Making the most of your Website

1www.tinyurl.com/BusLinkEvents

Making the most

Of YOUR Website


The Magic of Web Marketing

Agenda• Introduction

• WWW = World Wide Why!

• Performance

• The Right Site

• Conversion, Conversion, Conversion

• Where the traffic comes from


Introduction - Business Link – Services

What’s next?

• Make contact

Business Link

0845 600 99 66

[email protected]

www.businesslinksw.co.uk




• WWW = World Wide Why

• Performance

• The Right Site




It’s all about size

6.5 Bn

1.5 Bn

46m


It’s all about money!

£88 Bn

£121 Bn


PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G

It’s all about communication

New ways of working means

People spend more and more time online


World Wide Web – The World Wide WHY!

Less Paper

Less Travelling

Less Carbon

IYRE = Improve Your Resource Efficiency


Is your business ready?

Do you have

• Phone systems in place to deal with calls?

• People to deal with enquiries?

• Stock to deal with uplift in orders?

• Logistics in place to deliver on new orders?

• Cashflow to meet increased demand?





• Performance

• The Right Site




The 2 most common questions

I don’t think my website’s working for me, what can I do?

How do I get more people to visit my website?

How is your website performing right now?


Website performance – what you need to know

• How many visitors does your site attract?

• What do they do whilst they are there

– How many pages do they look at?– How long do they spend on the site?– How does this compare against the targets set for the site?– How many conversions occur?

• Sales• Email contact• Subscription• Calls


Typical Web stats


Typical Web stats


Typical Web stats


How many visitors


Where they came from


How they found you


How they found you


How valuable are they


How good is your content?


Where do people click?


Link Analytics to Adwords


Link Analytics to Adwords


Custom Reporting

The Reports you NEED

Provided WHEN you need them

Delivered to WHERE you want them


Custom Reporting


Low conversion % - then let’s look at your site





• Performance

• The Right Site




• Download quickly (3 – 5 seconds)

• Keeps people happy

• Keeps Google happy

Design rudiments 1/ Speed


Design rudiments 2/ Navigation

• Simple, Logical, Intuitive


Your words need to be aimed directly at your site visitor - they need to be punchy and compelling

Design rudiments3/ Content

• WHY?

Visitors don’t read – they scan

Visitors need to “get it” almost instantly

Visitors need to know you can meet their needs

Visitors need to know WHY they should use you

Visitors need to TOLD what to do



What does your name say about you?


Choosing a name – The Good

www.diy.com

www.blogger.com

www.itv.com

www.wispa.co.uk

www.formula1.com

www.tesco.co.uk


The right Name

The Bad• www.phones4u.com

• www.toys2wish4.com

• www.4learning.co.uk

• www.any-domain-with-too-many-hyphens.co.uk


Choosing a name – The Ugly

www.speedofart.

com



www.whore

prese

nts.co

m



www.penisland.net





• Performance

• The Right Site




The Business Requirement

Google Search – Printers Wiltshire,

3 options.

Places

Organ

ic

PPC


The Business Requirement - Printing




Improving Conversion - Good

Ensure that your pages• Have a goal

• Load Quickly

• Provide customer focused information

- Them not me

- Benefits not features (W.I.T.F.M)


Improving Conversion

A –

I –

D –

A –

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION


Improving Conversion - Good

Ensure that your pages• Have a goal

• Load Quickly

• Provide customer focused information

- Them not me

- Benefits not features (W.I.T.F.M)

• Sell Your business to your customers [ USP ]

• Clearly defined actions

- Call Now

- Click to Buy

- Click for more info


Improving Conversion – The Best

Test

Measure

Feedback

Test


Improving Conversion – Testing Options

• Landing Pages

• Compelling Copy

• Where visitors click

• What people do when on your site

• Talk to people who are on your site

• Run surveys

• Usability Tests


Improving Conversion - Landing Pages

www.google.com/websiteoptimizer/tour.html


Improving Conversion – Compelling Copy

Be Brave, Be Bold

EXPERIMENT• Prices, increase, decrease, odd pence

• Free Trials

• BOGOF

• BNPL

• Pay for 10 get 12

• First one free / Second one free

• Increase Prices

• Standard Version / Premium Version



Be Brave, Be Bold

EXPERIMENT• Trial different offers

• Add a guarantee – be brave

• Add testimonials

• Try BOLD

• Try Italics

• Try Highlighting

• Try hand drawn annotation



Above the fold


Improving Conversion – Talk to visitors

Online

Gadgets R Us: See the product button near the top?

ME: Hi, where can I find your digicams please

Gadgets R Us: Just click on that button and you’ll see an image of a digicam. Just click on that and you’re good to go

ME: Yes

That’s great, thank you


Improving Conversion – Ask

Survey Existing Customers

– offer incentive to complete

Survey Site Visitors


Improving Conversion – Usability


Improving Conversion – Re-Assure


Great conversion % - then let’s look building visitor numbers





• Performance

• The Right Site




Search Marketing


What is Search Engine Optimisation


Probably the

greatest marketing opportunity

known!


PPC

Results


Email Marketing


Why Email Marketing?

• Build Loyalty

• Remind former clients that you are still around

• Advise clients of full range of services

• Provide easy access to latest – news/advice/offers



Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible




Video Marketing

• YouTube – 2Bn videos watched………..DAILY

• Video results appearing in Google Search

=You’ve been framed!

Business Opportunity 2nd most searched site on the internet


Your Video

Video Marketing


Business Networks


http://www.youtube.com/watch?v=QLd9q88ohUs



Blogging – Why

• An easy way to update latest news

• An informal way of communicating

• Helps with the search engine position of your website

• Opens your business to a wider audience

• Helps keep your clients updated


Blogging – Where

www.blogger.com

www.wordpress.com


TWITTER



Twitter – some random Tweets



GPS driven Location Marketing


AUGMENTED REALITYReal life - augmented

http://www.youtube.com/watch?v=D-A1l4Jn6EY


AUGMENTED REALITY


Augmented Reality


What’s Next?

• Critically assess your site

• Ensure you have some form of analytics

• Ensure you understand the numbers

• Look to improve conversion

• Push your web marketing




• WWW = World Wide WHY!

• Performance

• The Right Site




Andy Poulton

Business Link

M: 07966 547146

E: [email protected]

W: www.businesslinksw.co.uk

Thank You