4. 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
Copyright 2011 Market Vantage LLC 4
http://www.market-vantage.com -- (978) 482-0130
5. 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.
Copyright 2011 Market Vantage LLC 5
http://www.market-vantage.com -- (978) 482-0130
6. 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
Copyright 2011 Market Vantage LLC 6
http://www.market-vantage.com -- (978) 482-0130
7. Basic Metrics Examples
Topical vs Branded Keywords
Is traffic from Topical keywords increasing?
Copyright 2011 Market Vantage LLC 7
http://www.market-vantage.com -- (978) 482-0130
12. 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
Copyright 2011 Market Vantage LLC 12
http://www.market-vantage.com -- (978) 482-0130
13. 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.
Copyright 2011 Market Vantage LLC 13
http://www.market-vantage.com -- (978) 482-0130
14. 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?
Copyright 2011 Market Vantage LLC 14
http://www.market-vantage.com -- (978) 482-0130
15. 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
Copyright 2011 Market Vantage LLC 15
http://www.market-vantage.com -- (978) 482-0130
16. 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)
Copyright 2011 Market Vantage LLC 16
http://www.market-vantage.com -- (978) 482-0130
17. Example: ROI of SEO
Copyright 2011 Market Vantage LLC 17
http://www.market-vantage.com -- (978) 482-0130
18. 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
Copyright 2011 Market Vantage LLC 18
http://www.market-vantage.com -- (978) 482-0130
19. 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
Copyright 2011 Market Vantage LLC 19
http://www.market-vantage.com -- (978) 482-0130
20. 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
Copyright 2011 Market Vantage LLC 20
http://www.market-vantage.com -- (978) 482-0130
21. 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
Copyright 2011 Market Vantage LLC 21
http://www.market-vantage.com -- (978) 482-0130