Online performance marketing

Online performance marketingPavel JašekIP_406 presentation, University of Economics in Prague, 15. 4. 2012

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Dobrý web introduction

• Leading performance marketing and user research agency in Czech republic

• Public activities: conferences• Education: training

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Agenda: Online marketing overview

• PPC campaigns• Search Engine Optimization• Affiliate marketing• User research• Web experimentation• Web Analytics

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What will you learn by the way

• How to support online marketing within the organization

• Who should you employ for online marketing

• How to fail faster

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Who owns the web?

• Siloed organizations• Different responsibilities and goals• Internal communication and cooperation• Integrated marketing campaigns

IT

• Traffic

Marketing

• Promotions

Sales

• Conversions

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Users•Prospects•Customers•Foreigners

Traffic•Strong brand•Offline advertising•PPC campaigns•SEO•Display campaigns•Email marketing•Affiliate marketing•Social media

Web•Accessibility•Usability•Information architecture•Content•Visual design•Brand trust and credibility•Persuasiveness•Competitiveness

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PPC CAMPAIGNSSatisfy the demand with

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Looking for a home breadmaker?

Google, Seznam, Yahoo & Bing

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Performance marketing KPIs

• How much can you afford to pay? • Do you need some monthly budget?

• MaximumCostPerClick = = ConversionRate × AverageMargin» 2 % CR × 250 CZK = 5 CZK maxCPC

• Cost per sale = Costs / Conversions

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ROPO effect

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SEARCH ENGINGE OPTIMIZATION

SEO is not that technical as you may think

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SEO goals

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Be on the first positionTo be on the SERP for keywords ABCEasy to be found on the internetBring relevant visitors to your site

On-page optimization

Main heading

Relevant content

Internal links

URL

Smaller headings

Page title

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AFFILIATE MARKETINGPay per Action

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Win-win business

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Amazon pays 4 – 6 % from affiliate links

http://www.amazon.com/gp/product/0470529393?ie=UTF8&tag=advawebmetr-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0470529393

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IMPORTANCE OF USER RESEARCH

Who wins? Customer or HiPPO?

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Some of the impressive results

• None of the testers was using the scroll wheel of the mouse.

• Only perceived what’s currently visible in the browser. 

• Used the Back button very often. • Didn’t know the concept of breadcrumb

navigation.• Managed to fill in form fields successfully.• Drop-down menu was very comfortable.

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Heatmaps

Personas

User testing

User testing

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A/B TESTINGMay the best variant win!

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Version A

Version B

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7,5 % Improvement in conversions!

This A/B testing presentation: http://noca.cz/HKofdD

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Version A

Version B

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Well, not all tests are successful

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WEB ANALYTICSMeasuring visitor behavior

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Right data for right people

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Reporting vs. analysis

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http://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/

Engage your colleagues

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Thanks!

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Pavel Jašek

@paveljasek

pavel.jasek@dobryweb.cz

www.dobryweb.cz