28
InC How to attract visitors to your website -and make them buy your products!
InC
How to attract visitors to your website
-and make them buy your products!
- Øyvind Henriksen, InCreo
Introduction
Digital marketing fundamentals
• Digital marketing concepts• Attracting visitors to your website• Helping your visitors fulfill your goals• A few case stories
Note: You can download this presentation
at http://increo.co.uk
02
Introduction
About Øyvind Henriksen• Worked at InCreo for 10 years• Created about 70 websites• Awarded for e-commerce and
business websites
About InCreo:• Established in 1997, 20 employees today• Web expertise and technical solutions• Launching in London 1. August 2010• Currently hunting for a UK partner
03
Digital marketing concepts
Digital marketing
concepts
04
Digital marketing concepts
Goals
• Your website needs a reason to live!• Align them with business goals• Quantitative vs. qualitative goals
05
Digital marketing concepts
Example goals:
• Sales• Leads• Ad revenue• Signups• Downloads• New subscribers• Referrals
06
Digital marketing concepts
Conversion
• Conversion: When a visitor fulfills the marketer's goal.• Conversion rate: Percentage of visitors who convert
07
Digital marketing concepts
Measuring digital marketing
• Many goals can be measured by Google Analytics• Set up "thank you"-pages for every goal• Set targets, for example 10 or 100 leads pr month• Monitor performance regularly
08
Digital marketing concepts
Website success = Visitors × Conversion × Loyalty
09
Attracting visitors to your website
Attracting visitors
to your website
10
Attracting visitors to your website
Traffic
• Number of visitors to your site• High vs. low quality traffic• Remember the server/bandwidth costs!
11
Attracting visitors to your website
Some traffic sources:
• Search Engine Optimization (SEO)• Search Engine Marketing (SEM)• Links from other websites• Social Media• Newsletters and subscriptions• Banner ads• Offline Marketing
12
Attracting visitors to your website
Different resources required
• SEM requires money• Social Media requires man-hours and time• SEO requires good content and solid technical architecture
13
Attracting visitors to your website
SEO: Search Engine Optimization
• Ensure that the site gets listed• Make the site rank well• Research which words to target before you start!
14
Attracting visitors to your website
Click rate by search engine position
The difference between the first positions are huge, so get those top spots!
15
Attracting visitors to your website
Search Engine Marketing
• Example: Google Adwords• Very easy way to get relevant traffic• Easy way to burn a lot of money• Do these first:
– Keyword research– Set up goals in Google Analytics
16
Attracting visitors to your website
Newsletters and subscriptions
• Direct access to your users• Builds customer loyalty• Several types, some examples:
– E-mail– RSS Subscribers– Twitter followers– Facebook fans
17
Attracting visitors to your website
Social/organic marketing – why it’s a good idea
Required to succeed:
• Many man-hours
• Consistent effort over time
• The right people
Benefits:
• More traffic and subscribers
• Inbound links gives a SEO boost
• Ambassadors in the community
• Get to know your customers even better
18
Attracting visitors to your website
Social/organic marketing – how to do it
Create "link-worthy" content• Consistent topic• Consistent high quality• Consistent frequency
Participate in the community• Social media• Blog comments• Forums
19
Helping your visitors fulfill your goals
Helping your visitors
fulfill your goals
20
Helping your visitors fulfill your goals
Call to Action (CTA)
• The vital connection between content and goals• Usually a button, link or similar• Tells the visitor how you want him to proceed• Leads the way from landing page to conversion page• Examples: "Buy", "Try now", "Download", "Subscribe"
21
Helping your visitors fulfill your goals
Conversion Rates
• Amount of people proceeding the way you want• Conversion funnels• Just as important to optimize as traffic
22
Helping your visitors fulfill your goals
3 factors that influence conversion rates
• Friction (this form is too difficult)• Anxiety (these guys will spam my e-mail)• Trust (I don't believe this)
23
A few case stories
24
A few case stories
Crestock.com (stock photos)
Marketing efforts:• Annual Photoshop and Photo
contest• Viral marketing campaigns• Focus on organic SEO
Results:• Sales: 92% increase• New images posted: 63% increase• Downloads: 116% increase
25
A few case stories
Oslo Sportslager (sports equipment)
oslosportslager.no
Marketing efforts:
• Search Engine Optimization
• E-mail newsletters
• Offline advertising
Results:
• 40% of all visits now comes from Google.com
• Total sales increased by 38% in one year
• Awarded Best E-commerce website, 2009
26
A few case stories
Moods of Norway
store.moodsofnorway.com
Marketing efforts:• Viral activities• Social Media• Focused on Facebook
Results:• Traffic from Facebook provides 20% of total sales• Free shipping promotion on Facebook gave an
”all time high” on traffic and conversion rates
27
Thanks for listening
Visit us at our stand: E109D
Follow InCreo UK:
facebook.com/increoUK
twitter.com/increoUK
youtube.com/increoUK
E-mail: [email protected]
Download this presentation here:
http://increo.co.uk/
28We will be launching our services in the UK in August 2010, and we are hunting for an ambitious UK based client or partner.
We provide web expertise and technical solutions.
Please contact us for more information.
