Digital marketing tips and tricks
they don’t tell you in the text books…
Dr Dave Chaffey, CEO Smart Insights8th July 2010
4th Digital Marketing Conference, Cambridgewww.smartinsights.com/presentations
Books
Qualifications: Cert DigM and Dip DigM
Best practice guides
About Dave Chaffey
Analytics advice, software & consulting www.smartinsights.com/beta
Search &conversionconsultingwww.clickthrough-marketing.com
Digital strategyConsultingwww.marketing-insights.co.uk
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Smart Insights : our servicesDigital strategy consulting
Analytics-basedsales optimisation
Digital strategy:We help you create or refine your strategy roadmap
Web analytics customisation:Google Analytics setup bespoke to your business needs
Acquisition efficiency:Improve traffic quality for Search, Affiliate and Social channels
Search Engine Marketing maximisation:Integrating SEO and PPC improvements
Website yield maximisation:Conversion optimisation strategy and Quick Wins recommendations
Conversion optimisation:Landing pages, Search and browse, basket and checkout recommendations with AB and Multivariate testing
Ecommunications strategy:Integrating personalised email, social and site contact strategies & CRM with offlinechannels
Commercial dashboard reporting:Creating custom dashboards to control operational performance
1 Convert! (on & offline)SaleLead – E-mail addressCall back
2 Engage audienceReduce bounce rateStart visitor on their journey:
Next step? Primary path?Increase return rateIncrease social sharing
3 Answer the visitors’ questions:What can you offer me?Customer or prospect Targeted segments
4 Encourage return visits and showcase range of products(cross-sell)
5 Reinforce key brand messages(many won’t convert in single session)
6 Attract visitors = SEO
What are the main levers to pull?
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Tip #1 KNOW YOUR GOALS
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Tip #2 Invest in a content strategy to achieve your goals
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Tip #3 BE RELENTLESS IN MOVING TOWARDS YOUR GOALS
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http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/
The 3 key value measures in GA:o 1. Index value (Top content reports)
Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.
o 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.
o 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205
Tip #2 Place a value on your goals
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WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Tip #3 Optimize your scent
Example scent trails…
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Tip #4 Engage through value = OVP
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Tip #5 Sell through value = core brand messages
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Tip #6 Test your value messages
TV Comparison
+2.4%
TV - Off
+6.4%
TV - On
-1.3% +14.8%
Source: Craig Sullivan talking at Econsultancy Masterclass:http://www.smartinsights.com/blog/digital-marketing-strategy/online-marketing-masterclass-liveblogging
Value proposition testing
+5.3%
Source: http://searchengineland.com/segmenting-search-respondents-with-2-step-landing-pages-15472http://www.slideshare.net/sjbrinker/3-landing-page-myths-debunked
Practical Tip – Scent Trails and Conversion PathwaysConsider options for providing alternative
“conversion pathways” for different audiences
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Tip #7 Use segmented landing to conversion pathways
Segmented landing page example = DFA
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http://mortgagehelp.direct.gov.uk/
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Tip #8 Avoid banner blindness
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Tip #9 Simplify!
More recent http://www.cxpartners.co.uk/thoughts/the_myth_of_the_page_fold_evidence_from_user_testing.htm | 18
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Tip #10 Integrate efficiently
20 http://www.toprankblog.com/2010/01/survey-seo-blogging/
Tip #11 Make blogs work for youDon’t let the HIPPOs win!
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Be socialTip #12 Be social! Offer choice! Different
forms of value, but…Don’t believe the hype!
http://www.smartinsights.com/blog/online-pr-social-media/social-media-dont-believe-the-hype/
• Recruiting to Twitter• via a prize draw • promoted in Twitter
Tip: Recruit to Twitter via Email
Recruiting to encourage purchase
…And exclusive Facebook Benefits
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3 Mind the gap!Identifying problems and opportunities for growth
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• Should show:• Potential performance from keyphrase estimators• Your actual performance
(position, clicks, conversion, sales, value):– Paid – absolute and relative– Natural – absolute and relative
Integrate sourceswith scripts or
Excel VLOOKUP()function
Tip #13 Use search gap analysis
Get a gap analysis…. http://www.clickthrough-marketing.com/resources/reports-downloads
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Tip #14 Segment to the max
Advanced segments – some options1. Segmentation by Referrer / Traffic source:• Paid• Natural• Paid and natural brand and non-brand• By number of keywords – 2,3,4• Social media 2. Segmentation by Visitor Type• New visitor• Returning visitor• Registered visitor• Customer
3. Segmentation by Engagement• 5 pages,• <3 pages
4. Segmentation by Content Viewed • Key landing page• Product page• Checkout complete• Folders for large organisation
5. Segmentation by Landing Page Type
6. Segmentation by Event:• Conversion goal types and E-commerce
7. Segmentation by Platform (less important)
• Browser• Screen resolution• Mobile platforms
8. Segmentation by Location • Main markets• UK• US• FIGS• ROW
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See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
High Potential(Problems)
Top Performers
(Stars)
Low Potential, Low Performance
(Dogs)
Consistent Performers(Cash Cows)
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Conversion rateOr conversion rate variance (add to basket) compared to average
Page
or p
rodu
ct p
opul
arity
(vie
ws)
or p
age
view
var
ianc
e (c
ompa
red
to a
vera
ge)
Tip #15 Use content effectiveness gap analysis
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Tip #16 Use your Google AnalyticsINTELLIGENCE
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Setting up custom alerts for segments
http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/
Tip: Use Custom Alerts in your system
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First-time visitor
Return visitor
Registered visitor
Purchased once
Newlyregistered visitor
Purchased Active
Purchased Inactive
Tip #17 Use event triggered emailsaka developing an Ecommunications strategy
Branded welcome, registration triggered e-mails
“Learn more through time”
“Watch, don’t ask”
Purchase Dispatched +7d
+14d +21d
Recognition ofprevious purchase
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Tip #18 Use Behavioural re-targeting sensitively…
“Bad web site. Difficult to find item as no search box provided for short cut”
“I can't find any prices on your website” “Would like to see where I can buy products from” .
| 37iPerceptions http://www.4qsurvey.com/
http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
Tip #19 Listen to your customers
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Gaining site and business innovation ideas through Uservoice
Tip #20 Crowdsource!
Let’s Connect! Questions & discussion welcome
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