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

2

3

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?

| 4

Tip #1 KNOW YOUR GOALS

5

Tip #2 Invest in a content strategy to achieve your goals

6

Tip #3 BE RELENTLESS IN MOVING TOWARDS YOUR GOALS

7

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

8

WHY CHOOSE US?

WHERE / HOW TO BUY?

NEW CUSTOMER?

<CUSTOMER-CENTRIC SERVICE NAMES>

Tip #3 Optimize your scent

Example scent trails…

9

Tip #4 Engage through value = OVP

| 10

Tip #5 Sell through value = core brand messages

11

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

| 14

Tip #7 Use segmented landing to conversion pathways

Segmented landing page example = DFA

| 2009| 15

http://mortgagehelp.direct.gov.uk/

16

Tip #8 Avoid banner blindness

17

Tip #9 Simplify!

More recent http://www.cxpartners.co.uk/thoughts/the_myth_of_the_page_fold_evidence_from_user_testing.htm | 18

19

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!

21

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

25

3 Mind the gap!Identifying problems and opportunities for growth

| 26

• 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

27

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

| 28 + By behaviour – search and browse

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)

| 29

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

| 30

31

Tip #16 Use your Google AnalyticsINTELLIGENCE

32

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

33

34

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

36

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

38

Gaining site and business innovation ideas through Uservoice

Tip #20 Crowdsource!

Let’s Connect! Questions & discussion welcome

Blogwww.smartinsights.com/blog

Feedswww.feedburner.com/smartinsights

Email Newsletterwww.smartinsights.com

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

www.twitter.com/DaveChaffey

http://www.smartinsights.com/advicetype/getting-more-from-google-analytics-guides/