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Gameplan for Online
MarketingGetting more measurable
results from your online marketing activities
Presented by
Tom SnyderTrivera
MBA Business Management Symposium May 7, 2013
Tactics without strategy is the
noise before defeat…
-Sun Tzu
Gentlemen(and Ladies):THISis aStrategy!
Elements of a Successful Strategy:• Define your Brand• Set your Goals• Identify your Target• Craft your Voice• Define your Roles• Commit to Consistency• Measure and Improve
Visitors- Bounces/exits
x Conversion Rate+ Up/Cross Sells
Sales
Visitors• Pay Per Click• Organic Search• Banner Ads• Social Media• Email Marketing• Traditional (direct, print, TV, radio)
Bounces/exits• Crucial for any paid traffic• Google’s Keyword Tool• Google Analytics• Entrance and Navigation• Social Media• Custom URLS
Conversion Rate• Sales/outcomes ÷ number of Visitors X 100• Premature Exits/Abandoned Carts• Entrance and Navigation
Up/Cross Sells
• People who viewed this, bought this• People who bought this, viewed these• People who bought this also bought this
Your Website generates $100k in sales.
You want to increase sales to $120k
1.) Increase prices2.) Increase average sales size with up/cross sells3.) Increase your conversion rate
Increase your conversion rate
$100k comes from 10,000 sales Site receives 40,000 visits.
CR= 25 percentIncrease to 30 percent = $120k in sales
New cart, better site search, better navigation, more qualified visits
1.) Increase prices 2.) Increase average sales size with up/cross sells3.) Increase your conversion rate4.) Increase your traffic
Increase your traffic$100k comes from 10,000 sales
Site receives 40,000 visits.CR= 25 percent
8,000 additional visits = $120k in salesSEO, PPC, Banner Ads, Social Media,
Traditional
1.) Increase prices 2.) Increase average sales size with up/cross sells3.) Increase your conversion rate4.) Increase your traffic 5.) Reduce your bounce rate
Reduce Bounce Rate$100k comes from 10,000 salesSite receives 40,000 visits, but
has a 50 percent bounce rate.
Lower Bounce Rate to 40 percentMore qualified searchers/visitors
1.) Increase prices 2.) Increase average sales size with up/cross sells3.) Increase your conversion rate4.) Increase your traffic 5.) Reduce your bounce rate6.) Calculate and improve your ROI
Calculate and Improve Your ROI
Calculate and Improve Your ROI
Decrease Bounces and exits by improving navigation: http://bit.ly/13dUcF9
Increase your conversion rate: http://bit.ly/13p4bqd
Increase traffic by optimizing for the right keywords: http://bit.ly/10f7ITE
Reduce your bounce rate: http://bit.ly/16d03NU
Trivera
tom@trivera.com262-250-9400
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