Digital Marketing tips and tricks they don't tell you about in the textbooks

1. Digital marketing tips and tricks they don’t tell you in the text books… Dr Dave Chaffey, CEO Smart Insights 8th July 20104th Digital Marketing Conference, Cambridge www.smartinsights.com/presentations

2. About Dave Chaffey Books Qualifications: Cert DigM and Dip DigM Best practice guides Analytics advice, software & consulting www.smartinsights.com/beta Search & conversion consulting www.clickthrough-marketing.com Digital strategy Consulting www.marketing-insights.co.uk 2

3. Smart Insights : our services 3

4. 1 Convert! (on & offline) Sale Lead – E-mail address Call back 2 Engage audience Reduce bounce rate Start visitor on their journey:Next step? Primary path? Increase return rate Increase social sharing 3 Answer the visitors’ questions: What can you offer me? Customer or prospect Targeted segments 4 Encourage return visits and showcase range of products (cross-sell) 5 Reinforce key brand messages(many won’t convert insingle session) 6 Attract visitors = SEO What are the main levers to pull? |4 Tip #1 KNOW YOUR GOALS

5. 5 Tip #2 Invest in a content strategy to achieve your goals

6. 6 Tip #3 BE RELENTLESS IN MOVING TOWARDS YOUR GOALS

7. The 3 key value measures in GA: 1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned. 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled. Tip #2 Place a value on your goals http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/ http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205 7

8. 8 Tip #3 Optimize your scent Example scent trails… NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> WHERE / HOW TO BUY? WHY CHOOSE US?

9. 9 Tip #4 Engage through value = OVP

10. | 10 Tip #5 Sell through value = corebrand messages

11. Tip #6 Test your value messages 11

12. TV Comparison TV - Off TV - On +2.4% +6.4% -1.3% +14.8% Source: Craig Sullivan talking at EconsultancyMasterclass: http://www.smartinsights.com/blog/digital-marketing-strategy/online-marketing-masterclass-liveblogging

13. Value proposition testing +5.3%

14. Practical Tip – Scent Trails and Conversion Pathways Consider options for providing alternative “conversion pathways” for different audiences Tip #7 Use segmented landing to conversion pathways Source: http://searchengineland.com/segmenting-search-respondents-with-2-step-landing-pages-15472 http://www.slideshare.net/sjbrinker/3-landing-page-myths-debunked |14

15. Segmented landing page example = DFA |2009 |15 http://mortgagehelp.direct.gov.uk/

16. 16 Tip #8 Avoid banner blindness

17. 17 Tip #9 Simplify!

18. More recent http://www.cxpartners.co.uk/thoughts/the_myth_of_the_page_fold_evidence_from_user_testing.htm |18

19. 19 Tip #10 Integrate efficiently

20. 20 Tip #11 Make blogs work for you Don’t let the HIPPOs win! http://www.toprankblog.com/2010/01/survey-seo-blogging/

21. Be social 21 Tip #12 Be social! Offer choice!Different forms of value, but… Don’t believe the hype! http://www.smartinsights.com/blog/online-pr-social-media/social-media-dont-believe-the-hype/

22. Tip: Recruit to Twitter via Email Recruiting to Twitter via a prize draw promoted in Twitter

23. Recruiting to encourage purchase

24. …And exclusive Facebook Benefits

25. 3 Mind the gap! Identifying problems and opportunities for growth 25

26. |26 Should show: Potential performance from keyphrase estimators Your actual performance (position, clicks, conversion, sales, value): Paid – absolute and relative Natural – absolute and relative Tip #13 Use search gap analysis Integrate sourceswith scripts or Excel VLOOKUP()function Get a gap analysis…. http://www.clickthrough-marketing.com/resources/reports-downloads

27. 27 Tip #14 Segment to the max

29. Natural

30. Paid and natural brand and non-brand

31. By number of keywords – 2,3,4

33. Returning visitor

34. Registered visitor

37. Product page

38. Checkout complete

40. Screen resolution

42. US

43. FIGS

44. ROW| 28 See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/ + By behaviour – search and browse

45. | 29 Tip #15 Use content effectivenessgap analysis Page or product popularity (views) or page view variance (compared to average) Conversion rate Or conversion rate variance (add to basket) compared to average

46. |30

47. 31 Tip #16 Use your Google AnalyticsINTELLIGENCE

48. Setting up custom alerts for segments 32 Tip: Use Custom Alerts in your system http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/

49. 33

50. Tip #17 Use event triggered emails aka developing an Ecommunications strategy 34

51. Branded welcome, registration triggered e-mails “Learn more through time” “Watch, don’t ask”

52. Tip #18 Use Behavioural re-targeting sensitively… Purchase Dispatched +7d Recognition ofprevious purchase +14d +21d 36

53. “Bad web site. Difficult to find item as no search box provided for short cut” “I can't find any prices on your website” “Would like to see where I can buy products from” . |37 Tip #19 Listen to your customers http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/ iPerceptionshttp://www.4qsurvey.com/

54. Gaining site and business innovation ideas through Uservoice 38 Tip #20 Crowdsource!

55. Let’s Connect! Questions & discussion welcome uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey Blog www.smartinsights.com/blog Feeds www.feedburner.com/smartinsights Email Newsletter www.smartinsights.com http://www.smartinsights.com/advicetype/getting-more-from-google-analytics-guides/