Maximizing Website ROI

How to Double Your Website ROI

Hans Riemer
President
Market Vantage LLC
www.Market-Vantage.com

Our Focus Today
 Website = Business Development Engine

Copyright 2011 Market Vantage LLC 2
http://www.market-vantage.com -- (978) 482-0130

Related Topics
 Website look and feel
 Website usability
 Website messaging


Many Websites…
 …are like a pretty house, but…
– Leaky roof
– Poorly insulated
– Windows energy inefficient
– Furnace hasn’t been serviced in years

 So where do you start?
– Home inspection and energy audit


You Can’t Fix What You Can’t Measure
 Web Analytics Tools:
– Google Analytics
– AdWords conversion tracking code
– IVA
– NetSuite Reporting
 Recommendation:
– Get the right tools, make sure they’re
implemented properly, and learn to use them or
find someone that can.

Basic Metrics Examples
 What to look for in Traffic Sources:
– Percent traffic from Search (paid & non-paid)
– Branded vs. Topical keywords
 Are your top-10 keywords all Branded?
– Referred visits


Basic Metrics Examples

 Topical vs Branded Keywords
 Is traffic from Topical keywords increasing?

Basic Metrics


Sources of Website Traffic
Paid Contextual
Search Ads On-Line Pubs Portals Related Sites E-Newsletters

Organic Referring Social Pay-Per Banners Sponsor- PR Ads
Search Links Media Click & Text Ads ships (Online / Offline)(Radio/TV/Print)

Brand Awareness
Referrals On-Line Advertising
(Bookmark or Direct)

Website Traffic


Attracting Targeted Website Traffic

 SEO - Search Engine Optimization
 PPC – Pay Per Click Advertising
– Sponsored Search
– Contextual Advertising
 Directory listings / inbound-links
 SMM - Social Media Marketing


Keyword Research
 Lateral search using software tools
 Evaluate each term across three axes
 Group by theme Search Frequency
 For SEO: Assign to pages
 For PPC: Assign to ads

Competition

Relevance


Online Marketing Lead Generation
Realization Select
Web Search Scan Results
of Need Candidate

Develop Interest Visual Impact Land on
and Trust and Messaging Website

Receive
Decision to Respond
Respond & Submit Prompt
Follow-Up

 Each new lead requires an unbroken chain of events.
 Any break in the chain means the entire process fails.


Website Conversions
 How do you define a “conversion?”

 How much does a conversion contribute to
your organization’s bottom line?

 How much does a conversion cost?


How Many Clicks to Make a Sale?
 Track everything and do the math:
Impressions 100,000
Sales
Funnel Clicks (2% CTR) 2,000

Conversions (5%) 100

Sales (10%) 10


Example: ROI of Pay-Per-Click

Sales $4.00 avg. CPC
Funnel
5% Conv. Rate = $80 / Conv.

10% Close Rate = $800 / Sale
(200 Clicks / Sale)


Example: ROI of SEO


Improve ROI Through Loss Reduction

 Careful selection of keywords / sites
 Be present in the Search results
 Great landing pages (correct destination URL)
 Compelling offer
 Testing each step of the funnel


Attention to Detail
 Test all links
 Continually optimize ads
 Comprehensive keyword research
 Purge non-performing keywords / placements
 Test offers / landing pages
 Observe traffic flow through site
 Lead nurturing – maximize ROI
 Don’t depend on one source of leads

Top 4 Website ROI Boosters:

 Get top-10 rankings on Search engines for
your relevant, topical keywords
 Optimize your Pay-Per-Click programs to
minimize spend and maximize results
 Fix underperforming Landing Pages
 Demystify your website analytics so you know
where to invest and what needs fixing


How Can We Help You?

 Free 30-minute assessment by phone / web
– Analytics
– AdWords
– Keywords Hans Riemer
– Ranking Market Vantage LLC
+1-978-482-0131
hjr@market-vantage.com


Maximizing Website ROI

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