StudioWorks Presentation at Profitability Catalyst 2011:one
1. Five simple ways to improveyour online effectiveness presented by Rad Dougall founder of
2. The tips 1 – Why do you have a website? 2 – Maximise Google Analytics 3 – Complete email campaign cycle 4 – Make everything accessible 5 – Consistent social presence
4. Two key reasons e-commerce brand & information Make sure you are competing Ensure customers can find you To strengthen your brand To keep in touch Sell to a wider audience Keep costs down Promote your products Always open
10. Write out your goals Keep them simple Be focused on your sector Collect feedback from users Shape your site Gradually apply changes Monitor their effect To-do for tip one
12. 4 tips for the price of 1 Goals > Funnel Visualization Traffic Sources > Search Engines Content >Top Content Report Custom Reporting
13. Identifies ‘leaks’ in your site Improve conversion rates Optimise PPC & email marketing Goals > Funnel Visualization
14. Identify frequent referrers Analyse online marketing effects Specifically PPC See where you need to improve Traffic Sources
15. See what your doing well Identify content visitors want Identify pages to improve Content >Top Content Report
16. Focus on metrics important to you Spend less time getting them Custom Reporting
17. Get Analytics Check you have it If not enlist some help to get it operational Remember your login View the reports Use the 4 reports to begin with Try different promotional activities Act on the information To-do for tip two
19. 42% of business users check their business email while on holiday. 53% of business users check their email six or more times per working day. 34% of internet users check their email continuously throughout the day. 96% of internet users' main reason for being online is email. Do you use email campaigns? (Source: Forrester Research, and Jupiter Communications)
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21. Quick overview report Easy to understand Easily see popular information Link activity report
22. Interest quickly dissipates Keep it short & to the point Optimise your title wording Make it scan friendly Link activity overlay 15% 10% Titles example: 3 tips for improving email usability and response rates or Email usability: 3 tips for improving your response rates 5%
23. Useful insight into behavior Illustrates many of the basic email principals Heat map analysis (Source: Jackob Nielsen Research)
24. Email clients have varied skills Focus on users requirements Ensure compatibility Email client breakdown
25. Spot trends Analyse what works for you Improve again and again Compare > Spot trends
26. Look at the reports Feed back the data To-do for tip three
30. Test your site Internet Explorer, Safari, Firefox, Opera, Chrome Test older browser versions From mobile platforms – iOS, Android, Windows, Palm, Symbian http://validator.w3.org/ Tweak your site Make the simple changes Create an improvement plan for larger issues To-do for tip four
35. Update regularly Don’t leave your feeds dry Be transparent Be timely Make sure you have a focus for your channel Check weekly Monitor the public chatter about your brand Quality check tweets Online content lives forever Separate personal & professional To-do for tip five Get CoTweet™
36. Why do you have a website? Write out your goals Shape your site To-do recap Maximise Google Analytics Get Analytics View the reports Act on the information Complete email campaign cycle Make everything accessible Look at the reports Feedback the data Test your site Tweak your site Consistent social presence Update regularly Check weekly Use CoTweet™
38. The End over to Emma James fromTasty Marketing studioworksdigital.com
Editor's Notes
5 things what I mean is easily quickly simply this month without spending money - not a lotAgencies including us normally charge to set up / researchif you can start yourself, who wouldn’t give it a shot first before calling us in?As we go think about what you do currently how could you improveRemember more that can be done in each area I’m just giving you an ‘quick dip’If you find success we can help you further.
1 – reasons goals results2 – have it know about it use it3 – get reports act on them measure conversions4 – multiple device access mobile older browsers5 – use it consistently is it empty not sure why have it / need it
Why have a website? not just because you think you shouldhow does it help business generate leads from it know who visits it and how many? – 2nd tip on analytics keep it up to date? – 5th tip on consistency 1:00
Brand & Info1 – competitors on the web? Attracting your customers?2 – can customers find you? who uses the phone book it’s a Google search3 – judge reputation and products on web presence great product + childs website =4 – what products, services and offers are available More up to date than printedE-commerce1 – selling to a wider audience2 – keeping costs down – no shop3 – promoting products 4 – business never closedyou fall into one of these categories?If you don’t – why?
Write these down
Use the goals to streamline your analytics next tipFeedback Analytics decide on changes
Most websites have some form of metrics systemMost of those are running Google AnalyticsI am assuming you already have this if not - fear not it can be done easily3:00
4 reports you need to use1 – setting up YOUR goals and measuring them2 – what sources are working for YOU3 – what content is popular / not4 – going a little deeper with customisationReports are complex without experience need a little time understand the platformhappy to answer questions after this event
Accessed from the goals section of analytics reports Goals are essential to understand ppc and seo performanceyou say a customer should add to basket go to cart sign in enter billing checkoutWhat needs improvement?Improvement = more sales
Rads.me.uk -> meetdraw post – how helps local digitaltwitter worked best after direct links – could be untracked twitter1 - which to maintain / improve2 - e.g. tagged email campaigns – next tip3 - which ppc campaigns are working best4 -
Rads.me.uk and meetdraw postmeetdraw post was generating majority of traffic which in turn boosted traffic to homepage hugely
FinallyIf comfortable with analytics encourage to look at building your own custom reportsEasy, guided, step by step, creation process
Email marketing works for a variety of reasons...allows targetingis data drivendrives direct salesbuilds relationships, loyalty and trustsupports sales through other channelsbetter ROI than traditional direct marketingDo you maximise the opportunities with this medium? Get most bang for buck?Used Heliomail for examples Most platforms SHOULD offer this level of reporting6:30
Why you need to pay attention to email marketing
Assuming you already do email marketingSo you have a nice email….pay attention and measure the results?know how much each conversion costs you?improve your emails constantly
Simple but full of useful informationWhat are they clickingThen…. Why are they clicking… is the link bold / red / large ? Does the “ FREE something “ link work or do your customers prefer “ get some money off ” ???
Keep it short most important at top see prof cat descriptionOptimize your headlines - first two words of a headline are the most importantexample, a headline like "3 tips for improving email usability and response rates" could be rephrased as, "Email usability: 3 tips for improving your response rates".Get to the point – Most skip long-winded text, so decide if it's worth including
Not available on Heliomail or othersFocus the message - avoid covering too many topics and keep the message simple.Only have attention for a few secondsso make it count using a standout call-to-action.Make it scan-friendly – Limit copy to easily-readable paragraphsSelectively use images to reinforce your message, images often take less time to understandAlign to the left - little attention the right-hand column gets? accustomed to scanning from the top-left first
good email marketing company test test testHate to admit outlook dominance as designer but cant ignore itNext tip on accessibility
RememberTargeted campaigns generate more accurate resultsWork with your designer ( they should be a wealth of info on this topic )Green arrows symbolise waning interestmany just do the create & send phases
Fantastic site + 50% people cant use it =Balance between new tech & accessibilityNeed to look at with developer but important you have understandingMy experience simple is best maybe one flashy thing12:00
Not just computers, phones and tablets but now in cars also (take off unsure legalities of it?)new methods vs. more compatibility all the timeThink of voice control on phones – don’t have to be ‘disabled’ to use assistive techThe National Federation of the Blind (California, US)
All the browser versions and historyGive an idea of complexity
TestDon’t stress yourself outWeb company should be doing this for youWorth keeping an eye on - check one different platform a week?Have a quick look at ALL the validator toolsTweakWeb company should make small ones easilyMaybe plan to incorporate in next site version
Picked on these cause they are common culprits for lack of consistencyApplies to all forms of digital presence – website, email, social and advertising14:00
Looking mainly at twitter but applies across the board – why have a social presence?Deals, offers and competitionsQuick customer supportProduct and service feedbackBrand awareness, loyalty and closer to customersPromote blogs, websites and other newsThese uses work becauseThe message is focusedResponses are timely – small news delivered at the right time – better than a whole report ages laterThey are constantly active channels
Something for all companies to try now there is a free version – paid version also monitors facebook
People like to put a face to the name – faces of Virgin and Apple?Not the same as “no press is bad press - Rather not have a presence than have a bad oneMore than a third of businesses check candidates social presence – stands to reason that they thoroughly check out you tooDo you have a social policy to control what your employees say about your brand?Remember online lives forever123people.co.uk – stumbled on artwork from 1st year uni 2002 still available even though my portfolio went years ago.
16:30
A little amusement for youGoogle – 1996MSN (Bing) – 1995Apple - 1987Facebook – 2004Amazon – 1995
Thank youPlease put some of what we’ve covered into actionhave any questions see me here or contact StudioWorks after happy to help answer questions on topics for attendeesRemember if you find success want to improve on please get in touch.Over to Emma
Thank youPlease put some of what we’ve covered into actionhave any questions see me here or contact StudioWorks after happy to help answer questions on topics for attendeesRemember if you find success want to improve on please get in touch.Over to Emma
