitter – some random Tweets

79

80
GPS driven Location Marketing

81
AUGMENTED REALITY
Real life - augmented
http://www.youtube.com/watch?v=D-A1l4Jn6EY

82
AUGMENTED REALITY

83
Augmented Reality

84
What’s Next?
• Critically assess your site
• Ensure you have some form of analytics
• Ensure you understand the numbers
• Look to improve conversion
• Push your web marketing

85
Agenda
• Introduction
• WWW = World Wide WHY!
• Performance
• The Right Site

86
Andy Poulton
Business Link
M: 07966 547146
E: andy.poulton@businesslinksw.co.uk
W: www.businesslinksw.co.uk
Thank You

Making the most of your Website

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Making the most of your Website

Similaire à Making the most of your Website (20)

Plus de Andrew Poulton

Plus de Andrew Poulton (20)

Dernier

Dernier (20)

Making the most of your Website