Date post: | 15-Jan-2015 |
Category: |
Technology |
Upload: | nordicclick-interactive |
View: | 1,631 times |
Download: | 2 times |
Marketing ChallengesAnd how to overcome them
Adam ProehlManaging Partner, NordicClick Interactive@adamproehl
6/7/2011
About Me
• 14 years of online marketing experience
• Principle at NordicClick Interactive – a full service Digital Marketing Agency
• Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, DMA
• Instructor at the Online Marketing Institute
Topics
• 21 Common marketing challenges
• How smart marketers overcome them
• Tools (either free or really cheap) that will help you
• Applications for your business
What this session is:
Pure Practical Advice
• Everyday problems you might recognize, but aren’t sure how to solve
• Stuff you can start tomorrow
• Short & Long Term Impact
What this session is NOT:
NOT: Industry Changing Strategic Thought
• No flying car predictions
• Anything too intimidating
• 2016? No idea…
The Rules:
• Each challenge is a REAL example
• Solution must be something that actually be done!
• No to minimal cost for technology/tools
Web Analytics Related Issues
Challenge #1: Analytics aren’t tracking
…or at least you suspect it isn’t
Challenge #1: Analytics aren’t trackingFreeTool: Ghostery
www.ghostery.com
• Browser Plugin (Firefox, Chrome, IE, & Safari)
Challenge #1: Analytics aren’t trackingTool: SiteScanGA
www.sitescanga.com
Scans first 100 pages of your site free
• Which pages are missing tags
• Which tags are installed incorrectly?
• Helpful links & resources
Challenge #1: Analytics aren’t trackingTool: GA Debugger (Chrome Extension)
http://chrome.google.com/webstore
Ideal for your web developer to have
Challenge #2: Horrible Bounce Rates
Because high bounce rates are bad, right?
Challenge #2: Horrible Bounce Rates
Start with Traffic Sources:
leverage view buttons
Focus with worst offenders
Challenge #2: Horrible Bounce Rates
Create a simple segment:
Challenge #2: Horrible Bounce Rates
Look at top pages:
leverage view buttons
Now you at least know the source of your pain
Challenge #2: Horrible Bounce Rates
Review click patterns by source
Crazy Egg
• Click based heatmapping tool• Segmentation capabilities (source, geo, date/time, OS, screen, etc)• Simple java script code• Cheap – Starting at $9 a month
Challenge #3: Retroactive Analytics GoalsToo bad you can’t go back, right?
Analytics tracking in place for years prior to goals being setup:
Challenge #3: Retroactive Analytics Goals
Oh, but you can!
(Usually)
Challenge #3: Retroactive Analytics GoalsWhat exactly is a goal?
It’s just a page
Challenge #3: Retroactive Analytics GoalsLeverage Advanced Segments
Look at top content “unique pageviews” and filter by segment
Challenge #3: Retroactive Analytics GoalsFree Tool: Paditrack
www.paditrack.com
• Leverages GA API
• Retroactive Funnels (back to original tagging date)
• Segmentation Capabilities
Challenge #4: Need a Simple Way to Track EVERY Promo
- Shorten URL(bit.ly, ow.ly, etc)
- Make it trackable in GoogleAnalytics
-All in one interface from a Firefox sidebar
http://addons.mozilla.org
Free Tool: Snip-n-Tag (Firefox Add on)
Web Site Effectiveness
Challenge #5: Do my visitors “get” what we do when they see our site?Free Tool: Clueapp
www.clueapp.com
• Displays landing page for 5.5 secs.
• Pick your users
• 48 hour time limit from start
• One Simple Task: “The most remembered words and phrases for your webpage”
• Price: Free
Challenge #5: Do my visitors “get” what we do when they see our site?Tool: Five Second Test (from Usability Hub)
www.fivesecondtest.com
• Displays a screenshot for 5 secs.
• Ask follow up questions after image removed
• Select number of responses you want
Task: Imagine you own a small retail business or restaurant. You are looking at vendors to service your business operations and you come across this site.
Challenge #5: Do my visitors “get” what we do when they see our site?Tool: Five Second Test (from Usability Hub)
www.fivesecondtest.com
Keyword Cloud Responses
Price: • Starts at free, but $20 a month
would be recommended for most SMB’s
• Earn freebies by particpiating in tests
Challenge #6: I think our site usability sucksbut how do I prove it?
Challenge #6: I think our site usability sucksCheap Tool: UserTesting.com
www.usertesting.com
Cheap Tool: UserTesting.com
Follow up questions after site review
Standard demographics
www.usertesting.com
Challenge #6: I think our site usability sucks
Cheap Tool: UserTesting.com
www.usertesting.com
Challenge #6: I think our site usability sucks
Video
Follow Up Question Answers
Price: $39 per test
Challenge #6: I think our site usability sucks
Cheap Tool: Feedback Army
www.feedbackarmy.com
Challenge #6: I think our site usability sucks
Cheap Tool: Feedback Army
www.usertesting.com
Price: $15 for 10 answers
Challenge #7: Will my landing page work?Cheap Tool: Clicktest (from Usability Hub)
www.theclicktest.com
Challenge #7: Will my landing page work?Cheap Tool: GoMockingbird
- Easy Wireframes
- Sharing
- Exporting
- Linking
www.gomockingbird.com
Price: Starts at $9/mo
Challenge #8: What will draw attention on my landing page?Cheap Tool: Attention Wizard
www.attentionwizard.com
• Predictive Heatmap• Predicts eye movements
Price: From $6 a test, also subscription option
Challenge #9: What will my click path look like?
Cheap Tool: Navflow (from Usability Hub)
• Have users test your ideal vision of a navigation flow
• See how many get it right (according to your vision)
• Find holes in your design flow
www.navflow.com
Challenge #9: What will my click path look like?
Cheap Tool: Navflow (from Usability Hub)
• Success/failure report
• Identify holes/gaps
• Retest
www.navflow.com
Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t workingCheap (maybe) Tool: ClickTale Heatmap
Some Key Metrics:
• Hovers• Hover Conversion• Time to Click• Hesitation
www.clicktale.com
Cheap (maybe) Tool: ClickTale Form Analysis
Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working
www.clicktale.com
Other ClickTale Features:
Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working
• Session Recordings
• Conversion Funnels
• Other Heatmaps
Price: Free for 400 pageviews / mo$99/mo for 20k pageviews/moBigger Plans for bigger sites
Challenge #11: Did my visitors find what they were looking for?Free Tool: 4Q Survey Designed by Avinash
www.4qsurvey.com
• Free for first 100 responses
• 4 basic questions
• Simple java script implementation
• GA integration
Hippo Challenges
HighestIncomeProducingPerson in the Organization
Challenge #12: “Here’s how we’re doing it”
“It’s gotta ‘POP’ out at people when they come to it”
“I don’t wanna lot descriptions and content”
“I wanna do what these guys are doing”
•20% increase in topline revenue for FY10• 15% reduction in support costs for FY10Executive•Books closed by 5th business day of the month; •Implement new process for budget approvals & allocationsFinance•Increase web leads by 20%•Front page rankings on 30 of our targeted keywordsMarketing•Achieve 99% fulfillment rate within 1 business day•Reduce overstock by 15%Operations
•Feature articles in 6 industry publications totaling 1 million in circulationPR/Marcom•20% increase in topline revenue for FY10•30% improvement in gross marginsSales•15% reduction in support contacts to the call center•90% first contact resolutionSupport• $50m increase in market cap• Obtain coverage by two additional investor analysts Investor Relations•Increase website uptime to 99.99%• Launch of new international ecommerce platformTechnology
Example Corporate ObjectivesExecutive:
• 20% increase in topline revenue for FY10
• 15% reduction in support costs for FY10
Bring him back up to his level
Challenge #12: “Here’s how we’re doing it”
Challenge #13: “Well, our competitor is doing…”
Leverage many of these same tools for competitive analysis
Mobile Challenges
Challenge #14: When do I need to jump on mobile?
Segment your mobile traffic
One of several ways to segment
Challenge #14: When do I need to jump on mobile?
Segment your mobile traffic
One of several ways to segment
Challenge #15: How does my site or promo render in mobile?
Free Tool: Mobile Phone Emulator
www.mobilephoneemulator.com/
Challenge #16: Setting up a mobile promotion
Free Tool: QRStuff.com
www.qrstuff.com
Challenge #17: I can’t do any promos without help from IT
Leverage Social Networks
Challenge #18: How bad (or good) is my SEO
Challenge #18: How bad (or good) is my SEO
Free Tool: WooRank
www.woorank.com
Challenge #18: How bad (or good) is my SEO
Free Tool: WooRank
www.woorank.com
Challenge #19: How do I compare to my competitors?
Free Tool: Website Grader
www.websitegrader.com
Challenge #19: How do I compare to my competitors?
Free Tool: Website Grader
www.websitegrader.com
Challenge #20: What do our users REALLY want?
Cheap Tool: UserVoice
Crowdsource market research
Price: Starting at $15/mo
www.uservoice.com
Challenge #21: Where can I learn more?
A few Resources:
Top Rank Blog www.toprankblog.com
Clix Marketing www.clixmarketing.com/blog
aimClear www.aimclearblog.com
Marketing Pilgrim www.marketingpilgrim.com
Occam’s Razor www.kaushik.net
Bruce Clay www.bruceclay.com/blog
Ion Interactive www.ioninteractive.com/post-click-marketing-blog/
Takeaway Points
• Challenges are many, but they can be overcome
• Doesn’t have to cost an arm and a leg
• Tools are only as good as the user. Seek help if you need it.
Thank You
and how to overcome them
Adam ProehlManaging Partner
[email protected]@adamproehlwww.linkedin.com/in/adamproehl
Marketing Challenges
Support
Thanks
Challenge #21: Service & Support
Leveraging Social Platforms
Prospecting:
Challenge #21: Service & Support
• 90% @replies
• Simple tools
Challenge #21: Service & Support
Their fancy tool:
Cost: $0
Challenge: Service & Support