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Presentation for the IP_406 course at the University of Economics in Prague
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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
www.dobryweb.cz
