Why is my web business failing? Your Actionable How-to Guide for online success

Nik Pasic

BUSINESS SUCCESS

SEO, SEM, CRO and similar elements fall within the scope of this talk but the primary focus is on areas you need to focus on for

 

So why is my web business failing?

overcomplicate

Because you

instead of

Prioritise

SIMPLIFY

The key is to

“If you can’t explain it to a six year old, you don’t understand it yourself.”   - Albert Einstein

“Life is really simple, but we insist on making it complicated.”   - Confucius

“Simplicity is the ultimate sophistication.”  

- Leonardo da Vinci Later used by and falsely attributed to Apple

“The secret to a successful business, product or website isn’t in adding countless features, but rather in eliminating all that is unnecessary and still ending up with a functional user experience.”  

- Me

this is what

looks like

SIMPLE

NOPE  

NOPE  circa 2000

again

SIMPLE

simplicity helps with the

Attention ratio

attention ratio of

56:1

attention ratio of

1:1

Thanks OLI  

CHASE attention ratio helps you

 

what you actually need  

conversions

You need to be chasing  

SALES

You need to be chasing  

REVENUE

You need to be chasing  

You need to be chasing  

IMPRESSIONS

be WARY OF chasing  

LIKES

be WARY OF chasing  

followers

be WARY OF chasing  

backlinks

be WARY OF chasing  

Seo ranking

be WARY OF chasing  

click through rates

be WARY OF chasing  

Cost per click

be WARY OF chasing  

Even website traffic

be WARY OF chasing  

Stepping stones these are

you still do it

Yet

Sign up to Elegant themes edm

Pro tip

and wait for their lifetime discount

Yahoo & MSN > Google & BING

think back on

MySpace > Facebook & twitter

think back on

The original simple version

1995 > 1999 > 2004 > 2009 > 2014

think back on

previously considered king of gamification

Swarm will flop

calling it now

and will take foursquare down with it

Site speed bonus

we subconsciously became used to instant

just try using dial-up again

So how does all this help me?

Prioritise

Some difficult truths to face

You are too emotionally invested and your emotions are overriding your common sense

#1

When dealing with Money Strategy People

In a business scope

Distance yourself

Emotionally

logically

and think

Trust your

instincts

data

But use hard

To back decisions

Then decide what gets done next

#2 You don’t understand your audience

As well a you think that you do

How much would you pay

For a lawyer?

For IT support?

For a plumber?

For your own product?

What if you had no idea what it did?

On your existing budget?

#3 Your expectations are unrealistic

And your competitors are doing it better

“You are not as good as they say, nor are you as bad as they say.”   - I cannot actually remember

Is your latest product really that good?

Is your competitor’s really that bad?

MYER once called David Jones a ship. sinking

The Iconic has been sinking them both

#4 Be wary of trends and gimmicks

Sliding banners = conversion killers

Viral content underperforms long term

Latest $10 billion craze

#5 You bend over backwards for clients even when they are

Not right Because “it’s always been done that way”

disagree with them to help them

Doing the best by a client means that sometimes you have to

“Avoid discussing keyword rankings with clients”

- Peter Mead

Focus on roi instead

Educating your client is your responsibility

you are the

Expert

Stop reporting on keywords / rankings

Sometimes this means you need to

Speaking of reports…

Time sink which mostly satisfies curiosity

Monthly is good, quarterly is better, weekly is wasteful

What do I do now?

Define your business goals

#1

Define how your site and online presence Help you achieve these goals

#2

Define What is necessary in achieving those goals

#3

So that you can trim everything which is unnecessary

#4 Define your ideal audience

#5 never stop testing

If your target market and location are unique

no one can to tell you what works BEST for your audience

you need to test what works yourself

If your TARGET MARKET IS IN A CROWDED SPACE

YOU WILL STRUGGLE TO COMPETE against the bigger brands

you need to test what works yourself

you need to test what works yourself

EITHER WAY

The moment you set and forget

So will your audience

#6 Never stop learning

Things to keep an eye out on

A number of marketing fields have been on my personal radar for the past few years. I have been an advocate for each, saying that everyone in marketing needs to adopt them all and focus the majority of their time and budget within these fields if they wish to pursue true ROI.  

Responsive web design Already mainstream

Conversion rate optimization Already mainstream

Segmented remarketing Mainstream in 2015

Algorithmic attribution models Mainstream in 2-3 years

neuromarketing Very niche and mostly neglected

gamification Very niche and more ignored than neglected

More to come in November SEO Meet up

Thanks for listening

Just Google me! Want to keep in touch?

Nik Pasic