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20? tips to improve your web marketing for Cambridge branch of CIM, 10 th July, 2008 Dave Chaffey www.davechaffey.com/presentations

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About Dave Chaffey guru ‘ a religious leader or teacher in the Hindu or Sikh religion or, more generally, a person who is respected for their knowledge of a particular subject and who gives advice ’ Clients include 3M, BP, CIPD, Euroffice, HSBC, IDM, Intel, Siebel and Tektronix. Analyst at www.e-consultancy.com . E-marketing consultant at www.cScape.com . E-marketing trainer and consultant <ul><li>Cranfield School of Management E-commerce </li></ul><ul><li>Leeds University Business School </li></ul><ul><li>Warwick (E-business) 2 </li></ul><ul><li>Previously Birmingham, Derby </li></ul>Visiting lecturer at leading UK business schools <ul><li>E-marketing Excellence, Internet Marketing </li></ul><ul><li>E-business and e-commerce Mgt </li></ul><ul><li>Total E-mail Marketing </li></ul>Author of 6 best-selling business books Recognised by the CIM in 2004 as one of 50 people who have ‘shaped the future of marketing’ and by DTI in 2005 as a key contributor to the development of UK E-commerce in the last 10 years An e-marketing “guru”! www.davechaffey.com

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How long do you have to engage a site visitor? <ul><li>50 milliseconds </li></ul><ul><li>2 seconds? </li></ul><ul><li>7 seconds? </li></ul>Source: www.clickdensity.com

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2008 : Top 20 web design tips GA, Bounce rates 2. Analytics Cialdini, GCO 4. Persuasion GWT, SEOMoz, GT 5. SEO AB, MVT 3. Findability OVP 1. Strategy Watch out for… Tips

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Case study - <ul><li>One of the UK’s leading nationwide laser eye surgery clinics treating over 100,000 UK patients </li></ul><ul><li>One of the biggest advertisers on the UK Internet </li></ul>Web site Database Online adverts Consultation booking Consultation Treatment Awareness Brand favourability Purchase consideration Maintain share of voice Drive purchase intent Engage with brand personality Product reassurance Email

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1. Strategy

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How do you measure website marketing success? Chaffey et al., Internet Marketing , 3rd Edition © Pearson Education Limited 2007

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Tip #1 - Defining your OVP <ul><li>Core brand proposition = Marketing Mix: </li></ul><ul><ul><li>Who you are </li></ul></ul><ul><ul><li>What you do </li></ul></ul><ul><ul><li>Where you do it </li></ul></ul><ul><ul><li>What makes you different? </li></ul></ul><ul><li>OVP - Online Value Proposition </li></ul><ul><ul><li>Reinforces core brand proposition and credibility, but messaging shows: </li></ul></ul><ul><ul><li>Value that a site visitor get from your online brand or campaign that… </li></ul></ul><ul><ul><ul><li>They can’t get from you offline? </li></ul></ul></ul><ul><ul><ul><li>They can’t get from competitors? </li></ul></ul></ul><ul><ul><li>Communicate message forcefully: online and offline </li></ul></ul>

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Does your message stand out? http://www.useit.com/alertbox/banner-blindness.html

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Examples of Nielsen’s tests

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What do you notice? Source: Etre ( www.etre.com )

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Amazon exploits top-left, top-right Source: Etre ( www.etre.com )

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Ultralase home page Outcomes + OVP Run-of-Site Signup Customer-centric copy Questions answered

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Tip #2 answer the visitors questions Ad Interstitial landing page Standard landing landing page

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Tip #3 Use run-of-site Sign-up and OVP messages OVP = Online Value Proposition

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Tip #4 – target using personas <ul><li>For each persona, assess preferences for: </li></ul><ul><li>Platforms (web, email, mobile) </li></ul><ul><li>Platform usage (hours) </li></ul><ul><li>Content consumption: </li></ul><ul><li>General site types & </li></ul><ul><li>category-specific </li></ul><ul><li>Social media - content </li></ul><ul><li>creation & participation </li></ul><ul><li>Search behaviour </li></ul><ul><li>Trusted brands </li></ul>

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Analytics

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Tip #5. Reduce your bounce rate <ul><li>“ Percentage of visitors who enter the site and who then immediately exit ” </li></ul><ul><li>Should benchmark for different: </li></ul><ul><ul><li>1. Digital channels (Search, ads, direct, email) </li></ul></ul><ul><ul><li>2. Different sites, placements or search terms </li></ul></ul><ul><ul><li>3. Creative </li></ul></ul><ul><ul><li>4. Different landing pages </li></ul></ul>20% = Great 40% = OK 60% = Spam

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Tip #6 - tune your www.google.com /analytics setup <ul><li>1. Define conversion goals (including value) & funnels </li></ul><ul><li>2. Define unique pages (e.g. remove Session IDs from URLs) </li></ul><ul><li>3. Setup filters (e.g. new visitors only, paid search, campaigns) </li></ul><ul><li>4. Put campaign tracking tags in place </li></ul>http://www.epikone.com/landing_page.php?utm_campaign=fall-sale &utm_medium=banner &utm_source=boston.com&utm_content=text-only The search term purchased (if you’re buying keywords). This is not always used and is NOT included in the above example. utm_term The version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable. utm_content Who are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search, utm_source Media channel (i.e. email, banner, CPC, etc). What is the ‘distribution method’ that is used to get our message out to our clients? utm_medium The name of the marketing campaign, e.g. Spring Campaign. utm_campaign Meaning Variable

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Findability

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Tip #7 - Use Scent trails Do you have the right scent? Tip: Use customer-centric language, Especially in nav labels and page headings

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Tip #8 AB Test Which is best? - ‘Clean’ or ‘Cluttered’

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Tip #9 Use Multivariate testing?

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Tip #10 TIMITI = Flexible web layouts

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Tip #11 Use secondary navigation to highlight next steps

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Persuasion See: http://en.wikipedia.org/wiki/Robert_Cialdini <ul><li>Credibility + </li></ul><ul><li>6 “weapons of influence” </li></ul><ul><li>Reciprocity </li></ul><ul><li>Commitment and consistency </li></ul><ul><li>Consensus </li></ul><ul><li>Affinity (Liking & credibility) </li></ul><ul><li>Authority </li></ul><ul><li>Scarcity </li></ul>

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Persuasion principle 1: Credibility <ul><li>1. Presumed General assumptions in the mind of the perceiver </li></ul><ul><li>2. Surface Simple inspection or initial first-hand experience </li></ul><ul><li>3. Reputed Third party endorsements, reports or referrals (Tip #12) </li></ul><ul><li>4. Earned First hand experience that extends over time </li></ul>www.euroffice.co.uk

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2. Reciprocity <ul><li>Tip #13 </li></ul><ul><li>Offer valuable, exclusive content or offers and your audience will remember you and be indebted to you. </li></ul>

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4. Commitment and consistency <ul><ul><li>“ Get </li></ul></ul><ul><ul><li>initial commitment” </li></ul></ul><ul><ul><li>“ Set their alarm clock”: </li></ul></ul><ul><ul><li>Tip #14 </li></ul></ul><ul><ul><li>Provide reasons </li></ul></ul><ul><ul><li>to </li></ul></ul><ul><ul><li>Regularly </li></ul></ul><ul><ul><li>Return </li></ul></ul>Q. How can you highlight reasons to return to the site (which labels)?

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Apply RF(M) analysis Loyalty (Number of Visits) Recency (Date of Last Visit) 88% of “ Loyal Stars” Use the forum “ Fresh” (Been in last 3 weeks) “ Rotten” (> 3 months old) “ Stale” (3 weeks – 3 months) “ Regulars” (2-5 times) “ Loyal” (More than 5 visits) “ Tried It” (Once or Twice) Proportion using community tools

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5. Consensus and social proof <ul><li>Tip #15 </li></ul><ul><li>Use independent accreditation </li></ul><ul><li>Your audience will believe others more than they believe you! </li></ul>

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Social media can help with conversion and SEO www.addthis.com

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6. Affinity (liking) People are persuaded by other people they like

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5. Authority <ul><ul><li>Show off </li></ul></ul><ul><ul><li>your </li></ul></ul><ul><ul><li>Authority, </li></ul></ul><ul><ul><li>Expertise </li></ul></ul><ul><ul><li>and </li></ul></ul><ul><ul><li>Status </li></ul></ul>

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7. Scarcity Loss is more powerful than gain Show site visitors what they could miss

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Tip #14 Webify your copy <ul><li>The most common online copywriting mistakes </li></ul><ul><li>Copy not customer-centric (Use the “You Test”) </li></ul><ul><li>Not appealing to diverse audiences </li></ul><ul><li>Not highlighting your unique benefits </li></ul><ul><li>Making copy too long </li></ul><ul><li>Not chunking copy </li></ul><ul><li>Not engaging at start of para </li></ul><ul><li>Not using sub-heads </li></ul><ul><li>Not highlighting related content </li></ul><ul><li>Not integrating hyperlinks </li></ul><ul><li>Hyperlinks at start, middle and end </li></ul>

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Search Engine Optimisation (SEO)

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Tip #16 Controlling your messaging in the search results page Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <title> </title> tags <meta name=“description = > tags Or Snippets from page Or www.dmoz.org

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Controlling messaging through document meta data Google SERPS Visible page .HTML Source “ View Source” <meta name> description tag + snippet <title> tag 3 1 2 4 5 - <h1><h2>

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Practical tip To evaluate use search syntax: site:domain.com + <keyphrase>

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Tip #17 Analyse target keyphrases Source: OneStat.com Tip: Use the Google keyword tool to inform copywriting: https:// adwords.google.com/select/KeywordToolExternal

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Which SEO ranking factors should I focus on? <ul><li>On page: </li></ul><ul><ul><li>1. <title> tag = 4.9/5 </li></ul></ul><ul><ul><li>2. Meta name description = 2/5 </li></ul></ul><ul><ul><li>3. Meta name keywords = 1/5 </li></ul></ul><ul><ul><li>4. Keyword frequency and density = 3.7/5 </li></ul></ul><ul><ul><li>5. Keyword in headings = <h1> = 3.1, <h2> = 2.8 </li></ul></ul><ul><ul><li>6. Keyword in document name = 2.8 </li></ul></ul><ul><li>Off-page </li></ul><ul><ul><li>More backlinks (higher PageRank)= 4/5 </li></ul></ul><ul><ul><li>Page assessed as a hub = 3.5/5 </li></ul></ul><ul><ul><li>Page assessed as an authority = 3.5/5 </li></ul></ul><ul><ul><li>Link anchor text contains keyword = 4.4/5 </li></ul></ul><ul><ul><li>Link velocity (rate at which changes) = 3.5/5 </li></ul></ul>See http://www.seomoz.org/article/search-ranking-factors

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Tip #18 Use footer links and primary nav for SEO Current accounts page Home page Tip: Ensure primary and secondary Navigation labels include keyphrases within anchor text

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Tip #19 Create link-bait?

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Are you using Google Webmaster tools? <ul><li>Reasons for using and distributing diagnosis: </li></ul><ul><ul><li>Crawl errors </li></ul></ul><ul><ul><li>Search query performance </li></ul></ul><ul><ul><li>Internal and external link reports </li></ul></ul>Practical Tip : Essential to use: relevant anchor text for linking pages within copy

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So… is your site successful? Tip #20 – Answer the 4 key customer questions Are you answering these questions through Psyma?  How satisfied are my visitors?  What are my visitors at my website to do?  Are they completing what they set out to do?  If not, why not?  If yes, what did they like best about the online experience? Is the content what you want?   Can you interact as you want?   Will you make repeat visits?  Are your needs anticipated  Can you locate what you are looking for? 

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Thank you! <ul><li>Download this presentation from: </li></ul><ul><ul><li>www.davechaffey.com /presentations </li></ul></ul><ul><li>Any questions, do e-mail me: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Subscribe to my E-marketing Essentials, monthly briefing on what‘s new in E-marketing </li></ul><ul><ul><li>www.davechaffey.com </li></ul></ul>